Tech decisions for publishers can feel like a choice between extremes: go all-in on a monolithic platform that locks you in and does it all (until it doesn’t); or build your own CMS from scratch, which relies on deep, detailed, technical knowledge of how your requirements and workflows translate to development. Neither is wrong, neither is cheap and both carry risk. The good news is, there is a lesser-known third option.
One that blends both worlds: a modular approach to digital publishing technology that’s flexible, affordable and future-proof.
The trap of either / or
Publishers can feel forced to pick between:
- A rigid, all-in-one solution that dictates workflow and limits adaptability
- A fully bespoke build that burns budget, drags out timelines and demands ongoing internal resource they don’t have (or want to have!)
We speak to new customers all the time who come to us initially feeling stuck in systems that don’t evolve, or ones that need constant reinvention to keep up with their business. Either way, tech is the blocker rather than the enabler.
With a modular stack, you skip these trade-offs. You get customisation without reinventing the wheel every time your audience expectations or business model shifts.
Flexibility without overhead
A modular approach starts with robust foundations. In my piece for last year’s PPG, I talked about choosing the right ingredients, rather than ordering from a pre-fixed menu. Want powerful editorial workflows? Need multi-channel content distribution? Plan to experiment with personalisation, paywalls or ecommerce in the future? You shouldn’t have to start over to push these initiatives forward.
Tools should be composable; you can pick what you need now and add more as you evolve without knocking the whole house down. Build using open source and modern APIs and you’re never boxed in.
Connect, don’t replace
Publishers need tools that work today but won’t be tomorrow’s dead weight. That is why your tech should be built to scale with ambitions, not just to meet this year’s roadmap. Your tech needs to be:
- Scalable to support new revenue streams
- Sustainable for lean teams without armies of internal devs
- Smart enough to adapt to audience data and changing markets
Your tech team should stay close to the standards that matter – accessibility, performance, SEO and security – so you don’t need to bolt those things on later too.
Innovation at pace
A modular stack lets you innovate on your terms. If you want to test out AI-generated content summaries, or integrate best-in-class search or launch a niche product, you can do so without having to rebuild. You have the safe and secure framework already without having to ask the board for approval each time.
You don’t have to choose between a black-box platform or build everything from scratch. With a modular, flexible approach publishers can access the tools they need now – and a stack that can grow with them. No compromises.
About us
With 80+ years of combined experience across publishing, product and tech – including time at Reach, Informa and The Economist – we know the terrain. We believe in building tech that works for people, not the other way around. That means fast delivery, open collaboration, and digital products that evolve with your business – not against it.
Email: vicky@fullfatthings.com
LinkedIn: www.linkedin.com/company/full-fat-things
Facebook: www.facebook.com/fullfatthings
