started in 2001 as -- a joint venture of prior owner Primedia, which wanted it for the magazine's listings, and Cablevision, which promoted programming on its Metro TV channels, including the hit show "Full Frontal Fashion." The show's runway coverage attracted luxury advertisers, proving there was money to be made online. Wasserstein bought the site in 2004, the team added features like Grub Street that would prove popular with other advertisers as dollars shifted to digital.This past August, New York Media sites drew 4.8 million unique visitors, according to Com Score, providing the scale that large marketers require.More important, ad revenue at is on track to grow 26% this year, following 20% growth in 2011.
Consumer magazines draw only about 5% to 15% of their ad sales from their digital operations, analysts and insiders say.
Observers also praise New York's owners for their willingness to invest for the long term and a nimble business team that 's equally adept at selling print and digital advertising.
In addition, the magazine and website have racked up more National Magazine Awards since Mr.
And last month, New York relaunched fashion blog The Cut as a site devoted to women; it joins culture site Vulture and foodie favorite Grub Street .
Unlike its competitors, the publication was quick to embrace the web as a potential profit center.
While this happened to their printed publication, the digital empire of New York Magazine only has continued to grow.