case study

Vineyard Gazette

New creative design for responsive website receives industry accolades and customized solutions increase editorial productivity.
  • an award ribbon
  • a pencil and ruler drawn on a web browser window


Vineyard Gazette website before redesign

The Vineyard Gazette sought to redefine its digital strategy and optimize for visitors from mobile devices while repositioning their website as a robust product and gateway to its portfolio of subscription products.

Project goals:

  • Create a mobile-friendly website that better serves readers across a variety of devices.
  • Build an open and flexible Content Management System (CMS) to replace existing inflexible and difficult to update solution.
  • Optimize a large archive of more than a decade of editorial content in various formats for search engines.
  • Solve technical challenges including multiple integration points with legacy systems.


  • Vineyard Gazette Responsive Website
  • Vineyard Gazette Responsive Website Tablet
  • Vineyard Gazette Responsive Website
  • Vineyard Gazette Responsive Website Mobile
  • Vineyard Gazette Responsive Website Laptop

The Vineyard Gazette’s new responsive website addresses their need for a mobile-friendly digital presence while also offering a back-end platform that allows the newspaper to solve a number of issues unique to their industry.

  • Responsive Design – Create a visual design reflective of the island’s personality that includes optimizations for smartphones and tables as well as advanced touch navigation, mobile-friendly multimedia slideshows, web fonts, and support for IAB standard ad unit sizes across form factors.
  • Content Management System – Migrate an expansive news content archive to a new Drupal CMS that features flexible taxonomy and content tagging for dynamic display of achieved content, editorial workflow tracking, video and photo upload tools that automatically generate multimedia galleries, and site-wide search that orders results by keyword relevance and recency.
  • Systems Integration – Build a CMS that integrates with the newspaper’s circulation system to correlate subscriber accounts across web and print products, integrate the classified ad system to flow ads from print to web, and connect their email newsletter workflow so web content can be easily exported into Constant Contact email templates.
  • Bi-Directional Publishing – Shift from a print-to-web workflow by introducing a CMS feature that allows the editorial team to export web content to an Adobe-based print workflow and vice versa enabling staff to “reverse publish” content in a web-to-print workflow.
  • Site Monetization & Subscription Controls – Develop a flexible paywall that allows for customizable configurations based on criteria such as date range, keywords, and metering. Additionally, integrate with Google DoubleClick for ad management and provide e-commerce integration with the newspaper’s payment gateway to facilitate secure online purchases.

Launch: 2012



NENPA Top Newspaper Website Awards


increase in website traffic


increase in website traffic over 3 years

The site has been everything we’d hoped, and our steadily increasing traffic (almost tripled in three years) is further evidence that we all got it right.

Jane Seagrave
Vineyard Gazette

The Vineyard Gazette’s re-launched website successfully reflects the feel of the island with unique creative details as noted by an awards committee who commented that the site manages “to bring the charm of their locale and publication onto the web. Definitely feels like the read for the Vineyard." The site received honors from the New England Newspaper and Press Association (NENPA) as Top Newspaper Website two years running, in addition to a Digital Strategy Excellence award. It was also awarded an Honorable Mention in the national Editor and Publisher® Eppy Awards competition.

Further Reading

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  • Simpson Gumpertz & Heger

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