Headquartered in Oakland, California, Ask Media Group holds a portfolio of websites with a combined monthly reach of 245 million people globally, with 500 million unique monthly page views. Among its brands is the iconic site Ask.com – originally Ask Jeeves – founded in 1996.
Multidots was leading the migration of 11 digital properties of Ask Media Group with a combined 50,000+ media post articles within 12 weeks. In addition to successfully migrating the properties from Arbotron Legacy CMS to WordPress Multisite within this timeframe, Multidots created a central content management console, optimized workflows, and adapted the content structure to be fully compatible with standard Gutenberg for WordPress.
|Migrated 11 websites within 12 weeks without any downtime
|Created a centralized system, giving the client a macro view of the state of properties
|Publishing an entirely new article within 2 minutes
The Story of Ask Media Group
Ask Media Group is a performance marketing company with a portfolio of digital properties, including Ask.com, Askmoney.com, Bloglines.com, and Reference.com.
The group’s combined monthly reach is 245 million globally.
Its flagship digital property Ask.com, originally Ask Jeeves, was one of the earliest search engines, founded in 1996. Currently, the site provides its readers with informative content in verticals like TV & movies, culture, lifestyle, and news.
Ask Media Group’s portfolio of content reaches 3% of the global population, which is made possible, in large, by the variety and volume of content it produces.
However, this level of content volume became increasingly challenging to maintain due to the outdated CMS of the digital properties. Not only were they disconnected, but various features and modules received little to no support from the CMS developer.
As a result, Ask Media Group’s brands were missing out on efficiency gains that come with a centralized, optimized system, more expanded analytics capabilities, and greater improvements in audience engagement, among others.
Ask Media Group determined that migration to WordPress would be the best course of action. It engaged the services of Multidots due to the company’s extensive experience in the WordPress ecosystem and past work with major publishers like News Corp, SiriusXM, and others.
The Challenge of Efficiently Migrating 11 Properties without Sacrificing Crucial Features and Modules
Ask Media Group understood the opportunity cost of inaction – the longer it waited to migrate its property out of the legacy CMS, the more it missed out on the improved monetization and audience growth opportunities offered by a flexible CMS like WordPress.
However, migrating such a large volume of content – 50,000+ posts in total – is not a straightforward task:
- Each website required complex ad implementation;
- There was a missing central content management console/dashboard;
- Many of the features/modules/business logic required reverse-engineering due to limited support from previous CMS developers;
- The content structure was not compatible with the standard Gutenberg WordPress editor;
- Complex editorial workflow and advertising management had to be translated into the WordPress ecosystem and further optimized.
Why Ask Media Group Chose Multidots
Multidots was one of the agencies invited to submit a proposal for the migration. An Inc. 5000 company, Multidots has earned a reputation for world-class expertise in managing complex WordPress-based projects for publishing clients and boasts a portfolio of past clients that includes companies like Tropicana (PepsiCo Venture), Association of American Publishers, and Storyful (Newscorp Venture).
Multidots was selected to complete this project due to its proven track record of successfully executing WordPress projects for enterprise clients in the publishing space. This specialization affords Multidots the depth of expertise that few other agencies can compete with.