New York Magazine is set to start sending out New York Deals, a weekly deals email that will consist of 15,000 opt-in recipients at launch. The deals email, which will be accompanied by a New York Deals website, takes its place among a number of well subscribed email newsletters already published by the magazine. The difference? New York Deals will be entirely e-commerce-oriented, and won’t sell advertising.
New York Media’s Serena Torrey told us that New York Deals will be focused on providing select deals that reflect New York’s sophisticated editorial and readership. The deals will be sourced from various deal companies, who will work with New York as an affiliate partner. “We went after deals companies that had deals that we liked the best; the ones that were most interesting ones to us,” said Torrey.
The initial group of deals includes Gilt City, BuyWithMe, Lifebooker (beauty and fitness) and Zozi (unique activities). Torrey says that each of the sites met specific reader needs. Gilt City, for instance, provides hard-to-find deals for high-end restaurants. Lifebooker, similarly, has deals for high end salons. Partners for other segments, such as family and children, will also likely be pursued.
While the magazine is beginning with New York Deals as an aggregated, curated product, New York may eventually begin sourcing some of its own deals. For the time being, Torrey says that New York Deals will be separate from other parts of NY Magazine, including its various fashion, eating, city guide and lifestyle blogs and content. “Right now, we are sticking with email and landing pages as our channels.”
We note with interest the new partnership between New York Magazine and Foursquare, the location based service now in 21 cities that lets friends see where you have “checked in” and lets you vie to be mayor (hail Outside.in’s Camilla Cho, our mayor at the recent BIA/Kelsey Marketplaces conference).
New York’s 7,000 followers on Foursquare will have access to tips from the magazine’s online database that includes 5,000 restaurants, 1,600 bars and 5,500 stores. True to form, most of the initial items are food and bar oriented, but there are also cultural, retail and sports items.
The addition of New York, which has both local and national readers, complements other sites that have joined up with Foursquare. The only other “local” site is Time Out New York, but local/vertical interest is also captured by partners such as Zagat, and to a lesser extent by sites such as Bravo, Zagat, Askmen.com, The History Channel, Bon Appetit and Gossip Girl.
Aside from the partner deals, FourSquare has been rapidly developing in other directions. For instance, it has localized national deals with chains such as California Pizza Kitchen, ChiChis and Athletic Warehouse.
It also has local deals, even in cities where it has not formally launched, such as San Diego. One local deal that caught my eye was for Del Mar Racetrack, where the Mayor will be entitled to a VIP paddock tour, four clubhouse admissions, their name on the tote board and will watch a race from the Winner’s Circle.
New York Connects, the local “content discovery” project launched late last year by New York Magazine and Clickable, has seen definite progress since its launch last December, according to NYmag.com General Manager Michael Silberman. Silberman spoke to us as part for a broad profile on NYmag.com’s extensive vertical efforts being issued in BIA/Kelsey’s Marketplaces program.
New York Connects enables local businesses to tap into the power of search keyword advertising through easy-to-understand lead generation tactics. Advertisers who sign up get a search campaign optimized for their business to drive qualified leads, a customized landing page and a dashboard to track leads, conversion and ROI.
Initial categories include weddings and dentists, which are frequently featured in New York Magazine. New York Connects makes the multi-category weddings franchise a year round money maker, taking it well beyond the twice-yearly special issues, says Silberman. Home design and spa services are also likely to be added this summer.
New York Magazine, whose online effort is run by longtime MSNBC.com exec Michael Silberman, has emerged as one of the most ambitious city magazine efforts on the Web, competing directly against city guides and other local services. Yesterday, the site, which leverages a sales force of 100, announced a partnership with Clickable to power its local advertising.
Clickable itself is gaining steam. The company has expanded beyond its roots in vertical search to include a platform that includes display ad management as well. Last week, it announced a similar deal with Fox Audience Network.
CEO David Kidder tells us that more than 2000 sites are currently using the Clickable platform, which provides access t o Google, Yahoo, and Microsoft. Kidder says that Fox is rolling out the platform in two phases. The first phase will utilize Clickable’s performance-based model. It is a lot of strategic positioning for their inventory, and integration. The second phase will include several enhanced features, including click to call.