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You’re the Editor-in-Chief of a car website and, in this fantasy, your custom-but-older website* is upgradeable to a newer version. One of the most-visited in the country—100,000 visitors on a solid day. Millions of page views. Profitable.

Imagining months of meetings, approvals, presentations—this isn’t to impress you, just to peel back the curtain on the project’s scope. When revenue can potentially be negatively impacted from the down-to-the-pixel position of an ad banner I kid you not I sat through dozens of these meetings, you may want to respond in kind by making the content actually useful to readers.

Once they’ve swatted away the Ad Ops-mandated autoplay videos. Achingly slow load times. Interstitials. Fffffff.

Miraculously, it’s all approved and you’re building timelines and documents on scope. And meeting early about the look and feel because, well—if we don’t do it now we’ll have to push everything back.

What will we call it? What colour is the menu? How many menu items are the…