new and old: the roi on an xml workflow. why and how why publishers are using xml – new markets...
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New and Old:The ROI on an XML Workflow
Why and How
• Why publishers are using XML– New markets– Efficiencies
• How publishers are using XML– Tactical improvements– Toolsets
Shifting Sands of Publishing
• Old channels atrophying or dying– Brick and mortar chains– Independent stores– Libraries losing funding
• New channels rising– Online retailing– Ebooks
Copernican Shift
Copernican Shift
A New World Means New Requirements
• Content agility• Lower transaction costs• Cost-effective digital marketing• B2C sales
The promise of XML workflows
• Far lower production costs for varied outputs• Web-ready content to drive broader and more
targeted marketing efforts• Tagged content that can be combined or
“chunked” to create new products• The opportunity to link rights and IP, lowering
costs and unlocking new revenue
Starting point – XML transition
“Write once, read once” (single-
format delivery)
“Write once, read many”(supporting multiple
formats and uses)
From complexity to agility
Challenges in an XML Transition
• An investment in new workflows and tools• Requires changes in processes, technologies
and organizational structures and roles (learning curves)
• Requires advance planning and strategizing• Tool sets to create and deliver XML are still in
development
Current uses of XML
Downstream re-use of content
Expanded editions
Repurposing content
Re-using old content: a nuisance
Publishers see an ROI in XML
ROI drivers
• The investment: Shifting from process complexity to content agility
• The return: Both cost management and revenue growth
• Different models for different kinds of books
Many
Few or none
Frequency of or potential for reuse
Travel and tourism
CookbooksSTM
Author or annotated editions
Travelogues
Tests
Fictional seriesHistorical fiction (opportunity to capture people, places, events)
Novels
“Chunks”
Low High
Religion (esp Bibles)
Business Education
Reference
Scholarly monographs
Estimating XML’s potential benefits
Many
Few or none
Frequency of or potential for reuse
Travel and tourism
CookbooksSTM
Author or annotated editions
Travelogues
Tests
Fictional seriesHistorical fiction (opportunity to capture people, places, events)
Novels
“Chunks”
Low High
Religion (esp Bibles)
Business Education
Reference
Scholarly monographs
Estimating XML’s potential benefits
Many
Few or none
Frequency of or potential for reuse
Travel and tourism
CookbooksSTM
Author or annotated editions
Travelogues
Tests
Fictional seriesHistorical fiction (opportunity to capture people, places, events)
Novels
“Chunks”
Low High
Religion (esp Bibles)
Business Education
Reference
Scholarly monographs
Estimating XML’s potential benefits
How publishers are using XML
• Tagging – what it is and how to do it• What changes in a content-centric workflow• Migrating to XML: best practices
Types of Tags
Who Tags What When
How to Tag
What Is Chunking?
How Low Can You Go?
When Do You Stop?Military History BookMilitary History Book
ChapterChapter
Description of BattleDescription of Battle
Capsule Bio of GeneralCapsule Bio of GeneralDescription of General’s Shrewish
Aristocratic WifeDescription of General’s Shrewish
Aristocratic Wife
Mention of G.S.A.W.’s Best Friend Mathilde
Mention of G.S.A.W.’s Best Friend Mathilde
Lengthy Digression on Mathilde’s Fashion Sense and Literary Salon
Lengthy Digression on Mathilde’s Fashion Sense and Literary Salon
Mention of Viscomte Bruno Heffendorf, interloper and troublemaker
Mention of Viscomte Bruno Heffendorf, interloper and troublemaker
Traditional Print-Centric Approach
Content Structure DesignThree Linked
Elements
Content Structure DesignContent-Centric Approach
Content and Structure are
Linked
Design is Separate
Tagging separates content from design
Adapted from work by David Young and Phil Madans, Hachette Books
Content Structure Design
Using style sheets, any number of
designs can be applied to the
content.
