Software firm’s online magazine bolsters brand, reputation

If you wanted to bring a more journalistic approach to your communications, there’s one surefire way to do that.

Hire an editor with experience on one of America’s storied newspapers—say, The Kansas City Star, winner of multiple Pulitzers and one-time home to Ernest Hemingway.

That’s what Perceptive Software did in 2009 when it brought on Eric Palmer, a former Star deputy business editor, to create and edit its online InContext Magazine.

The magazine seeks to cover news, trends and solutions related to what is called enterprise content management (ECM)—software used for “supercharged document management,” in Palmer’s words.

What InContext doesn’t do is hype the company behind it, its editor says. The idea is to tell stories about the software Perspective creates and how it helps organizations boost efficiency.

‘Not sales pieces’

Through the magazine, the company is positioning its own experts as thought leaders in the industry. Perceptive believes this will help bring in customers in the long run.

“These are more informational pieces,” Palmer says. “They’re not sales pieces.”