introduction to xml for publishers presentation

Introduction to XML for Publishers

Eric SeversonCTO, Flatirons Solutions

2Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved

What’s a “Flatiron” ?What’s a “Flatiron” ?What’s a “Flatiron” ?What’s a “Flatiron” ?

A delectable cut of steak?

A type of golf club?

A household implement used in

the Old West?

A rock formation overlooking Boulder,

Colorado?

An imposing building in New York?

Something used to curl hair?


Introducing Flatirons SolutionsIntroducing Flatirons SolutionsIntroducing Flatirons SolutionsIntroducing Flatirons Solutions

Experts in Enterprise Content Management (ECM) and XML-based publishing solutions

Specialists in XML-based single-source publishing,digital asset management, web content management,and content globalization

Full lifecycle services including strategy,architecture, design, and implementation

Clients include McGraw-Hill, Wiley,Wolters-Kluwer, IEEE, Harcourt,Informa, Harvard BusinessSchool and others

Offices in Boulder, CO,Washington, DC andDallas, TX

Inc. 500 companywith over 140consultants


ObjectivesObjectivesObjectivesObjectives

Understand what XML is, and a bit about how it actually works

Understand the benefits of XML and why it’s a key “tool of change” for publishers

Understand where to use XML in your organization

Learn how other publishers have successfully used XML

Never again think XML is too complicated to understand


Agenda – Part 1Agenda – Part 1Agenda – Part 1Agenda – Part 1

8:30-9:30

9:30-9:45

9:45-10:15

10:15-10:30

What Is XML and How Does It Work? eXtensible Markup Language – a little history XML by chapter and verse XML and content structure XML as data Exercise: Creating a simple XML file

XML Application Standards Flexibility adds complexity Key standards for publishers The XML family tree

How XML Benefits Publishers Key business goals High-quality, multi-channel output Dynamic, flexible personalization Powerful, laser-focused search Compatibility with RSS and Web 2.0

15-Minute Break


Agenda – Part 2Agenda – Part 2Agenda – Part 2Agenda – Part 2

10:30-10:45

10:45-11:00

11:00-11:15

11:15-11:30

11:30-Noon

How XML Enables Multi-Channel Publishing Multiple workflows vs. multi-channel publishing How XML gets formatted and composed Case Study: Reselling print content on the Web

How XML Lets You Monetize Existing Content Using XML for content sharing and re-purposing Case Study: Monetizing shared content

How XML Creates New Publishing Channels Reselling content through custom publishing DITA vs. DocBook Case Study: Custom publishing using XML

Moving Forward with XML XML solutions and tools XML project roadmap

Open Discussion / Q&A What you’ve done with XML so far What you’re going to do with XML in the future


What is XML,and How Does it Work?


Introduction to XMLIntroduction to XMLIntroduction to XMLIntroduction to XML

eXtensibleMarkup

Language


XML – A Little HistoryXML – A Little HistoryXML – A Little HistoryXML – A Little History

Stone Tablets

Dead Sea Scrolls

Illuminated Manuscripts

PrintingPress “Dot”

Languages

HTML

SGML as anISO Standard

Typewriter

GML

XMLXML

3000 BC 1000 AD 1450 AD 1900 AD100 AD 1993 AD1986 AD1978 AD1970 AD 1996 AD


XML by Chapter and VerseXML by Chapter and VerseXML by Chapter and VerseXML by Chapter and Verse

NTHBGNNNGGDCRTDTHHVNSNDTHRTHTHRTHWSWTHTFRMNDVDNDDRKNSSWSPNTHFCFTHDPNDTHSPRTFGDWSMVNGVRTHFCFTHWTRSNDGDSDLTTHRBLGHTNDTHRWSLGHTNDGDSWTHTTHLGHTWSGDNDGDSPRTDTHLGHTFRMTHDRKNSS



INTHEBEGINNINGGODCREATEDTHEHEAVENSANDTHEEARTHTHEEARTHWASWITHOUTFORMANDVOIDANDDARKNESSWASUPONTHEFACEOFTHEDEEPANDTHESPIRITOFGODWASMOVINGOVERTHEFACEOFTHEWATERSANDGODSAIDLETTHEREBELIGHTANDTHEREWASLIGHTANDGODSAWTHATTHELIGHTWASGOODANDGODSEPARATEDTHELIGHTFROMTHEDARKNESS



The Book of GenesisChapter 1

1In the beginning, God created the heavens and the earth.

