About Definitive Ink

We like to play a part in the spark of creativity that generates great ideas.

We believe in "convergence" and the use of several media types for getting a message across. We don't look upon it as a magic cure-all but as a concept that can be leveraged in subtle ways. We create digital businesses, projects, and marketing vehicles that leverage different forms of technology, media, and syndication techniques.

We work by assembling small teams of experienced editors, writers, designers, programmers, filmmakers, and print and digital production experts to produce innovative creative and editorial products that deliver great results. Playing a strategic role, we can bring our knowledge of production and the range of available technological solutions to deliver innovative and successful media initiatives.

Definitive Ink is led by Joshua Mack, who has over fourteen years of experience creating new media and products at such companies as Voyager, Hearst, and Workman Publishing, outside.in, and iVillage.

Most recently Josh was the VP of Network at outside.in, a pioneering hyperlocal content aggregator. There he developed the outside.in toolkit, a set of analytics tools and widgets to help local bloggers and publishers drive more page views on their sites. Prior to outside.in Josh was VP of Product Development and GM of GardenWeb at iVillage. Under his management GardenWeb grew to become a top 500 Internet site and the largest DIY community online. As VP of Product Development he launched iVillage's social network, blogs, widgets, early mobile efforts, as well as a pioneering gardening aggregator (reblog).

Prior to iVillage, Josh was the Vice-President of Product Development and Strategy at HotResponse, a company that created Internet-based applications such as directories, sweepstakes, and online reader response, surveying, and calendar tools for over 70 magazines.

Josh joined HotResponse from The Hearst Corporation, where he was the Director of Product Development and Executive Producer of the Hearst Interactive Studios. The Studios were a 25-person internal strategic development and creative production unit that that worked with Hearst-owned businesses to develop and implement new media projects and strategies. For the magazine group he oversaw the creation of Web sites and strategies for numerous magazines, such as CosmoGIRL! (where he was a member of the magazine's launch team), Esquire, Motor Boating & Sailing, Harper's Bazaar, and Rebecca's Garden. He defined the role of Web Editor at Hearst Magazines in order to give them ownership of their voice online. Working with Hearst-Argyle Broadcasting led to the development of a series of seven local station Web sites and the identification of IBS as a strategic partner for the company. In addition, he oversaw the creation of the Hearst Corporate, Hearst Foundation, and Hearst-Argyle Corporate Web sites, and directed a series of direct marketing projects for Avon and Morrow Books prior to their sale by Hearst.

He started his career in digital media at the Voyager Company, a pioneering digital publisher, where he led the Internet effort working with artists such as Eric Drooker and the magazine Grand Street. He managed the company'sExpanded Book Toolkit and produced several CD-ROMs; among them Treasures of the Museum of Natural History and the 1995 New Voices New Visions Contest, an early influential digital art competition. Prior to that he worked at Workman Publishing as Mr. Workman's assistant, and on Wall Street as an analyst.