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Notes on Content
Welcome to the future home of Predicate, LLC, a content and editorial strategy consultancy. This link blog, about content and editorial trends in digital publishing, is curated by Jeffrey MacIntyre.

I am a New York-based interactive content specialist and freelance journalist. I consult widely in content strategy--additional definitions and resources sprinkled here--for leading media companies, both independently and through partner digital design agencies. My writing appears in publications such as The New York Times, Wired and Slate.

June 15, 2009 is now live! Update your bookmarks and RSS. Notes on Content is available here. is now live! Update your bookmarks and RSS. Notes on Content is available here.

June 7, 2009

“Shelley and I spent a ton of time looking at the [James] Surowiecki article in The New Yorker about the future of newspapers, the David Carr article in The Times, Jack Shafer’s response on Slate—all this stuff about how people are going to consume newspapers on the Internet in the future,” Mr. Cary said. “We find that extremely related to what we’re doing now. We’re sort of eating that stuff up. It’s about how you’re reaching to people and what platforms you’re reaching to people. Because it’s experimental and the feedback is instantaneous, we’ll really be able to play around with how things go.”

Dancing Ink Productions (DIP) is a full-service creative company that develops business strategy, immersive narrative and mixed-media, mixed-reality content, games, conferences and other events for a new global culture and economy
The Twitter era is just one example of how fast our habits and media consumption habits are changing our editorial and content strategies.
June 3, 2009

Magazines have an incredible opportunity to adopt this phenomenon online, but doing so requires a different approach to editorial and product development.

Consider these five points:
1. Focus on the value exchange between your brand and your users.
2. Harness the social graph imaginatively; think beyond your editorial content.
3. Don’t be afraid to mix your community with your advertising.
4. Help marketers find the social influencers.
5. Design social products, not products spread socially.

An excellent example of a print publication embracing all these components in an innovative online product is the The’s recently relaunched debate series. The Economist took the Oxford style debate—a hypothesis, moderator, pro and con speakers, rebuttals and comments from the floor—and brought it online.

Stephanie Sarofian, Senior Vice President, Managing Director

John McCarus, Vice President, Group Development Director

Christine Beardsell, Vice President, Group Creative Director

Steve Torrisi, Vice President, Executive Producer

Marta Infante-Stajek, Business Affairs

Sarah Passe, Content Development Manager

June 2, 2009
[A]s long as brands insist on control, they’re playing a losing bet.