Cover Story: Finding the Perfect Balance

Some coupon sites are effective drivers to Gaiam's site, and the company has broader affiliate programs, such as Upromise. Gaiam also targets companies that write articles about green living or fitness — the types of companies that have "a real alignment with our mission and values," Marshall says.

The key to Gaiam's affiliate marketing success is only approving affiliates that make sense for its brand. "We use LinkShare for the program," he says, "and somebody comes in and we get to approve it. You'll never see, for instance, a Gaiam ad on a car parts site. We have a fairly tightly controlled group we work with."