• by Sara Guaglione , February 9, 2016

It is focused on cross-platform user experience, native advertising integration and an improved mobile user experience.

The features, which also include a cleaner interface, responsive design and continuous scrolling, are “designed to integrate the company’s content feeds, events and other services into the workflow of its audience,” the company states.

Native advertising is key to the launch. Sponsor-commissioned articles, white papers, infographics and videos will be integrated into content feeds “without confusing readers,” according to SourceMedia.

The platform will support all SourceMedia brands.

The first sites to go live on the new digital platform are Health Data Management, Employee Benefit News and Employee Benefit Adviser. The company’s other brands will follow, including flagships American Banker, Financial Planning and Accounting Today.

David Longobardi, SourceMedia chief content officer, called the launch of the new digital platform a “milestone” for the company.

SourceMedia’s decision to shift focus to the company's digital growth and marketing solutions — even though SourceMedia still publishes a number of print magazines — is part of a growing B2Bmedia trend. As print advertising revenues dip, audience relationships and a successful mobile experience become increasingly important. Readers today are all about engaging with digital content and accessing it via smartphones.

SourceMedia collaborated with design and development firms Perfect Sense Digital and Work & Co on the publishing platform.