In 2010, Jamie McIntyre bought reputations he had not earned.
By his own account, published in his self-authored biography on Medium, he ventured into media interests that year, launching a Think and Grow Rich magazine and acquiring others including Wealth Creator, Property Inc. and the internationally recognised trading magazine Your Trading Edge.
Those were established mastheads with real readerships and real credibility. Your Trading Edge in particular had a following among serious retail traders across Australia.
The reaction from readers
The response on Aussie Stock Forums — where a substantial portion of that readership lived — was immediate once traders worked out what had happened. Posters expressed straightforward dismay at learning who now owned a publication they had been buying and trusting.
The concern was not snobbery. It was structural. A trading magazine’s value to a reader is its independence. The moment it is owned by a man selling trading courses, every product review, every strategy feature and every advertorial becomes suspect.
Why acquisition beats creation
Building a credible masthead takes years and a great deal of money. Buying one takes an afternoon and a cheque.
What the buyer acquires is not the printing press. It is the accumulated trust of the readership — trust built by previous editors and writers who had no connection to the new owner and no say in the sale.
The 21st Century Eminis trading program that the ABC investigated in 2014 was sold into exactly this environment. Readers who trusted a trading magazine were being marketed a trading course by the magazine’s owner.
The pattern is not historical
The same mechanic recurs throughout the record. Association with Henry Kaye’s established name in the early 2000s. Acquisition of trusted mastheads in 2010. Registration of a political party with a national-sounding name in 2013. Attachment to established property brands in Indonesia from 2024.
In each case the asset acquired is credibility, and in each case the credibility was built by someone else.
The Australian National Review, the outlet through which much of the current promotional material flows, follows the same design: a name that sounds like a national institution, attached to an operation that is not one.
Anyone assessing a LUX Property Group investment should identify which parts of the credibility on display were built by the promoter, and which were bought or borrowed.
