Affiliate marketing, in its earliest incarnation, was an add-on for existing sites rather than an industry in its own right--hence the term "CPA" or "cost-per-action advertising."
The affiliate-marketing industry has obviously grown and evolved, and today most AM is probably on sites that exist for that purpose. My point is simply that the old-fashioned approach can still work on content sites with the right topics and enough traffic (which is why big media companies, not just mom-and-pop sites like mine, continue to use affiliate links and ads).
So, if a Webmaster's skills are more on the publishing side than on the technical or SEO side, it may be worthwhile to consider an information site that's supported by affiliate links and other forms of advertising. (I know a few editorial types who made the mistake of going the "affiliate site" route and failing because they lacked the technical and SEO skills to survive as pure affiliate marketers.)