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. Read More