VIP News

Updates and features about our platform, services, and partners, as well as stories and events from across the enterprise WordPress community.

Six Questions with XWP

This post series profiles each of our featured partner agencies. XWP has been a WordPress.com VIP Partner since 2013 and […]

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Free Gutenberg How-To Videos

In our last Gutenberg update, we shared our high level recommendations to help enterprise WordPress users fully embrace the block […]

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Welcome Yoast!

We’re excited to announce Yoast as a VIP technical partner! Over the last year we’ve been working with the Yoast […]

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March VIP Roundup

If you aren’t yet a part of the wave of activity around Gutenberg development, experimentation, and planning across the WordPress […]

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Getting Ready for Gutenberg

WordPress 5.0 will bring the biggest and most exciting change to the WordPress editor experience, ever, and we want you to be ready. Much of this post will be useful for anyone running enterprise WordPress applications, anywhere, but it also mentions some things we’re doing specifically on the VIP platform or for our customers. Wherever possible we’re taking the tools we’ve developed for our own systems, and making them available for the community to take advantage of as well.

  • Try out the Gutenberg editor as a front-end experience. At our TestGutenberg.com site, you can easily try out the latest version of the Gutenberg editor on a standard WordPress site to get a feel for what it’s like to compose and edit with blocks. If you don’t already have a test environment with Gutenberg set up, this is an easy way to introduce your whole team and everyone who touches the WordPress admin to the new interface. This site is free and available for anyone to use.
  • Prepare your teams.There are a wealth of learning materials across the community thanks to the work of countless creators, including both free resources and videos and courses offered for a fee. Our documentation page points to a number of community resources and write-ups, and Gutenberg.news tracks just about everything that comes out across the community.

    For VIP clients, we’ve partnered with well-known WordPress educators Zac Gordon and Joe Casabona to develop our own videos on the Gutenberg project. VIP clients can get all the details on how to access these videos on the related Lobby post.

  • Test your customizations. No matter where your projects are hosted, you’ll want to start testing and planning now. We recommend developers to set up a local testing environment in which you can test all customizations and integrations to see how they work with Gutenberg prior to exposing it to users. To assist with that effort, we are working on compiling Gutenberg readiness information from partners and will share it when available. There is also a recently released Gutenberg compatibility library that may be helpful: https://github.com/danielbachhuber/gutenberg-plugin-compatibility#gutenberg-plugin-compatibility
  • Plan for a smooth transition. Based on testing and conversations with your teams, determine how and when you want to implement the new interface in your workflows. As mentioned previously, installing the Classic Editor Plugin will allow you to maintain the legacy editing experience after you install WordPress 5.0.

    For VIP clients, we’re developing a tool that will give our clients fine control over how Gutenberg surfaces at the Post and Page type level, both before and after 5.0 is deployed. This will give teams the ability to test more granularly ahead of time and phase the new editor in as needed based on team needs. It will also allow them to easily set a state that will persist after 5.0 launches, and we will have it set it to keep the legacy editor on by default.

    We are working on a public version of this plugin as well and will aim to release it shortly after we have it squared away for use on our own systems. More on this soon!

We’ll keep this documentation page updated with all of the latest information about Gutenberg at VIP.

An Amazing Slate of VIP Workshop Speakers

With ticket sales ending on April 13th, you’ll want to register soon for VIP Workshop, our annual enterprise WordPress gathering taking place May 14-17th. This marks the seventh year for a very special event that gets the whole extended VIP family together, including clients, partners, and community.

The speaker lineup is nearly complete, and it is shaping up to be a phenomenal three days in Napa, California. Topics run the gamut from big picture thoughts on organizational change, fostering diversity, and the future of digital, to the latest advanced topics with the Gutenberg project, to retrospectives, case studies, and best practices.

Throughout the week we’ll hear from VIP clients like TechCrunch, Nielsen, and FiveThirtyEight, agency partners Dekode, Alley Interactive, 10up, rtCamp, and XWP, and Automatticians Simon Wheatley, Miguel Fonseca, Tammie Lister, and Matt Perry.

And kicking us off will be WordPress.com President and veteran of The New York Times and National Public Radio Kinsey Wilson, and celebrated technology author and lecturer Howard Rheingold.

