Michael Bassik Leaves MDC to Resurrect Brooklyn Magazine and Sell Sprinkles

“I have professional ADD and I’m inspired by a lot of different ideas,” said Mr. Bassik. “Looking back at this year and the disruption it caused, and the impact on consumer behavior, this aligned to make it the perfect time to launch new companies.”

Messrs. Bassik and Braiker this week launched a new version of the publication, including a website, an email newsletter and a podcast with sponsors such as fast-casual chain Just Salad and direct-to-consumer hair care brand Jupiter. Early next year, the magazine plans to add a paid subscription option that will eventually offer exclusive content and merchandise from Brooklyn artists, while maintaining a free version for people who sign up for the newsletter.

The Brooklyn Magazine investment comes at a time when people are more focused on local businesses and news during the pandemic, said Mr. Bassik. “The stories that start in Brooklyn are local stories, but they reverberate around the world. Brooklyn Magazine has the opportunity to be a global brand,” he said.

While Mr. Bassik is leaving MDC, where he was most recently CEO of media agency Assembly and co-head of MDC’s data and media agency umbrella group, he’ll continue to work closely with the company on various projects. He plans to host a virtual floor tour for MDC clients at the upcoming all-digital Consumer Electronics Show, he said.

Brad Simms, who was co-running the media agency and data operation with Mr. Bassik, will continue in his role. MDC has no immediate plans to hire a CEO for Assembly.

Prior to taking on the media agency role, he served as chief executive at Yes and Company, an MDC agency network that houses branding shop Redscout and research firm Northstar.

Mr. Bassik has a background in political advertising, including holding senior roles at WPP PLC public affairs agency firm Burson-Marsteller, now called BCW, and co-founding political advertising firm DSPolitical, where he remains on the board.

Beyond Brooklyn Magazine, his new ventures include UNTU, a business that helps advertisers use opt-in health data to target consumers; TrayMates, a line of disposable place mats; and Politicize LLC, a networking service for the people and companies in politics.

But another one of his latest efforts couldn’t be farther from politics, or advertising: He has formed the Dutch Sprinkle Company LLC to sell a sprinkle product called Jimijams. The company expects to introduce its first flavors on Amazon in February.

The time is ripe to take advantage of the rise of e-commerce, Mr. Bassik said.

“Launching brands on Amazon now is an incredible way not only to take advantage of these trends but to learn about how consumers are changing their behaviors,” he said.

Write to Alexandra Bruell at [email protected]