You could spend months trying to work out a focus, tone of voice, design, technical and then a few more months cajoling folk into contributing. By that time your clients will be reading the RSS feeds from a smaller, more dynamic competitor's blog.

Alternatively – you could buy your clients a subscription each to IF and then either get a clever-dick at your agency to contribute thought pieces occasionally or even get the new business guy to put his hands in his pockets and sponsor the site.

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