 
Two Years and Counting: Drug Discovery News Web Site Industry Success
SHARING OPTIONS:
Drug Discovery News Web Site Reports Extraordinary Success
 Bruce Poorman, Publisher, Drug Discovery News
On November 24, 2005, OffWhite opened a project to build a Web site for Old River Publications, LLC, a Cleveland-area publishing company about to launch a new trade publication called Drug Discovery News.
Now, if you’re a media person, you will appreciate the fact that most advertising budgets for 2006 were well invested by November 2005. So what in the world did Bruce Poorman have in mind when he decided to go ahead with the launch of the print publication, as well as launch of a complementary Web site, so late in the buying cycle. After all, they weren’t even on the radar screen for most media buyers serving the pharmaceutical and drug discovery market. And the best they could hope for was a share of the set-aside or discretionary funds most advertisers keep in their rainy day fund. Apparently, it rained early. And often. Drug Discovery news was previewed in January, 2005, launched for real in April, and completes its first calendar year in December. Both the print publication, and the content-rich Web site that serves as a reciprocal to anything that’s mentioned in the print edition, have proven successful, along with the regular online newsletter. What’s more, Drug Discovery News is a big part of the media buy for many advertisers for the 2006 rotation. Why? Because Bruce saw a soft spot in an underserved market. OffWhite helped balance the equation between the print and online information pathway by designing a powerful Web site and making it mutually beneficial to readers, advertisers and the DDN staff. Congratulations to Bruce, Chief Editor Chris Anderson, Executive Editor Randy Willis, IT Manager Larry Doyle, and Office Manager Marge Gorsline, as well as OffWhite’s Jane Ankrom for bringing Drug Discovery News to life.
In His Own Words
Bruce Poorman discusses the OffWhite/DDN connection here.
"Even before the first issue of Drug Discovery News came off the press, Bill White and the OffWhite staff were an integral part of our development program. Working with our management team in advance of the first publication, and when many of our ideas were still in the concept stage, Bill established the idea of a “print portal”, positioning our publication as a dynamic information resource beyond the print issue itself.
"We looked to Bill’s life science, scientific industry and information mapping experience, together with his leading-edge Web integration techniques, to grow our publication and the DDN Web site concurrently. His portal concept gave us firm planning and operating efficiencies on the print layout and production side of the equation without compromising the integrity of the content itself. By enabling us to manage the Web site through our distributed network of editors and contributing writers, we are structured to deliver a tightly packed print news publication each issue, and to update and expand on many of our stories through more detailed editorial on our Web site.
"Through this process, we offer more value to our advertisers, better content and fresh upkeep to the industry as a whole, and more targeted marketing opportunities through eNewsletters and new Web 2.0 tools coming online in the future. OffWhite has worked with us to place a totally integrated solution to information management on our desktops, and to distribute this information to a worldwide market with clarity, efficiency and value to those who advertise in our print and online editions.
Bruce Poorman
Publisher, Drug Discovery News
Old River Publications,LLC
|
| NEWS |
OffWhite Salter Presents at Cleveland BioOhio Workshop
OffWhite Salter presented an integrated marketing presentation to BioOhio members in Cleveland.
[ more ]
OffWhite Salter LLC
Offenberger & White, Inc. and Salter & Associates LLC form new company to serve life science, technology and related markets worldwide.
[ more ]
| JOURNAL |
Marietta Chamber Recognizes OffWhite Salter
The Marietta Area Chamber of Commerce recently recognized OffWhite Salter for the January 1, 2009 start-up marking the official launch of the new firm.
[ more ]
|
|
|
