Capitol File: New Magazine Coming to Town
From today's Reliable Source in the WaPo:
For the High-Gloss Lifestyle, a High-Gloss MagazineIf Binn will really cover art in this new magazine, then he's already one up on Washington Life and Washingtonian, neither one of which have regular art coverage, much less reviews, etc.
Jason Binn publishes slick city mags that cater to glamorous people: He's behind Ocean Drive in Miami, Gotham in New York, Hamptons on Long Island, Aspen Peak and Los Angeles Confidential. Now he's wagering that his formula will work in Washington. During inauguration week, Binn, 37, came here to schmooze and talk up Capitol File, a quarterly that he says will launch in the fall.
"We're going to bring together some of the biggest boldface names in Washington as contributors," Binn tells us. "We're looking to give Washington a really luxe, full-color, glossy, comprehensive read. It'll be like a coffee-table book." The fast-talking, name-dropping Binn, a fixture on the New York party circuit, says Capitol File won't just focus on pretty faces, social climbers and fashionistas but also will cover politics, business and art. (Local angle: Binn's older brother, Jonathan P. Binstock, is curator of contemporary art at the Corcoran; he uses the family's original name.)
In competing with Washington Life and the monthly Washingtonian, Binn says his mag will be mailed free "to all the homes valued at over $1 million." He's also craving another rich market: Capitol File's promo for advertisers boasts of "a unique distribution partnership with NetJets," a private jet outfit. "With an average customer's net worth of $25 million, you will be in good company." Lofty targets indeed.
Welcome to DC!