How a razor company built a magazine men actually read
One editorial team wrote it all: MEL Magazine, DSC Original Content, and the Bathroom Minutes reader in 3.2 million boxes. Matthew Wardenaar led product, hired Postlight to build the platform, and led the mobile design with art director Erin Taj.
Three chapters of the build
One newsroom, three brands
MEL and DSC content came from the same minds, just packaged differently. A MEL feature became a DSC post, a Facebook video for the TLDR crowd, and a spread in the print reader.
Getting off Medium without losing a single ranking
Scoped and ran the migration with Postlight onto a WordPress VIP multisite, MEL plus Dickipedia, OC plus the Library. Every URL 301'd. The goal: make the migration completely invisible.
Design stayed in the building, and it started on a phone
All design stayed on DSC, not the vendor. Matthew led the mobile design with art director Erin Taj, built around the insight that most first visits land on a story page from social, not the homepage.
By the numbers
What an in-house newsroom returned to the business, measured across briefings and member studies.
Owning the searches nobody puts in a deck
A wiki built to win men's-health search terms, paced by the SEO agency, with top entries pulling six-figure numbers.