The result is observations such as this line from a restaurant review in D.C. Style's preview issue: "Celebrating its 10th anniversary, Cashion's has staying power."
Similarly, the spring edition of Binn's Los Angeles Confidential has an article titled "Pier Review." The subhead reads, "You drive by it all the time, but do you realize how awesome the Santa Monica Pier really is?"
Paige Bishop, formerly of Washington Business Journal, left, Jason Binn, publisher, and Cristina Greeven Cuomo, daughter-in-law of former New York governor Mario Cuomo, are launching Capitol File magazine.
(Kevin Clark -- The Washington Post)
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Capitol File will "celebrate the people and the places," Binn said.
Binn has hit more than he has missed. Niche Media's six free publications had revenue last year of more than $60 million, according to a report in Advertising Age.
Binn is making the most of his local connections. His brother Jonathan P. Binstock is a curator at the Corcoran Gallery of Art. His partner is Cristina Greeven Cuomo, daughter-in-law of former New York governor Mario Cuomo. Capitol File's publisher, Paige Bishop, is a former ad sales manager of the Washington Business Journal. Jamie Biden, son of Sen. Joseph R. Biden Jr. (D-Del.) is an associate editor. The magazine's director of client relations, Nazy Nazhand, is the former advertising director of Washington Life. Capitol File has no editor yet.
Modern Luxury's Carroll, who once sold ads for Washingtonian magazine, said he is in the midst of hiring staff and signing a lease.
Spain-Smith, who said she will live in Washington part time, hopes to replicate the success of the five-year-old Philadelphia Style, which has a combined newsstand, subscription and controlled circulation of 70,000.
Beginning May 1, the Washington version will be sold on newsstands for $3.99. Annual subscriptions will cost $15.
Binn personally oversees the distribution of his start-up magazines, aware that rich people everywhere are not the same.
"Each market has its own sensibility," he said. "People are going to pick it up and say, 'They get it' or 'They don't.'"
