OLD Media Moves

New magazine aimed at investment bankers

September 11, 2006

The New York Times reported Monday that the magazine will be called Dealmaker, and it will make its U.S. debut in November. It comes from the company that currently produces Trader Monthly magazine.

Reporter Michael S. Schmidt wrote, “Over the last three years, Trader Monthly has exploited a formula of showing how traders make — and especially spend — their money. As a result, it has been able to attract both financial industry and luxury goods advertising. The company hopes to replicate that success with Dealmaker and predicts about 50 pages of advertising in the first issue. So far, 20 advertisers have signed on.

Randall Lane, the president of Doubledown Media, who will oversee the editorial operations of both magazines, said that selling advertisements for an investment banking magazine had been easier because the company had already established itself in a similar niche market.

“‘There is no other way to reach all these guys as a whole,’ Mr. Lane said. ‘It is a highly desirable community to reach for these advertisers because of all the money that our readers generate, make and spend.’

“The revenue and profits of the European versions of both magazines will be shared with The Wall Street Journal Europe, which will handle the marketing and production. Doubledown previously had a similar arrangement with Condé Nast.”

Read more here.

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