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NPR - NewMediaDays2010 - Flexible Content

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Flexible content presentation from NewMediaDays 2010 showing how NPR philosophy of COPE has driven audience and improved efficiency.

Flexible content presentation from NewMediaDays 2010 showing how NPR philosophy of COPE has driven audience and improved efficiency.

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NPR - NewMediaDays2010 - Flexible Content Presentation Transcript

  • 1. The Power of Flexible Content
    • HOW and WHY NPR’s content goes everywhere
    • Zach Brand @zbrand
    • Sr. Director Technology & Strategy
    • NPR, Digital Media
  • 2. “ From NPR News in Washington..” –Jack Speer et al
  • 3. “ From NPR News in Washington..” –Jack Speer et al X 35M / Week X 784
  • 4. “ Please give generously” –Your local station
    • !=
  • 5. NPR Digital Media API
  • 6. Various Terms…
    • COPE (Create Once Publish Everywhere)
    • Flexible Content
    • CrossMedia
    • TransMedia
  • 7. So Why Should YOU Care about Flexible Content? Three Reasons…
  • 8. 1) It’s Worked Well For Us… NPR News iPhone app NPR News Android app Relaunched NPR mobile site NPR iPad app NPR Music iPhone app API launched in 2008 NPR Music Remix NPR Blogs Made API Friendly Facebook Integration Player 2.0 Homepage Improvements Story Page Improvements
  • 9. #2) Getting Found is Getting Harder.. 0 - 50 > 1,000,000,000 > 800,000
  • 10. #3) …and Everybody Else Is Doing It. … and Thousands More
  • 11. Our Principles…
    • Don’t Attempt to Build the ‘One System’
    • COPE (Create Once Publish Everywhere)
      • COPE drives all other architectural decisions
      • Realized at NPR with the NPR News API
    • Content Management Tools & Presentation Layers
    • Understand Your Atom
      • Story is the Atom for NPR
      • Stories contain ‘Assets’ (ie. text, audio, video, images, etc.)
      • Stories belong to ‘Lists’
    • It is better to be incomplete than inaccurate
  • 12. Good Tools Good People … Flexible Content
  • 13.
    • 1997
    • (No CMS)
  • 14.  
  • 15.
    • 2003
    • (CMS)
  • 16.  
  • 17.
    • 2005
    • (CMS)
  • 18.  
  • 19.
    • 2008
    • (API)
  • 20. NPR’s Target Audiences for the API
    • Ourselves
      • Supports the entire infrastructure of our new site
      • Improvements to CMS to enable custom feeds by Editorial and Design
    • Stations
      • Enables us to serve content to our member stations more easily
      • Enables our stations to serve their communities better
    • Partners
      • Creates new opportunities because - easy to implement with very little integration cost
      • Makes existing opportunities easier to maintain and grow
    • Public
      • Engages the community – part of NPR’s Public Service Mission
      • Lots of great widgets, tools, sites built using the API
    Launch Expectations: Improve development efficiencies for NPR.org Some sophisticated stations will use the API Partner integration will be easier The public will do amazing things with the API
  • 21.  
  • 22. Good Tools Good People … Flexible Content
  • 23.  
  • 24. NPR Addict iPhone App
  • 25. The Life of a (FLEXIBLE) Story at NPR 1 2 3 4 CMS API Presentation Layers
  • 26. 1: NPR CMS
  • 27. 2: NPR API
  • 28. 3: API  Presentation Layers (or other Apps)
  • 29. 4: Examples of Presentation Layers
  • 30. The Life of a (FLEXIBLE) Story at NPR 1 2 3 4 CMS API Presentation Layers
  • 31. System Architecture Supporting COPE
  • 32. System Architecture Supporting COPE
  • 33. System Architecture Supporting COPE Java JSP Struts
  • 34. System Architecture Supporting COPE R / W MySQL
  • 35. System Architecture Supporting COPE R / O MySQL Cluster NoSQL-like XML Repository
  • 36. System Architecture Supporting COPE PHP5 SimpleXML PHP5
  • 37.  
  • 38. Good Tools Good People … Flexible Content
  • 39. Good Design Requires Flexibility Too…
    • You Still Have to Make the Presentation Compelling
  • 40. “ From Washington DC… this is NPR”
  • 41.  
  • 42.  
  • 43.  
  • 44. “ Learning a slew of technical skills isn't the answer, it's just part of the journalism equation.” - http://10000words.net/
  • 45. HTML5 / Tablet Site
  • 46. NPR.org Audio Player
  • 47. iPhone App Android App Mobile Site
  • 48. Google Chrome Extension
  • 49. iGoogle Gadget
  • 50. WBUR.org
  • 51. Connecticut Public Broadcasting Photos Courtesy Derik Elis, CBTV NPR API CPTV’s Drupal Based CMS Website
  • 52. What We Learned
  • 53. Launch Expectations: Improvements to development efficiencies for NPR.org Some sophisticated stations will use the API Partner integration will be easier The public will do amazing things with the API Actual Results: NPR dramatically improved development efficiencies NPR’s mobile strategy took off Some sophisticated stations have used the API Partner integration has been easier API has facilitated business development opportunities The public has done some interesting things We’ve been able to do amazing things with the public
  • 54. Paid Dev Public Dev $$$
  • 55. Yeah, About That Chart…. Figuring it out… US Election Related Traffic Bumps
  • 56.  
  • 57.  
  • 58. Bomb Found Downtown Staff Writer Aug 8 th 2010 A Small pipebomb was found behind the Safeway on 7 th and Adams. Police believe it was the work of teenagers and stated that the device did not appear to be functional. Somewhere in a Small Town OMG Bomb Found Downtown Staff Writer Aug 8 th 2010 A Small pipebomb was found behind the Safeway on 7 th and Adams. Police believe it was the work of teenagers and stated that the device did not appear to be functional. Meanwhile in New York WTF?
  • 59.  
  • 60.  
  • 61. A thousand words of COPE
  • 62.  
  • 63.  
  • 64. Make it ALL reusable
  • 65.  
  • 66. API Keys and Consumption by Audience
  • 67. Page Views to NPR Tech Center
  • 68. NPR Story API : Requests per Month Oct 2010: 1.6 Billion Stories Served by API
  • 69. Challenges Still Ahead
    • Extending to Network Use
    • Performance
    • Rights Management
    • Which Presentation Layers to Focus On
      • Laser or Shotgun?
  • 70. To Recap
    • Content & Technology Are Inextricably Linked
          • Team Structure and Process Should Recognize this
      • To Be ‘Findable’ Your Content Should Be Flexible.
      • Flexible Content (i.e. Embraces COPE):
        • Requires An Investment x2
        • Improves Editorial Efficiency
        • Will Help Drive Growth / Relevancy
        • Revolutionizes Your Biz Dev
        • Creates Opportunities with Public
        • Accelerates Your Tech Development
  • 71. Questions?
    • Twitter: @zbrand
    • API : www.npr.org/api
    • Blog http:// www.npr.org /blogs/inside