Case study: MediaMoolah.com — an independent web publication powered by Ghost

The challenge: launching an innovative publication about media strategy

Ronan Petillon, founder of MediaMoolah.com, had a clear vision: build a content platform dedicated to growing and monetising media businesses. His aim was to supply valuable data, market analysis and practical resources to professionals working in the sector.

The solution: Ghost, the right platform for content creators

To turn that vision into a live site, Ghost — a modern, high-performance open-source platform — was a precise fit for what MediaMoolah needed.

Client review

[Google review of Abstract27 by Ronan PETILLON

★★★★★ “Jérémie convinced me to use Ghost instead of WordPress for my new project MediaMoolah.com and I'm very happy with that choice! Abstract27 is responsive and always gives good advice. Ronan”

Google review of Abstract27 by Ronan PETILLON

](https://maps.app.goo.gl/QSCpjzHrr2VesLfeA)

Why Ghost CMS?

Flexibility and customisation: Ghost gives you real freedom over design, which let MediaMoolah build a distinctive, professional visual identity.
SEO built in: Ghost's native SEO features helped the site become visible in search engines quickly.
Simpler content management: Ghost's intuitive interface makes it easy to publish regularly — a crucial point for an online publication.
Newsletter features built in: essential for keeping MediaMoolah's audience engaged and sending out the "Friday briefing".
Membership and premium content: Ghost makes it straightforward to control access to the "MEDIA MOOLAH Pro" premium content.
Performance and speed: Ghost is known for being fast, which means a better experience for readers.

Delivering the project

Initial setup: we deployed Ghost on a server tuned for high performance.

Ronan got up to speed quickly: after the initial setup, Ronan took to Ghost fast, which says a lot about how usable the platform is.
Design done by Ronan himself: because Ghost is so intuitive, Ronan designed and built the site's look himself, reflecting his vision for MediaMoolah exactly.
Site built by Ronan: Ronan configured and developed the whole site, including:

• Setting up the blog for articles and analysis
• Configuring the newsletter system
• Implementing the membership system for premium content
• Embedding the podcast directly on the site

Support on demand: our involvement was limited to occasional technical advice and recommendations, letting Ronan solve the small problems he ran into quickly.

Results and benefits

Using Ghost for MediaMoolah.com meant the site went live fast. Ronan Petillon has run it independently ever since. Traffic data showed a steady increase in visitor numbers. The built-in subscription system was used to launch the premium "MEDIA MOOLAH Pro" offer. Taken together, these show that the platform provided what the project needed to meet its original goals around content creation, site management, audience tracking and monetisation.