In the last part of our series, we reviewed a 2011 Adweek report on the CMS selections of major media companies. Beyond media industry business changes like mergers, and corporate spin offs, why has there been so much CMS change since 2011? One major reason: a media company CMS platform must allow for many more integrations than just a few years ago. Integrations include technology systems that cover content personalization, social media, audience analytics, and the distribution and optimization of content on mobile and other devices, among other add-on services. Many CMS platforms, especially proprietary ones owned by technology companies, were not designed for such integrations.
The multitude of third-party integrations that media companies are looking to integrate with their CMS platforms.
And that means some big bets on CMS went out the window between 2011 and 2015, because the platforms of that time could not keep up with the amount of integrations media companies were seeking. For instance, let’s look at Conde Nast, a well known magazine publisher with brands like Vogue and Wired. Today, Conde Nast has built digital businesses beyond print titles with a robust entertainment business including over 30 web series.
But let’s back up to 2011: the Conde Nast CIO at the time, Joe Simon, was interviewed in that Adweek report. At that time, Simon had just invested heavily in Adobe CQ5 as a CMS for the majority of the Conde Nast titles. But today, just 4 years later, only a few Conde Nast brands like Architectural Digest and Vanity Fair remain on Adobe CQ5. Most of the company’s major properties are now running on Wordpress, or on Conde Nast’s own custom created CMS which goes by the name of Co-Pilot. I was able to do some digging and find a screenshot of Co-Pilot's back end in use for the Conde Nast Traveler title. More on Co-Pilot CMS can be found here and here with a review of features.