Make content matter.

Predicate is a digital product strategy practice

  • Expertise

    We deliver product development focus to address content-based business challenges.

    Predicate brings deep subject matter expertise to organizations for whom content is core to their business objectives.

  • Capabilities

    We do content strategy, building content products, plans and systems to create lasting value beyond launch date.

    Our contribution: to design compelling content-rich experiences, delivering measurable business results and creative value.


The defining issues of content today are consumer attention in the face of information overload and, among content businesses, a path to sustainable monetization.

Technology is rapidly shaping new modes of content consumption even as organizations produce, and attempt to manage, significantly more of it.

Our big idea? To keep the business of content economically vibrant and creatively vital requires innovating through information science and design.


This consultancy has focused on the business of content since 2008.

Select Clients.

NBCUniversal, Viacom, Conde Nast, Yahoo!, A+E Networks, Thomson Reuters, Best Buy, Centers for Disease Control, American Museum of Natural History.


    Established a paid content model and led an editorial strategy that funded new foreign bureaus.

    Advised a content marketing play to tap the intellectual property of a multinational media giant.

    Recruited founding leadership and management talent for a ~100-person content venture.

    Negotiated partner integration among media properties for a time-shifted reading startup.

    Topic system and taxonomies for the firehose of one of the world’s largest newsgathering operations.

    Advised authors on release and windowing for multiple book projects.

    Enterprise IA and data analysis to support business process redesign at a major Hollywood studio.

    Product expansion plan and portfolio of editorial sub-brands for a leading US news daily.
    Editorial strategy for launching a news media operation within a category-leading retailer.

    Devised the topic model and blogging strategy for an award-winning news site relaunch.

    Designed a living 24/7 programming grid for editorial operations, including related resource plans.

    Established content ROI, analyzing acquisitions and licensing options in a data-driven digital strategy.

    Modeled content lifecycles through master data flows in a global, end-to-end media supply chain.

    Diagramming of rights avails opportunities to model improved content exploitation scenarios.

    Developed a repeatable, budget-driven show and topic site production model for a cable media brand.

“He was the ideal bridge between print-oriented newspaper people, like myself, and the new (and sometimes scary) world of the web.”


Our services model is a mix of product, UX and information sciences expertise.

  • Approach.

    We assess each project by three dimensions.

  • Deliverables & Activities.

    Our conventional deliverables map accordingly.

  • Product: How do you ensure a discoverable, sustainable and competitively differentiated content offering?
  • Distribution: What is the reach of your product or message? How do you manage publishing and windowing of content? How do you maximize its exposure and impact?
  • Model: How integrated and extensible is your operation to new and emerging technologies? How do you measure content performance?
  • Product: Creative brief; Competitive analysis; Content offering definition; Product strategy
  • Distribution: Distribution planning, forecasts and reporting; Programming/editorial calendar; Lifecycle analysis
  • Model: Content modeling, schemas and information management; (IA, WCM, DAM, MDM); Operational sharpshooting (e.g., process design or analytics)

Learn more about Predicate's methodology

We also support end-to-end content strategy services, drawing from a time-tested playbook. Learn more about our methodology.

Why Predicate?

We do “messy.”

Complex technology and business environments? Meaty creative challenges? Fine tests for our skills and experience.

We’re purpose-driven.

Information overload? The future of longform editorial? Big Data and Hollywood? We don’t shirk the big puzzles in the future of content: they’re motivators.

We’re versatile and accommodating.

Predicate is a solo private practice. We seek relationships over assignments, and never overcommit. Our work can be project or retainer basis; workshops and talks; advisory roles; and even pro bono.

Sometimes you need a specialist.

Who calls on us? Colleagues or agencies seeking specialists; media and entertainment outfits; organizations with complex process, data and information management challenges; cultural institutions; and content-focused startups.

People say the nicest things.

Dig the testimonials that dot this site. And reach out at your convenience.

  • Jeffrey MacIntyre, Principal

    Predicate principal Jeffrey MacIntyreAn independent strategy and management consultant—and all-around information sciences egghead—Jeffrey has worked in professional services, product roles and user experience design for over a decade.

  • In Development

    coming in '15Something new is in development for 2016.

    Get alerted when it's ready.

    Also, watch this space. Fresh talks and interviews will be posted here, reflecting new work and projects around video, audience development and content discovery. (Credit.)

  • What Clients & Colleagues Say

    “He listened and learned as well as he spoke and advised and was really the archetype of what an effective consultant should be.”

    “He developed the strategy [...] and then implemented it not just efficiently but also to a very, very high standard[.]”

    “Jeff implemented the most strategic and practical online editorial program for a client [...] streamlining and perfecting their workflow through his unique perspective on online publishing, and [his] years of experience dealing with some of the most complex editorial programs online.”

    “Jeff was instrumental in defining the editorial strategy on a large, full-service web engagement with one of our premier media and entertainment clients. ”

    “There are very few people I have found who possess Jeff's unique combination of content strategy experience with all around smarts. If you'd like to work with a true professional, Jeff is the man for the job.”

    “He was the ideal bridge between print-oriented newspaper people, like myself, and the new (and sometimes scary) world of the web.”

  • Web Content Chicago

    A detailed excursion through the Predicate methodology and our range of content strategy project deliverables.

  • Content Strategy Forum

    Your website is not a magazine. But it should be. A lightning tour of editorial strategy.


    The Tao of Screen

    Interaction and software design has taken a turn to interface-calming to remedy our oversaturated online environment.


    The Next Big Headache for Digital Publishers

    Topic pages are the banks of the link economy. Will Google rob them? Learn more about the potential emerging threat to publishers who are evolving beyond traditional section taxonomies online.


    The Best Thing for Documentaries Since Netflix?

    What a small startup called SnagFilms can teach us about innovating a slice of the Netflix market.

  • Boston Globe

    U. Tube

    A brief overview of the burgeoning world of online video lectures—and a new model for video publishers. Each one is a study for its content strategy.

  • Community
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