How to manage and scale multiple news websites

Managing one news website is a feat of multitasking worthy of applause. Managing several? That’s a juggling act with flaming torches. If you’re a magazine or news website publisher running multiple titles, you already know the chaos of balancing content, teams, and deadlines across the board. But fear not—it is possible to scale your operations without feeling like you’re herding cats. Here’s how to handle the madness with grace (and maybe even some humor).

1. Centralize Your Operations

When you’re running multiple websites, chaos loves to creep in where processes are loose. A centralized system can keep things tidy:

• Use a Unified CMS: A multi-site content management system (like WordPress Multisite or Drupal) lets you manage all your websites from one dashboard. No more logging in and out 15 times a day.
• Standardize Workflows: Create consistent processes for pitching, editing, and publishing across all sites. If everyone follows the same playbook, you’ll save time (and your sanity).
• Centralize Analytics: Use tools like Google Analytics 360 or Databox to monitor performance across your sites in one place. Seeing the bigger picture helps you make smarter decisions.

Pro Tip: Build a “hub-and-spoke” structure. Let each site maintain its unique voice, but keep the back-end operations streamlined.

2. Share Resources (But Not Everything)

Efficiency is the name of the game when scaling, but don’t overdo it. Sharing resources can be a lifesaver, but each site still needs its individuality:

• Create a Shared Asset Library: Pool your photos, graphics, and templates into one central repository. Everyone gets access to high-quality visuals without reinventing the wheel.
• Share Specialist Teams: An SEO expert or social media guru can support multiple sites without duplication. (But don’t stretch them too thin!)
• Keep Content Distinct: Resist the urge to cross-post articles everywhere. What works for your tech site might flop on your lifestyle magazine.

Pro Tip: Encourage collaboration between site editors to exchange ideas and avoid duplication. A monthly brainstorming session can spark cross-site inspiration.

3. Automate the Repetitive Stuff

Repetition is the enemy of efficiency. Automation tools can free up your team to focus on high-impact work:

• Schedule Social Posts: Use platforms like Buffer or Hootsuite to manage social media across all your sites without logging into individual accounts.
• Automate Reporting: Tools like Google Data Studio can generate performance dashboards, so you don’t spend hours crunching numbers.
• Streamline Publishing: Set up workflows in your CMS to handle approvals, tagging, and even basic edits automatically.

Pro Tip: Test automation tools on one site first to iron out any kinks before rolling them out across the board.

4. Scale Your Team Strategically

As your network grows, so should your team. But it’s not just about adding more people—it’s about adding the right people:

• Hire Generalists and Specialists: Generalists can handle day-to-day tasks, while specialists (like data journalists or video editors) tackle high-impact projects.
• Outsource When Needed: Freelancers can fill gaps without the commitment of full-time hires. Use them for one-off projects or to test new content strategies.
• Invest in Training: Upskilling your team means they’re ready to handle new challenges as your sites expand.

Pro Tip: Create clear role definitions to avoid overlaps. The last thing you need is three people arguing over who owns the homepage banner.

5. Keep Quality at the Core

Scaling shouldn’t come at the expense of quality. If your content slips, so will your audience’s trust:

• Set Editorial Standards: Develop style guides and content guidelines that every site adheres to. Consistency is key.
• Review Regularly: Conduct periodic audits to ensure each site meets your quality benchmarks. Address weak points before they snowball.
• Celebrate the Wins: Highlight exceptional content or campaigns to motivate your team and showcase what good looks like.

Pro Tip: Quality over quantity. A smaller number of excellent articles will always outperform a flood of mediocre ones.

6. Use Data to Drive Decisions

Data isn’t just for ad sales—it’s your secret weapon for smarter content strategies:

• Track What’s Working: Use analytics to identify which topics, formats, and platforms drive engagement.
• Optimize in Real Time: If a story is trending, amplify it through newsletters or social media to maximize impact.
• Test and Learn: A/B test headlines, layouts, or CTAs to refine your approach and get better results across all sites.

Pro Tip: Set KPIs for each site based on its unique goals. A lifestyle blog’s success metrics will look very different from a B2B news site’s.

7. Communicate Like a Pro

When managing multiple teams, communication can either be your greatest asset or your biggest bottleneck:

• Hold Regular Check-Ins: Weekly or biweekly meetings keep everyone aligned and allow teams to share updates.
• Create Centralized Channels: Use tools like Slack or Microsoft Teams to keep communication flowing without clogging inboxes.
• Encourage Feedback: Make it easy for teams to share ideas, concerns, or insights. Good communication is a two-way street.

Pro Tip: Overcommunicate during big projects or changes. Clarity avoids confusion and keeps things moving smoothly.

Conclusion

Managing and scaling multiple news websites might feel like a high-wire act, but with the right systems, tools, and team in place, it’s entirely doable. Centralize your operations, share resources strategically, and keep your focus on quality. Most importantly, remember that a little humor and humanity go a long way—especially when you’re juggling flaming torches. You’ve got this!