2The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.

3And God said, “Let there be light”; and there was light.

4And God saw that the light was good; and God separated the light from the darkness.



The Book of GenesisChapter 1

.P .SUP 1In the beginning, God created the heavens and

the earth.

.P .SUP

2The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.

.P .SUP

3And God said, “Let there be light”; and there was light.

.P .SUP

4And God saw that the light was good; and God separated the light from the darkness.

.H1.H

2



<Book><Chapter><Title> The Book of Genesis </Title><Verse> In the beginning, God created the heavens and the earth. </Verse>

<Verse> The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters. </Verse><Verse> And God said, “Let there be light”; and there was light. </Verse>

<Verse> And God saw that the light was good; and God separated the light from the darkness. </Verse>

</Chapter></Book>


XML and Document StructureXML and Document StructureXML and Document StructureXML and Document Structure

The Book of Genesis

In the beginning, God created the heavens and the earth.

The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.

And God said, “Let there be light”; and there was light.

And God saw that the light was good; and God separated the light from the darkness.

Book

Title

Verse

Chapter

Verse

Verse

Verse

Consisting of1 or more “Verses”

Consisting of a Title and1 or More “Chapters”

A “Book”


Document Type Definition (DTD)Document Type Definition (DTD)Document Type Definition (DTD)Document Type Definition (DTD)

Consisting of1 or more “Verses”

Consisting of a Title and1 or More “Chapters”

A “Book”

Book (Title, Chapter+)

Chapter (Verse+)

Title (#CDATA)

Verse (#CDATA)

A Book has a Title and one or more Chapters

A Chapter has one or more Verses

A Title consists of Text (Character Data)

A Verse consists of Text (Character Data)

XML DTD for “Book”


A More Complex DTDA More Complex DTDA More Complex DTDA More Complex DTD

Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?

FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)

Part (Title?, Chapter+)

Chapter (Title?, (Paragraph | List | Quote | Table | Figure)*)

Appendix (Title?, (Paragraph | List | Quote | Table | Figure)*)

BackMatter (Index | Glossary)*

Etc.

XML DTD for “Book”

Front Matter must include a Table of Contents, with optional List of Tables, List of Figures, Dedication and/or Preface in that order

A Part has one or more Chapters

A Book has a Title, optional Front Matter, one or more Parts, and optional appendices followed by optional Back Matter

A Chapter has an optional Title, followed by paragraphs, lists, quotes, tables and/or figures in any order

The same applies to an Appendix

Back Matter consists of an optional Index and/or Glossary in any order


An XML FileAn XML FileAn XML FileAn XML File

Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?)

FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)

Part (Title?, Chapter+)

Chapter (Title?, (Paragraph | List | Quote | Table | Figure)*)

Appendix (Title?, (Paragraph | List | Quote | Table | Figure)*)

BackMatter (Index | Glossary)*

Etc.

XML DTD for “Book” <Book>

<Title> A Tale of Two Cities </Title>

<Chapter>

<Paragraph> It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness...

</Paragraph>

</Chapter>

</Book>


XML AttributesXML AttributesXML AttributesXML Attributes

A Book is not just made up of content.

It also has “metadata” – such as an author, a publisher, an ISBN number, and

a publication date.

<book>

<author> Charles Dickens </author>

<publisher> Bantam </publisher>

<isbn> 0-553-21176-5 </isbn>

<date> 2003 </date>

Or alternatively as separate XML

elements

<book author=“Charles Dickens” publisher=“Bantam” isbn=“0-553-21176-5” date=“2003”>

This information can be expressed

using XML “attributes”


XML as DataXML as DataXML as DataXML as Data

Joe’s Hot DealsEric Severson, CTOFlatirons Solutions


HTML: Just for FormattingHTML: Just for FormattingHTML: Just for FormattingHTML: Just for Formatting

<HTML><HEAD><TITLE> E-Invoice </TITLE></HEAD><BODY><H1> Automobile E-Invoice </H1><H2> Purchaser: </H2>Eric Severson, CTO <BR>Flatirons Solutions<H2> Item Purchased: </H2>1997 Black Jeep Wrangler <BR>Purchase Date: 7/1/96 <BR>Purchase Price: $20,000</BODY></HTML>

