When you sell media there is always overlap. Your magazine readers read other magazines, your website visitors visit other websites, etc.
But overlap can also be used to strategic advantage if you come up with a plan to pull traffic away from competitors. That is what McDonalds did to Starbucks in May of this year with a special promotion designed pull overlap business their way.
According to Experian Simmons who tracked the results of the program, "For some time, the percentage of McDonald’s customers who also visited Starbucks trended steadily at around 17 percent. This trend quickly changed upon the launch of the McDonald’s McCafe coffee line in May of 2009. In one week, the percentage of McDonald’s customers also visiting Starbucks dropped below 15 percent and remained below 15 percent for about 9 weeks."
Think about your competitors that overlap and consider what content you could deploy that could bring them over to your side.