TheStreet unveils new custom media division: Blue Chip Content Studio
Jeffrey Kanige will step aside as Editor-in-Chief to serve as creative director, with current managing editor, Tara Murphy, taking control of TheStreet’s editorial operations
NEW YORK, NY – June 15, 2016 – TheStreet, Inc., a leading digital financial media company, today announced the launch of its custom media division, Blue Chip Content Studio. As a part of The Deal and TheStreet’s institutional business, the advertising creative and strategy group will work with marketers to develop customized content fueled by BoardEx’s proprietary people data. Jeffrey Kanige will step aside as Editor-in-Chief to serve as creative director effective immediately, overseeing the new content initiative.
Blue Chip enables clients to tell their own story across platforms and media including digital, print and video, produced by a professional in-house studio for high-quality products. The studio will draw on a range of resources, including M&A data housed at The Deal and the relationship capital management services provided by BoardEx, the gold standard in the field. BoardEx maintains the largest, most accurate trove of information about deals, corporate directors and executives — a powerful asset that Blue Chip can put to work for its clients. Blue Chip can also develop custom events, ranging in size from conferences and seminars to breakfasts and other intimate gatherings. Although the studio is clearly delineated from TheStreet’s editorial content, brand marketers at financial services companies choose Blue Chip because it is just as sophisticated and engaging as the organization’s journalism.
This announcement comes on the heels of the recent appointment of former USAToday editor-in-chief David Callaway as Chief Executive Officer, and is further illustrative of TheStreet’s commitment to investing in new initiatives to make it a profitable media growth company with multiple revenue streams.
Larry S. Kramer, Chairman of TheStreet, said: “We’re excited to expand our content-centric strategy to include the creation of custom media for our brand clients, enabling them to leverage our talent and proprietary data to engage their constituents across multiple platforms. Jeff’s lengthy experience with TheStreet and The Deal makes him the perfect content leader for the new division. Nobody understands our brand partners and the audience they’re trying to reach on TheStreet and The Deal better than Jeff.”
As head of content at the new studio, Kanige will be responsible for working with brands to develop and execute their customized content strategies. He has more than 17 years’ experience at The Deal having joined the publication in 1999. Kanige has been a professional journalist for three decades, serving as a writer and editor for daily, weekly and monthly publications, as well as online outlets.
Kanige said: “Blue Chip Content Studios will partner with TheStreet and The Deal’s brand clients to conceive, develop and deliver compelling content of a variety and caliber unavailable anywhere else. In my time at TheStreet and The Deal I’ve developed an intimate understanding of the challenges and pressures facing brands that rely on our audience to expand their businesses. I look forward to working with our partners to help them conceive and deliver unique, standout branded content that both reaches and engages influential and affluent business decision makers and investors.”
Tara Murphy, currently managing editor, will assume control of TheStreet’s editorial operations.