How Doubledown Double-Dipped
Failed Wall Street publisher repurposed editorialâ€”to an extreme.
Earlier this week, FOLIO: reported that Doubledown Media, the publisher of magazines aimed at the Wall Street elite, has ceased operations. This morning, as I was scanning the newsstand, I came across a couple remnants of the once-rising enterpriseâ€”and was seeing double. Literally.
Side-by-side, the November/December issue of Doubledownâ€™s Trader Monthly and the December/January issue of Dealmaker are nearly identical. The cover subjectsâ€”Dean Smith and Wray Thorn, respectivelyâ€”are posed and photographed the same way. The coverlines are near mirror images of each other.
Flipping through, I foundâ€”wait, yesâ€”identical feature stories. Word for word. Page for page. With little in the way of design changes.
Admittedly, I was not a subscriber to Doubledownâ€™s magazines, so I donâ€™t know if this happened often or was an isolated incident. While I understand that Trader Monthly and Dealmaker had similar readerships (and advertisers) there is no excuse for such blatant, lazy sharing of copy.
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