Lifting a long-time publication into the digital age.
The Thoroughbred Report (previously known as the Thoroughbred Daily News) is a publication dedicated to the horse breeding industry. They wanted to uplift their long-time daily PDF publication into the digital age by building a sophisticated media platform.
Since TTR already had a dedicated readership of more traditional subscribers, changing from a PDF publication to rich media would upset the user-base, however, this was essential for them to continue as a profitable media agency.
We were engaged to bring our expertise in researching, designing and building a digital solution that offered deep functionality to the readers, a richer and varied media space for advertisers, as well as an intuitive content management system (CMS) for content creation and asset management.
Wanting to change what was a daily pdf publication into a sophisticated media platform, TTR needed expertise in researching, designing and building a digital solution.
Creating not only a rich mobile experience for the daily readership, a world-first for the horse-breeding industry, a major requirement was also a CMS experience for the client to easily author each edition and serve advertisers through paid media space.
Alpha launch & product validation
Opening up the product to a select group of readers would allow TTR to ascertain the demand for their product, while getting real feedback. The alpha launch was so successful that the site went viral within the community within days, and the feedback was very positive.
Continuous delivery
Using continuous delivery, we designed and built additional features in response to user needs, while the underlying business model is providing to be viable. The platform has become the publication of choice within the horse racing community, with the demand from readers and advertisers seeing a need to increase the core capabilities of the underlying technology.
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