iTricks.com To Cover The Magic Beat

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iTricks.com to provide 24/7 entertainment news about magic. Illusionist Andrew Mayne serves as Publisher for the site covering magic's current popularity in film, television and live performance.

With magicians as central characters in recent Hollywood movies, David Blaine's continued ability to grab headlines and magic's success on television, the world of illusion has never been bigger. So big in fact that it now has its own dedicated news site covering magic 24-hours a day. The website, iTricks.com (http://www.iTricks.com), which features news on the world of magic as well as videos and information on the latest magic effects was the idea of magician Andrew Mayne, who felt the time was right for an entertainment news site that focused solely on magic.

Mayne got his start performing professionally as a teenager and later went on to become a magic publisher and consultant for the likes of David Blaine and Penn & Teller. His experience gives him a unique insider's perspective on the world of magic. He's combined that knowledge with the journalism background of Justin Young, editor-in-chief of iTricks.com, to create what one early viewer of the website has dubbed, "The USA Today of magic".

"Just like MTV News isn't about musical notation, iTricks.com isn't about magic secrets. It focuses on the culture and personalities of magic," Mayne says. With an estimated 3 million Americans with an interest in magic and a growing global audience ten times that, iTricks.com is aimed at filling a void regular media tends to ignore. Mayne explains, "There's a small number of websites that cover magic news in some form, but none of them have ever focused on it professionally for a general audience. You don't have to belong to a secret club or know some arcane form of sleight of hand to enjoy iTricks.com. You can be an amateur, a pro or just someone who loves magic. If you want to see some cool performance videos or find out the latest Criss Angel or David Blaine rumors you'll find it here."

To decide what is newsworthy and what's not, Mayne brought in Young, a former reporter for several major daily newspapers as well as a former editor of The Daily Orange during his time at Syracuse University where he graduated from the S.I. Newhouse School of Public Communications with a degree in Newspaper Journalism. Young points out that, "Magic is a niche, but a quickly growing one. In the last month you have had DVDs and movie trailers for magic themed films with a literal who's who of Hollywood involved. When Target wants to take attention away from the Macy's Thanksgiving Day Parade they think of David Blaine. Recently, Criss Angel shared a stage with Ludacris and has been linked to Paris Hilton in the gossip sheets. One can't deny that the circle is expanding." He adds, "We want to bring a variety of news that doesn't talk down to the magic audience and yet still has the surface interest a casual fan can enjoy. This is a must read site for anyone who has ever thought a card trick looked cool."

To get the news, Young and Mayne have a global crew of contributors as well as a cadre of industry insiders feeding them information. For videos, they look for the most interesting YouTube videos and viewer submissions. The site is updated throughout the day with new content. Hardcore magic enthusiasts can subscribe to the site's RSS feed for up to the minute postings.

Justin Young and Andrew Mayne are both available for interview upon request.

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