A decade or two in, websites and new media need serious consideration if they're to do the job organisations want them to do.
Mortons of Horncastle
Publisher of cars, motorcycling and outdoor titles.
The Mortons challenge
Lincolnshire-based Mortons Media Group has the challenge of maintaining a web presence for several specialist magazines. Each magazine has its own distinct personality and design requirements. The task was to update Mortons’ 24 magazine websites with a single content management system that not only caters for the usual addition and manipulation of re-purposed content, but also the generation of additional magazine websites.
The Dupree difference
Having managed the creation of a new corporate identity for Mortons - including the development of straplines that differentiate each company in the Group - Dupree Creative took on this new challenge. Working with Mortons’ in-house web-team, we used our industry and digital expertise to design and build a system fit for purpose.
The results of our partnership
Now that all the Group’s magazine sites operate from one CMS, editors and other staff can share articles across titles, while ‘groups’ can be assigned such as ‘editors’, ‘sub-editors’, ‘designers’ etc with different access privileges depending upon responsibilities. The templates automatically adapt to the varying content of pages on each site so that the layout retains a well-considered look and feel.
"We wanted a web presence that offered two distinctly different gateways; the corporate area for agencies placing non-core advertising, and the magazines sites purely for consumer interaction. The bespoke solution provided by the Dupree team was far more economical than we had expected, while it cuts no corners on functionality."
Kathryn Pinder, Finance Director