Retooling NPR.org for Apple's iPad

NPR's web team is racing to adapt NPR.org for the technical requirements of Apple's new iPad, which launches on April 3. Kinsey Wilson, senior v.p. of digital media, reassures Apple enthusiasts that NPR.org will be "optimized" for the iPad experience: "Features like the NPR audio player have been given greater visibility and adapted for the unique technical requirements of this new platform; we've modified the navigation and made the site more 'touch' friendly; and we've improved the sponsorship experience." NPR is simultaneously developing a companion iPad app. "Until we see how everyone uses it, it's anybody's guess as to what the best experience is," Wilson tells Poynter.org. "We think the app will be more about browsing and listening...a little more relaxed, a little more serendipitous." Peter Kafka of the Wall Street Journal's All Things Digital reports that the re-engineering of NPR.org is much more comprehensive than that undertaken by other big publishers.