The schedule is split in to business and developer tracks, and includes ample opportunities for informal networking and conversations among the whole group. Session formats include joint-track full conference discussions, individual track case studies and featured topics, and flash talks.  Get the full details on speakers, formats, and topics, and all of the logistics on the Workshop site.

We keep the attendance deliberately small to make sure there are lots of opportunities for chance conversations and informal breakout discussions. Get your tickets soon!

Data Sync on VIP Go

Anyone who runs an enterprise WordPress application knows there are significant challenges and considerations to copying production data. No matter that your production data runs to tens or hundreds of thousands of articles, contains sensitive “live” data, and is accompanied by tens of gigabytes of images, often you need a complete copy of that production data to test new functionality or to reproduce a persnickety bug.

Today we’re pleased to announce a speedy, streamlined, and structured Data Sync process for VIP clients. This is a step in our larger effort to make copying large amounts of production data entirely self-service, which we will also be rolling out soon. In the meantime, and even after self-service becomes available, we are happy to sync data on behalf of our clients.

Read on for details on how our new process works.

 

As light as a feather

Copying data must never affect the operation of the production site. It cannot place load on the database or impact performance in any way. To remove the impact on our production servers we hook into our backup mechanism, and use the hourly backup data we keep for all production sites.

Fast, complete, and working data

For the large datasets we expect from many of our clients, copying everything over can take a long time and the subsequent operations on the data can take even longer. Our Data Sync completely replicates their production data and we wanted the operation to be as fast as possible.

To sync the data we use the reliable and well tested functionality of our backup systems. Our backups are fast to restore, and have complete internal integrity, e.g. no partly completed data operations, making them ideal for this purpose.

As well as restoring the data, we need to replace any URLs using the production domain with URLs for the new non-production environment. Traditionally this is done using the WP-CLI tool, which provides a command line interface and tools for managing a WordPress install. While this works for the majority of WordPress sites out there, this method is simply too slow for the massive datasets typically used by a high scale WordPress.com VIP client. The slowdowns are caused by the interactions between PHP and the database layer – many hundreds, thousands, or tens of thousands of reads and writes will necessarily take some time!

To replace the URLs in the data at the speed VIP customers demand, our team wrote a Golang script, “go-search-replace“. In our tests, go-search-replace is at least forty times quicker than the equivalent search and replace using WP-CLI commands, reducing operations which took many hours to minutes at most. (We apologize if you were expecting to kick back with a long and refreshing beverage during the Data Sync.)

Massive media libraries

Of course the database is just one part of the story. Many WordPress sites we host include tens, even hundreds, of gigabytes of data and hundreds of thousands of files on our VIP Go Files Service. Copying such a significant amount of data would take many hours. Instead our cloud platform provides a service we call UnionFS.

UnionFS works by making the files for the production site available to all non-production sites in read-only mode. Files shared by UnionFS in this way are served from the same infrastructure and have the same caching rules applied.

Tailored to your WordPress application

Production data often includes connections to APIs and services that should not be active in non-production environments, such as API keys for live payment gateways and connections to mailing lists. To ensure you have confidence in the data, and to be sure you get the same results every time, we provide a WordPress action hook so your code can swap API keys, clear production orders, and any other custom operations that are specific to your WordPress application.

How do I try this?

As we finalize everything that will make this process fully self-service, we will continue to support VIP client Data Sync needs as they arise. If you want the data from your VIP Go WordPress site copied into a non-production environment, please contact our support team and we will be happy to help.

You can read more in our Data Sync documentation.

Six Questions with Human Made

This post series profiles each of our featured partner agencies.

Founded in 2010, Human Made has been a VIP Featured Partner since 2013. We asked Commercial Director, Ant Miller, and Communications Manager, Ana Silva, six questions to help you get to know who they are as an agency.

A shot taken by a WordCamp Brisbane attendee where Human Made provided Coffee Sponsorship (photo credit: Emma Howchin)

What’s your agency’s origin story?

Human Made was founded in 2010 by Tom Willmot and Joe Hoyle, who had previously worked as freelancer web developers building WordPress projects for small clients.