Structural components of the work are identified
and connected to the content
Disengaging design increases flexibility
Book
Large print
eBook
Adapted from work by David Young and Phil Madans, Hachette Books
XSL-FOProcessor
XSL-FOProcessor
XML Document
XML Document
XSLT Processor
XSLT Processor XSL
Stylesheet
XSLStylesheet
XSL-FOXSL-FO
EPUBEPUB
Print PDFPrint PDF
Web PDFWeb PDF
HTMLHTML
.Mobi
.Mobi
Style sheets are applied in many ways
Adapted from work by Andrew Savikas, O’Reilly Media
Adapted from work by Rebecca Goldthwaite, Cengage Learning
Stylesheets
Simple = $550
Moderate = $1500
Complex = $2500
Highly complex = $5K - $10K
Composition
$.50 - $4.25
Style sheets lower per-page costs
The payoff is volume-related
Adapted from work by Rebecca Goldthwaite, Cengage Learning
XML also introduces new toolsEDITORS TOOLS TECHNOLOGIES
XMLSpy XML Validators XML
StylusStudio DTD Validators XSLT
Dreamweaver Converters - XML to DTD XPath
EditiX Converters - DTD to XML XSL-FO
oXygen ESB DTD
XMLWriter eBook Readers XML Schemas
Liquid Etc… XML Namespaces
Adobe InDesign XQuery
Etc… EPub
ODF
RSS
SOAP
Adapted from work by Steve Waldron, Klopotek NA
Solution providers can help hereAcquisition and development Management Distribution
ERP
Title management
Contracts, rights and royalties
Content conversion
XML tools
Production management
Workflow management
Digital asset management
Content management
Archiving content
Digital asset distributors
Content aggregation
Search
Various solution providers offer consulting services in all three areas.
Migrating to XML: Best practicesAcquisition
Contracts & agreements Editorial
Production editorial Operations
Marketing & sales
Author guidelines
Word using XML functionality
Keywords (book, chapter)
Work with editor to tag and “chunk”
Integrate rights information with content
With authors, tag for meaning
Confirm additional downstream uses
Develop author guidelines
Version control
Apply style sheets
Manage and apply transforms
Work with solutions providers to render content
Use tags to help target audiences
Title-specific SEO/SEM
Publisher lessons learned
• Begin with the end in mind• Commit to sustained change
– Vision, purpose, execution, refinement
• It’s not (just) about XML
Begin with the end in mind …Planning Implementation Establish and evaluate end-user
requirements
Assess your processes across functions and handoffs
Model both current (operational) and future (strategic) benefits
Solicit senior-level support for sustained change
Determine the point at which you want to “start” with XML
Obtain and maintain operating buy-in, support and dialogue
Rank your key business benefits and measure progress openly
Plan for early wins, ideally spread across multiple functions
Exploit the value of prototyping
Capture and share deep editorial knowledge
Foster and communicate objective measurements
Capitalize on the value of new, downstream uses
Commit to sustained change …Planning Implementation Establish and evaluate end-user
requirements
Assess your processes across functions and handoffs
Model both current (operational) and future (strategic) benefits
Solicit senior-level support for sustained change
Determine the point at which you want to “start” with XML
Obtain and maintain operating buy-in, support and dialogue
Rank your key business benefits and measure progress openly
Plan for early wins, ideally spread across multiple functions
Exploit the value of prototyping
Capture and share deep editorial knowledge
Foster and communicate objective measurements
Capitalize on the value of new, downstream uses
It’s not (just) about XML …Planning Implementation Establish and evaluate end-user
requirements
Assess your processes across functions and handoffs
Model both current (operational) and future (strategic) benefits
Solicit senior-level support for sustained change
Determine the point at which you want to “start” with XML
Obtain and maintain operating buy-in, support and dialogue
Rank your key business benefits and measure progress openly
Plan for early wins, ideally spread across multiple functions
Exploit the value of prototyping
Capture and share deep editorial knowledge
Foster and communicate objective measurements
Capitalize on the value of new, downstream uses
Steps for getting started
• Needs analysis: establish your current capabilities, needs and long-term goals
• Gap analysis: identify the gaps between where you are and where you want to be
• Vendor evaluation: Review the various products and services on offer and map to your needs
• Request for information: Solicit more detailed information about vendor capabilities and costs necessary to accurately determine the scope and budget of your StartWithXML project
Useful Links• http://startwithxml.com• http://www.bisg.org• [email protected]• [email protected]• [email protected]• [email protected]