<HTML><HEAD><TITLE> E-Invoice </TITLE></HEAD><BODY><H1> Automobile E-Invoice </H1><H2> Purchaser: </H2>Eric Severson, CTO <BR>Flatirons Solutions<H2> Item Purchased: </H2>1997 Black Jeep Wrangler <BR>Purchase Date: 7/1/96 <BR>Purchase Price: $20,000</BODY></HTML>


With XML, Documents are DataWith XML, Documents are DataWith XML, Documents are DataWith XML, Documents are Data

<E-Invoice Dealer=“Joe’s Hot Deals”><Purchaser><Name> Eric Severson </Name><Title> CTO </Title><Company> Flatirons Solutions </Company> </Purchaser><Item> <Car><Year> 1997 </Year><Color> Black </Color><Make> Jeep </Make><Model> Wrangler </Model> </Car><Date> 7/1/96 </Date><Price> $20,000 </Price> </Item> </E-Invoice>

<E-Invoice Dealer=“Joe’s Hot Deals”><Purchaser><Name> Eric Severson </Name><Title> CTO </Title><Company> Flatirons Solutions </Company> </Purchaser><Item> <Car><Year> 1997 </Year><Color> Black </Color><Make> Jeep </Make><Model> Wrangler </Model> </Car><Date> 7/1/96 </Date><Price> $20,000 </Price> </Item> </E-Invoice>


Relational Data in XML FormRelational Data in XML FormRelational Data in XML FormRelational Data in XML Form

Name Quantity Price Jeep 1 20,000.00

Item Record

<Item><Name> Jeep </Name><Quantity> 1 </Quantity><Price> 20,000.00 </Price></Item>

<Item><Name> Jeep </Name><Quantity> 1 </Quantity><Price> 20,000.00 </Price></Item>


Text in “Semi-structured” XML FormText in “Semi-structured” XML FormText in “Semi-structured” XML FormText in “Semi-structured” XML Form

<Diagnostic><Title> Brake Check </Title><Test> Try stopping the carat high speed. </Test><Result> If it stops,then thebrakes work. If not, you’rein big trouble. </Result></Diagnostic>

<Diagnostic><Title> Brake Check </Title><Test> Try stopping the carat high speed. </Test><Result> If it stops,then thebrakes work. If not, you’rein big trouble. </Result></Diagnostic>

Brake CheckTry stopping thecar at high speed.If it stops, then thebrakes work. Ifnot, you’re in bigtrouble.

Brake CheckTry stopping thecar at high speed.If it stops, then thebrakes work. Ifnot, you’re in bigtrouble.


Data Items Floating Within TextData Items Floating Within TextData Items Floating Within TextData Items Floating Within Text

<Repair><Title> Brake Repair </Title><Procedure> When repairingthe brakes, start by locatingpart <Part> ABC123 </Part>which will be used to

<Repair><Title> Brake Repair </Title><Procedure> When repairingthe brakes, start by locatingpart <Part> ABC123 </Part>which will be used to

Brake RepairWhen repairingthe brakes, startby locating partABC123 whichwill be used to

Brake RepairWhen repairingthe brakes, startby locating partABC123 whichwill be used to


Exercise:Creating a Simple XML File


Example ContentExample ContentExample ContentExample Content

Chapter 1

My Trip to the Zoo

Yesterday I went to the zooand saw three animals:

An elephant

A lion

A giraffe

Figure 1. The elephant I saw.

Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe



Example DTDExample DTDExample DTDExample DTD

Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter (title, (paragraph | list | figure)*)

List (item+)

Figure (graphic, caption?)

A chapter must have a title, followed by any number of paragraphs, lists, or figures, in any order.

A list consists of one or more items.

A figure consists of a graphic plus an optional caption.

A

A

B

B

C

C


Creating the XML FileCreating the XML FileCreating the XML FileCreating the XML File

Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>

</chapter>


List (item+)


Chapter number is automatically

generated.

Chapter number is automatically

generated.



Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>

<title> My Trip to the Zoo </title>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>


<paragraph> Yesterday I went to the zoo and saw three animals: </paragraph>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>



<list type=“bullet” >

</list>

</chapter>


List (item+)


Bullets are automatically generated.

