From initial brainstorming and visualization to delivery and operations, SideTrip offers highly individualized service beyond typical creative agencies. Our clients range from big-box national retailers and century-old trade organizations to startups and new product incubators.

We believe that each project must carve its own path to success. So whether we are creating a consumer-quality magazine, an engaging mobile app, an inviting retail environment, or branding and packaging that reflect a company’s mission, we join with clients to research, map out and complete that journey.

At SideTrip, we assemble specialized teams to tackle your specific needs. Our core group of designers, art directors, writers, and editors collaborate with strategic partners ranging from software designers to brick-and-mortar builders to bring creative ideas to life.

At the heart of every project is a story—and we are expert storytellers.




Paul Millman

(O) 212.929.2733 x103


Paul Millman is an entrepreneur with a focus on creating custom content and the environment that supports, expands and enhances brands. For over a dozen years, Paul has been in the fields of design and publishing, serving as associate publisher of The Onion Newspaper, and currently as the Editor-In-Chief of Array Magazine, CEO of Fish The Mouse Media and founder and principal of SideTrip Media.

At the helm of SideTrip Media, Paul has worked with companies such as the New York Design Center,, Equinox Fitness and Bed Bath & Beyond. ARRAY, a unique shelter magazine (in print and online), highlights the showrooms of the New York Design Center while giving readers an “insiders look” into the world of interior design, lifestyle, culture and events. ARRAY is currently in its seventh year of publishing. Under SideTrip, Paul developed Café Beyond, an online magazine for Bed Bath & Beyond. He also hosted the Café Beyond Podcast Show, featuring interviews with chefs and designers like Alton Brown, Paula Deen, B. Smith, Nicole Miller, Doug Wilson and more. More than 700,000 subscribers read Café Beyond to discover everything from ideas for incorporating new products into the home to recipes from celebrity chefs covering the finer points of turkey basting.

In addition to heading SideTrip Media, Paul is also a principal and creative director of the popular Blue Radish Group, and has opened nearly a dozen successful cafés in Manhattan over the past decade. Paul recently launched Fish the Mouse Media (, using the original talents of celebrated artists, designers, and performers to create fine art-inspired educational iOS apps for toddlers. Fish The Mouse Media was awarded the 2011 Parents’ Choice Gold award for their iTunes app, the Animal Alphabet HD.