Behind the Chair, a website for stylists and the salon trade, is bringing its online brand to print with the launch of a quarterly magazine, Behind the Chair On Paper. According to FOLIO, 75,000 copies of the 172-page first issue will be printed and distributed in July and mailed along with an educational DVD. Three more issues will come out this year.
“We’ve created a magazine that is so radically different than anything else in the market that we’re being rewarded for it,” Mary Rector-Gable, founder of Illinois-based Behindthechair.com, told FOLIO. “The content mix, feel of the design and vibe of the attitude of our magazine is not by accident—it’s based on nine years of watching how our members consume content.”
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