Gay Times
From advertising to subscriptions, with a new site in six weeks
Gay Times is moving from advertising to a subscription-first model. We migrated gaytimes.com from WordPress to Ghost in six weeks and rebuilt the route from reader to subscriber.
The client
Gay Times is one of the longest-running LGBTQIA+ media brands in the world, with a global digital audience of 72.9 million.
The challenge
Advertisers pulled back from LGBTQIA+ media in 2024 and 2025, and Gay Times lost about 80% of its advertisers. The task was to move more than 20,000 articles to a new platform and build the subscription journey.
What we built
We worked alongside the leadership team as their technical partner. We migrated more than 20,000 articles from WordPress to Ghost in six weeks and rebuilt the paywall journey.
This gave Gay Times senior technical direction without the cost of a full-time hire.
What changed
- 6 weeksA new site was live in six weeks.
- 20,000+More than 20,000 articles moved to Ghost.
- 268%Subscriptions up 268% in 2026, after the paywall was rebuilt.
In their words
I am impressed by their ability to transform lengthy and costly processes into simpler and cost-effective ones.
The work
Talk to us
Tell us about your business and what you want to change.