The Internet didn’t kill traditional media, but it has changed the game. Advertisers are rapidly diverting money to online programs and the trend is not reversing. Leading media organizations now build long-term strategies to leverage their content and audience in new environments. The line between ad agencies and media partners is blurring with continuing efforts to control strategic leadership. Impression-based advertising programs now compliment lead generation strategies, rich media and custom content strategies. Editorial teams that once produced monthly or bi-weekly magazines now contribute content daily, columnists often host Web seminars, and opinion is found on the community blog, not the editorial pages.
Yet all these efforts don’t guarantee that your offline audience will follow you online. Audience development is a critical component of your online success. Optimizing the site for search, developing a threaded content model and leveraging audiences across multiple brands are just some of the tactics we employ to ensure the long-term success of your brand.
Decision Counsel is at the forefront of building and implementing content and business strategies for media companies looking to expand their online business. We have extensive experience in creating content management systems that enable publishers to rapidly deploy various content types including video, community and blogging. We have launched advertising networks, built custom destination sites and worked some of the worlds most prominent media brads. Our clients have included Computerworld, Popular Science, Builder Magazine, Greenspun Media and Niche Media.