Interactive Web site gives a true picture of Primedia

Primedia, the leading integrated media and communications group, has unveiled its new-look corporate Web site. Designed to provide investors with a holistic view of the Primedia group, this interactive site gives access to financial reports, an overview of the group and its key initiatives as well as a feedback facility that allows investors to communicate directly with Primedia.

"We wanted to establish effective communication with our local and international investor community and realised that a well designed Web presence would act as a channel for sharing and receiving information with this target audience," comments Odette Van Wyk, Communications Consultant responsible for Primedia`s Internet/E-Commerce development. "By utilising push and pull technology on our site we invite analysts to communicate with the group, and use it as a delivery mechanism for news and financial updates."

The site, which went live in July, provides a consolidated view of the Primedia group, giving share of mind to each subsidiary brand while sticking to its key objective to act as a portal to the corporate holding company.

"While Primedia is hugely fortunate to have so many well established brands in its stable, it does present a challenge when it comes to communicating the full spectrum of the group, and establishing the autonomy of the Primedia brand. The new Web site is just one step in an ongoing campaign to raise awareness of the Primedia Brand," comments Van Wyk.

The complex issues behind the corporate Web site were a key motivator for Primedia`s appointment of e-services provider Aqua Online to help them bring the corporate Web site to market. "We required a partner who understood our need to develop a Web site that reflected our corporate identity, provided information easily for our investors and integrated the various Primedia brands," explains Van Wyk. "Aqua Online`s thought process, strategic input and creative delivery were key to establishing a successful partnership."

Primedia and Aqua Online have already begun work on the second and third phases of this project. "We strongly believe in the power of technology to help us communicate critical information to all our audiences, be they our local and international investors, or our internal staff. In the near future we plan to expand the functionality of the site facilitating further two-way communication," continues Van Wyk.

Brent Shahim, managing director of Aqua Online South Africa points out how important it is for corporates to view their Web presence as a means of communication rather than an advertisment for the organisation. "By putting its faith in technology to give investors worldwide a snapshot view of the organisation and easy access to key financial information, Primedia is able to develop closer relationships with its target audience - a key objective for any profit-focused organisation."