Inside Bisnow Media’s strategy

Thomas Heath of The Washington Post writes about Bisnow Media, a Washington-based real estate and business news publication company.

Heath writes, “Bisnow Media is an online chatterbox, a goody-bag cross between People magazine, Washington Life and Business Insider.

“Think Brangelinas for the commerce class.

“‘Business news is way too dry,’ said Bisnow, 61, a lawyer by training but unapologetic business junky at heart. ‘People want to read about other people and what they are doing. They want pictures, snappy headlines, conversational prose, humor. When you are getting information online in the middle of a busy day, you want to be entertained as well as informed. So Bisnow Media is a guilty pleasure without the guilt.’

“The snappy business model works for him.

“In its 10th year, Bisnow’s media empire, which is based in New York and Washington, includes 32 online publications — known as ‘Bisnows’ — covering things like real estate, technology and associations in various cities around the country, including Los Angeles, Chicago, Boston, Houston and San Francisco. Each Bisnow publishes at least once a week, and some several times a week, and is ‘pushed’ to a target audience through e-mails.”

Read more here.