NY’s Backstage, a magazine geared towards the performing arts community, has redesigned its print and web publications in an effort to stay ahead of its competition. The print publication will go from a tabloid size of 11.5 inches by 15 inches, to a 9 inch by 10.875-inch book – making it easier to transport to casting calls and auditions. The print version will also become more integrated with the brand’s digital presence, forming a cohesive product. The print product has not officially hit yet, but the website has been live for more than a week and total traffic has increased more than 25%.
“We’re literally trying to incorporate how you process the magazine and interactions with Backstage online into one cohesive product that is Web and print,” says John Amato, chairman and CEO of Backstage.. “I love print—it keeps you relevant as a brand, it gives you a currency that being online only doesn’t give you. [With the Web] we wanted to make it one experience.”
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