Introducing: The Promote, a CRE newsletter and the first offering from ten31 🙋‍♂️(sign up 🔗 in bio 🖋️) For a long time, I have been obsessed with creating something that mimics how people actually engage with specialist media. The conventional news article – a long anecdote, a nutgraf that summarizes the story at hand, and a dive into specifics with plenty of hand-holding for a general audience – has its place, but I was much more interested in replicating the hyperkinetic 🏃‍♀️ exchange of ideas, intel and news I see in discussions between industry pros. They prize context and color, numbers and humor. They don’t need to be told everything – but have an infinite appetite for the thing. They’ll toggle between a deep dive, tea spilling, history, narrative, and memes, and consume their industry content with even more delight and affection than content around sports and entertainment – this stuff IS their sports 🏏 and entertainment. 🍿 The Promote is an imperfect, work-in-progress experiment to capture and deliver that, for commercial real estate insiders. It has many inspirations: Puck, Mad Magazine, Dealbook, SPY, Asphalt Jungle, and of course, my former home, The Real Deal. Here’s what to expect: • Free, 4x a week • Character-driven breakdowns of the biggest stories in commercial real estate. • In-depth interviews with dealmakers and expert analysis from insiders on specific niches (I’ve put together a roster of OGs that I’m really excited to share with you.) • Video explainers that take you behind the deals and inside the trends. • Curation of the best stuff put out by industry pros (Those who follow me know how fascinated I am by the rise of practitioner media and industry-generated IP) • No filler, no malice, no fluff. No calling brokers “executive global managing directors” or developers “luminaries.” I’m fascinated by the business, and I hope that enthusiasm will be evident here, but my aim is to cover and understand the players, not worship them nor dunk on them. • Heaps of fun. Real estate is the ultimate 🩸bloodsport . It’s titans running amok on the skyline 🏙️. That’s how we’ll cover it. If this sounds like your jam, please sign up in the link in bio 🖇️. And do share this with anyone who you think might be interested. Two editions are now live. With gratitude, Hiten Editorial Director, ten31