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How Dance Magazine Took the Leap to Digital with RebelMouse

The Challenge

Dance Magazine is a beloved and storied print magazine. Over the decades, Dance Magazine has established itself as an icon in the dance industry, read by dancers of every age at every stage of their career.

Fred Seegal, Dance Magazine's owner, knew that there was a tremendous opportunity to take the company forward into a social-first publisher that could gain a large audience on the web. Fred also knew that trying to build this change from within through hiring would be extremely expensive, slow, and have a low chance of success. Fred had seen the work RebelMouse had done building The Dodo into the fifth largest publisher on Facebook, and our work with PAPER Magazine to rebuild them into a digital-first property. Our challenge together was clear: modernize the company, and build a new audience and a new digital revenue stream.


Project Requirements:

  • Migrate Dance Magazine's four web properties off of their static and outdated WordPress platform, and launch a fresh, social-first property.
  • Work with the Dance Magazine content and social teams to understand how to retain the voice of the magazine, but to do so in a way that could see massive success in social and on the web.
"RebelMouse has been an incredible partner. Paul Berry immediately understood my vision and hopes for the company. He and his team have worked strategically and creatively with the management team and writers here. I get incredible feedback on the new site — RebelMouse has opened up exciting opportunities for us."

Fred Seegal, Owner

Our Solution

RebelMouse is a contagious media company with deep technology solutions. The RebelMouse Distributed CMS is a modern solution built in the age of social. The writing tools and social integrations have new media strategy and tactics built in at their core, so that writers and social teams can learn through the software as they publish. The front-end experience for readers of the properties we launch is next generation, built under a " Social UX for Media" framework that mimics the platforms they are so used to consuming.

RebelMouse doesn't just understand technology — the company understands how traffic works on the internet, and how to take advantage of those opportunities. RebelMouse worked with Dance Magazine's video editor to show him how to create videos that could go viral on social, and how to be super efficient with time. The result has been a massive 10x growth in video views and reach that began just weeks after engaging with RebelMouse.

RebelMouse understands how to make complex things simple. The RebelMouse team plays the role of a "Sherpa" by helping create digital transformation in a way that is actually fun and exciting for everyone at Dance Magazine.

Results

Dance Magazine has had an immediate and massive performance lift on the re-platform from WordPress. Within 10 days of their launch date, Dance Magazine saw the following lift:

Page Views

Sessions

Users

Time On Site

Pages/Session

+252%

+103%

+73%

+57%

+73%

Along with the increased audience and engagement, Dance Magazine now enjoys new revenue opportunities. And RebelMouse is a partner in turning those into deals that can close and fuel the new growth of the business. RebelMouse understands how media companies can go beyond banner ads to create more compelling, integrated experiences for brands, and works with the CRO at Dance Magazine to package this.

More audience, more engagement from each reader, and more revenue — this is what RebelMouse was built for.

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Inside RebelMouse’s Quality Assurance Operations

How We've Perfected Stress-Free Publishing

At RebelMouse, we like to refer to our enterprise publishing platform as "lean tech." Most publishers have a natural inclination to start doubling down on teams of developers who try to build unique experiences to help stand out above the noise. But they should actually be doing the opposite: Lean tech is the preferred way to cut through content saturation. By allowing RebelMouse to obsess over your product, content producers, editors, managers, and everyone in between can focus on creating quality content and taking advantage of opportunities to leverage distributive publishing strategies that create real revenue growth.

One of the major reasons we're able to maintain a lean tech environment is thanks to our approach to quality assurance (QA). We make updates to our platform daily to ensure our clients always have access to the most robust, high-performing, and secure version of our platform. Behind the scenes, this means having a solid QA structure that's efficient, creates less bugs, and catches the ones that do pop up before they go live. It's a system of checks and balances that's hard and costly to replicate on a custom CMS. Here's a glimpse into how it works.

Our Tech Stack Toolbox

  • Cucumber
  • Java
  • Junit
  • Maven
  • Selenium WebDriver
  • TeamCity
  • Zalenium (Selenium Grid)

Our Checks and Balances Workflow

Automated Regression Testing Cycle

The Lifecycle of a Product Update

When an update is first made to RebelMouse, TeamCity immediately triggers the start of automated tests to review integrity.

TeamCity Build

TeamCity Agent

The tests run in parallel on TeamCity's Build Agent. Next, Zalenium creates docker containers with browsers that matches the count of parallel threads. An Allure report is then generated from the test results, which shows the state of the application after the update.

Allure Report Pass

If a test doesn't complete successfully, the testing framework receives a video with a failed test and attaches it to the Allure report.

Allure Report Issue

Based on the report analysis, a QA specialist will create a "bug" ticket in our product management software to address the issue if needed. Then, information about the bug is immediately sent to the project manager and we begin the process of correcting the problem.

The media powerhouses we power can publish with confidence knowing that any product issues that arise are met with a tried-and-true process to fix the problem with little-to-no disturbance to their workflow. If you have any questions about this process, please email support@rebelmouse.com.

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