Bullets are automatically generated.



Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>




<item> An elephant </item>

</list>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>





<item> A lion </item>

</list>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>






<item> A giraffe </item>

</list>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>







</list>

<figure>

</figure>

</chapter>


List (item+)


The figure number is automatically generated.

The figure number is automatically generated.



Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>







</list>

<figure>

<graphic ref=“elephant.jpg” >

</figure>

</chapter>


List (item+)




Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


<chapter>







</list>

<figure>


<caption> The elephant I saw. </caption>

</figure>

</chapter>


List (item+)



XML Application Standards


Flexibility Adds ComplexityFlexibility Adds ComplexityFlexibility Adds ComplexityFlexibility Adds Complexity

XML is actually not one standard, but many

HTML is always the same – it’s designed to be understood by any web browser

XML can be anything you want The DTD lets you define your own “tags” or “elements” The DTD lets you define the structure of these elements

So how do we avoid a “tower of babble” syndrome?


Everybody Can Do Their Own ThingEverybody Can Do Their Own ThingEverybody Can Do Their Own ThingEverybody Can Do Their Own Thing

Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe


Chapter 1

My Trip to the Zoo


An elephant

A lion

A giraffe







</list>

<intro> Yesterday I went to the zoo and saw three animals: </intro>

<animals>

<animal> An elephant </animal>

<animal> A lion </animal>

<animal> A giraffe </animal>

</animals>

Your XML

My XML ? ? ?


Another Layer of StandardsAnother Layer of StandardsAnother Layer of StandardsAnother Layer of Standards

To solve this, we’ve invented another layer of standards

These define agreed-upon ways of using XML for specific purposes:

Agreed-upon element names, attribute names and structure Agreed-upon interchange specifications Agreed-upon best practices

Typically these are developed by non-profit industry groups, with volunteer representatives from the industry

Sometimes more than one competing standard exists


Some Key Standards for PublishersSome Key Standards for PublishersSome Key Standards for PublishersSome Key Standards for Publishers

Generic standards for published content DocBook (http://www.docbook.org/)

DocBook for Commercial Publishing – just released! DITA (http://www.oasis-open.org/)

Standards for financial publishing XBRL (http://www.xbrl.org/)

Standards for publication metadata interchange PRISM (http://www.prismstandard.org/) ONIX (http://www.editeur.org/onix.html) MARC-21 (http://www.loc.gov/marc/) MODS (http://www.loc.gov/standards/mods/)

Standards for eLearning metadata SCORM (http://www.adlnet.gov/scorm/)


Dublin Core MetadataDublin Core MetadataDublin Core MetadataDublin Core Metadata

Identifier Date Title Subject Description Creator Contributor Publisher

Type Source Coverage (scope) Format Language Rights Relation (related

materials)

http://www.dublincore.org/


Adobe’s XMPAdobe’s XMPAdobe’s XMPAdobe’s XMP

What is it? Data about rich media assets (“metadata”) Embedded directly in the asset itself Able to handle multi-part assets, including timing data Based on XML and Dublin Core standards Covering bibliographical data, rights management, media

management, job ticket information, etc.

Why is it valuable? Allows metadata to travel with the asset Facilitates more powerful search Used directly by Adobe and other software applications Interchangeable between applications using XML

http://www.adobe.com/products/xmp/


The XML Family TreeThe XML Family TreeThe XML Family TreeThe XML Family Tree

XSL-FO

SOA and Web

Services

ApplicationIntegration

Flexible DataInterchange

Document and Publishing Focus Data Integration / e-Business Focus

<XML>

XQuery

DTDs Schemas

XSLT

SVG EXI

SOAP

RelaxNG


How XML Benefits Publishers


Make the move from print to dynamic, online products

Monetize content in as many ways as possible

Create new revenue streams and publishing channels

Drastically cut cycle times and production costs

Stay flexible and nimble in the face of uncertain future competition

Key Business GoalsKey Business GoalsKey Business GoalsKey Business Goals


How XML Can HelpHow XML Can HelpHow XML Can HelpHow XML Can Help

Dynamic, Flexible

Personalization

High-Quality Multi-Channel

Output

Powerful, Laser-Focused Search

Compatibility with RSS and Web 2.0

Technologies


High-Quality Multi-Channel OutputHigh-Quality Multi-Channel OutputHigh-Quality Multi-Channel OutputHigh-Quality Multi-Channel Output

Is Your Home an Investment?

