Corner Office: Know the Code
It's a tech move that dovetails with the brand move, that might be one way to say it.
Yes, and if we hadn't actually gone through the branding process and gone through our other physical reorganization I don't think we could have done this as easily.
Does a lot of it have to do with the idea that this was going to be a multi-platform brand and you were going to be repurposing content across audiences?
Yes, and we've done that stuff in the past, but it was kind of the straw that broke the camel's back so to speak. It just got to the point where we thought can we really manage three code bases efficiently—and the answer was, quite clearly, no.
How did HTML5 and CSS 3, the language that describes the look and format of an HTML document, help you to be more efficient while improving the reader experience?
You've talked about the goal of 'responsive design,' which you describe as a way to adapt a well-formatted experience to any device. Explain what this is about.
Responsive design is just a technique. It's something that's a buzz word right now … but it's going to be a fundamental part of everyone's toolset, because the efficiencies are too great and it's designed for this ability to take the same semantically developed document and render it appropriately to the medium, whatever that medium is.