The Art of Pitching

I think that Chapter 3, The Art of Pitching, was very interesting and informative, but I'm trying to think of how I would apply it to myself. With my idea of an online magazine, who would I be pitching to? I don't really need investors and I don't know if you pitch to advertisers or if they come to you. The only people I could think of pitching to would be my audience/readers. How would I do that though? I don't think it really makes sense. My idea seems more like something that spreads through word of mouth or by stumbling upon it. I know that's not much of a business plan, but it's not like I would go around to different places and hold presentations. The chapter we read seems more like for when someone is selling an actual product or service. Also, the author kept talking about going into a company and trying to sell them on my idea. I wouldn't be going to a specific company for my business idea. I guess this whole chapter kind of confused me because I couldn't imagine how I would apply it to myself.