Even in New York, where famous office towers dot the skyline and developers are fixtures in the society pages, commercial real estate makes for dry copy. What can a trade publication do to make the industry more fun, not to mention stand out from competitors? Two words: jet packs.
Mark Bisnow, a former aide to Hubert Humphrey, launched Bisnow Media in 2005 to remake commercial real estate coverage for the Internet age. That meant creating an online newsletter with a colloquial style and covering the personal lives of industry executives.