BINN’S DIGITAL PLAY: If you follow Jason Binn on Twitter, you know that he’s always working on something. One evening he’s tweeting from a party in Miami, and the next day he’s talking about a business deal in Los Angeles. His latest news: the launch of Du Jour, a new print magazine that will be published quarterly, in addition to a monthly digital publication and weekly e-mailed newsletter. Du Jour magazine will make its debut this fall, in partnership with Gilt Groupe, Hudson News and duty free retailer Dufry’s James Cohen.
Binn, who became chief adviser to Gilt’s Kevin Ryan in August 2010, said Du Jour will also live on Gilt.com. As he described it, the digital version of the magazine will reach the top 3 million most affluent opt-in Gilt members.
This story first appeared in the February 28, 2012 issue of WWD. Subscribe Today.
“We’re going to target high-net-worth individuals in key markets around the country,” said Binn. He sort of did the same thing as founder of Niche Media, with publications such as Gotham in New York and Capitol File in Washington. With Du Jour, he’ll focus on New York, Los Angeles, Chicago, Miami, Dallas, Las Vegas and San Francisco, as well as regional areas including the Hamptons, Aspen, Colo., and Sun Valley, Idaho.
Breaking it down even further, Binn said 235,000 copies of the oversize magazine will be sent to readers that fit strict guidelines that include an average home value of more than $1.5 million and average income in excess of $250,000. Also, 15,000 copies will be sold on newsstands (which presumably is where Hudson News comes in). He claims he’s not competing with his old colleagues at Niche, adding they are friends and he talks to them all the time. “I’m in the second stage of my career and I’m creating a category,” said Binn. “The last thing I want is for people to think is I’m running another Niche.”
The deal just closed, so now Binn will start hiring editors. Half of each publication will include local content and the other half national coverage of subjects such as fashion, travel, beauty, real estate, entertainment and nightlife. To date, 100 pages of advertising have been sold.
Binn, who always seems to be juggling several publishing projects at once, might have at least one more in the works. According to sources, he’s in talks with Sean Parker on a digital Facebook magazine. The question is, will Mark Zuckerberg “like” it?