Eventually, Tom was hired by a large US based organization who had purchased a number of sites and wanted to build niche WordPress powered social networks. Joe soon joined him and here they gained experience working with clients and building sites that eventually grew in scale.

When they left the company with an impressive portfolio, they continued freelancing but with increasing workloads and more clients, they soon realized they could combine their skills and take on different aspects of the business. Tom took on the business operations as CEO, and Joe took over the engineering department as our CTO.

Our first few hires were local, and the opportunity to hire remotely arrived with Daniel Bachhuber and Paul de Wouters. Daniel had previous remote experience and bought many of these processes to the company, some of which are still being practiced today. Within a few months of the remote hires, the company pivoted to being entirely distributed. Although some people still did (and still do!) work in our first home, the Matlock office.  

Fast forward to 2014, and Noel Tock completed the trio as a partner and CPO with a new Product team, managing projects such as Happytables, Nomadbase and BackUpWordPress.

Today, we’re a team of 60+ people based in five continents working with clients across the globe, and one of the leading providers of large-scale enterprise publishing platforms.

Pick three words that describe your agency culture.

Sustainable, supportive, open.

Our culture is guided by our commitment to being open and inclusive, with each other, our clients, and the wider community. It’s also something we have to maintain remotely, and as we’ve grown, we’ve had to find new ways to adapt and ensure our culture survives and thrives. Keeping that growth sustainable, demonstrating support for each other, and adopting openness in our collaboration and communication, are fundamental to who we are.  

Human Made Product team in their weekly meeting

Tell us about a client project you are especially proud of.

We’re extremely lucky to have worked on some really exciting projects in the last seven years, and there’s certainly some we won’t ever forget. Back when we started, we built the digitaltrends.com website and in those days, it was one of the largest websites being built with WordPress. It was an exciting time for the community, and we’re delighted to see that even with astronomical growth, the website remains on WordPress.

In more recent times, we’ve had the privilege of working with big media publishers, such as Fairfax Media and Capgemini; the latter, a project we completed alongside WordPress.com VIP, and which involved a complex replatforming effort from Drupal to WordPress. It required a huge collaborative effort between several agencies, and ushered in a new and more effective culture of digital creation for the Marketing and Communications team at Capgemini.

What are you most excited about in the WordPress community right now?

The Enterprise Growth Council, and its focus on WordPress agencies working together in the commercial space to a common end goal, is a really exciting opportunity for all of us. We’re passionate about WordPress’ capacity and potential, and really want to get behind a bigger push to market and deliver WordPress as an enterprise-grade CMS. We feel this is something best accomplished as a wider community, and we’re eager to continue the conversation, and build momentum around the project.

Noel Tock speaking at WordCamp Stockholm, 2017

What’s your favorite conference or event of the year, and why?

WordCamp Europe used to be the event we focused our company retreat around; now that we’re 60+ people it’s no longer as convenient as it used to be, but it’s still a hugely important event to us, as is the equivalent WordCamp US. We usually have several people leading teams during Contributor Day, speaking, organising, and participating in events such as the Community Summit. As a remote company, it’s also a great opportunity to meet with your team and spend time socialising together.

(And the sixth: Ask yourself a question and answer it) What are your goals in 2018?

It’s important to us to maintain sustainable growth, and ensure we’re keeping our culture every step of the way. This new initiative saw us appoint Siobhan McKeown as People Director late last year, and we’re already implementing processes and standards that will help us stay true to who we are even as we continue to expand.

As previously mentioned, we’re eager to explore the opportunities in repositioning WordPress as an enterprise-grade CMS, and one that can help solve common issues for large enterprise publishers. It’s important for us to challenge some of the misconceptions and concerns around WordPress in enterprise, and to communicate the change and success we’ve witnessed in enterprises adopting WordPressnot only for our clientsbut for a large number of high-profile brands.

Thank you, Ant and Ana!