Real Estate Investing

More Americans are tapping into their home equity. But recent declines in the housingmarket have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. In fact, what many homeowners don’t know could hurt them. Studies done in several major cities confirm that, when the

June 19, 2008

Real Estate Investing Page

Home

Insights

Contact Us

Is Your Home an Investment?

More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. More

June 19, 2008. A service of the Real Estate Investing Group.

XMLRepository

XMLRepository

Reusable XML Objects

XML “Maps”

Uses Map and Stylesheet for Web Delivery

Uses Map and Stylesheet for Print Delivery

Not just HTML print


Dynamic, Flexible PersonalizationDynamic, Flexible PersonalizationDynamic, Flexible PersonalizationDynamic, Flexible PersonalizationIs Your Home an Investment?

<p>More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement.</p>

<p audience=“starter” >Of course, when you’re just starting out, you probably haven’t even thought much about retirement. However, you should be aware…</p>

<p audience=“high-net” > Although most high-net worth investors already own their principal residences, many mistakenly believe that second homes are a good way to diversify their investment portfolio…</p>

<p audience=“retired” > When you’re living on a fixed income, it’s very important that your other investments remain relatively liquid. Your home doesn’t …</p>

Text That Applies to Everyone

Text Used for

Starters

Text Used for High

Net Worth

Text Used for Retired

People


Powerful, Laser-Focused SearchPowerful, Laser-Focused SearchPowerful, Laser-Focused SearchPowerful, Laser-Focused Search

Show me all products that

work on a “Mac”!

New Windows Product Available!

Compatibility: Windows

This product works only on Windows, and is not intended to work on the Mac.

IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.

Full Text Search XML-Based Search

<title>New Windows Product Available!</title>

<compatibility>Windows</compatibility>

<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>

<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>


Powerful, Laser-Focused SearchPowerful, Laser-Focused SearchPowerful, Laser-Focused SearchPowerful, Laser-Focused Search

Show me all products that

work on a “Mac”!

New Windows Product Available!

Compatibility: Windows

This product works only on Windows, and is not intended to work on the Mac.

IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.

Full Text Search XML-Based Search

<title>New Windows Product Available!</title>

<compatibility>Windows</compatibility>

<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>

<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>

XQuery

For $PR in $database//PressRelease

Where $PR/compatibility = “Windows”

Order by $PR/title ascending

Return $PR/title

Finds all the Press Releases in the XML

database that are marked compatible with Windows,

and returns a list of the titles in alphabetical order.


Compatibility with RSS and Web 2.0Compatibility with RSS and Web 2.0Compatibility with RSS and Web 2.0Compatibility with RSS and Web 2.0

Rich Internet Applications

NewsML

Web Services

del.icio.usSocial Bookmarking

wikiblog


15 Minute Break


How XML EnablesMulti-Channel Publishing


Multiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple Channels

Journals and Magazines

Books

Textbooks

CDsEditorsEditorsEditorsEditors

EditorsEditorsEditorsEditors



EditorsEditorsEditorsEditorsSeniorSeniorEditorsEditorsSeniorSeniorEditorsEditors

FactFactCheckersCheckers

FactFactCheckersCheckers

CopyCopyEditorsEditorsCopyCopy

EditorsEditors

Man

ual C

oord

inat

ion

Man

ual C

oord

inat

ion

Typecodes

Quark

Adobe Creative Suite

Dreamweaver

Outside Service

Web Site


Journals andMagazines

Books

Textbooks

CDs

Web Site

XMLPublishing

Engine

XMLPublishing

Engine

CentralXML

Repository

CentralXML

Repository


XML “Maps”

XML replaces traditional

book-oriented content with a

pool of reusable

information objects

XML “maps” indicate how

these are assembled into output

formats

Multiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple Channels


TransformationTransformation

Applying Format to XMLApplying Format to XMLApplying Format to XMLApplying Format to XML

<Title> Powerful Stylesheetsfor XML Publishing </Title>

<Para> There are manypowerful tools for styling XMLdocuments, but few peopleunderstand how they work andhow to use them well. </Para>



