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E.Republic launches site for 'Emergency Management'

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Last month, e.Republic launched a freestanding Web site for Emergency Management (www.emergencymgmt.com).

Previously, the 3-year-old magazine for emergency management, public safety and homeland security officials in state and local government was represented online within www.govtech.com, the Web site for sibling magazine Government Technology.

Don Pearson, e.Republic exec VP, said Emergency Management is at a key point in its development, which is reflected by the introduction of the dedicated Web site and a series of live events. In addition, the magazine's frequency has been increased from quarterly to six times a year.

“At the beginning of 2009, we made a commitment to build out Emergency Managementwith a full platform of magazine, Web site, events and custom media,” Pearson said. “Last year, we started doing roundtables, and we're launching our first series of four summits next month. So the Web site needed to be more of a hub to aggregate people as we grow into social networking.”

While the technology for social networking is available within the site architecture, “social networking isn't simply a matter of putting up tools,” Pearson said. “We have to build the organizational relationships that will form the basis for a high level of interaction. Once we get those going, we'll find out what the community needs and expand the interactive aspects accordingly.”

Dennis McKenna, e.Republic CEO, recently made a strategic commitment to original content for all the company's Web sites rather than “regurgitate other people's news,” Pearson said. E.Republic will syndicate its own original, differentiated content through partnerships with key industry groups, such as NEMA (National Emergency Management Association), in the emergency management vertical, he said.

No longer relying on news services, Emergencymgmt.com editors will generate original content on a weekly basis, at a minimum, including short news stories and longer analytical and trend pieces. The relaunched site currently has four blogs, with more to come.

Marty Pastula, VP for e.Republic's Emergency Management and Homeland Security brands, said, “Our intent is to have more world-class bloggers who are subject matter experts, such as communication during disasters and even Twittering.”

The Emergency Management Web site is one of the first sites built on e.Republic's new content management system from Clickability. “The system makes it easier for editors to get content onto the site and to easily share it when we decide to,” Pearson said.

The system allows Emergency Management to automatically produce custom e-newsletters based on preferences indicated by a user at registration. “We're using our back-end system to improve relevancy so that we can serve readers with content they'll spend more time with,” he added.

The new site also provides more real estate to promote the magazine, said Zach Presnall, e.Republic's Web marketing manager. “As a result, we've already seen a 20% increase in new subscriptions in the first month since launch.”

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