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WHY MEDIA COMPANIES ARE MOVING AWAY FROM CUSTOM CMSES AND EMBRACING OPEN SOURCE






Media companies face immense pressure from a multitude of sources. Audiences are
fragmenting, tech platform algorithms are changing, misinformation is rising,
the third-party cookie is dying, and revenues are dropping. 

In today’s landscape, the only way to stand out from the crowd is to deliver a
high-performing audience experience.

To achieve this, many media companies decided to invest in a custom content
management system (CMS), finely tuned to the needs of their editorial teams,
developers, and audiences. To create and manage this bespoke software, they
needed to hire talented software engineers.

Budgets aside, this decision is understandable. No two media businesses are the
same, and building a platform that conforms to existing workflows and audience
needs seems like the right option.

However, many media companies who chose to build their own CMS still grapple
with the challenges of maintaining it. Spending time and money building and
maintaining a custom-developed CMS diverts valuable engineering resources away
from developing new, compelling audience experiences. For media companies,
custom CMSes can hinder innovation, drain resources, and limit their ability to
adapt to evolving industry demands.

That’s why media companies are moving away from DIY CMSes, and embracing the
benefits of the world’s most popular CMS, WordPress.


HOW MEDIA COMPANIES BECAME SOFTWARE COMPANIES

In 2011, Marc Andreessen predicted that software would “eat the world,” that
every company would become a technology company. The media industry was no
exception. 

To media companies, the high margins of successful software companies were
alluring. But software companies start as calculated risks: they require a great
deal of initial and ongoing investment, but if successful, the rewards can be
substantial.

In the low interest rate climate of the 2010s, media companies could justify
taking the risk of engineering their own CMSes. Some wanted to license this
software, while others hoped to gain a competitive edge by constructing their
own unique workflows and features.

However, the reality of being a software company is much harder than it looks. 


THE PITFALLS OF BUILDING AND MAINTAINING A CUSTOM CMS

The past five years have been tough for media businesses. They’ve faced
fragmenting audiences, the end of the cookie, decreasing ad revenues, and higher
interest rates. There’s a need to evaluate what areas contribute to their core
mission of delivering engaging audience experiences, and how resources are used
towards this goal.

Building and maintaining a custom CMS is a resource-intensive endeavor,
requiring a significant investment of time, money, and expertise to develop and
maintain. Media companies are starting to ask, “Do we really need to build our
own paragraph block? Our own header functionality? Our own way of adding a list
to a body paragraph? What if all that could be done by an off-the-shelf CMS such
as WordPress—and we could focus on more complex problems?”

Custom CMSes can be complex and difficult to use, often lacking the flexibility
and scalability to adapt to the rapidly changing needs of the media industry. As
new technologies emerge and consumer preferences evolve, media companies may
find themselves locked into outdated systems that are difficult and expensive to
modify. This hinders their ability to innovate and stay competitive in the
market. 

As a result, many media companies are re-examining where they are allocating
software engineering resources. Rather than continuing to solve already-solved
problems, they are learning that they can build on top of open source
technologies. By doing this, engineering teams no longer have to invest effort
into producing and keeping up with standard features, and instead can
concentrate on creating unique and captivating user experiences.


FOCUS ON INNOVATION: UNLEASHING ENGINEERING RESOURCES

Focusing engineering resources on core innovation is crucial for media companies
to thrive in the competitive digital landscape. 

When resources are freed from maintaining a custom CMS, media companies can
redirect their engineering efforts towards innovations like developing mobile
apps, TV apps, and custom user interfaces. Media companies find these
innovations are a better use of resources than maintaining a custom CMS.

For example, Vox Media chose VIP because it wanted its creative and development
teams to focus on experiences instead of platforms, continuing to create
industry-leading content for their audiences. 

With their engineering team now no longer having to create and maintain a custom
CMS, Times Media has seen a better publishing experience with 62 percent fewer
clicks and 34 percent faster time-to-publish. Furthermore, the versatility of
WordPress has enabled the organization to provide extra functionality and
features to the newsroom that weren’t previously available. WordPress’s
extensibility has made that a more seamless and sustainable process.

By embracing WordPress VIP, media companies unlock the potential for continuous
innovation, freeing up valuable engineering resources to drive growth and
differentiation in the competitive media industry.


THE BENEFITS OF MOVING TO WORDPRESS VIP

Besides freeing engineering to focus on projects more aligned with business
goals, WordPress VIP offers many other tangible benefits for media companies:

 * Reduced costs: Media companies don’t need to invest in the infrastructure and
   personnel required to maintain their own CMS, and can benefit from the
   efficiency and cost savings of the WordPress VIP Platform. Read more about
   WordPress VIP’s 415% ROI.
   
 * Better audience experiences and more ambitious roadmaps: With maintenance no
   longer draining available engineering resources, developers can spend all
   their time creating new digital experiences that capture audience attention.
 * Ease of platform management: WordPress VIP can handle technology updates,
   streamline code across multiple properties, and unify development and
   publishing workflows for media companies. Developers can quickly stand up
   environments, product prototypes, and experiments, as well as seamlessly
   integrate with external data and services.
   
 * Scalability and performance: WordPress VIP is purpose-built to handle high
   levels of traffic, easily scaling to meet the needs of growing media
   companies. Look no further than TIME’s announcement of Taylor Swift as 2023
   Person of the Year, which served over 100k requests per second, effortlessly.
   
 * Improved editorial experience: WordPress boasts a Block Editor that’s easy to
   use for content creators and editors. For instance, being on WordPress VIP
   has helped the New York Post speed newsroom workflow and reduce staff
   frustration, and Al Jazeera reduce training time requirements from weeks to
   hours.
   
 * Expert support and collaboration: WordPress VIP provides media companies
   access to a team of WordPress experts who can help them get the most out of
   the platform. PMC, for example, benefits from WordPress VIP’s
   industry-leading infrastructure and extensive experience in supporting
   enterprise WordPress applications at scale. 

Read more about why media companies love WordPress VIP.


A FINAL WORD

To deliver high-performing digital experiences, media companies face numerous
challenges. Critically, building and maintaining a custom, in-house CMS can be a
resource-intensive endeavor that diverts focus from core competencies. 

WordPress VIP offers a compelling alternative. 

We enable media companies to streamline operations, focus on innovation, and
achieve cost savings. Embracing WordPress VIP allows these organizations to
overcome the limitations of building and maintaining custom CMSes and unlock new
opportunities for innovation, content quality, and audience engagement.

Contributors

Tess Needham

Head of Content & Brand Experience, WordPress VIP



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