XML Document Styled Print Output

Print Style Sheet

Para

Font Family = Times-RomanFont Size = 14 pt.Font Weight = NormalFont Color = Black

Para

Font Family = Times-RomanFont Size = 14 pt.Font Weight = NormalFont Color = Black

Title

Font Family = ArialFont Size = 18 pt.Font Weight = BoldFont Color = Red

Title

Font Family = ArialFont Size = 18 pt.Font Weight = BoldFont Color = Red


TransformationTransformation

Applying Format to XMLApplying Format to XMLApplying Format to XMLApplying Format to XML





XML DocumentStyled Web Output

Title { font-family: Arial; font-size: 18pt; font-weight: bold; color: red }

Para { font-family: Times-Roman; font-size: 14pt; font-weight: normal; color: black }

Title { font-family: Arial; font-size: 18pt; font-weight: bold; color: red }

Para { font-family: Times-Roman; font-size: 14pt; font-weight: normal; color: black }

CSS Style Sheet


eXtensible Stylesheet Language (XSL)eXtensible Stylesheet Language (XSL)eXtensible Stylesheet Language (XSL)eXtensible Stylesheet Language (XSL)

XSL-FO (XML Formatting Language) The formatting model and language – expressed in XML – that

actually provides the style specifications

XSLT (XML Transformation Language) A scripting language – also expressed in XML – that

transforms one XML document into another Especially intended to transform an XML document into an

XSL-FO document

XSLTProcessor

XSL-FOProcessor

XMLDocument

XMLDocument Styled

Output

(PDF, HTML, etc.)

StyledOutput

(PDF, HTML, etc.)

XSL-FODocument

XSL-FODocument

XSLTScript

XSLTScript


The Power of a Neutral FormatThe Power of a Neutral FormatThe Power of a Neutral FormatThe Power of a Neutral Format

XML to HTML

XML to XSL-FO

XSLFO

XSLFO

Render to PDF

XML to XML wikiblog

XSLT Transformations


Case Study:Reselling Print Content

on the Web


Case Study: Reselling Print ContentCase Study: Reselling Print ContentCase Study: Reselling Print ContentCase Study: Reselling Print Content

Organization: IEEE, a non-profit, technical professional association of more than 360,000 individual members in approximately 175 countries.

Business Challenge: Desire to support both print publishing and Web subscription channels for IEEE content from a single source.

Use of XML: Journal and other content converted to XML and stored in a central digital asset repository for publication.

Business Results: Higher revenue to cover editorial and production costs; higher member satisfaction through the ability to receive both printed journals and freely search for Web-based content across all IEEE publications.



Content is sold in monthly journal / magazine

subscriptions…

…but individual articles – from any publication – can also be accessed via a

separate Web subscription



XML makes it possible to publish the same content in

both HTML and PDF…

…and to make all the keywords and metadata searchable on the Web


How XML Lets YouMonetize Existing Content


Using XML to Repurpose ContentUsing XML to Repurpose ContentUsing XML to Repurpose ContentUsing XML to Repurpose Content

PrintedBook,

Journal or Magazine

PrintedBook,

Journal or Magazine

Chaptersor Articles

in XML

Chaptersor Articles

in XML

Make IndividualArticles

Available on the Web

Make IndividualArticles

Available on the Web

Create NewPublications

From theSame

Content

Create NewPublications

From theSame

Content

1

2

3

Sell the same content three or more ways…


Using XML to Repurpose ContentUsing XML to Repurpose ContentUsing XML to Repurpose ContentUsing XML to Repurpose Content

Chaptersor Articles

in XML

Chaptersor Articles

in XML

Use XML-based search to find chapters and articles that can be re-purposed…

Chaptersor Articles

in XML

Chaptersor Articles

in XML

XQuery


Case Study:Monetizing Shared Content


Case Study: Monetizing Shared ContentCase Study: Monetizing Shared ContentCase Study: Monetizing Shared ContentCase Study: Monetizing Shared Content

Organization: Large academic publisher

Business Challenge: Leverage existing content across organizational silos to create more flexible, market-focused products.

Use of XML: Convert all content to a single XML standard, facilitating re-use of content between areas.

Business Results: Significantly increased content re-use, resulting in higher revenue, lower cost, and more competitive products.



