An introduction to Orbital Content
To quote the author, Cameron Koczon:
Bookmarklet apps like Instapaper, Svpply, and Readability are pointing us toward a future in which content is no longer entrenched in websites, but floats in orbit around users. This transformation of our relationship with content will force us to rethink existing reputation, distribution, and monetization models—and all for the better.
Koczon does a very good job of describing a trend that is very real. The article is worth reading. A summary will not do it justice.
Koczon, however, does not address one other thing this trend will force us to rethink: Editorial web design. While smart publishers will be happy to have their content liberated to be read and shared wherever it is most convenient for the users, they will not be happy to see traffic decline on their sites. They will (or should) be motivated to come up with even better reading experiences to entice readers to want to enjoy their content on their sites, where they can exercise full control over its distribution and monetization. Like movie theater chains that invested in bigger screens, stadium seating and surround sound to combat the advent of home theaters, online publishers need to capitalize on the advances in CSS and html to compel readers to read their content in its original format. I think editorial sites have barely scratched the surface of what design is capable of.
Notes
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