DuJour Media’s Early Success And Jason Binn’s Pivot That Catapulted It To The Top

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Forbes MC Staff   Forbes Monaco

DuJour Media’s Early Success And Jason Binn’s Pivot That Catapulted It To The Top

As the world evolves and becomes more dependent on technology and digital means of communication—for everything from accessing information to even working this past year—many industries have experienced a negative impact from the shift. Some fields have adjusted, while others became extinct in the process. One specifically which has seen a huge shake-up is publishing. And while many newspapers, magazines, and media outlets were swept away into the abyss when the digital wave spent in, some came out on top. One such example is DuJour Media, a leading luxury media group that’s known for its crème de la crème audience, content, and partnerships. Founded and operated by New York publishing legend Jason Binn, the company’s success can in large be attributed to his incomparable ability to connect with and access celebrities, influential leaders, and prominent figures in an array of industries.

Binn always had a knack for networking, but when he tapped into his own circle, the exclusive market that most media companies can only dream of turned into both audiences and partnership possibilities for DuJour, especially during a time when many publishers were struggling to stay afloat. By harnessing the power of the elusive 1% he was able to simultaneously elevate brands and bring them to life via DuJour’s arsenal of publications, which include Town and Country, Gotham Los Angeles, Aspen Peak, and the Robb Report. The niche demographic that DuJour Magazine, the quarterly released chief publication, attracts and caters to is those who have a minimum net worth of $5 million, which naturally dictates the design, topics, and editorials of the magazine—also available on digital platforms. Through coveted experiences and event activations, Binn leverages DuJour’s appeal and gives top brands access to organizations and guests during pivotal moments of the year—think fashion weeks and notorious national party celebrations. 

Although Binn has over 30 years of experience in publishing—which began with his first and largely successful company Niche Media—DuJour saw impressive growth and a quick rise to prestigious standing in the media industry when he managed to harness the elite audience of the top 10 markets from the East to West Coast. What began as a small five-person team in 1992 quickly became a profitable business, growing by 20% a year for 20 years, and maxing out with 300+ full-time employees with the average employee staying three to five years—a testament to the company’s values. In fact, the majority of management has 15 to 20-year tenures with the company. DuJour’s staff has been a driving force behind the brand, which is in line with Binn’s own focus on connections—something that’s proven priceless for the mogul.

Editorial calendars and spreads are often crafted in conjunction with an activation event, an idea that mirrors the late Andy Warhol’s famed modus operandi, where large gatherings of the “it” crowd inspired art and became it themselves in timeless photographs. From launch shows, movies, brands, film or brand campaigns, Binn and his team navigate top events to leverage access for brands and causes who otherwise wouldn't get a significant draw. However, with the shift towards digital media, DuJour’s emphasis on events became greater, in parallel with its move towards social media, digital newsletters, and online editions of the magazine. The truth is that when the content—from editorials to feature stories—is of DuJour Magazine’s caliber, people will follow even if the way by which it’s consumed changes. With a reputation as the elite’s “passport” to destinations and cities that drive influence and affluence, it’s clear that the audience is not going anywhere, namely because no one caters to their unique taste and needs quite the same.

In an article by the New York Times, an editor at DuJour says, “It is not so gratuitous as to say: ‘Buy this! Buy this!’ Our feeling is, there is a luxury consumer who is engaged and excited to hear about what is going on in a range of categories.” This is precisely why items like a $37,000 bicycle from Aston Martin are in the glossy pages—because the readers are the people that not only marvel at such items, but actually buy them. It’s all relative and the topics and advertisers DuJour Media partners with are exactly what the clientele is looking for. From Brunello Cucinelli, Chanel, Christian Dior, Dolce & Gabbana, Hermes, Louis Vuitton, Max Mara, Restoration Hardware, Richard Mille, Tiffany & Co., Whispering Angel, and more, the company holds one of the most impressive brand rosters on the market. 

Binn understands that the DuJour brand and its success does not come from sitting behind a desk or being confined to a building, which is why events are just as crucial to the company as award-winning stories. This hybrid approach to media, entertainment, and storytelling is precisely why DuJour has stayed at the forefront of the industry even as it transformed into something that no one could have expected before social media took over the world. Known as the impresario of upscale branding, whether through events, editorial, or advertising Binn’s model is the gold standard for luxury, wealth, and influence across the U.S. As the name implies, everything about the brand is “of the day,” in keeping with trends and setting them at the same time. 

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Forbes MC Staff   Forbes Monaco