As the media leader who first brought a public content API to the market in 2008, NPR continues to innovate and learn about what it means to have flexible content. Our philosophy assumes that to maintain relevancy in an online world media companies need to be adroit at delivering content to multiple channels and disparate platforms. This in turn has lead us to keep a strategic focus on our API development. This positions us not just to meet our distribution needs, but has also helped drive business opportunity and allows for effective design and user experience whether in a browser or on a mobile device. This presentation will share our lessons learned and key metrics around successful creation and use of flexible content – from technology needs to business, editorial and design opportunities in an increasingly fragmented online product landscape.