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For us, it's not about the quantity of people we reach, it's about the quality of people we reach ...

Niche Media CEO Jason Binn, dismissing results of a survey that found few people bother to actually read magazines sent to them unasked and unpaid for, such as Binn's upmarket Gotham or Boston Common. Survey recipients were offered $5 to respond, and Binn notes that his quality-controlled readership is just too dadgum rich to bother with such chump change. Perhaps that explains why the discriminating well-to-do won't actually pay for any of Binn's magazines, either.

Luxe Books: Shiny, Happy and Unread? [Ad Age]