The document outlines NPR's distribution and mobile strategy, emphasizing its role as a leading producer of radio programming and digital media. It details the architecture of its API, which enables easier access to content for both NPR stations and partners, while supporting a diverse range of media formats. The document also discusses future mobile strategies and metrics, highlighting the shift towards mobile media consumption.

1. NPR's Distribution and Mobile Strategy By Daniel Jacobson and Demian Perry National Public Radio June 25, 2010 Digital Media Conference

2. Who is NPR? National Public Radio (now known as NPR) Leading producer and distributor of radio programming All Things Considered , Morning Edition , Fresh Air , Wait, Wait Don’t Tell Me , Car Talk , etc. Broadcasted on over 800 local radio stations nationwide NPR Digital Media Website (npr.org) with audio content from radio programs Web-Only content including blogs, video, slideshows, etc. Mobile properties including iPhone app, iPad app, Android app, mobile site API, RSS, podcasts and other syndication

3. Architectural Philosophies Build Content Management tools, not Web Publishing tools COPE (Create Once Publish Everywhere) Separate content/data from display/presentation Content is modular/portable – separate markup from content Understand Your Atom Story is the Atom of NPR Stories contain ‘Assets’ (e.g. images, text, audio, video, etc.) Stories belong to ‘Lists’ API: Better to be incomplete than inaccurate

4. System Architecture Supporting COPE

5. System Architecture Supporting COPE

6. Target Audiences for the API NPR Supports the entire infrastructure of our sites and apps Product owners can quickly build products without internal dev resources Stations Stations gain easier access to NPR content Stations are better able to serve their communities Partners Makes partner integration much easier for both parties Generates new opportunities! Public Engages the community – part of NPR’s Public Service Mission Promotes viral distribution of public media content

7. Features of the API Over 400,000 stories from NPR.org Access to our extensive audio repository, including: Over 500,000 audio files Over 30,000 hours of programming Over 12TB of audio files, in MP3, WMA, RM and AAC formats Transcript API, including nearly 100,000 transcripts Nearly 30,000 blog posts from 33 blogs on NPR.org Over 7,000 categories Content from dozens of NPR member stations Information and programming for over 800 NPR stations Extensive rights management system

8. In Other Words… Virtually everything that is on NPR.org that we have the rights to redistribute.

9. Lifecycle of an NPR story From CMS to API to Presentation Layers

10. NPR CMS

11. NPR API

12. NPR.org

13. NPR iPad/Tablet Site

14. NPR.org Audio Player

15. NPR News iPhone App

16. NPR Mobile Site

17. NPR Addict iPhone App

18. NPR Android App

19. Google Chrome Extension

20. iGoogle Gadget

21. KQED.org

22. NorthCountryPublicRadio.org

23. KPCC.org

24. WBUR.org

25. NewsMap

26. Station Content Ingest

27. Station Content in the NPR API (today)

28. KLCC Displaying N3 Stories from NPR API

29. WBUR Displaying N3 Story from NPR API

30. API Metrics

31. NPR API : Requests per Month - About 20 requests to the Story API every second

32. - NPR API delivers almost 400 stories delivered every second Slide provided by John Musser of ProgrammableWeb

33. WBUR Growth : With NPR API Content

34. The Future of the API Video and multimedia Improved image availability and sizing capabilities More station content Social Media API Public Media Platform!

35. Public Media Content in the PMP (future)

36. Mobile

37. Short-Term Mobile Strategy iPhone Apps Continue to develop and support NPR News and Music apps Identify new app opportunities Android Apps Continue to develop and support NPR News app Identify new app and widget opportunities, such as Music and stations Mobile Site Continue to grow mobile site Long-Term Mobile Strategy Focus attention on scalable mobile site and apps solution Use technologies such as HTML5 to build robust site solutions Bundle site solutions into wrappers for app distribution Build specialized apps as appropriate Identify key strategic platforms and opportunities

38. New Platforms

39. NPR Music iPhone App LAUNCHED WEDNESDAY

40. Mobile Metrics

41. Distribution of Page Views About 60% of monthly page views are on NPR.org, which means almost 40% of NPR’s total traffic is on mobile. About 20% is on the iPhone app.

42. Page Views per Monthly Unique Visitor

43. Conclusions Our API allows NPR to: Build fast Build for multiple platforms Score contributions from individuals and organizations Spend less brain power on technology and more on strategy

44. Questions? To see the API: http:// www.npr.org/api To follow NPR developments: http://www.npr.org/blogs/inside To follow NPR on Twitter: @NPRTechTeam Demian Perry [email_address] Daniel Jacobson [email_address] Twitter: @daniel_jacobson