Comments (0)Changeupmag.com Targets Young Adults On A Budget
Three Baltimoreans launch electronic lifestyle magazine for young adults.
July 2009Written By Rochelle Eisenberg
What do today’s young adults want to do in their spare time? Ask Jason Schuster, his brother, Andrew, and David Hercenberg, three young adults themselves, and they’ll tell you. Like most generations, theirs enjoys food, music and culture. But today, these twentysomethings believe everyone wants to have a good time without breaking the bank.
Last month, the three Baltimoreans launched a new Web site, changeupmag.com, an electronic magazine that highlights affordable lifestyle options in four cities: Baltimore, Philadelphia, New York and Washington, D.C. The company has a staff of six, and also works with a group of freelancers.
Jason Schuster, who graduated from Pikesville High School in 2002, is the founder and president of the company, along with Andrew, a 2005 Beth Tfiloh Dahan Community School graduate, who also is editor-in-chief.
Hercenberg, who is in charge of the site’s video portion and is a business partner, graduated from Beth Tfiloh in 2003.
iNSIDER recently sat down with the three to find out more about their site.
What is changeupmag.com ?
Andrew Schuster: It’s a budget lifestyle and culture magazine that tells people where to go and live without breaking the bank. It features photos, reviews and video of the most affordable nightlife and culture. There are affordable bars, budget living tips, art events … anything that applies to lifestyles.
Jason Schuster: There are stories about traveling on a dime, taming one’s credit cards, (what are) the best budget wines.
David Hercenberg: We are targeting the 18-34 demographic. There are lots of different people in that demographic and we survey what people are interested in and show them different ways to save money on it.
A.S.: We want to show you affordability without sacrificing quality.
How does the electronic format work?
D.H.: We show people literally a video tour of where to go. We go to a restaurant and show how food is made. We interview staff, owners and customers. We literally take you there. On our videos we use original music from local artists in each city. We also capitalize on specials. You can go to the site and see reviews and print coupons to save money.
How do you get your ideas?
A.S: We use 30-40 (freelance) writers in each city. About 20 contribute on a regular basis, some of whom, are experts in budget travel and culture and have written books.
Why did you create this site?
A.S: Jason and I watched lots of friends and family lose jobs and struggle to make ends meet. We couldn’t solve the crisis. We brainstormed how we could help.
We were just a couple of young kids who wanted to have a good time and we came up with the concept. It’s a necessary social tool. Our generation was living beyond their means. You don’t need to spend a lot of money to enjoy yourself, especially given the economy. We felt our generation needed to learn to adapt.
How did you come up with the name?
J.S.: The idea is that you take pocket change and build it up. (As our logo) we have flying piggy banks flying over the skyline in each city.
Can you tell me what young adults are interested in for each city?
A.S.: In New York, it’s the free concerts in Central Park; in Philadelphia, the farmer’s markets. D.C. is a very expensive city. You find people trying to capitalize on daily specials. They may go out Thursday, instead of Saturday.
D.H.: Baltimoreans are interested in dating on a budget. The music scene is also big. Baltimoreans want affordable venues and are interested in budget bands.
A.S: Rolling Stone named Baltimore the best (music) scene (“The 125-Plus People, Places and Things Ruling the Rock & Roll Universe” Dec. 2008). Compared to Philadelphia, D.C. and N.Y., the music scene has been on the back burner. A lot of people are excited to put it on the map.
When the recession is over, do you think young adults will still be interested in this site?
D.H.: There will still always be people on a budget.
A.S.: Our generation took a lot for granted. We lived above our means in a culture of credit. You have to be conscious of money.
J.S.: This is a great alternative way to live.
Technology has changed so much recently. What is next?
D.H.: We’re going to see a link on the phone. You can get …a feed letting you know the specials and where to go.
How would you define success?
A.S.: I believe that success is finding a balance between work and pleasure while staying true to your principles. If you’re able to create something you believe in and turn it into something profitable, you’re on the right track.
What are your favorite things to do?
A.S., J.S., and D.H.:
Baltimore: Rocket To Venus, Joe Squared. Joe Squared has incredible pizza and free music.
New York City: Rudy’s Bar and Grill for free hot dogs and beer is $3 or less.
Washington, D.C.: Good Stuff Eatery. They have great milkshakes.
Philadelphia: Reading Terminal Market for a look into the city.