More on Human Made:

Agency focus and specialties

  • Custom APIs
  • Bespoke WordPress development
  • Strategy and Consultancy
  • Code Review
  • Content Migration
  • Accessibility Review

Currently working with: Airbnb, USA Today, News UK, Skype, Newton, Capgemini, Thunder Head, Unison, TK Maxx

Agency highlights

  • Voted Top UK Web Design agency by Clutch.co
  • Human Made consists of some of the world’s most respected WordPress developers, including WordPress Core lead developers, the lead developer of the WP REST API project, the European WordPress Polyglots team lead and many more

February VIP Roundup

If you got through February without stumbling across the word “curling” once or twice, you clearly don’t follow Mr. T on Twitter. Kudos for podium performances from VIP clients Olympic.ca and Pyeongchang OlympicChannel (which also handily delivered content to the main Olympic.org homepage via widget), and to the FiveThirtyEight crew, who scored an Up Close And Personal shot with the victorious US Curling team. Read on for huge news on the AMP Project and WordPress plugin, loads of partner updates, and a special extended spotlight featuring VIP client Harry’s Five O’Clock.

Stylized shot of AMP Conf stage
From AMP Conf, February 13-14 in Amsterdam

News and Releases
Updates from around VIP, our clients, and our agency and technical partners.

  • At AMP Conf, we shared exciting news about the latest plugin, AMP for WordPress 0.7, co-created along with our partners XWP and Google. This version debuts a new AMP native mode that makes it much easier for publishers to create a single version of their content in WordPress and still take advantage of all of AMP’s benefits. (Additional thoughts from Alberto Medina, Developer Advocate at Google.)
  • VIP Enterprise Support team lead Klaus Harris provided a glimpse behind the scenes at a recent client onsite with Grupo Abril.
  • We kicked off our partner profile series, Six Questions with, starting with Trew Knowledge. Trew Knowledge released a GDPR plugin this month designed to help manage efforts to meet GDPR requirements and obligations.
  • WordPress 4.9.4 maintenance release rolled out this month. (lobby post, announcement) Jetpack version 5.8 deployed (lobby post), including updates to Jetpack Search, Lazy Images full availability (now out of beta), significant reduction in the JS and CSS footprint for certain features, and a new global filter to filter the list of active modules.
  • VIP client Quartz ran #Qzchartweek, with Managing Editor Kira Bindrim challenging the team to surface charts that are a story in themselves.
  • Alley Interactive completed a custom billing report and time tracking plugin for VIP client ThinkProgress. It allows their editorial staff to keep track of how and where their time is spent. Records are available for admins to export in bulk or review individually, along with advanced filtering options and basic analytics on data.
  • Dekode has some sort of a super top secret print project a’brewing. (We expect updates just as soon as they get back from Tobogganing Day at WordCamp Oslo.)
  • A month chock full of news from 10up included: integrating Amazon Polly technology to transform POLITICO in Europe’s daily newsletter into an engaging podcast, a core contribution to AMP which brings native support for MathML, by Lead Engineer Adam Silverstein, a tutorial authored by Engineer Nicholas Andre walking through 10up’s WP-Migration plugin for WP-CLI, featured on Smashing Magazine, a v1.1 update to their Ads.txt manager plugin, now in use on several VIP client sites, updates to their ElasticPress plugin now with full Elasticsearch 6.1 support, and a look back from the vantage point of their 7 year anniversary.
  • Marketing technology partner Sailthru released v.3.2 of their plugin. (lobby post for clients, GitHub repo).
  • Trevor Kaufman, CEO of monetization partner Piano sat down with Ricardo Bilton of NiemanLab for a conversation on the state of paywalls, revenue, and marketing in big media.

Gutenberg News and Notes
The latest tools, demos, and updates around the block-based editor coming to WordPress 5.0

Media and Marketing Notes
Research and perspectives on the business of media and the practice of marketing.

“The cornerstone of next-generation, sustainable business models for news, we believe, will be direct audience revenue supported by high levels of reader engagement.”

Elisabeth Hansen and Emily Goligoski, in the Tow Center’s Guide To Audience Revenue and Engagement.

“It’s not inexpensive to produce the content in all the different formats we produce it, so the fact that we’re investing this much into platforms like Facebook and Instagram and getting nothing in return is incredibly tough.”

-An anonymous snippet among many curated by Hilary Milnes from candid conversations at the Digiday Retail Summit in February.

