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Creative turnaround: new media company succeeds by pursuing smaller clients closer to home. (Tech Cetera: Monthly Feature on Technology).

Publication: Westchester County Business Journal
Publication Date: 03-FEB-03 		Format: Online - approximately 934 words
Delivery: Immediate Online Access
Full Article Title: Creative turnaround: new media company succeeds by pursuing smaller clients closer to home. (Tech Cetera: Monthly Feature on Technology).(Berlin Productions Inc. shifts strategy after 9/11)

Article Excerpt
Serving smaller businesses close to home may seem like an obvious strategy for a successful small business, but it took 9/11 to convince a new media content provider based in White Plains that its survival depended on attracting clients beyond the corporate giants.

Weeks after the terrorist attacks, Berlin Productions Inc. saw the drying up of interest by Fortune 500 clients in its Web design work -- the specialty the company rode to success during the late 1990s boom fueled by the rise of the dot-coms. While Berlin avoided the wave of layoffs suffered by young technology businesses, it needed a solution quickly to avoid becoming another casualty of the tech bust.

"We sat down and we saw that a lot of companies that do 5, 10, 100 million dollars a year, that they have money, too. They have...

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