Our readership was all over Brooklyn, no doubt about that," the founder and editor of Brooklyn Bridge Magazine, Melissa Ennen, said. "The problem is that there is not a sufficient advertising base for the spread of readers. We had a lot of hospitals, utilities, and banks, but still, the bulk of your advertising would be local advertising." [...]

Joseph McCarthy, who purchased the thick, glossy bimonthly BKLYN in 2004, shortly after the magazine's first birthday, expressed similar frustrations.

"We saw ourselves not only as a Brooklyn magazine, but a vehicle for high-end advertisers in Manhattan," he said. "But people don't understand the value of the market out here."

What could it mean, that neither Sammy's Pizza nor Gucci can be convinced of the value of your market? Perhaps the moral of the story is that if you thumb your nose at the marketplace for long, the marketplace thumbs its nose also at you.