SIFT, parent brand to the b2b publishing title Sift Media and the accountancy-focused agency PracticeWEB, have given their website www.sift.co.uk a refresh, bringing further clarity and focus to the overall brand.

The new site certainly looks great, but the overhaul is a lot more than skin deep, with visitors better able to appreciate the SIFT brands, the culture, the charity work and career opportunities. Tom Dunkerley, SIFT CEO says, “Any B2B media & information business is a complex set-up, with the new site we’ve tried to give greater clarity on purpose, how we do what we do & what we can do for our clients.”

Over the past year SIFT and its brands, Sift Media and PracticeWEB, have been exploring which elements of the business continue to offer maximum value to clients and audiences, and what doesn’t. In recent years, publishers have seen a decline in digital advertising, and with it a realisation that business models could no longer revolve around these products alone.

“This isn’t just a new website for SIFT, it personifies the directional change of the business towards a greater focus on data, insights and performance.”

The team at SIFT looked to diversify their products and services, simplifying not only what they offered, but how they are structured as well. With a relatively complex setup of a parent brand and two subsidiary brands, of which one has several brands of its own, a change was needed.

Sift Media will no longer exist as a brand name, and the publishing titles which previously sat under it have now become a part of the SIFT brands. These include AccountingWEB.co.uk, AccountingWEB.com, MyCustomer.com, HRZone.com, TrainingZone.co.uk, BusinessZone.co.uk and UKBusinessForums.co.uk. PracticeWEB.co.uk remains unchanged.

“This isn’t just a new website for SIFT, it personifies the directional change of the business towards a greater focus on data, insights and performance. The term ‘media’ didn’t really fit with the new strategic direction, our role is to Sift through the data, build & curate insight, helping brands and customers build valuable connections, that last,” said Tom.

The new SIFT website went live on August 29th, 2017, with the Sift Media website no longer accessible. Over the next few months clients and audiences will note the declining use or mention of Sift Media as we phase its existence out.