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.

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NPR - NewMediaDays2010 - Flexible Content

  1. 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. 2. “From NPR News in Washington..” –Jack Speer et al
  3. 3. “From NPR News in Washington..” –Jack Speer et al X 35M / Week X 784
  4. 4. “Please give generously” –Your local station !=
  5. 5. NPR Digital Media API
  6. 6. Various Terms…  COPE (Create Once Publish Everywhere)  Flexible Content  CrossMedia  TransMedia
  7. 7. So Why Should YOU Care about Flexible Content? Three Reasons…
  8. 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 ImprovementsStory Page Improvements
  9. 9. 0 - 50 > 1,000,000,000 > 800,000 #2) Getting Found is Getting Harder..
  10. 10. … and Thousands More #3) …and Everybody Else Is Doing It.
  11. 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. 12. Good Tools Good People … Flexible Content
  13. 13. 1997 (No CMS)
  14. 14. 2003 (CMS)
  15. 15. 2005 (CMS)
  16. 16. 2008 (API)
  17. 17. 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
  18. 18. Good Tools Good People … Flexible Content
  19. 19. NPR Addict iPhone App
  20. 20. The Life of a (FLEXIBLE) Story at NPR CMS API Presentation Layers 1 2 3 4
  21. 21. 1: NPR CMS
  22. 22. 2: NPR API
  23. 23. 3: API  Presentation Layers (or other Apps)
  24. 24. 4: Examples of Presentation Layers
  25. 25. The Life of a (FLEXIBLE) Story at NPR CMS API Presentation Layers 1 2 3 4
  26. 26. System Architecture Supporting COPE
  27. 27. System Architecture Supporting COPE
  28. 28. System Architecture Supporting COPE Java JSP Struts
  29. 29. System Architecture Supporting COPE R / W MySQL
  30. 30. System Architecture Supporting COPE R / O MySQL Cluster NoSQL-like XML Repository
  31. 31. System Architecture Supporting COPE PHP5 SimpleXML PHP5
  32. 32. Good Tools Good People … Flexible Content
  33. 33. Good Design Requires Flexibility Too…  You Still Have to Make the Presentation Compelling
  34. 34. “From Washington DC… this is NPR”
  35. 35. HTML5 / Tablet Site
  36. 36. NPR.org Audio Player
  37. 37. iPhone App Android AppMobile Site
  38. 38. Google Chrome Extension
  39. 39. iGoogle Gadget
  40. 40. WBUR.org
  41. 41. Connecticut Public Broadcasting Photos Courtesy Derik Elis, CBTV NPR API CPTV’s Drupal Based CMS Website
  42. 42. What We Learned
  43. 43. 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
  44. 44. Paid Dev Public Dev $$$
  45. 45. Yeah, About That Chart…. Figuring it out… US Election Related Traffic Bumps
  46. 46. Bomb Found Downtown Staff Writer Aug 8th 2010 A Small pipebomb was found behind the Safeway on 7th and Adams. Police believe it was the work of teenagers and stated that the device did not appear to be functional. Bomb Found Downtown Staff Writer Aug 8th 2010 A Small pipebomb was found behind the Safeway on 7th 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 Bomb Found Downtown Staff Writer Aug 8th 2010 A Small pipebomb was found behind the Safeway on 7th and Adams. Police believe it was the work of teenagers and stated that the device did not appear to be functional. Bomb Found Downtown Staff Writer Aug 8th 2010 A Small pipebomb was found behind the Safeway on 7th 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?OMG
  47. 47. A thousand words of COPE
  48. 48. Make it ALL reusable
  49. 49. API Keys and Consumption by Audience
  50. 50. Page Views to NPR Tech Center
  51. 51. NPR Story API : Requests per Month Oct 2010: 1.6 Billion Stories Served by API
  52. 52. Challenges Still Ahead •Extending to Network Use •Performance •Rights Management •Which Presentation Layers to Focus On •Laser or Shotgun?
  53. 53. 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
  54. 54. Questions?  Twitter: @zbrand  API : www.npr.org/api  Blog http://www.npr.org/blogs/inside

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