Greenberg was a Web 1.0 pioneer. In 1996 he started Gist Communications, a disruptive new media company that competed successfully with News Corp’s TV Guide Online. In 1997, Gist was one of just 14 websites in the world to be named a winner of the First Annual Webby Awards in San Francisco. At Gist, Jonathan managed a staff of 80 technology and editorial staffers to implement custom TV listings and daily entertainment news for millions of direct viewers, as well as client-customized applications in three countries for Yahoo, AOL, MSN, NBC, CBS, USA Today, CNN, Axel Springer, Hachette Lagardere and Hewlett Packard.
During the two years following the World Trade Center attacks of September 11, Greenberg served as Policy Director for the New York City Council’s Select Committee on Lower Manhattan Redevelopment, where he directed media and public policy campaigns and was the city council’s lead analyst for federal relief programs.