Mr. Binn's most celebrated achievement seems to be that he invented the highly focused free publication, covering his costs of publication by convincing advertisers that he can deliver extremely high-end demographics. He has been spectacularly successful with his other regional magazines, including "Ocean Drive" (Miami),
"Gotham" (Manhattan), "Hamptons (Long Island)," "Los Angeles Confidential," "Aspen Peak," "Boston Common," and "Capitol File" (Washington, DC).
"Michigan Avenue" is expected to appear this summer free in luxury hotel rooms, business jet seat pockets, luxury restaurants, and through direct mail to a list of people with a net worth of over $1 million and a net income of at least $200,000 per year. The magazine is also available at some newsstands for about $5.00. About half of the circulation will be through direct mail
I had heard earlier that Mr. Binn was busy calling around Chicago to engage writers, other content providers, and, of course, advertisers. So I shouldn't have been surprised when he appeared dead tired when I met him. He was attentive as I characterized GNMAA as an organization that could assist him in making important contacts in the City. I also discussed the already rich publishing environment here, which includes "Where, "Chicago Social," "The Chicago Collection," "Chicago Magazine," and others. His main point was that "Michigan Avenue" will excel at "being local." He remarked that each of his magazines works very hard to include stories on local celebrities, political leaders, and events that match the interests of wealthy readers.
A quick prior "google" heightened my anticipation of the meeting. Mr. Binn has many detractors. Several blogs called him names that I wouldn't repeat here, except to say that he apparently has a reputation in some circles as being a bit aggressive, arrogant, pushy, etc. In summary, he is accused of trampling on the vineyards of more than a few employees, business associates, and competitors.
But I did not witness any of this as he slouched exhausted in his suite at the Peninsula telling me about his great plans for the Chicago magazine. It was fun and, of course, I wish him well!






