In September, Bob Pittman’s former Pilot Group partner Andy Russell raised $22 million. Russell used the money to found a New York seed fund, Trigger Media.
Trigger Media is similar to Betaworks and Alley Corp, the incubator that produced Business Insider, Gilt Groupe and MongoDB. Russell’s goal is to seed several startups through profitability.
The first of those startups to launch is InsideHook, a Thrillist-like newsletter for middle-age men. Russell has worked closely with Thrillist and Daily Candy over the years.
Russell and his executional cofounder, Jonathan Keidan, wanted a publication that appealed to them. While one is married and the other is single, they’re both busy men who don’t have time to research and discover new, exciting activities in New York.
“50 million tourists come through New York and find amazing hidden gems,” says Russell. He hopes InsideHook will find those same activities for New York residents too.
Russell says InsideHook will be the first of five to seven companies he’ll launch over the next few years. Another will be launching in late May. All of the companies will be digital media startups.
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