Which is the best CMS?

In many instances, people ask me the most obvious question when they first meet me. “Which is the best CMS, Jorge?” It’s the typical ice-breaker. On these occasions, I look them in the eye and try to gauge in 10 milliseconds whether they want a quick answer or if they’re willing to let me delve into all the details and nuances behind each CMS, each newsroom…

For many, the best CMS is the cheapest one, although I’ve repeatedly explained that in this field it’s better not to skimp too much, because those costs will eventually come back like a boomerang in one or two years, multiplied by five. That said, the priciest option isn’t always the best either. In my consulting sessions, I try to offer the best balance between quality and cost.

The best CMS also depends on the publication’s “life stage.” The one that’s right for launching the business and testing the market isn’t the same one you need once you have significant traffic and you’re competing with three or four other major newspapers. I always say that a well-optimised WordPress is a fine way to begin and that, later on a powerful third-party CMS is usually chosen.

The best CMS also varies considerably depending on the newsroom and its level of digital expertise. I often mention that the most abstract CMS platforms are generally the most robust and flexible, yet they’re not always suitable for frequent use by journalists. I always advocate for product managers who are journalists themselves and have a solid understanding of the CMS, so they can provide first-level support to the newsroom and, on the other hand, free the technology department from tasks that aren’t strictly related to programming and maintaining the publication.

There is no absolute “best CMS.” There’s the best CMS for the project’s specific needs. On a few occasions, when consulting, I’ve used my own method to propose a couple of excellent, cost-effective alternatives to a client and they haven’t always gone with the one I personally believed to be the top choice. The best CMS is somewhat subjective and not always entirely rational. Often, it depends on who’s choosing it, their background, personality, etc.

Ultimately, and I tend to repeat this often, the best CMS is simply the one that contributes in its own small or large way to help your audience keep growing. It doesn’t matter what the CMS is called, how long it’s been around, who its clients are, what features it has, or even its artificial intelligence (AI). If you pick it and, once launched, your traffic drops (possibly due to the migration rather than the CMS itself), then it isn’t a good CMS.

My quick answer for those who corner me with the question is WordPress, not because it’s the best CMS, but because it’s open source, has a huge community, is easy to use, and is highly extensible. There are certainly arguments to defend it.

PS (please allow me this little joke to end the article): By the way, the best CMS for the technology team is the one they already know and that works reasonably well. The problem is those lazy journalists who don’t do their damned job properly! 😂”

* Original article written in Spanish, translated with chatGPT and reviewed in English by Jorge Mediavilla.