When a long-time weekly entertainment paper went out of business, it left a void in the region's creative economy. Seeing an opportunity, Overit principles Dan and Michelle Dinsmore formed strategic partnerships with others in the area to father a new brand capable of representing the arts and entertainment voice of the region. This included Proctors, a historic entertainment venue, and The Daily Gazette, a top newspaper in the area. Together, the group went into business.
A name for the paper was created - The Alt - and digital presence began to be idealized. From there, Overit created a brand, a fully-responsive web presence, a multi-platform social media presence and led design aspects when needed (including masthead and cover designs). The Alt also incorporated Overit's love of music, with the creation of The VAlt, a live music video series recorded at Overit Studios, the audio and video arm of Overit.
The Alt has provided a much-needed voice for the artists and creators who live and work in the region, attracting more than 160,000 readers in its inaugural year. Unlike its predecessor, The Alt's successful use of social media has helped to build an engaged audience and now accounts for more than 50% of overall traffic. The reporting done by The Alt has attracted new advertisers, been picked up nationally, and has helped spur a vocal and engaged community of fans and followers.