HigherEducation

JournalPublishing

New Media Publishing

Seminars and Conferences

BookPublishing

Chapters for Compilations

Chapters for Custom Courses

Conference Papers for

Compilations

Articles for Compilations

Articles for Custom Courses

Book Chapters

Journal Articles

Textbook Chapters

Textbooksand

Exercises

Textbooksand

Exercises

JournalsJournals

BooksBooks

ConferenceProceedings

ConferenceProceedings

WebsiteSubscriptions

WebsiteSubscriptions



SidebarSidebar

FigureFigureChartChart

TableTable

RichMediaRich

Media

ChapterChapter TopicTopic Article/PaperArticle/Paper

Chapters, Topics and Articles/Papers can all share the same lower-level components

JournalsJournals ProceedingsProceedingsWebSitesWebSites

Journals are made up of articles

Proceedings are made up of papers

Web sites can include any kind of

content

CustomCoursesCustomCourses

BooksBooks

Books are made up of chapters; Compilations of chapters, articles, papers,

and topics

Books and courses are made up of chapters

and articles

BooksBooks

Higher Education Book

PublishingJournal

PublishingNew MediaPublishing

Seminarsand Conferences

Textbooksand

ExercisesJournalsBooks

ConferenceProceedingsWebsite

Subscriptions


How XML CreatesNew Publishing Channels


Today’s TrendsToday’s TrendsToday’s TrendsToday’s Trends

Library of AlexandriaLibrary of Alexandria

From the Familiar World of Books…

…To a New World of Reusable Topics


All the

Information

That’s

Actually

Relevant to

Me

A Hunger for Relevant InformationA Hunger for Relevant InformationA Hunger for Relevant InformationA Hunger for Relevant Information


A New Channel: Custom PublishingA New Channel: Custom PublishingA New Channel: Custom PublishingA New Channel: Custom Publishing

Audienceof One

Audienceof Many

MagazineMagazine

JournalJournal

BookBook

TraditionalPublishing

Process

Article

ChapterChapter

CustomPublication

CustomPublication

CustomPublishing

Process


Example: Custom CoursesExample: Custom CoursesExample: Custom CoursesExample: Custom Courses

See all availabilities for an item, from English language PDF to other languages and formats

Use search dimensions to find course materials.


Thinking in “Topics”Thinking in “Topics”Thinking in “Topics”Thinking in “Topics”

Topic

Specific Subject

Specific Purpose

Standalone and Reusable


From a pool of reusable topics and rich media

objects…

CustomBook

CustomBrochure

CustomCourse

CustomWeb Page

CustomCD / DVD

…many custom publications can be produced.


Topic-Oriented XML: DITA vs. DocBookTopic-Oriented XML: DITA vs. DocBookTopic-Oriented XML: DITA vs. DocBookTopic-Oriented XML: DITA vs. DocBook

DocBook

Book and article-oriented

Designed for tech pubs but can work well for publishing

Has a version specifically for commercial publishing

Widely supported

Well-documented

Large user community

Explicitly topic-oriented

Designed for re-use

Designed for interoperability

Works well in publishing where content is granular and re-use is a priority

Highly flexible specialization

Rapidly expanding to more and more applications


DITA vs. DocBook ModelDITA vs. DocBook ModelDITA vs. DocBook ModelDITA vs. DocBook Model

DITATopic

DITA:A Flexible Collection of Topics

Topic Ref

Topic Ref

Topic

Topic Ref

Text…

Chapter

Front Matter

Back Matter

Chapter …

Section Level 1

Section Level 1 …

Section Level 2

Section Level 2 …

Section Level 3

Topic Ref(Sub-Topic)

Topic Ref(Sub-Sub-Topic)

DITATopic

DITATopic

DITATopic

DITATopic

DocBook:A Fixed Book-Oriented Structure

DITA Map

DocBookDocument


DITA vs. DocBook ModelDITA vs. DocBook ModelDITA vs. DocBook ModelDITA vs. DocBook Model

DITATopic

DITA:A Flexible Collection of Topics

Topic Ref

Topic Ref

Topic

Topic Ref

Text…

Chapter

Front Matter

Back Matter

Chapter …

Section Level 1

Section Level 1 …

Section Level 2

Section Level 2 …

Section Level 3

Topic Ref(Sub-Topic)

Topic Ref(Sub-Sub-Topic)

DITATopic

DITATopic

DITATopic

DITATopic

DocBook:A Fixed Book-Oriented Structure

DITA Map

DocBookDocument

Chapter

DITAMap

Text…

Topic

Topic(Sub-Topic)

Topic(Sub-Sub-Topic)

Topic

Topic

Topic(Front Matter)

Topic(Back Matter)

Section(Topic)

Section(Sub-Topic)

Section(Sub-Sub-Topic)

Section(Topic)

Section(Topic)

Front Matter

Back Matter

DocBookMaster Document

Either standard can be used in a topic-oriented manner.


