Corner Office: Know the Code
In many cases, you have a finite amount of room on a screen. For MacWorld, you have to be a really avid MacWorld user to use one of the 16 slots [for apps] on your [smartphone screen] to put a MacWorld icon up there. You're much more likely to go through an aggregator to find it than you are to go and find the app. Because most people do a lot of media consumption, they're not going to go just through one brand, especially if it's a relative niche brand like what we have.
How does this fit into your longer-range planning as you build out the brand? Do you see HTML5-based things as the future and a pretty safe place to be?
Absolutely. HTML is not going anywhere. HTML5 is not going anywhere. The most recent estimate of when it's going to be fully approved as a recommendation is 2022. But the other part of it is the evolution of HTML, where you have documents that express semantic meaning as opposed to documents that express [presentation].
Give an example of what you mean by code based on presentation.
In older versions of HTML there is a font tag. In that font you can put a font color, a font size—and people did that liberally. Say you had a font size equals 20 pixels and a color equals blue, and say you wanted to port that document onto a site whose branding was yellow. It would still have the presentation characteristics, which would carry through the document. In a semantically-created document you'd tag that same thing in a headline tag [telling the system you want it to appear as a headline in that context]. You define your document and your document tagging by the meaning of what's in the document, removing all presentation from it. So that makes it extremely portable.