Table Media announces today that they have reached a definitive agreement to acquire Shady Ave magazine from Trib Total Media and will begin its operations under new ownership in December. Shady Ave was founded in 1996 and was launched to cover lifestyle news in Pittsburgh’s East End and surrounding areas, including the nearby East suburbs Fox Chapel and Oakmont.
What Awaits in TABLE Magazine’s Acquisition of Shady Ave Magazine
Table Media has hired Sean Collier as Editor-in-Chief of Shady Ave. He will also contribute to TABLE Magazine’s arts and culture coverage.
The transaction closes on December 1, 2025, subject to customary closing conditions. Members did not disclose terms of the agreement.
Founded by Catherine Orcutt and launched in 1997, Shady Ave celebrates the East End of Pittsburgh and nearby communities. Under the stewardship of publisher Nancy Polinski Johnson, the magazine deepened its neighborhood roots as well as cultivated a loyal readership. Shady Ave later became part of Trib Total Media, expanding its operational footprint while preserving its distinctive local voice. In 2025, the title returns home to the East End under Table Media, recommitting to refined, community-first storytelling crafted with enduring style.
A Word from Table Media
“We’re excited and honored to be able to write the next chapter of Shady Ave’s legacy,” says TABLE Magazine Publisher and Table Media co-owner Justin Matase. “Our headquarters are based in the East End and many of us on TABLE’s leadership team are East End residents. We’ve always admired Shady Ave for its excellent coverage of the way people live life in the East End. We will focus on the influential people that make that life happen, on the East End neighborhoods that bring so much color and texture to Pittsburgh, and on the events and opportunities our new readers will enjoy.”
Jennifer Bertetto, President and CEO of Trib Total Media, praised the new ownership and expressed confidence in the future of the publication.
“We are incredibly proud of the legacy of Shady Ave and know that finding the right stewardship for its next chapter was paramount,” said Jennifer Bertetto, President and CEO of Trib Total Media. “TABLE Magazine is the premier lifestyle publication in Pittsburgh, known for its elegant editorial and deep community roots. Their visionary leadership and commitment to high-quality local storytelling assure us that they will usher Shady Ave into its next great chapter, continuing its tradition of excellence for its dedicated readership.”
Next Steps
The editorial and operational teams will work together over the next month to ensure a seamless transition of ownership and continue delivering the high-quality content readers expect from Shady Ave.
“The East End is more than a handful of neighborhoods. It’s a style and an attitude, but in a way that expresses community and openly welcomes people into the fold. It’s cool and stylish, yes– but it’s also approachable and joyful. Shady Ave is a deep reflection of this, and our plans embrace the heritage,” says TABLE Editor in Chief and Table Media co-owner Keith Recker. “We see Shady Ave and TABLE Magazine as very different in their approaches, and we will enjoy working on both publications and each of their unique perspectives.”
The first issue of the new Shady Ave releases in Spring 2026. Under the ownership of Table Media, Shady Ave will publish a print publication five times annually and then will update the magazine’s digital and social media coverage daily.
The new Shady Ave website and digital news site will launch in early 2026 at shadyave.com. A re-launch event will be held in early 2026 and readers are encouraged to stay tuned to Shady Ave’s social media accounts for announcements and details. Follow Shady Ave on Instagram at @shady.ave.
About Table Media
Table Media is the region’s leading luxury lifestyle media company dedicated to exploring the intersection of food, home design, fashion, as well as culture in Pittsburgh and Southwestern Pennsylvania. As publishers of both TABLE Magazine and Shady Ave, the company is commits to showcasing the region’s creative spirit and progressive lifestyle.
About Trib Total Media
Trib Total Media is a multi-platform media company providing news, information, and advertising to communities throughout Western Pennsylvania, operating the Tribune Review, TribLIVE.com, and numerous community newspapers and publications.
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