Client Spotlight: Harry’s Five O’Clock


This month we are excited to share an extended spotlight featuring Harry’s Five O’Clock, which launched in January on VIP. This extended interview with Editor Caitlin Ganswindt covers the pioneering native brand publication’s evolution as a platform as well as the new social mission Harry’s has unveiled with a new short film last week.

Upcoming Events

  • VIP Director of Business Development Peter Slutsky will be featured on the Remote Work Summit this week. His talk will cover building and scaling remote teams.
  • VIP Happiness Engineer/Wrangler Shannon Smith will be giving a talk on code review April 11 at Web a Québec, the largest French-speaking digital event in North America.
  • We will be sponsoring and attending ONA Insights: Revenue and Engagement in Toronto, May 11th at the Globe and Mail Headquarters.
  • Kicking off VIP Workshop May 14-17 at the Carneros Resort in Napa will be new WordPress.com President Kinsey Wilson! Kinsey previously held executive roles at the New York Times and NPR and will share his insights on the future of digital and organizational change. We’ll be making more speaker and schedule announcements soon. Join us in Napa!

Client Spotlight: Harry’s Five O’Clock

Fresh from the January relaunch of Five O’Clock on VIP, men’s grooming brand Harry’s is in the process of launching a major initiative and set of partnerships that evolves the brand’s mission in culture and sharpens its editorial focus. Last week Harry’s released a new short film emblematic of the new approach, entitled “A Man Like You”:

We caught up with Caitlin Ganswindt, Editor at Harry’s, to hear about what’s in the works and the journey that brought her, and them, here.

Ganswindt came to Harry’s in late 2015 after serving as managing editor at Shinola and leading experiments with native, branded content at Urbandaddy. Since its origins in 2013, Five O’Clock has gone through a number of stages in its evolution from pioneering native brand magazine to the bigger cultural mission it is now embracing.

Tell us about the history of Five O’Clock and where you have taken it in since you joined.

We’re coming up on our 5th year anniversary at Harry’s in March. So you’re talking about, in 2013 starting a native publication with a very small group of people. Whatever story pitches we got pretty much went up on site. When I joined the team, they were looking for somebody who could figure out what the editorial strategy should be, and migrate the site on to a non-self-hosted solution. We just didn’t have the engineering resources to support a site, that we didn’t really know how to quantify yet, and didn’t really know the value of yet.

The original site was custom and proprietary, and very, very binary. There were only a couple of formats that we had to choose from. All of the assets were required and very finite. There was no tagging. There was no way to search on site. It was a rudimentary sort of blog…hole.

I spent the first couple of months, November and December of 2015, just doing a complete audit of the site. Everything we had run, things that worked, things that didn’t, and tried to hypothesize the what and the why. Then, in January of 2016, I made a proposal to migrate on to a customized WordPress theme, so that we could get away from the engineering constraints, and actually start testing against our point of view in real time. I started development of the second iteration of Five O’Clock using the Zuki theme, with a full custom CSS overlay of the existing theme templates.

On the last day of March 2016, the last day of Q1, which was a feather in my cap, we went live with that iteration of the site. We received a Webby nomination, and it was met with a lot of love from customers and industry folks. People were into it! They were really excited about the content that we were producing.

 What was the new editorial focus?

We started talking about grooming education. We started talking about brand happenings. Business initiatives. Iterations of our products. We introduced people to our factories. We started putting faces to the names behind our products.

And then in November of that year, 2016, we launched Five O’Clock News, which is a monthly newsletter of Five O’Clock content.

That’s also been doing really well. We have very consistent readership, with numbers firmly above industry averages. More than half of everybody who receives our emails are opening them, engaging with them, and sharing them on a regular basis.

Do you have a mental picture of what’s been most popular and what the profile of the readership looks like, based on what works and what doesn’t?

We’ve actually gone through another iteration with this new site launch, but the very clear things that are trending, and are still true today: first, grooming education. Actually learning the “how” and “why” behind the tools we make and products and practices. Highlighting ingredients – the differences between shave cream and shave gel and why you should care. How to match the grain patterns on your face to optimize your shave.

