In fiction, the experts tell you to write what you know. In founding a company, you’re told to fix the problems you find in your own life. So it makes sense, then that Andy Russell–a leading investor behind email newsletters like Daily Candy, Thrillist, Tasting Table, and PureWow–has decided the world needed InsideHook, another free lifestyle newsletter, but this one targeted to his own demographic: “The discerning, urban, established man who lives a fast-paced and rewarding life,” as the company describes it.
In a visit to Betabeat’s offices last month, Mr. Russell, who helped launch roughly one email property a year for the past eight years as a partner at the powerhouse investment firm Pilot Group, said he recognized the need to cater to the 35-to-55 set by looking at his own life. On date night, he and his wife would end up at the same sushi place around the corner. “My wife looks at me and goes ‘Again? Where’s the guy who climbed Kilimanjaro on our honeymoon?’ Or I used to own a restaurant in the West Village called Moomba. ‘Where’s the guy who started the hottest nightclub/restaurant in New York?’”