Marketwatch media columnist Jon Friedman writes Friday that Trader Monthly succeeds because it pleases its Wall Street readers.
Friedman wrote, “For example, a story on the cover of Private Air’s October/November issue proclaimed: ‘Make Your $20 million Jet Pay for Itself.’ While it might not win a Loeb award for excellence in journalism any time soon, Doubledown’s editorial content is generally strong.
“Doubledown has broken through the widespread gloom in publishing by following the No. 1 rule in any venture: Please the hell out of your audience. It devotes itself primarily to the young Wall Street crowd (which, for our purposes, can be defined as either anyone younger than, say, 37, or someone who doesn’t yet own summer AND winter homes).
“‘We reach a niche audience, a highly targeted, highly desired group,’ Randall Lane, the president of Doubledown, told me. ‘We’re a company that focuses on profitable communities, and we deliver quality media to service them. Traders are a classic community.'”
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