That is a hard question to answer as an outsider...I prefer to diversify without diluting too much. There really isn't any harm in starting out with three sponsors and seeing where that gets you - you can always add content from others down the line if you aren't getting the traffic that you want.
Having said that, I would definitely target a small number of niches to begin with...there is a lot of competition out there and you want to keep your exposure to a minimum.
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