Oregon Business Magazine
People are strapped for time these days, and the way they
consume their news has changed dramatically. The demand for
instant, up-to-the-minute news continues to increase, while the
amount of time that people are willing to spend hunting for
relevant news has certainly decreased.
In building their new website, Oregon Business Magazine had to
figure out a way to morph their monthly print magazine into a
daily web newspaper.
Bringing More Business
to Oregon Business
Oregon Business realized that their old website wasn't
delivering a whole lot of value to their visitors, offering up
an editorial schedule and not much more. People would
occasionally drop by, poke around, and leave with nary an
inkling to return. Oregon Business wanted to offer something of
more relevancy, a site that would bring their web visitors back
again and again.
Alpine worked closely with Oregon Business, and cooked up a
brand new site that delivers daily business news from across
the state. Typical subscribers to Oregon Business Magazine
don't have time to personally search through the news every
day, so Alpine built a site that does it for them.
The new Oregon Business website pulls in stories directly from
an online news service called Planet Discover, packages them
up, and delivers the relevant news to their targeted audience.
Filling up the Hopper
This is all handled through a custom Articles management tool
in Alpine's Center Stage content management software. The tool
goes out and collects tons of stories, by way of Planet
Discover and other sources, that relate to business in Oregon.
Then, real live humans (news editors, if you will) at Oregon
Business look through these stories and decide which ones are
worth publishing. Inside Center Stage they are able to cull the
stock, hand-selecting the best and most relevant articles to go
live to the site.
Meet the Sieve
Since real people, not search engines or robots or anything
like that, are ultimately in charge of which news items make it
online, Oregon Business is able to deliver a handy news service
to their audience. How else would you decide whether or not a
story about a giant pumpkin is relevant to agricultural
business in Oregon? Every article that makes it to the site has
to go through Oregon Business' tough editorial process.
Oregon Business does a ton of great writing themselves, and the
new website lets them manage and publish their stories online.
With Center Stage they can handle news categories, set release
schedules, and automatically publish these articles along with
the others pulled from the wires. The added control they have
over their own stories lets Oregon Business make sure the
fruits of their labor shine above all the others.
Put On Your Feed Bag
The Oregon Business website plays host to business news in more
than twenty different categories, including real estate,
finance, manufacturing and energy. Visitors to the Oregon
Business website can subscribe to news through a newsfeed,
which will keep them informed of new articles as soon as they
are published.
By using a feedreader (a program similar to an email inbox) on
their PC, visitors can read new articles and updates without
even visiting the Oregon Business website. Each business
category has its own newsfeed, which allows users to be
notified of new stories as soon as they are published. All this
information is made available through RSS, a standard web
format for syndicating frequently updated web content.
Maintaining Your Figure
Since the newsfeeds are broken down by category the noise is
kept to a minimum, as people can opt to subscribe only to the
feeds relevant to their industry. That way if you're in the
real estate business, for instance, you'll only be notified
when new real estate stories are published. The Oregon Business
newsfeeds allow you to quickly digest only the news you need,
and quickly get on with your life.
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The Client
Oregon Business Magazine is the premier magazine for business
and community leaders across the state of Oregon.
Each month, the magazine provides a mix of insightful, in-depth
coverage of statewide business trends, issues and challenges,
as well as practical advice to business leaders.
In Their Own Words
"Monthly magazines looking for a successful web strategy face
an inherent obstacle: They produce content once a month. That
won't fly on the Web, where news must be fresh daily - at
least.
"The oregonbusiness.com strategy conquered that problem.
Without adding staff, we've been able to provide an exceptional
business news source for Oregon."
- Gillian Floren
Publisher
Oregon Business Magazine
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