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Back in November 1997 I read a Webmonkey article by Jeffery Veen entitled Object-Oriented Publishing on the Web. In the article Veen notes that building a Web site should not be redundant activity. Rather then cutting-and-pasting markup, content and links throughout your templates or pages, he suggests that developers think of a sites as chunks of content that can be assembled in various ways to form pages. He goes on to explain that these chunks are compartmentalized elements in your page layouts, such as header, footer, navigation, sidebars, and the page body, are the functional equivalent of objects in object-oriented programming. (He later went on to dedicate an entire chapter to the concept of object-oriented publishing in his book The Art & Science of Web Design and later excerpted in another Webmonkey article.)
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