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NPR's Distribution and Mobile Strategy <ul><li>By Daniel Jacobson and Demian Perry </li></ul><ul><li>National Public Radio </li></ul><ul><li>June 25, 2010 </li></ul><ul><li>Digital Media Conference </li></ul>

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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><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>

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

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System Architecture Supporting COPE

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System Architecture Supporting COPE

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Target Audiences for the API <ul><li>NPR </li></ul><ul><ul><li>Supports the entire infrastructure of our sites and apps </li></ul></ul><ul><ul><li>Product owners can quickly build products without internal dev resources </li></ul></ul><ul><li>Stations </li></ul><ul><ul><li>Stations gain easier access to NPR content </li></ul></ul><ul><ul><li>Stations are better able to serve their communities </li></ul></ul><ul><li>Partners </li></ul><ul><ul><li>Makes partner integration much easier for both parties </li></ul></ul><ul><ul><li>Generates new opportunities! </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>Promotes viral distribution of public media content </li></ul></ul>

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

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In Other Words… <ul><li>Virtually everything that is on NPR.org that we have the rights to redistribute. </li></ul>

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

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NPR CMS

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NPR API

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NPR.org

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NPR iPad/Tablet Site

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NPR.org Audio Player

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NPR News iPhone App

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NPR Mobile Site

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NPR Addict iPhone App

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NPR Android App

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Google Chrome Extension

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iGoogle Gadget

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KQED.org

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NorthCountryPublicRadio.org

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KPCC.org

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WBUR.org

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NewsMap

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Station Content Ingest

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Station Content in the NPR API (today)

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KLCC Displaying N3 Stories from NPR API

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WBUR Displaying N3 Story from NPR API

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API Metrics

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

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

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WBUR Growth : With NPR API Content

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The Future of the API <ul><li>Video and multimedia </li></ul><ul><li>Improved image availability and sizing capabilities </li></ul><ul><li>More station content </li></ul><ul><li>Social Media API </li></ul><ul><li>Public Media Platform! </li></ul>

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Public Media Content in the PMP (future)

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Mobile

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

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New Platforms

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NPR Music iPhone App LAUNCHED WEDNESDAY

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Mobile Metrics

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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.

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Page Views per Monthly Unique Visitor

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Conclusions <ul><li>Our API allows NPR to: </li></ul><ul><li>Build fast </li></ul><ul><li>Build for multiple platforms </li></ul><ul><li>Score contributions from individuals and organizations </li></ul><ul><li>Spend less brain power on technology and more on strategy </li></ul>

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