Ex-Recode EIC Frommer is launching his own publication

Former Recode editor in chief Dan Frommer is launching a new publication, The New Consumer, an umbrella term he’s using to describe the changing landscape in e-commerce, online advertising and direct-to-consumer brands.

Anthony Ha of Tech Crunch writes, “These are all topics covered by the major tech news sites and general interest publications, but Frommer said he will focus less on ‘covering the day-to-day moves at tech companies’ and more on ‘the messy lines between the announcements,’ and on what is and isn’t working.

“‘That thing that this company announced a few weeks ago, is it actually working?’ he said. ‘Are people actually using it, is it successful or not and why? What are we learning from it?’

“The core product at The New Consumer will be the Executive Briefing, a newsletter that Frommer plans to put out twice a week, and that you’ll need to pay a $200 annual subscription fee to read. He said that this month will be a ‘paid beta,’ where you’ll need to subscribe to read the newsletters, but you’ll get 13 months of access for your money, rather than 12.”

Read more here.