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Lessons learned: reduce your development overhead and increase commercial inventory






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    Lessons learned: reduce your development overhead and increase commercial inventory Lessons learned: reduce your development overhead and increase commercial inventory Presentation Transcript

    • Emap Inform and Webvision Conor Dignam Group editor and director of media, Emap Inform
    • Emap Inform – weekly titles on WebVision
    • Our Objectives
      • Create websites to reflect our brands
      • Enhance user experience
      • Improving online content offering
      • Increasing commercial inventory
      • Improve use of online by editorial teams
      • Reducing overall costs around web build/IT support
    • Where we were a few years ago
      • We built all our editorial websites ourselves
      • In-house development
      • Different sites doing different things
      • Little prioritisation of development/projects
      • Some weeklies had weak web presence
      • Limited commercial inventory
    • Our resources (roughly)
      • In-house web and IT resource
      • Six to eight developers
      • Three testers
      • Three designers (or more)
      • Project managers
      • Admin support
      • Management Total: north of £500k
    • Digital questions
      • We were not happy
      • Projects had gone wrong and were costing time and money
      • We needed digital acceleration/investment
      • Build or buy?
      • Revamp internal resource or acquire CMS?
    • Digital Decisions
      • We decided to buy
      • We bought badly (not WebVision)
      • Not the supplier’s fault
      • We bought with a build mentality
      • “ Can it do this?”
      • “ Well, yes it can, if we develop it”.
    • We bought again – but better
      • We asked the journalists what was really important to them from a CMS
      • We looked for something already working in a similar environment to ours
      • We wanted something that worked “out of the box”
    • What our journalists wanted…
      • Control over the content
      • Speed of publication and newsletters
      • Simple and intuitive workflow
      • Ability to move content around easily
      • Compatible with PCs and Macs
      • Multiple content types; news, blogs, forums, video and picture galleries
      • Everything the journalists wanted
      • Ability to integrate CMS with other systems
      • CMS that worked out of the box
      • No major customisation
      • Could be delivered in a tight timeframe
      • Would provide benefits of scale
      What the Emap Inform team wanted
    • What we did next
      • We bought Webvision – we knew other B2B publishers had used it
      • White label approach across business
      • Standardised wireframes
      • Standardised advertising inventory
      • Standardised functionality for each site
      • “ Can it do this?” – No it can’t.
    • ScreenDaily.com
    • Broadcastnow.co.uk
    • Nce.co.uk
    • Architectsjournal.co.uk
    • What else we did with Webvision
      • Trained super-users across the business
      • Ensured the workflow made sense
      • Integrated with Madgex for jobs
      • Training programme for journalists and sales people
      • Optimised for SEO
    • Where we are now
      • Broadcast as an example:
      • November 2009:
      • Page impressions up 33% YoY
      • Unique users up 77% YoY
      • Newsletter registrations up 30%
      • Group digital ad revenues up by almost 60%
    • Journalists doing what they do best
      • More journalists now using the CMS
      • More content than ever going online
      • Savings from reducing time required for repurposing print copy for online etc
      • We do things quicker and better
      • NT web editor, Gabriel Fleming, web editor of the year at BSME awards
    • Innovation continuing
      • Sites add HTML where they need to “customise the sites themselves”
      • Twitter feeds and financial feeds in spin blocks through RSS
      • Development of new sites built for us and then bolted on to the WebVision CMS.
      • CN Insight for Construction News – TCI for Broadcastnow.
    • Our resource now
      • Emap Inform’s current sites:
      • One developer
      • Two support/testers
      • One designer (mostly email for sales/marketing)
      • One manager
      • Roughly £250k
    • Conclusion
      • The white label solution can work for sites that have similar core requirements
      • Select carefully – but very big benefits to single CMS across multiple brands
      • Further development of overall sites will probably mean a hybrid solution – of build and buy
    • Emap Inform and WebVision Questions?