XQuery: Real-Time Custom PublishingXQuery: Real-Time Custom PublishingXQuery: Real-Time Custom PublishingXQuery: Real-Time Custom Publishing

CentralXML

Repository

CentralXML

Repository


I’m looking for everything I can find on

“X”

XQuery

ResultsFormatted

in PDF

ResultsFormatted in HTML

Query Transform

XQuery allows for real-time, dynamic publishing based on a consumer’s query or profile.


A Wide Variety of ApplicationsA Wide Variety of ApplicationsA Wide Variety of ApplicationsA Wide Variety of Applications

Custom courses and textbooks

Custom corporate eLearning materials

Custom travel guides

Custom technical journals and research reports

Custom legal and professional publications


Case Study:Custom Publishing

with XML


Case Study: Custom PublishingCase Study: Custom PublishingCase Study: Custom PublishingCase Study: Custom Publishing

Organization: O’Reilly Publishing

Business Challenge: Demand for custom textbooks to fit individual teacher and course requirements.

Use of XML: Articles and book chapters converted to XML, making them easy to assemble into custom publications.

Business Results: Higher sales and higher customer satisfaction.



My FlashPrimer

My Course

The old world… Individual published books – one size fits all. The new world…

You pick what you need and publish your own textbook!


Moving ForwardWith XML


JournalsJournals

WebSiteWebSite

XML Solution ArchitectureXML Solution ArchitectureXML Solution ArchitectureXML Solution Architecture

MicrosoftWord

MicrosoftWord

XMLEditorXML

EditorXML

EditorXML

Editor

MagazinesMagazines

BooksBooks

Multi-ChannelPublishing

Engine

Multi-ChannelPublishing

Engine

DevelopmentalEditing /

Peer Review Editorial Production

ContentManagement

System

ContentManagement

System

CentralRepository

ConversionTool/ServiceConversionTool/Service

Conversionto XML

Quark orAdobe

InDesign

Quark orAdobe

InDesign

MicrosoftWord

MicrosoftWord

AuthorSubmission

CDsCDs

DynamicContentDelivery

DynamicContentDelivery


XML Tools to Know AboutXML Tools to Know AboutXML Tools to Know AboutXML Tools to Know About

FrameMaker

Document Manager

XM

LE

ditin

gX

ML

Con

tent

M

gmt

XM

LD

eliv

ery

Xpress Author

documentum

FileNet Content Manager


XML Project RoadmapXML Project RoadmapXML Project RoadmapXML Project Roadmap

BusinessSuccess

Framework

BusinessSuccess

FrameworkContent

Architecture

ContentArchitecture

SolutionDesign

SolutionDesign

IterativeDevelopment

IterativeDevelopment

SolutionDeployment

SolutionDeployment

Business Assessment

As-Is Environment

To-Be Solution Model (Content, Process, and Technology)

Implementation Roadmap

Content Analysis

Content Model

Chunking and Reuse Strategy

Linking Strategy

Metadata and Taxonomies

XML Standards

Migration Approach

Software Architecture

User Stories / Use Cases

CMS Design

Physical Architecture

Prototype

Implementation Plan

Detailed Iteration Plan

Refined User Stories

Detailed Test Cases

Environment Set-Up

Individual Iterations (Test, Build, Validate)

Final Systems Test

User Acceptance Test

User and Admin Guides

User and Admin Training

Roll-Out and Deployment

Project Review

Source: Flatirons SourceOnce™ Methodology, Copyright © Flatirons Solutions Corporation 2001-2009, All Rights Reserved

Solution Blueprint Solution Implementation


Open DiscussionQ&A

What you’ve done with XML so far

What you’re going to do with XML in the future

www.FlatironsSolutions.com