How Australian youth publisher, Pedestrian TV, re-invented their website for the modern age

Pedestrian TV

Pedestrian TV is an Australian publishing house that was founded in 2005 and has rapidly grown into an award winning publisher reaching millions of young Australians each month.

They needed to rebuild their website and migrate all of their content from their original CMS (content management system). Their original platform was custom built in a framework that wasn’t suitable and too expensive to justify the requirements of their site.

In addition to their incumbent CMS, which was hard to use and cost too much to maintain, they had separate mobile and desktop websites. That means viewers saw two different websites, depending on which device they were accessing from. This cost even more, since they had to maintain two different entities, and it slowed down feature releases since the two websites doubled the work.

Finally, their AdTech platform was outdated and inflexible, which caused them to lose out on ad dollars, and made it difficult to sell complex advertising packages, and keep up with the rapidly changing online advertising ecosystem.

Pedestrian TV contacted The Code Company to fix all of these issues. We rolled out a multi-faceted solution, which included;

  • Building a single, mobile responsive website
  • Implementing a faster, flexible AdTech solution
  • Developed a custom jobs board platform that that operated within their website
  • Content migration for all of their legacy data
  • Building a Responsive Website, CMS and AdTech
  • Building a Jobs Platform
  • Content Migration via Specially Developed Tech
  • Building a Responsive Website, CMS and AdTech

    Their website,, gets an average of 7 million pageviews per month, so the website itself had to be reliable.

    Creating a reliable website

    The Code Company worked with Pedestrian’s in-house designer to create and deploy a new and improved fully responsive website, powered by WordPress, that would work for mobile, tablet and desktop experiences. Having a single website to maintain lowers costs and creates faster turn around on future changes and updates.

    By moving to WordPress, Pedestrian’s editorial team was able to immediately take advantage of the user-friendly publishing platform. Many of the features that came standard with WordPress had to be custom developed for their old website, which made it harder to use and easier to break.

    Fulfilling needed features

    We customised WordPress to integrate seamlessly with the editorial workflows, such as the daily Newsletter (now generated in WordPress). We also created a sophisticated API that powers infinite scroll technology, deciding based on a number of metrics what content should be shown to readers and when.

    Developing AdTech software

    We developed a significantly more flexible, easier-to-use and faster AdTech implementation using Google Double for Publishers (DFP). With this new solution, different Pedestrian departments can control and target specific campaigns to single articles or series of articles within the CMS. Advanced logic was developed to ensure advertising conflicts were avoided, and easily managed by the editorial team.

    We brought in our friends at Human Traffic to help manage the migration to DFP and provide onsite training and seamless integrations to WordPress, without an editor ever having to tweak code or copy and paste advertising data within WordPress.


  • Building a Jobs Platform

    In addition to publishing, Pedestrian operates a popular job board for their readers. The Code Company had to migrate all the legacy data and rebuild functionality using WordPress as the main underlying technology.

    The jobs platform is highly customised to suit the business requirements. We built it with WordPress to simplify the technologies needed, and to create a straightforward administration system for the users.

    The Code Company’s combination of WordPress knowledge and engineering capability meant that the jobs platform could use the best of both worlds; WordPress for basic underlying technology, and custom code to build up special functionality around that.

    We worked with Pedestrian’s in-house designer to develop the backend and frontend functionality. We used WordPress and Angular to deliver an optimal experience both on desktop and mobile devices.

    The job platform is able to send alerts to users wanting daily notices. On average, it manages 40,000+ daily job alerts and 45,000+ new job opening alerts.

    Being able to automate this has helped the Pedestrian job board grow in reach and interest. With the simplified processes of adding new jobs and setting up information, Pedestrian and it’s users are able to add and manage postings more efficiently than ever.

  • Content Migration via Specially Developed Tech

    Typical content migration can often involve freezing all content and performing an export and import process, from the old website to the new one. However, Pedestrian’s website size and the structure of their old CMS meant this would have taken a day. For a publisher that stays on top of timely information, this simply wasn’t an option.

    Additionally, the Pedestrian team constantly publishes content (and sometimes edits old content), which means any migration service would have to be able to continuously re-sync content while migrating.

    The Code Company designed and developed a service that could export content and data from Pedestrian’s old custom CMS and translate it all into a WordPress format. Due to the fragmented nature of how data was stored, the data migration was incredibly complex and had to be constantly refined through an iterative process, accounting for increasingly older content.



    Overall, the platform migrated approximately:


    *(including staff, job seeker, and employer profiles)