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NPR: Digital Distribution Strategy: OSCON2010

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When launching the API at OSCON in 2008, NPR targeted four audiences: the open source community; NPR member stations; NPR partners and vendors; and finally our internal developers and product managers. In its short two-year life, the NPR API has grown tremendously, from only a few hundred thousand requests per month to more than 60M. The API, furthermore, has enabled tremendous growth for NPR in the mobile space while facilitating more than 100% growth in total page views in the last year.

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NPR: Digital Distribution Strategy: OSCON2010

  1. 1. NPR: Digital Distribution Strategy <ul><li>Daniel Jacobson, Director of Application Development </li></ul><ul><li>Jeremy Pennycook, Operations Manager for Mobile </li></ul><ul><li>July 23, 2010 </li></ul>
  2. 2. Who is NPR? <ul><li>National Public Radio (now known as NPR) </li></ul><ul><ul><li>Leading producer and distributor of radio programming </li></ul></ul><ul><ul><li>All Things Considered , Morning Edition , Fresh Air , Wait, Wait Don’t Tell Me , Car Talk , etc. </li></ul></ul><ul><ul><li>Broadcasted on over 800 local radio stations nationwide </li></ul></ul><ul><ul><li>Over 35 million weekly listeners </li></ul></ul><ul><li>NPR Digital Media </li></ul><ul><ul><li>Website (npr.org) with audio content from radio programs </li></ul></ul><ul><ul><li>Web-Only content including blogs, video, slideshows, etc. </li></ul></ul><ul><ul><li>Mobile properties including iPhone app, iPad app, Android app, mobile site </li></ul></ul><ul><ul><li>API, RSS, podcasts and other syndication </li></ul></ul>
  3. 3. Page View Growth: NPR.org vs. NPR Mobile NPR News iPhone app NPR News Android app Relaunched NPR mobile site NPR iPad app NPR Music iPhone app API launched in 2008, at OSCON
  4. 4. Architectural Philosophies <ul><li>COPE (Create Once Publish Everywhere) </li></ul><ul><ul><li>COPE drives all other architectural decisions </li></ul></ul><ul><li>Build Content Management tools, not Web Publishing tools </li></ul><ul><ul><li>Separate content/data from display/presentation </li></ul></ul><ul><ul><li>Make sure that content is modular/portable </li></ul></ul><ul><li>Understand the Atom </li></ul><ul><ul><li>Story is the Atom for NPR </li></ul></ul><ul><ul><li>Stories contain ‘Assets’ (ie. text, audio, video, images, etc.) </li></ul></ul><ul><ul><li>Stories belong to ‘Lists’ </li></ul></ul><ul><li>Know When to Build and When to Integrate </li></ul><ul><ul><li>Core systems built and/or managed internally </li></ul></ul><ul><ul><li>Other systems depend on cost/benefit </li></ul></ul><ul><ul><li>When possible, use open source solutions </li></ul></ul><ul><li>It is better to be incomplete than inaccurate </li></ul>
  5. 5. System Architecture Supporting COPE
  6. 6. System Architecture Supporting COPE
  7. 7. System Architecture Supporting COPE Java JSP Struts
  8. 8. System Architecture Supporting COPE R / W MySQL
  9. 9. System Architecture Supporting COPE R / O MySQL Cluster NoSQL-like XML Repository
  10. 10. System Architecture Supporting COPE PHP5 SimpleXML PHP5
  11. 11. Distribution of API Usage by Application PLAYLIST API
  12. 12. Distribution of API Usage by Application Raw data and content is stored in the normalized databases and is made available to APIs through the flattened Infrastructural API.
  13. 13. Distribution of API Usage by Application Core APIs contain the clean API content, closely resembling the data model. PLAYLIST API
  14. 14. PLAYLIST API Distribution of API Usage by Application Wrapper APIs are custom-built interfaces that serve the needs of a given presentation layer. The wrappers can transform API content, pull from multiple APIs and tailor the queries to the abilities of the calling application.
  15. 15. Distribution of API Usage by Application PLAYLIST API Presentation applications can take advantage of the Core APIs directly or they can have a custom Wrapper API built, depending on the needs of the application.
  16. 16. Inside the Black Box of the API
