I recently emailed John Atkinson of Stereophile

Real audio companies do not waste money running ads in magazines; they use it for research and development.

Herman:
I know the people who own thoes "successful" audio companies, the image they portray is often very different from the motivation driving the product.
Moniker; everytime a persons name and a compeny is listed, that's a commercial, i'm not here for that.

When JGH was chief editor of Stereophile there were little or no ads, I think it was the same with the Absolute Sound; but there was integrity and credibility plus loyal following. With success came the ads, money, influence, you know the rest. These magazines had a very plain look but they were full of great information; now the magazines look great but they’re full of nonsense. If you were directing a small audio company would you want to put your ad in that pile?
There are many small audio companies that do not advertise in [MAGAZINES] but continue to succeed on the strength of their product alone. I for one find something quite noble in that.

Nrchy:
For over six years I have been owner and designer for an audio cable company. I can say with confidence; there is a market based on performance that exists outside the cloister of audio magazines.