When DuJour magazine launched last summer, founder and CEO Jason Binn made the glossy’s missive clear: It was a luxury publication, in every sense of the word. The print edition would only be sent to the nation’s top-earners, the 1% demo who fit one of the five criteria, which included filters like “a home valued at a million and a half, or a quarter of a million dollar income, or a $5,000,000 net worth, or a charitable donation of $10,000,” according to Mr. Binn.
The online DuJour.com was partly its own creature, with original content and a larger readership base–accesible to any commoner with a modem–but it was still under the same brand which cultivated an air of exclusivity and wealth. So color us shocked to read today about DuJour Media’s partnership with Buzzfeed, of all places, for a project called “Tell Us About Your Selfie.”
off the record
Update: Mr. Tepperberg responds below.
When describing Marquee, the recently reopened upper-Chelsea nightclub, you might find yourself falling back on that Talking Heads song “Heaven.” You know, the bar where nothing, nothing ever happens? When a nightclub reopens exactly one decade after its first inauguration, in the exact same spot, with the exact same owners and the exact same name, it’s hard not to drift back to the verse: “When this party is over, it will start again; it won’t be any different, it’ll be exactly the same.”
off the record
There were a lot of nontraditional elements to Jason Binn’s new quarterly, DuJour magazine: It was partnered with online flash-sale site Gilt Groupe, had two co-editors, and launched earlier this month as both an online property for Gilt’s members and a direct-mail glossy sent to 250,000 of the country’s 1 percenters. Any one of these qualities would be enough to raise eyebrows … especially for a brand that sought to woo luxury advertisers, many of whom are still wary of anything that strays too far from the Vogue norm.
But Mr. Binn—founder and former CEO of Niche media (the company behind Hamptons and Gotham magazines) who resigned in 2010 to work as a consultant for Gilt as chief adviser—had a plan to create an autonomous brand that would partner with his former employer to mine its membership data on one end, while creating a totally autonomous product on the other. And amazingly, he seems to have pulled it off.
When Jason Binn announced his return to the publishing business on Monday—with a multi-platform luxury lifestyle magazine sponsored by Gilt Groupe, Hudson News and Dufry duty free—the response was so big it crashed his computer.
“I tend to go out and meet people and I’m very engaging socially and it’s never happened before,” the Niche Media founder told Off the Record, from his home office in Manhattan. “I’ve had three tech people to my house and I’ve got Gilt people helping me out…it’s great because it’s horrible.”
Late last year, a man named Aidan Vola, a plumber by trade, decided to launch a society magazine called New York Hamptonite. Using $118,000 of his own savings, he assembled a sales team and rented a small office in Bridgehampton. At 3 a.m. on May 22, 2009, the Friday before Memorial Day weekend, his distributor Read More
You would think that a book sporting the subtitle How Successful People Do It—And What We Can Learn From Them is about being hideously successful and how to get there. But at the book party for What Makes You Tick? Wednesday Night at the Condé Nast Building, co-author Michael Berland made sure to Read More
In the late 1990s and early part of this decade, a young journalist named Andrew Essex was on the rise in Manhattan. He was a Talk of the Town editor at The New Yorker under Tina Brown; then a senior writer at Entertainment Weekly; then executive editor at Fairchild’s revamped Details. There were also stints Read More
Last week, The Observer reported that financier Roberto de Guardiola, and his interior designer wife, Joanne, are selling their East 64th Street townhouse for close to $30 million. They certainly move fast. Now, the couple has bought five apartments in the Sherry Netherland Hotel, according to Page Six.
Braden Keil provides Read More
Magazine publisher Jason Binn is known for luxury living, and his real-estate broker wife, Haley Lieberman Binn, understands bricks and mortar. As chief executive of Niche Media, Mr. Binn publishes high-end glossies like Gotham, Hamptons and, most recently, Boston Common and Capital File; Ms. Binn is a broker at Stribling & Associates.
With a recent Read More
Those few who find themselves in a position to knowledgeably discuss the attendees of the Bridgehampton Polo Club games often talk in code. New Money. No Money. The Real People don’t come anymore.
The interpretation of this code might lead one down some very dark social alleys. Still, more objective comments might be made about Read More