We’ve done a poor job, she said, of convincing people of the real benefits of structured content over bespoke digital layout. She compared Condé Nast, who have tripled their workload by needing one print and two bespoke iPad layouts of every article, to NPR who have built an API that makes “Create once, publish everywhere” a reality. A graph she showed of the sales of Glamour suggested that investment in bespoke layouts was sometimes selling less than 3,000 copies of an app – a shockingly poor return on investment.