The challenge
A media brand lives or dies on two things: publishing fast, and giving readers a reason to stay. Off-the-shelf themes couldn't carry a catalogue of tens of thousands of devices with structured specifications, prices and comparisons — so we built the machinery ourselves.
What we built
- A custom device-catalogue plugin — structured specifications for 23,000+ devices, an admin dashboard, data import tooling and a device API.
- A custom child theme — the public face: device pages with grouped spec tables, quick-specs views, live search, sort and filters, designed mobile-first.
- A comparison tool — readers pick devices from any card and compare them side by side, with scoring.
- Retailer pricing — price cards on device pages with affiliate-linked retailer checks.
- A daily publishing operation — news production across the website, Facebook, Instagram, TikTok, YouTube and X, run from one team operations app.
How it runs
WordPress with our own plugin holding the catalogue data, scoring and compare logic, and our own theme owning every template and interaction. The split keeps the data portable and the design free to evolve — the same architecture we'd recommend for any content-heavy business.