Neil Thackray, who was previously CEO at Nexus Business Media, and Rory Brown, who was previously managing director in marketing at Incisive Media, have been developing Briefing Media Ltd for the last few months.
Speaking to Journalism.co.uk, Thackray said that the company aims to bring together content of interest to business-to-business decision makers online, by both commissioning its own content and by aggregating reports from news sites, bloggers and experts.
"With information spread all around the internet and with some of the best and most interesting content being written by bloggers and experts as well as by professional journalists, the navigation and discovery of that information becomes ever more difficult.
"By collecting, curating and organising that information we can create a compelling and engaging experience for business decision makers. We add value through the commissioning of our own content, especially analysis and expert witness accounts and white papers."
He added that the site would also use semantic tools to add value to the content and allow users to "connect together in an intelligent way".
"Every article we screen is automatically tagged and assigned to topics and issues," he said. "It also spots new topics as they arise in content and can show users how these new topics are related to others.
"The primary skill of a business-ti-business media company is the ability to spot what is important and to present that information in an intelligent way. Melding industry knowledge with the latest semantic technology creates a compelling and engaging experience for the user."
The site will include references to third party content, as well as original reports by Briefing Media's recruited experts.
Thackray added that for the reader, the importance lies is the relevance of the news more than where it comes from, although each article will be clearly tagged in relation to its source.
"Third party content is automatically abstracted and summarised and tagged, but users will be sent to the originating site to read the full article rather than reading the full article in our livery," he said.
"We are recruiting experts for each field of interest and have already begun to commission original white papers. Whilst our own content is hugely important we recognise that users are interested in the topic. They want to find what is useful, regardless of its provenance. Our tools enable users to discover documents and information from any source. The only test for us is the relevance of the content to the users' needs."
The first vertical site will be launched in Autumn and a further six will be developed in over the next few months.
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