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By Josef Dunne. Used under CC License.

More and more, the media industry is turning to the Internet. Sure, most newspapers and magazines have had a presence on the Internet for some time. It has been imperative for a media business to survive that they have a place in the web-sphere. But in recent years it’s apparent that the industry needs to do more than just be on the web.

Many magazines and newspapers are making their websites the primary connection with their audiences. Because of this, the industry has been trying to find ways to make it a more pleasant experience for readers. One way is make the site easier to read—to make the experience faster and easier to transfer from computer to mobile devices.

HTML5, the newest version of HTML—and its CSS and Javascript counterparts—is making a huge splash all across the web as the way to go in web future. Companies such as Google and Nomad Editions are focusing their efforts to make HTML5 the blueprint of the web.

HTML5 is much lighter and faster than using some other forms of web design—such as Adobe Flash technology. Not to say that Flash is bad, indeed it has been quite an amazing addition to the web for many years. And there is no doubt that Adobe is looking for a way to make Flash technology lighter to compete with new innovations.

But at the moment HTML5 is comparatively lighter and simpler, which enables it to work with “resource-constrained mobile devices” better, says Xavier Facon—a CTO at Crisp Wireless a media advertising technology company based in New York—in an article for InternetBillboards.net.

Publishers are intrigued by HTML5 because of the promotional opportunities it offers, where other web and app design technologies fall short.

“There is a deep monetization ecosystem that has developed around Web content, with many players, from ad networks and ad exchanges, to yield optimizers,” says Jared Friedman in an interview with Publishers Weekly and published in Andrew Richard Albanese’s PW article “Betting the House on HTML5.”

“As soon as you convert your content to HTML5, you get access to that ecosystem,” Friedman says.

HTML5 an important innovation to play in this next round of “where will the web go from here?” It may not be the perfect solution, and there will probably be more innovations to web technology as time continues. But, it is definitely a good coding technology to have as we continue down the road in our connection with the Internet and web.