In a turbulent year, it isn't unusual to see a pure-play contentsite forced to launch a synergistic brick-and-mortar counterpart(Inside.com or Nerve, anyone?). Yet one Silicon Alley trademagazine publisher--Real Estate Media--is striking out in theopposite direction.

Eschewing conventional wisdom about online content's money-pitqualities, Real Estate Media a few months ago launched GlobeSt.com.While the tech market may be contracting, Real Estate seeks to cashin on a still white-hot real-estate market, where brokers arehungry for up-to-the-minute news about the latest commercial deals.Company managers hope that a well-established brand name in printcan buttress a related website, even if the look and feel of thesite is substantially different than that of its offlinecounterpart.

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