Courting Old Guys via Old(ish) Media

Companies are going back to email basics when targeting mature males

In younger circles, email tends to get a bad rap as an older, low-fi medium. But the endurance of brands like DailyCandy and Thrillist would seem to indicate that when it comes to lifestyle content, email still delivers.

Enter InsideHook. Founded by Andy Russell and Jon Keidan—both former investors in DailyCandy and Thrillist—InsideHook launched in March as an email newsletter aimed at affluent men in their mid-30s to mid-50s. The company wouldn’t supply subscriber figures, but Keidan said InsideHook has doubled in size in the past six weeks.

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