Build your tech stack
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Find the best technology to publish, monetize, and more
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What technology do I need?
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Every day, you might use several tools, platforms, and technology solutions to:
- Publish articles using a CMS, or content management system
- Send newsletters using an ESP, or email service provider
- Manage subscriptions using a subscription management system
- Collect donations using donor management software
- Understand your audience using audience analytics
These technology solutions, when combined, are called a “tech stack.”
How do I decide which technology to add?
Many news organizations start with a content management system (CMS) and audience analytics. If you’re starting with a newsletter, you might use an email service provider (ESP) as your CMS.
💡Best practice: Start publishing right away with an all-in-one publishing platform like Ghost or Substack.
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Which CMS is the best for me?
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Publish your articles onto a website with a CMS, or content management system.
Content management systems vary by:
- Price: Are there free options with paid upgrades, like Wordpress and Ghost?
- Support: Who can you ask if you have questions or issues?
- Technical skills: Is it easy to manage for someone non-technical?
Many news organizations use:
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Which ESP is best for me?
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Sends newsletters and emails using an ESP, or email service provider.
On Mailchimp, media and publishing emails average 22% for open rates - but have a 4.6% clickthrough rate, nearly double the average for all emails (2022).
ESPs vary by:
- Goals: Are you sending newsletters, subscription offers, or donation campaigns?
- Audience size: How many people are you emailing?
- Technical skills: Is it easy to manage for someone non-technical?
Many news organizations use:
💡Best practice: Request a demo to learn more about an ESP before buying in.
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Which subscription or donor management software is best for me?
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Collect payments and information about subscribers and donors with subscription management software or donor management software.
Subscription or donor management software varies by:
- Fees: Do they charge a transaction fee or percentage of the transaction?
- Customization: How does it help you build a relationship with your subscriber or donor, like accessing certain benefits?
- User Experience: How easy is it to subscribe or donate?
Many news organizations use:
Subscriptions
Donations
💡Best practice: Choose a platform that lets you offer free trials to your subscribers.
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Which analytics is best for me?
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Understand your audience, track site traffic, and see how effective your ads and search engine optimization are, using an analytics platform.
Analytics platforms vary by:
- Price: How many users do you have?
- Other Tech: What other tools and platforms do you use?
- User Interface: Is your team familiar with code?
Some popular examples of these platforms include:
💡Best practice: Choose an analytics platform that works with your email service provider if you send email newsletters.
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What other technology do I need?
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Additionally, you might also want to:
- Manage communications with potential advertisers and other business leads with a customer relationship manager (CRM) like Salesforce or HubSpot
- Automate ad operations with a centralized advertising management solution such as Broadstreet or Letterhead
- Set deadlines and manage your work with team members with collaborative project management software, like Google Workspace or Slack
💡Best practice: Learn what technology others use by asking in the LION News Entrepreneur Slack or Planet Splice.
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Build or buy?
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When deciding to build or buy, ask:
- What is my budget?
- How soon do I need the technology?
- Do I have the staff or know someone with technical expertise?
- Do I need additional features or security that current options don’t provide?
💡Best practice: Test how your technology solutions work together whenever you add something new.
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