Western magazine turns to new frontier - online

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Cowboys & Indians, a magazine focused on Western lifestyles, has redesigned its Web site in an effort to cross-promote its online and offline properties.

The new site features content from the print edition of Cowboys & Indians as well as blogs, audio and video, events coverage and other online features. The goal is to better engage existing readers — who number 158,407 — while drawing in a fresh audience that is interested in Western living.

“Increasing and enhancing our online presence to please long-time readers while introducing ourselves to new audiences will enable us to reach more and more people who regard the West not merely as a geographic locale, but also as a state of mind and a way of life," said Gregory L. Brown, publisher of Cowboys & Indians, in a statement.

The main goal of the redesign was “to drive traffic to the Web site with the magazine and readers to the magazine with the Web site,” added Cowboys & Indians executive editor Margaret L. Brown.

The Cowboys & Indian team plans to keep adding to the Web site with features like a recipe database and events calendars. The site also is introducing e-newsletters by offering readers the chance to win a free pair of Rocketbuster brand cowboy boots if they sign up.

As of December 31, Cowboys & Indians had a total paid, verified and analyzed non-paid circulation of 158,407. That number has steadily increased since at least 2004, when total circulation was only 109,537. Last year, total paid, verified and analyzed non-paid circulation was 135,756. This constant growth in total circulation has continued despite the fact that the magazine has significantly decreased non-paid circ — from 4,153 to 1,871 — since 2007.

Representatives from Cowboys & Indians could not be reached for comment as of press time.  

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