  17. 17. NPR’s Target Audiences for the API <ul><li>Ourselves </li></ul><ul><ul><li>Supports the entire infrastructure of our new site </li></ul></ul><ul><ul><li>Improvements to CMS to enable custom feeds by Editorial and Design </li></ul></ul><ul><li>Stations </li></ul><ul><ul><li>Enables us to serve content to our member stations more easily </li></ul></ul><ul><ul><li>Enables our stations to serve their communities better </li></ul></ul><ul><li>Partners </li></ul><ul><ul><li>Creates new opportunities because - easy to implement with very little integration cost </li></ul></ul><ul><ul><li>Makes existing opportunities easier to maintain and grow </li></ul></ul><ul><li>Public </li></ul><ul><ul><li>Engages the community – part of NPR’s Public Service Mission </li></ul></ul><ul><ul><li>Lots of great widgets, tools, sites built using the API </li></ul></ul>
  18. 18. NPR’s Target Audiences for the API <ul><li>Ourselves </li></ul><ul><ul><li>Supports the entire infrastructure of our new site </li></ul></ul><ul><ul><li>Improvements to CMS to enable custom feeds by Editorial and Design </li></ul></ul><ul><li>Stations </li></ul><ul><ul><li>Enables us to serve content to our member stations more easily </li></ul></ul><ul><ul><li>Enables our stations to serve their communities better </li></ul></ul><ul><li>Partners </li></ul><ul><ul><li>Creates new opportunities because - easy to implement with very little integration cost </li></ul></ul><ul><ul><li>Makes existing opportunities easier to maintain and grow </li></ul></ul><ul><li>Public </li></ul><ul><ul><li>Engages the community – part of NPR’s Public Service Mission </li></ul></ul><ul><ul><li>Lots of great widgets, tools, sites built using the API </li></ul></ul>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
  19. 19. Lifecycle of an NPR story COPE in the wild
  20. 20. NPR CMS
  21. 21. NPR API
  22. 22. NPR.org
  23. 23. NPR iPad/Tablet Site
  24. 24. NPR.org Audio Player
  25. 25. NPR iPhone App
  26. 26. NPR Mobile Site
  27. 27. NPR Android App
  28. 28. NPR Addict iPhone App
  29. 29. NewsMap
  30. 30. Google Chrome Extension
  31. 31. iGoogle Gadget
  32. 32. KQED.org
  33. 33. NorthCountryPublicRadio.org
  34. 34. KPCC.org
  35. 35. WBUR.org
  36. 36. Metrics
  37. 37. NPR Story API : Requests per Month - About 20 requests to the Story API every second
  38. 38. - NPR API delivers almost 400 stories every second Slide provided by John Musser of ProgrammableWeb
  39. 39. API Keys and Consumption by Audience
  40. 40. NPR’s Target Audiences for the API <ul><li>Ourselves </li></ul><ul><ul><li>Supports the entire infrastructure of our new site </li></ul></ul><ul><ul><li>Improvements to CMS to enable custom feeds by Editorial and Design </li></ul></ul><ul><li>Stations </li></ul><ul><ul><li>Enables us to serve content to our member stations more easily </li></ul></ul><ul><ul><li>Enables our stations to serve their communities better </li></ul></ul><ul><li>Partners </li></ul><ul><ul><li>Creates new opportunities because - easy to implement with very little integration cost </li></ul></ul><ul><ul><li>Makes existing opportunities easier to maintain and grow </li></ul></ul><ul><li>Public </li></ul><ul><ul><li>Engages the community – part of NPR’s Public Service Mission </li></ul></ul><ul><ul><li>Lots of great widgets, tools, sites built using the API </li></ul></ul>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
  41. 41. Output Format Distribution This distribution chart is from June 2009 and does not include NPR consumption. We believe the distribution still applies today.
  42. 42. NPR API : Non-NPRML Output Format Growth
  43. 43. Writable Story API Station/Partner Ingest
  44. 44. Station Content in the NPR API (today)
  45. 45. KLCC Displaying N3 Stories from NPR API
  46. 46. WBUR Displaying N3 Story from NPR API
  47. 47. Public Media API (future)
  48. 48. API Enables Mobile Growth…
  49. 49. Mobile
  50. 50. The NPR API Powers Mobile Products
  51. 51. The Numbers
  52. 52. Different Modes of Development
  53. 53. Why Open Source?
  54. 55. Why Android?
  55. 56. Our Project
  56. 60. NPR News 2.0 for Android
  57. 61. Join Our Community @nprandroid
  58. 62. Questions? <ul><li>To see the API: http:// www.npr.org/api </li></ul><ul><li>To follow the API development: http://www.npr.org/blogs/inside </li></ul><ul><li>To see the NPR News Android app code: http:// code.google.com/p/npr -android-app/ </li></ul>Jeremy Pennycook [email_address] Twitter: @tehpennycook Daniel Jacobson [email_address] Twitter: @daniel_jacobson

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