About Us

Ellen Berkovitch, Founder, Content Hive

Digital journalism entrepreneur, awarded investigative journalist, content strategist.


In a journalism career spanning three decades, Ellen has consistently been an editorial thought and design leader. Her first jobs in New York and Washington, DC entailed in-depth investigative reporting on energy, environmental affairs, Indian affairs and the Congress. She specialized in magazine journalism for her master’s degree at Medill School of Journalism and majored in English and French at Wesleyan University. She returned to New York and became an international correspondent in Milan and Paris for fashion trade publications including Menswear Retailing and Women’s Wear Daily. In New York, she was editor in chief of American Jewelry Magazine. She won a 1990 redesign award from National Association of Business Press Editors.

Digital Entrepreneurship

In 2008, Ellen, with the conviction that storytelling is still the primary link between content and audiences, self-propelled into digital-journalism entrepreneurship. Her commitment to learn the new technologies for digital storytelling and audience-building resulted in the online arts magazine of AdobeAirstream, which she launched as founder, editor and publisher in March 2009.

AdobeAirstream was and remains the first daily online magazine for cultural creatives in the Rocky Mountain West. AdobeAirstream in its fourth design iteration today reaches about 32,000 visitors, three-fourths from across the United States and one-fourth internationals. Its storytelling success derives from a content-driven, rich media strategy. A video channel. An audio podcast. Innovative partnerships with presenting arts organizations including SITE Santa Fe and Minneapolis Institute of Arts.

Rich Media

In 2012, Ellen began pursuing online education from Duke Center for Documentary Studies to learn radio production and enhance her versatility and mastery of another story format winning widespread adoption through iTunes and podcasts. In the past year, Ellen’s continuing work as a leader in cultural reporting has led to publication in New Mexico magazine. She has contributed to the radio talk show, Women’s Focus, on KUNM-FM.

Since she arrived in New Mexico in 1993, she has been a prominent national voice, writing for Artforum, Art&Auction, Los Angeles Weekly, The New York Times, and many design publications. Working for the Santa Fe New Mexican-Pasatiempo as a staff writer in 1999-2001, she won an Associated Press investigative reporting prize for “The Peters Principals.” It was a three-part, 30,000-word newspaper series that began with the story of 28 Georgia O’Keeffe watercolors later deemed to be fakes. Ellen has been editor in chief of magazines including American Jewelry, Santa Fe Trend, BOOM and AdobeAirstream.


A Connemara pony named Molly Bloom. Speaking French and visiting the glorious Dordogne. Swimming long distances. The ongoing pleasures of cooking meals and sharing them with friends. Anthony Doerr’s novel, All the Light We Cannot See. A continuing habit of poetry which she practices privately.