Just angle it so that it becomes relevant to other markets.

For example, a Dan Kennedy promo (for an info marketing course) that I worked on... for the copywriters niche, the position was simply of Dan's extensive experience as a copywriter, therefore his obvious loyal fan base would be interested in his new product... for the personal development, many of them are familiar with Dan's No BS series, so that was the tie in... for the info marketers, many know the names of the top info marketers who have been through Dan's Platinum Circle, so that was the tie in. Etc.

That being said, there are A LOT of publications and mediums geared at the "bricks and mortar" business owner... the blog owners, forum owners, site owners, magazine owners, internet radio owners etc of the mediums that cater to that market are fantastic JV partners especially since not much is brought to the table for them to promote.

And remember, since in the "offline world", much of the "seen it before" IM strategies are that much more effective.

(I'm running a similar strategy for the launch of "The Genie" which as a services and info product line attached to it, primarily geared at "offline" business owners... mostly hitting the Vancouver, BC market).