Interactive Media and the Metropolitan Opera Guild Launch OPERA NEWS New Web Site

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An Aria of Web 2.0 Sophistication, Spectacular Imagery, New Media Enhancements, and the Ektron Content Management System

Interactive Media Associates, Inc. (IMA), a digital agency specializing in the planning, development, and marketing of Web services, today announced the release of OPERA NEWS’s new Web site at

“I love the new, energized http://www.; this is true cyber-elegance,” responded one reader on the site’s new blog.

IMA and the OPERA NEWS staff significantly re-organized the original content to provide Opera lovers with a truly accessible OPERA NEWS online version, pairing their new architecture with a stunning new design that elevates their site to Web 2.0 sophistication. The site’s homepage calls out different sections of the publication, giving readers a glimpse of the rich content located deep within each publication. Users who want to subscribe to the publication are a single click away. Also clearly featured on the homepage are links to exclusive online content, enriching the Web experience. The site’s multimedia options have been greatly enhanced. Interested advertisers have a variety of placement options, from the run of the site to picking a specific section, while the stylish layout prevents the page from ever feeling crowded.

The site was developed using the Ektron content management system (CMS), enabling staff members to focus on their editorial mission of promoting the Opera art form rather than wrestling with technology. This was particularly important not only because the publication appears monthly, but because news items relevant to the Opera world are published online on an ongoing basis. Ektron’s smartform technology was extended to enable the client to enter content in one spot, and have it disseminated in different flavors on various pages throughout the site – for example, on the homepage, in the table of contents, and on the departmental landing pages.

“The revamped is a major step forward in how our established readership, as well as newcomers to opera, interacts with the magazine,” online OPERA NEWS editor Adam Wasserman said. “The design, at once inviting, efficient, and functional, highlights the breadth of content featured on the site and in the print edition. It is truly the opera-lover’s home on the Internet.”

*About Interactive Media Associates*
Interactive Media Associates, Inc. (IMA) is a digital agency specializing in the planning, development and marketing of Web services. The company provides expertise in strategy and planning; Web site branding and design; content management; Web application development for eCommerce and portals; and interactive marketing, including SEO/SEM, eMail marketing, social media, and reputation management. Through its ReliaServe subsidiary, IMA also offers site hosting. IMA is an agency partner of such leading Web software providers as Omniture, Ektron, Elastic Path, and Bronto. For additional information, visit or call (973) 539-5255, extension 1.

*About the Metropolitan Opera Guild*
The Guild was founded in 1935 by Metropolitan Opera board member Mrs. August Belmont to make opera more accessible to the general public. In the years since, it has grown to be an organization of over 40,000 members throughout the United States and around the world.

Publications: The Guild publishes OPERA NEWS, a monthly magazine reporting extensively on opera worldwide, including reviews of productions and performances, profiles of artists, critical essays and, during the Metropolitan Opera Saturday Afternoon Broadcast season, an in-depth guide to the broadcasts. OPERA NEWS maintains an active website at

Public Programs: Each year the Guild holds an Annual Membership Luncheon in honor of an outstanding figure in the opera world; the OPERA NEWS Awards, which honors the achievement of performers and other contributors to the world of opera; tributes honoring legends in the field; and gala events in celebration of the art form. Working with some of the most distinguished names in opera-related travel, the Guild offers custom-designed tours and cruises in both the United States and Europe. Information on specific events is available at the Metropolitan Opera Guild website,

Education: The Guild’s Education Department, in fulfilling its mission to make opera more accessible to the public, provides an innovative network of music and arts education programs that reaches some 15,000 students and teachers in several states. The programs include rehearsals as well as performances at the Metropolitan Opera, an adult lecture series, school partnership programs, professional development for teachers, educational websites including and, and collaborations with colleges and universities.

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Michelle Cameron

Aimee Kessler Evans
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