So, here is how I see it - in my case, I belong to a community (and self promote) so at the end of the day it doesn't really make a diff if I go with a pub or not as the reads will be more or less the same -however, I do go with pubs because my article feels like a good fit (even though it is limited to the specific pub's audience) and because I want to support the pub (I am referring to small pubs)