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318 pages, Paperback
First published January 1, 2011
To illustrate that point, I want to bring you to perhaps the most hierarchical, inaccessible, closed environment I know of: an American public high school. In particular, I’d like to take you to Columbia High School in Maplewood, New Jersey, where our youngest son, Charlie, is a student. The school opened in 1927, and it has not changed much since then.
Last summer, Charlie was happy to learn that he had earned a 5 on the AP Art History exam. This made him eligible to serve as a sort of teaching assistant for this year’s Art History class. All he needed to do was align his free period with the scheduled slot for Art History.
I don’t know how many of you have tried to parse a high-school scheduling API. It seems to rely on green-screen devices, stacks of forms, and a queueing process that means you won’t have your new schedule in hand until two weeks after the start of the school year.
On a Friday in July, Charlie came home to find his junior-year schedule in the mail. His free period did not align. Charlie has seen his brother and sister fight the powers that be at Columbia High School, at times unsuccessfully, and he decided to pursue a different course.
Lacking access to the master schedule, he went to a free resource—Facebook—posted his schedule there, and asked anyone who attended Columbia High School to do the same.
By Sunday morning, he had gathered enough data to compile his own master schedule. With this information in hand, he rearranged his classes, filled out a home-made “change form”, and sent it to the high school on Monday morning. “Please give me this schedule,” it said. Problem solved.
Stories like this one … have led me to see piracy as the consequence of a bad API. 16-year-olds expect access, or they invent it.
Content is no longer just a product. It’s part of a value chain that solves readers’ problems. Readers expect publishers to poin them to the outcomes or answers they want, where and when they want them. We’re interested in content solutions that don’t waste our time, a precious commodity for all of us.
Readers expect that their content solutions will improve over time. They don’t care that much (or at all) about how it happens.