Make content matter.

Predicate is a product strategy practice for content ventures.


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.


We do content strategy, building content products, plans and systems to create lasting value beyond launch date. We 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, sustainable economics. Tech is shaping new modes of content consumption even as brands produce yet more of it.

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

Personalization services

In 2017, Predicate expanded a personalization practice area focused on services and research.

More about Bucket


This consultancy has focused on the business of content for nearly ten years.

 Select Clients

Vimeo, News Corp, NBCUniversal, Viacom, Conde Nast, Yahoo!, A+E Networks, Cox Media, Washington Post Company, Thomson Reuters, Best Buy, Centers for Disease Control, American Museum of Natural History, University of Michigan, Merrill Lynch, Morgan Stanley Smith Barney, JP Morgan.


    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.

    Expansion plan & 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.


References are available from former clients, including CXOs, product and technology leaders, founders, publishers and marketers. Get connected on LinkedIn to see a wealth of client and colleague testimonials.

Work Delivery

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


We assess each project by three dimensions.
  • 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?

  Deliverables & Activities

Our conventional deliverables map accordingly.
  • 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)
Looking for a UX-centered content strategy? We also support end-to-end “conventional” content strategy services, drawing from a time-tested playbook. Ask us 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.
Seriously, we’re lucky to have such great people say such good things about our work. We‘ll connect you.

Jeffrey MacIntyre, Principal

An 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. Predicate, his private practice, was founded in 2008. See clientele above. His consulting, speaking and advisory work spans cultural institutions, startups, and the Fortune 50. He has written for The New York Times, Wired and Slate.


Predicate is based in New York, with offices in the bucolic village of Cold Spring. Hit us up:


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