Then in January of 2017, we starting thinking as a brand and marketing team more seriously about our point of view as a company. And have been working over the past year to bring that brand mission and positioning to life in the real world.

In tandem, we realized that while the new Five O’Clock site was really beautiful and doing great things, it was also grounded in three categories: better grooming, better mornings, and better life. Because our original positioning of the brand was – “the shaving company that’s fixing shaving” – being really frustrated by the margins in between what it cost to make something, and how much people were actually paying for razors from the bigger guys. While that’s where our story started, and we realized that we can do a lot more with this microphone.

A conversation with Hamilton’s Javier Muñoz, on life, work, and his path to understanding his own masculinity

We started thinking about what we truly believed, and realized that our focus was really more about this idea of progressive masculinity. Harry’s is committed to amplifying the ongoing cultural conversation around what it means to be a man today. Because men can be both strong and nurturing, self-assured and accepting of others. The big overarching picture is that to be a good man is to be a good human. We’ve always felt that existing shave brands weren’t speaking to us in a way that resonated. And again, since launching, we’ve learned so much about our customer values. So we wanted to do our part in opening up that conversation and try to modernize ideas around masculinity, to better reflect who our customer really is.

Obviously we know that shaving is inherently masculine, and the category has been dominated by brands that have perpetuated this traditional idea of masculinity as “being the best, the strongest, the smartest, the toughest.” But in real life, guys are a lot more than those traditional stereotypes. There is no one box that can define a person, and we feel like it’s time for brands to promote a more progressive vision of masculinity. But, moreover, we want to help guys define what it is to be a man on their own terms. Embrace whatever attitude and behaviors actually are resonating with them, and have a safe space to be who they are, or who they’re not, and embrace the parts of themselves that have previously been off limits according to these outdated ideals.

It’s quite a maturation of vision from “fixing shaving” to this bigger, cultural piece, with a lot of area to explore.

Yeah, definitely. We’re rolling out our new social mission over the coming weeks as well. Harry’s is partnering with a few really wonderful charitable organizations, to donate a portion of our profits to, and join the movement behind the initiatives and the conversations that they are pushing forward.

But by and large, as far as Five O’Clock is concerned, we’ve realized there’s a real whitespace when it comes to men’s lifestyle content. With all these fights for gender, marriage, class, equality, all over, men are facing new dynamics that are having them question these traditional ideals of what it means to be a real man. We think that the tension between the past and the future are really important to highlight and have real, candid conversation around.

We feel that Five O’Clock is a microphone to amplify these voices and galvanize this new generation by cultivating a space for real discourse. I think what drives us most is to lead in culture and raise awareness by bringing positive attention to these progressive shifts, rather than just focusing on the negative.

Lena Waithe on the significance of her Emmy win, her career path, and the causes she supports

Tell us about where you are today with that mission and project. What has been shared so far?

We have a new brand campaign that came out on the 26th. It is a video called “A Man Like You.” I think that may bring to a finer point the goals of the messaging.

One of the partners we’re aligning with is The Representation Project. They’re focused on helping guys understand misrepresentation and breaking down barriers of harmful stereotypes. We worked with GSD&M, a creative agency out of Austin and The Representation Project to create this film. We’ve also rolled out on Five O’Clock, profiles with the founders of The Representation Project and A Call to Men, another organization that we’re partnering with for our social mission. In the UK we’re collaborating with an organization called CALM (Campaign against Living Miserably) that focuses on awareness on mental health and also suicide prevention among men. We’ll have a profile and some great initiatives coming out with them soon.

Over the next several weeks and months, you’ll definitely see us putting a bigger stake in the ground around these conversations for sure.

It all sounds amazing. How do Five O’Clock and Harry’s fit together? How does the one connect up with the larger organization?

We feel like Five O’Clock is the place where our point of view can be loudest. It’s the most concentrated as far as participating in these conversations. It serves as a point of discovery and inspiration for people who feel like they’re ethos and values are in line with this progressive future.

It definitely serves as a contrast, particularly if you look in the broader world of beauty across masculinity and femininity – having a strong magnetic pull that says ‘This is what we’re about. If you’re about this, become a part of our…of us.”

