Launching a New Version of Brooklyn Magazine

From a Wall Street Journal story by Alexandra Bruell headlined “Michael Bassik Leaves MDC to Resurrect Brooklyn Magazine and Sell Sprinkles”:

Political marketing veteran Michael Bassik has left the advertising holding company MDC Partners Inc. to relaunch Brooklyn Magazine and start a flurry of other ventures, including a flavored sprinkle brand and a health-data firm.

In May, Mr. Bassik teamed up with former Ad Age editor Brian Braiker to purchase the archives, trademark and membership database for Brooklyn Magazine, a quarterly print publication that shut down about two years ago. Mr. Braiker will serve as co-owner and editor in chief.

“I have professional ADD and I’m inspired by a lot of different ideas,” said Mr. Bassik. “Looking back at this year and the disruption it caused, and the impact on consumer behavior, this aligned to make it the perfect time to launch new companies.”

Messrs. Bassik and Braiker this week launched a new version of the publication, including a website, an email newsletter and a podcast with sponsors such as fast-casual chain Just Salad and direct-to-consumer hair care brand Jupiter. Early next year, the magazine plans to add a paid subscription option that will eventually offer exclusive content and merchandise from Brooklyn artists, while maintaining a free version for people who sign up for the newsletter.

The Brooklyn Magazine investment comes at a time when people are more focused on local businesses and news during the pandemic, said Mr. Bassik. “The stories that start in Brooklyn are local stories, but they reverberate around the world. Brooklyn Magazine has the opportunity to be a global brand,” he said. . . .

Mr. Bassik has a background in political advertising, including holding senior roles at WPP PLC public affairs agency firm Burson-Marsteller, now called BCW, and co-founding political advertising firm DSPolitical, where he remains on the board.

Beyond Brooklyn Magazine, his new ventures include UNTU, a business that helps advertisers use opt-in health data to target consumers; TrayMates, a line of disposable place mats; and Politicize LLC, a networking service for the people and companies in politics.

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