What Live Entertainment Can Learn From Tiger Beat’s Resurgence

longform-11968-1442443822-3What does a teen magazine with Justin Bieber on the cover have in common with opera, the symphony and other forms of live entertainment? More than you might think.

Buzzfeed News recently reported on Tiger Beat‘s new investors and their plans to bring the magazine back to its glory days (aka when Donny Osmond and Maureen McCormick were on the cover and issues flew off the shelves). But in an age of Tumblr, Instagram and Snapchat, that’s no small feat.

In fact, this struggle to win over more convenient forms of celebrity access reminded us of live entertainment’s continuing goal to overcome the convenience gap (which Jim talks more about here) and engage with new audiences who can be more apt to sit on the couch and watch Netflix than head to the theater.

So how is Tiger Beat‘s new owner Mark Patricof going to do it? It seems like a combination of sticking with what made them big in the first place, while also embracing new technology and tools to reach their audience. The magazine will still keep their focus on print, and the centerfold posters that teen girls love, while also becoming more active on social media and hosting live pop-up events to engage with fans. Here’s more on what Patricof shared with reporter Anne Helen Petersen:
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“… [G]irls are crafty — they’re crafty because their hearts and their spirit and their intellect and their bodies don’t sync up. Everything’s firing. But if you can create a platform that’s speaking directly to them, not down to them, but directly to them, and make it fun, you can create that loyalty and you can keep it for a long time.”

Read more about Tiger Beat‘s comeback (and get a blast from the past with magazine covers from the ’60s and ’70s) here.

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