It’s here. The day I can finally announce the project I’ve been working on since November, when I took that big leap from freelance writing to freelance editing.
The site’s still in a soft launch, which means it’s up and running and the sponsors are cranking up their own marketing machinery to formally announce it soon.
In addition to providing the team from American Express and Federated that developed the site with direction on editorial content, my main role has been as features editor, planning, assigning and editing stories in the Articles section. The site’s launching with several of these, and you’ll see more added each week.
Amex you probably know. If you don’t know Federated Media, it’s a five-year-old San Francisco digital media company that runs ad networks for 100 major blogs including Dooce, Mashable, ReadWriteWeb and VentureBeat. One of Federated’s cofounders is John Battelle, who started The Industry Standard, an Internet industry magazine I wrote for in the late 1990s before the dot-com bust.
American Express hopes the site will gain the same kind of success it’s had with OpenForum, a website for small business Federated Media helped the financial services company launch three years ago. OpenForum runs original stories and videos, content from influential small business and finance blogs, an active community forum and attracts close to 830,000 visitors a month.
Both Inside Edge and OpenForum are what the media industry calls custom publications, that is, magazines – in this case online magazines – produced by a company for its customers. Though not journalism in the strictest sense, at Inside Edge we’re trying nonetheless to provide timely, informative stories on financial matters that midsized companies care about, including expense management, cash flow, credit, and more.
Visit InsideEdge and find out for yourself. I’ll see you there.