Totally, and I think that’s definitely the goal. And it’s not to say anybody else is doing it wrong. Brands have found, and will continue to find success in myriad ways. But taking two steps back and reflecting on the state of culture and the world right now, we feel like particularly that grooming—you can call it beauty, sure—it’s a lot deeper than that. Shaving is important for upkeep, but it’s also a moment to make you feel good. And there are so many other things that are important to feel good as a human.

A profile on Justin Baldoni and Man Enough, the new series exploring traditional masculinity

What do you think about the observation that in the current political moment, skincare is all of the sudden becoming a bigger piece of self care than it was before?

I don’t necessarily know if that is tied to a cultural moment. I think that care routines in general are becoming more center lane, and I think that that’s a little bit more of a technology thing. With social media, if you look at Glossier, Fenty Beauty—it’s the age of bloggers—we’ve never before had such democratized access to product reviews in real time.

If you think back to the original general store, if you needed a product, you went and you talked to the shopkeeper and said, “This is what’s going on and this is what I need.” And they would make a recommendation on the right product for you. You weren’t competing with branded advertorials. It wasn’t the guy who has the most money made the loudest boom, and that’s who you went with.

And now, in the age of bloggers, and independent brands, and direct to consumer, I think that we’re actually coming back to that original moment of …all of this information is available, so it’s about what you need and what you want and then you can find the product and brand that is most in line with that. I think it goes beyond just the quality of the products themselves and ladders up more to, “Is this brand for me in general?”

Tell us about the current iteration of the site, and the move to VIP.

As we were working on this updated brand positioning, we realized we’d also need to overhaul the Five O’Clock editorial mission to be in line with that. So we were thinking, yet again, of overhauling our content space. Part of the challenge we wanted to solve for was to be able to see the whole 360-degree user funnel. We wanted to improve our approach to data as far as who is using the site. Are they Harry’s customers? Are they more valuable because they are reading our content? Those kinds of questions, and that’s how we came to VIP.

In March of last year I put together a proposal for this migration. And then building all of the piping on our end to use the analytics we’re now able to use. We started development in September, and we launched live in January of this year. The whole site is fully custom. We’re doing some really cool things as far as styling on galleries. We have a really lovely dynamic scroll on the homepage as well as all of our article pages that have a gradient treatment, which is not something we see super often. Also, the entire site is set up super scalable to our business needs. For example, we built in hexadecimal code fields for every category on the site. Which means changing the look and feel of the homepage is as simple as changing the color scheme that’s aligned with a particular content category. So, if we had a big campaign or partnership we were rolling out that we wanted to do a whole new treatment for, we have that immediate flexibility without actually getting in to the code.

We’re also now running a reverse proxy for hosting, so the domain is now Harry’s.com/fiveoclock. We’ve also set up a child environment where we can theoretically host all of our acquisition/DR pages. So for the first time everything that we’re creating as a brand is all indexed against the same domain, providing that full 360 user funnel.

Over the next year, two years, and beyond, my focus is going to be figuring out what that attribution model looks like, understanding the real brass tacks – things like profitability of content on long term customer value. And that’s definitely where we’re heading next.

How does this new brand and site relaunch feel for you, to have done so much in evolving Five O’Clock multiple times in such a compressed period of time?

I think that this is a next step in one of the most exciting years for Harry’s as a brand, and Five O’Clock as a publication. I definitely feel lucky that, as an editor, we’ve had such confidence from our co-founders from the start, and that we were given the years necessary to hone in and prove out the channel. And I’m just really excited for the opportunities Five O’Clock has ahead.

You’ve built a very progressive case and grown this thing deliberately over time. Any advice for others who might be trying to develop similar evolutions for their publications?

I think the most important thing is to keep yourself in check. Particularly working at a brand, if you’re talking about native content, there tends to be one editorialist in a room. So that person needs to remember to take two steps back and ask themselves “Do I give a shit about this piece of content that I’m putting out in the world? Do I believe in it? Do I care personally?” If these answers are no, then you’re probably not on the right path. At the end of the day, even if it’s branded content, it’s still content, and as an editor, you’re wasting your mind if you’re putting things out into the world that you don’t feel are spurring or perpetuating culture or conversation.

Highlights from Five O’Clock:

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