New Publishing Tech
4 mins read

Q&A: Quintype, a powerful CMS for publishers and an alternative to WordPress

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Quintype is a private media technology company founded in 2015 and based out of California, U.S., and Bangalore, India. It has developed a cloud-hosted suite of powerful digital publishing solutions that are aimed at publishers needing a simple-to-use, low-cost way of creating, distributing and monetizing content across channels and devices. WNIP caught up with Quintype’s Head of Marketing, Anand Subramanian, to find out more…

What business problem is your company addressing?

Publishers face major challenges on three fronts: Content, Audience Engagement and Monetization. These challenges are compounded by the fact that content creators struggle to keep up with changes in the technology landscape. Quintype abstracts all of the technology changes in a simple, easy to use interface for content publishers, so that they can focus on creating great content without getting overwhelmed by technology.

Our vision is to be the AWS for digital media i.e. offer a suite of integrated components that content creators can use based on their needs.

Today, most enterprise content creators need to work with a myriad of different technology solutions to run a modern digital business. As a result, they have to piece together a customised tech stack to execute everything from content creation to publishing to email marketing. This leads to higher cost of ownership for their publishing platforms and a need to maintain a large in-house tech team.

Existing solutions can be classified into one of the two forms below —

  1. Large monolithic systems controlled by enterprises with little or no option for extensibility. Any additional features required by content creators usually take months of development and with significant cost to the content creator.
  2. Open source systems with a wide array of plugins and modules. While some of these plugins work really well, a large part of the available plugins are not well tested and do not necessarily work well when installed together. This requires publishers to hire an internal team to maintain, debug and extend these systems.

Quintype has created a holistic product suite that hides the complex integrations and interoperability issues behind layers of abstraction, allowing the content creators to focus on what they do best i.e. create great content.

What is your core product addressing this problem?

Quintype’s focus since inception was on the following:
● Integrated SaaS offering encompassing all the needs of a modern digital publisher. No hassles of orchestration across multiple plugins to achieve business functionalities
● Remove the need for creating tech infrastructure at clients premises apart from operating an IT team for managing servers and applications
● Publisher adoption of the latest trends in the digital media ecosystem with very little effort
● Vastly improved experience in content creation and management compared to the majority of the competition – this helps in building a motivated newsroom aside from improving productivity
● Tools to increase audience engagement and monetization
● Lightning-fast content delivery and page speeds
● Go live on our customizable standard design in a week. Custom front-end development services available at additional cost/time.
● Also available as a headless CMS with REST APIs if the client wants to use an external or in-house development team.

Can you give some examples of publishers successfully using your solutions?

Quintype works with a lot of digital publishers across the world. Our platform provides a complete publishing solution allowing them to seamlessly publish and distribute content across multiple channels.

BloombergQuint: Within six months of going live, the web portal received 1 million monthly users. The number of pageviews served through the network is currently 50M whilst the increase in traffic is 25% growth QoQ. Incidentally, Whatsapp has become a significant contributor to the current subscriber base.

Our platform also enabled Motherly to automate publishing and share personalized content through its newsletter. Our personalization engine serves content based on the various demographics, for example, week of pregnancy, age of the child, etc. Quintype was able to reduce Motherly’s operational time by 20%.


The pricing for our CMS starts at $99/mo depending on a publisher’s bandwidth/traffic.

What are other people doing in the space and why?

Publishing media houses have started licensing their in-house CMS to external clients and some of the biggest players in the CMS market are building custom packages for large enterprise customers. The move points towards a consolidation of technology as small and medium sized publishing companies find it difficult to build, maintain and upgrade their own technology stack in the long run.

How do you view the future?

At Quintype, we have been working closely with digital publishers to validate the product. We now have achieved our first milestone of a great product-market fit. Some of the common pain points of publishers include monetization of content, new distribution channels like AMP Stories, and generating traffic in this competitive media space.

Over the next 2 years, we plan to expand our sales and operations into other regions across the world and partner with publishers from different geographies. We expect our product suite to be a lot more feature-rich with in-built newsroom planner, as well as enhanced video and audio capabilities, as the content consumption patterns of digital consumers change and enable better personalisation.

Thank you.