Paste Magazine President ‘Thinking Beyond Print’ With Site Relaunch
Now in its fifth year, Paste magazine is among the fastest-growing independently published entertainment magazines around. In addition to now being distributed in 12 countries, the magazine recently garnered the No. 21 spot on the Chicago Tribune’s “50 Best Magazines” list—right behind the New Yorker. So as today’s most successful magazines are figuring out how to blend their print and online brands, Paste President and Publisher Tim Regan-Porter recently decided it was time to beef up the magazine’s online identity. Pastemagazine.com relaunched this week, featuring its first-ever site sponsor (Acura) and all-new content including blogs and “Paste Station”—where site visitors can listen to streaming albums in their entirety for free. Regan-Porter spoke with Inbox about some of the site’s new features, the challenges faced by an independent publisher relaunching a site, and how to incentivize your staff to “think beyond print.”
Inbox: What were the most significant changes or upgrades made to pastemagazine.com as a result of the relaunch?
Tim Regan-Porter: There are two primary upgrades to pastemagazine.com: 1) We’ve added a multimedia player [Paste Station] that offers streaming and downloadable audio and video. Right now, the player offers streaming albums and music videos. New features are being developed weekly, and soon it will offer streaming along with downloadable audio, music videos, short films and movie trailers, as well as community features and personalization.
2) We’ve refreshed the look and feel of the site. The site looks much fresher and is easier to navigate. We wanted it to be clear from a quick glance at the site what content Paste covers, how to find it, and how to subscribe to the print magazine. That said, the site is also continually evolving. The focus of our relaunch was overall navigation and look, especially on the home page. The coming weeks will see new features added to enable easier browsing and more community features. We want to have more dialogue with our readers, to create a community for them and to enable them to be our brand ambassadors with easier sharing of our content.