Michael is publisher of MINING.com, an award-winning news site.

In four years since being launched, MINING.com is now the largest digital news site covering the global mining industry—over 550,000 readers per month and 230,000 email digests delivered each business day.

To increase revenues, Michael focused sales staff on large Fortune 500 companies such as Caterpillar, Mobil, Schlumberger and Shell. Michael used editorial coverage to build rapport with decision makers and shorten the sales cycle. In four years MINING.com’s revenue increased 40 fold.

To develop more reach without increasing costs, Michael negotiated run of network advertising with other mining sites. The total ad network grew from 25,000 impressions per month to just under 4 million.

To increase the site’s reach, Michael used metrics to guide the writing staff. A live dashboard helped reporters track the number of readers each story attracted. Monitors were mounted in the news room and office lobby with a leaderboard. In four years, MINING.com’s reach rose from 25,000 to 1.1 million page views per month.

Both MINING.com's marketing and editorial work was singled out for distinction. Michael's team won the Canadian Online Publishers Awards gold medal for best email newsletter design and engagement, and a data visualization piece about Barrick Gold was a finalist at the Jack Webster Awards, British Columbia’s premier news gala.

Michael is skilled in running Salesforce and DFP for Publishers. He led the implementation of both systems.

Michael knows how to analyze a financial statement. He has a Certified Management Accountant designation, along with an MBA.

Before coming to MINING.com, Michael worked for banks and IT companies primarily in pre-sales roles. He began his professional career in journalism.

Pastimes are mountain biking, backcountry skiing and gardening. He enjoys growing dahlias and raspberries.

Follow Michael McCrae on Twitter, @michaelmccrae