Connecting communities, giving voice
Alternative publication, Web site: Collaboration between Proctors, a daily newspaper and an advertising agency
Developed by Proctors, The Daily Gazette and Overit, The Alt is a new and different voice in upstate New York, combining a well-curated, thought-provoking newsweekly (with 30,000 copies available at over 400 distribution locations) with a constantly updated web portal to goings-on in the eight county Capital Region; enticing new visitors and speaking dynamically to young locals and travelers alike with a vibrant, irreverent and tech-savvy flavor.
Proctors and The Daily Gazette leadership discuss The Alt prior to launch; staff plan an early issue.
Its interactive multimedia platform grew out of studies of the creative economy in the Capital Region; and an effort to join the powerful arts and cultural engines of downtown Albany, Saratoga Springs, Schenectady and Troy, as well as outlying areas in the Adirondacks, the Berkshires and the Hudson Valley.
Launched in November 2016, in its first months, The Alt, in addition to highlighting the arts scene with cover profiles of musicians like Sean Rowe and Girl Blue, made good on its promise with an exclusive interview with Senator Kristin Gillibrand; a region-wide focus on museums and galleries; and deep coverage of homelessness in Saratoga Springs, striking workers in Waterford, mayoral fundraising efforts in Albany, the bustling international food scene in Troy, immigration conflicts in Bethlehem, and the emergence of 518blk.com as a cultural voice in the Capital Region.
This collaboration between for-profit and not-for-profit groups reflects the best practices of the creative economy, and the partners split the division of labor, with Proctors providing editorial quarters, creative direction and marketing support; the Daily Gazette printing and distribution; and Overit web design, web maintenance, calendaring and support.