Nieman Foundation at Harvard
HOME
          
LATEST STORY
Newsonomics: Seizing the Brexit-Trump moment, the Murdochs bid for Sky
ABOUT                    SUBSCRIBE
Jan. 16, 2013, 10:33 a.m.
karen-mcgrane

Press Publish 2: Karen McGrane on building a strategy for mobile

The content strategist and UX designer says that mobile will be the fulcrum to push smart publishers to restructure their content for a multi-platform future.

It’s Episode 2 of Press Publish, the Nieman Lab podcast! My guest this week is Karen McGrane. She’s a content strategist and user experience designer who’s worked with a number of media companies — The New York Times, Condé Nast, The Atlantic, Time Inc., and others. (She was the design lead on the Times’ 2006 redesign — which, with a few accumulated tweaks, is still the basis of what NYTimes.com looks like today.)

Karen’s got a great new book out that I’d recommend you check out: Content Strategy for Mobile.

I think a lot of people would benefit from reading it — it’s not a technical book about building a mobile website. It’s more about the backend than the frontend; it’s about how publishers should structure their content — from workflows to tools to processes — to enable that content to flow across multiple platforms. In other words, if you view your task as optimizing for iPhone screens or Galaxy S III screens, you’re making the same mistake as when you optimized for desktop browsers. You will have to deal with new platforms in 2013 that you haven’t yet heard of, and being agile with your content is more important than picking a platform or two and building for them.

Karen and I also talk a bit about the basics of content strategy, new startups like Circa and Summly, responsive web design, and the possibilities (and absurdities) of responsive text. Hope you enjoy. (By the way, Wednesday is the day I’ll be aiming to put out a new episode each week.)

Listen

Download the MP3

Or listen in your browser:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Subscribe in iTunes

Subscribe (RSS)

Show notes

Karen McGrane
@karenmcgrane
Karen’s book, Content Strategy for Mobile
Razorfish
Content strategy
Karen’s “Adapting Ourselves to Adaptive Content,” An Event Apart Boston, 2012
The Daily
Blobs vs. chunks
Tumblr
Patrick LaForge: “Writers wonder why editors trim stories in the online report. Answer: Reader patience online is even more precious than newsprint space.”
Highlights from NPR in Karen’s book
Smashing Magazine: “Is There Ever a Justification for Responsive Text?”
Frankie Roberto’s demo of responsive text (resize the width of the browser window and watch what happens to the text to see)
Inverted pyramid
Karen’s “Your Content, Now Mobile,” A List Apart
Responsive web design
Circa
Summly

POSTED     Jan. 16, 2013, 10:33 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Newsonomics: Seizing the Brexit-Trump moment, the Murdochs bid for Sky
Are we entering a new age of digital robber barons?
When 9.4 million followers isn’t enough: NBC News will shut down the Breaking News app on Dec. 31
“Experiments eventually need to sustain themselves and in this case, despite every effort, we just weren’t able to get there,” said Nick Ascheim of NBC News, which owns Breaking News.
The Wall Street Journal is confident its “bendier” paywall will draw the paying readers it needs to survive
Despite a bad fall shadowed by news about ad revenue declines and layoffs, the Journal has ridden what seems to be a post-election wave of interest in paid media. It’s counting on changes in paywall strategy to bring in even more digital subscribers.