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Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

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One Size Does Fit All

One Size Does Fit All

Engineering Flexible Architectures

(p.222) 12 One Size Does Fit All
This Program Is Brought To You By...

Joshua A. Braun

Yale University Press

This chapter examines the technical underpinnings of MSNBC.com's next-generation content management system called SkyPad. It first describes Newsvine's M3 architecture before turning to SkyPad, which was developed to take in and spit out almost any type of multimedia content and allow for the construction of entirely new websites and brands on the fly. It considers SkyPad, along with M3, as a representative of an emerging vision for enlisting provincial editorial groups and diverse audiences in the online distribution of mainstream media products. It also looks at MSNBC.com's series of ever more generic tools for online publishing that are intended to address the need for increasingly divergent and niche editorial products.

Keywords:   content management system, SkyPad, Newsvine, M3 architecture, multimedia content, editorial products, audiences, online distribution, media, online publishing

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