Cary company debuts March on Washington retrospective

August 21, 2013 

akenney@newsobserver.com

A local media company is collating a retrospective on the 50th anniversary of the March on Washington for Jobs and Freedom.

On offer from public relations firm Signal Hill is a collection of commissioned articles, photos and videos, and readers’ recollections of the historic gathering where Martin Luther King Jr. gave his “I Have a Dream” speech in 1963.

The presentation by the Cary-based firm went online as the Aug. 28 anniversary approached. It’s part of Senior Correspondent, Signal Hill’s online publication focused on the country’s aging population since 2010.

“We designed this a couple years ago to get the stories of older adults for a general audience,” said Brice Smith, an account coordinator for the company.

The March project, available at www.seniorcorrespondent.com/march, includes articles on “protest technology,” protest music and racism in America, by “seasoned journalists,” including writers for The News & Observer, the parent company of The Cary News.

“The media, historically, focuses on the perspective of youth. Whether it’s radio or TV, they’re asking, how can we reach a younger audience?” said Smith, 23. “So the perspective of older adults, it tends to get lost, it tends to get neglected.”

For Signal Hill, the website is a way both to demonstrate storytelling and honor the Civil Rights movement. It follows the increasingly common practice of “content marketing,” wherein companies create interesting Web content in part to bolster their brand name.

Of course, Signal Hill is not the only company interested in the growing “mature” market – Cary also is home to Boom! Magazine, a publication for the “active adult” market.

For his part, Signal Hill owner Daniel Pryfogle, 45, believes Senior Correspondent may join the burgeoning ranks of full-fledged Cary publications, perhaps becoming self-sustaining.

The company also is experimenting with the business of training older people to not just view but create Internet content – and that day half a century ago may make a prime topic.

Kenney: 919-460-2608; Twitter: @KenneyOnCary

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