Altrec.com — the now not-so-little dot-com that thought it could — and Backpacker magazine have inked a three-year partnership deal that adds an on-line shopping experience, powered by Altrec, to Backpacker.com. Shannon Stowell, Altrec’s co-founder and VP of business development, told SNEWS® that Altrec and Backpacker have been talking on-and-off since the company’s inception three years ago. Although specific terms of the deal were not announced, Stowell did tell us that Altrec will gain major branding play through promotions in the magazine, on Backpacker’s web site, in direct mail pieces and on Anyplace Wild TV. Altrec will also get to use select Backpacker content on its own site. Backpacker, for its part, gets an on-line retail presence immediately allowing the magazine to generate revenue over and above its traditional subscription and advertising income. Offroute.com continues to be the co-branded provider of maps and books to the Backpacker audience. SNEWS® View: Altrec continues to amaze us. Last year at this time, they were realizing 400,000 unique visits a month. One year later, that number is slightly over 600,000 unique visits and climbing. There is little doubt in our mind that the Backpacker alliance will only serve to up Altrec’s conversion rate and make them a more visibly significant player in the retail and Internet landscape.