Transformative period in online publishing is driven by powerful technologies, disruptive products, and new business models, according to Rick Yagodich, author of a book on the secret sauce of great applications and psychology of storytelling. The authoring experience (AX) focuses on humanizing content management by introducing a layer of translation between human thinking and technology, which contrasts with traditional user experience (UX). CMS vendors should prioritize making their platforms more intelligent to manage mundane tasks without explicit instructions from users, rather than trying to cram more features into them. With the proliferation of new devices and platforms, CMS vendors need to think about previewing content in functional and branding content categories. Structured content is a challenge, as developers compose texts in Markdown while regular authors prefer traditional WYSIWYG text editors based on HTML. Rick Yagodich believes that media companies will develop in-house CMSes due to the high costs of customizing enterprise platforms, which will eventually lead to a paradigm shift and make it more accessible for organizations to adopt configurable publishing tools. This change will trickle down and affect traditional vendors, who will need to catch up as fast as possible if they want to remain competitive.