NEW YORK: Salon.com has retained Plesser Holland Associates as its AOR as the news and culture site prepares to celebrate its 10th anniversary.
"The 10 year anniversary is a good hook for them to talk about their accomplishments," said Andy Plesser, president and founder of Plesser Holland Associates.
The firm is also organizing media parties in New York and San Francisco to promote the milestone.
While initial work for Salon will be centered on the anniversary celebration, Plesser noted that the overall goal is to increase traffic to the site.
Part of this strategy will involve getting Salon editors featured on TV, as well as getting the site's "scoops" picked up by traditional media outlets and influential blogs.
"Certainly having attention to their articles in the blogosphere will draw attention to the site," Plesser noted.
Joan Walsh, editor-in-chief of Salon, said the company chose to work with Plesser Holland because of its new media strategy for increasing visibility.
"I think they were very smart about trying to get us out into the blogosphere," she said.
Going forward, Walsh said she'd like to see the site recognized for a wider selection of its content.
"Getting us thought about more than just media and political is important," she said. "Our 10th anniversary gives us a second chance to make a second impression with a lot of people."