1. ADAPTING OURSELVES TO
ADAPTIVE CONTENT
MobX
@karenmcgrane

2. 2

3. “
Fragmenting our content across
different “device-optimized”
experiences is a losing proposition,
or at least an unsustainable one.
—Ethan Marcotte
Responsive Web Design

4. “ You can’t afford to create a piece of
content for any one platform.
Instead of crafting a website, you
have to put more effort into crafting
the description of the different bits
of an asset, so they can be reused
more effectively, so they can deliver
more value.
—Nic Newman, BBC
Nimble Report, http://nimble.razorfish.com

5. 5

10. We’re about to usher in a golden age
of PDFs on the iPad.
Paul Ford, @ftrain

11. “ Existing art and production staffers
from the print side would be
responsible for making two iPad
layouts (one in portrait and one in
landscape) on Adobe’s platform.
—Condé Nast Is Experiencing Technical Difficulties
http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all

12. All I see is an
entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES
GODDAMMIT.”
Condé Nast Is Experiencing Technical Difficulties

13. COPE: Create Once, Publish Everywhere

14. C
O
N
T
E
N
T
P
R
O
V
I
D
E
R
S
M
U
S
I
C
P
A
R
T
N
E
R
S
NPR, Open Content and API’s, O’Reilly Oscon 14

15. NPR.ORG
NPR Digital Media Examples
NPR, OpenCOPE and API’s, O’Reilly Oscon
of Content

16. NPR.ORG
PLAYER
NPR Digital Media Examples
of COPE

17. NPR NEWS
iPHONE APP

18. NPR MOBILE
WEB SITE

19. NPR ADDICT
IPHONE APP
Produced by a public user,
based entirely on the NPR API

20. NPR ON THE
PUBLIC RADIO
PLAYER

21. NPR ON
WBUR

22. NPR ON
MPR

23. NPR ON
iGOOGLE

24. NPR IN
iTUNES

26. NPR’S
CMS

27. NPR’S API

28. BUSINESS VALUE?

29. 31,000
2010 IPAD ISSUE SALES
22,000
13,000
11,000 10,500
8,700
4,300
2,775
Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.

30. NPR PAGE VIEWS 88M
43M

31. “
Over the last year, NPR’s total page
view growth has increased by more
than 80%.
How did we get that much growth?
Our API.
—Zach Brand,
Senior Director Technology, NPR

32. “
The biggest impact that the API has made,
however, is with our mobile strategy. The
API has enabled NPR product owners to
build specialized apps on a wide range of
platforms and devices, liberating them
from being dependent on custom
development to access the content.
Through this process, we built our iPhone
and iPad apps, mobile sites, Android app
and HTML5 site, some of which were
turned around in a matter of weeks!

33. THE FUTURE OF MOBILE
IS STRUCTURED CONTENT

34. MOBILE
WEB MOBILE
WEBSITE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET

35. REUSABLE CONTENT STORE

36. THE PRIMACY OF PRINT

37. Thinking about where content will “live”
on a “web page” is pretty 1999.
Lisa Welchman, @lwelchman

38. MOBILE
WEB MOBILE
WEBSITE
APPS
SOCIAL TABLET
MEDIA APPS
PRINT
MICROSITES PRINT
BLOGS EMAIL
INTRANET

39. MOBILE
WEB MOBILE
WEBSITE
APPS
SOCIAL TABLET
MEDIA APPS
WEB
MICROSITES PRINT
BLOGS EMAIL
INTRANET

40. MOBILE
WEB MOBILE
WEBSITE
APPS
SOCIAL TABLET
MEDIA APPS
MOBILE
MICROSITES PRINT
BLOGS EMAIL
INTRANET

41. MOBILE
WEB MOBILE
WEBSITE
APPS
SOCIAL TABLET
MEDIA APPS
CONTENT
MICROSITES PRINT
BLOGS EMAIL
INTRANET

42. “ Traditional publishing and content
management systems bind content
to display and delivery mechanisms,
which forces a recycling approach
for multi-platform publishing.
—Dan Willis
http://dswillis.com/uxcrank/?p=378

43. “ A semantic content publishing
system creates well-defined chunks
of content that can be combined in
whatever way is most appropriate
for a particular platform.
All display issues are addressed by
delivery applications, rather than by
a content management system
earlier in the process.
http://dswillis.com/uxcrank/?p=378

44. WHAT DO WE NEED
TO GET THERE?

45. WRITE FOR THE CHUNK, NOT
FOR THE PAGE
DEMYSTIFY METADATA
BETTER CMS WORKFLOW

46. 46

47. 47

49. TRUNCATION IS NOT A
CONTENT STRATEGY

51. BLOBS vs. CHUNKS

52. DEMYSTIFYING METADATA

53. METADATA PROGRAMMATICALLY
BUILDS PAGES

54. Metadata is the new art direction.
Ethan Resnick, @studip101

55. METADATA HELPS PRIORITIZE
CONTENT

57. BETTER CMS WORKFLOW

58. Content admins hate all the fields.
But the reason they hate all the fields
is the workflow is bad.
Jason Pamental, @jpamental 58

59. CMS IS THE ENTERPRISE
SOFTWARE THAT UX FORGOT

61. “
Beautiful software, even for back-end
users, is becoming an expectation.
We’re moving in this direction
because we now understand that
better content management systems
foster better content.
—Matt Thompson
http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/

62. USE MOBILE AS A WEDGE.

63. The more structure you put into content
the freer it will become.
Rachel Lovinger, @rlovinger

64. SEPARATION OF CONTENT
FROM DISPLAY.
(FOR REAL THIS TIME.)

65. The future of content management systems
is in their ability to capture the content in a
clean, presentation-independent way.
Daniel Jacobson, NPR

66. DESIGN WITH AND FOR
STRUCTURED CONTENT.

67. I’ve never seen anyone regret having
flexibility in how they deploy content.
Jeff Eaton, @eaton

68. DANKE!
THANKS!
@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149