“Toby is the man pushing theatre, kicking and screaming, into cyberspace”
“A Marketing Powerhouse”
I was Founder and CEO for over a decade of my New York-based “800 pound gorilla” theatrical marketing company focussed on putting butts on seats. I was as an evangelist, fortune teller, advisor, educator and negotiator.
I personally envisioned, initiated, designed and oversaw the development the first ever web ticket sales system for Ticketmaster in 1995, I envisioned and produced the 1st theatrical live streaming events, established an online news network with global correspondents called BroadwayNow, sold the 1st theatrical souvenir and props online, and produced, designed, deployed and marketed over 100 Broadway, West End, touring and international websites and theatrical organizations online.
Founded as ShowCall turning on service on June 4, 1989 (to coincide with that years Tony Awards), evolved to the Worldwide Entertainment Network on October 19, 1992 to officially launch in April 1993 shortly after the release of the first public web browser, Mosaic, under “Fleethouse.com/ShowCall” and “wen.com” (Worldwide Entertainment) and “hqe.com” (Headquarters Entertainment) URL’s. Later consolidated and rebranded as BuyBroadway.com. The websites showcased currently running shows in NY and major tours, photos of newspaper clipping, official press photos and had theatre information for industry touring staff an early version of what would become ‘Stage Specs‘ In late 1993, BuyBroadway started maintaining forums on Prodigy / AOL and Compuserve services. BuyBroadway focussed on shows themselves, with press releases, photographs, cast lists and educational study guides.
I then formally established a New York based company BuyBroadway Online Inc. (www.BuyBroadway.com; AOL keyword: Broadway; MSN keyword: Broadway; DigitalCities keyword Broadway; Compuserve keyword: Broadway) in December 1996 and re-branded to Theatre.com Inc. (www.theatre.com) in October 1999 (formally launched at the Minskoff Theatre on Broadway with members of various Broadway casts on the 7th anniversary of wen.com).