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XML: Changing the Face of Publishing Philip Madans Director of Publishing Information Time Warner Trade Publishing April 9, 2001.

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Presentation on theme: "XML: Changing the Face of Publishing Philip Madans Director of Publishing Information Time Warner Trade Publishing April 9, 2001."— Presentation transcript:

1 XML: Changing the Face of Publishing Philip Madans Director of Publishing Information Time Warner Trade Publishing April 9, 2001

2 Philip Madans 2 Time Warner Trade Publishing

3 Philip Madans 3 Contents Preface The Call to Digitize Digital Asset Management Incorporating XML into the Publishing Process Afterword

4 Philip Madans 4 Preface It’s All About… Communication –With our customers –With our vendors –Within our organization Control –Content –Metadata

5 The Call to Digitize Chapter One

6 Philip Madans 6 Summer/Fall 1999 An article in The Wall Street Journal exemplifies the need for action. ‘Over the past decade, the book industry has lagged behind the rest of the entertainment and media world in embracing technological change. Few book publishers, for instance, had a systematized method of keeping track of manuscripts and marketing materials for completed books. Final drafts were stored all over the place, and unsold back copies took up valuable space in company warehouses.’

7 Philip Madans 7 The Great File Disconnect Publisher Compositor Printer

8 Philip Madans 8 There Is No Blame Here… We didn’t care how the corrections were made because the latest version was safe at the printer What we did care about was that the Book looked good in print. And that the job was completed when it needed to be completed. And that the Book continued to look good throughout it’s reprint cycle. But this was about to change…

9 Philip Madans 9 Emerging Market Factors Reinforce the Need for a Digital Game Plan The nascent eBook market emerges –Publishers faced with the need to provide digital content –Print content needed to be transferred to a new medium –Publishers must contend with a variety of eBook formats –Open eBook specification version 1.0 released –Microsoft announces Microsoft Reader Format Online retailers and wholesale distributors demand more bibliographical data and content –Sizable sales increase tied to the availability of this material online –Online information not always accurate –ONIX standard in development by AAP

10 Philip Madans 10 To Meet the Challenge We Need to Take Control We recognized the wealth of material and information produced, collected and disseminated by every department in our organization What we lacked was a control mechanism, a central repository for the storage and reuse of content and marketing and promotional materials. For our Book files, we needed to bridge the disconnect among publisher, compositor, printer.

11 Digital Asset Management The Vault Chapter Two

12 Philip Madans 12 TWTP Starts Digital Asset Task Force What Is Digital Asset Management ? –The technology and processes to create, store, retrieve, and distribute digital assets effectively both within an organization and to its outside partners What is an asset? –An Asset is anything that enhances the revenue potential of our products What is a digital asset? –An asset as, defined above, converted into digital/electronic form, such as digital photographs, document images, digital text, audio clips, graphics and web pages.

13 Philip Madans 13 Examples of TW Trade Publishing digital assets... Jacket and Cover Images Author Photo Press Release Fact Sheet Text and Illustrations

14 Philip Madans 14 Internal processes and operations will be streamlined, which will enable us to do the following...  Simultaneously have the latest version of the Fact Sheet, Author Bio and Cover Image available to all parts of our organization  Find and retrieve assets quickly and easily  Eliminate duplication of effort  Contribute to eBook and Print-On-Demand formatting/distribution  Enhance flexibility in creating marketing/sales material  Simplify the packaging of assets to eTailers, TW Bookmark and iPublish  Increase awareness of relevant assets

15 Philip Madans 15 The Litmus Test for Our Assets Was Whether They Were Reusable How can the asset be reused? –original reviews and quotes feed cover copy and can also be sent to etailers? Is it in a format that can be reused? –Cover Mechanical vs. Cover Image Is a more reusable format available? –PDF –XML –Tiff –Jpeg

16 Philip Madans 16 Although Our Approach Was Asset Focused, the Key Questions Reminded Us That the Asset Management Solution Served the Users Who Are The Users? What Are The Assets? Where Are The Assets? When Do The Assets Enter The System? How Do The Assets Enter and Leave the System?

17 Philip Madans 17 The Vault Implementation Was Truly a Fast-track Project Blueprint/planning phase –Three weeks Departmental meetings –Fourteen meetings/sixty-four people/four days Conference room pilot –Six weeks Evaluation/metadata model Modifications Phase one implementation –Six months –Design, development, testing, training

18 Philip Madans 18 Thanks to a Diverse and Dedicated Team, the Project Was Completed on Time and in Budget DAM system: Artesia Technologies TEAMS System integration: Time Warner team System management: Time Warner team Hardware management: Time Warner team Software Development: Time Warner team and Artesia Project management: Accenture Process management: Time Warner Team and Accenture Legacy asset collection and conversion: Time Warner Team and Accenture Training and communication: Time Warner Team and Accenture

19 Philip Madans 19 The Vault Goes Live October 2, 2000

20 Incorporating XML into the Publishing Process Chapter Three

21 Philip Madans 21 Standards: Who Defines the Threshold Between Drowsiness and Fatigue? Standards committees –Bringing Law and Order to the Wild Wild West –Disparate parties agreeing to agree about how communications will be controlled. The true heroes of this story –An unglamorous job –An unheralded job –Voluntary job An absolutely essential job, without which communication would be nothing more than charades

22 Philip Madans 22 Question What is the difference between –An Introduction –A Preface –A Foreword

23 Answer The Spelling

24 Philip Madans 24 Book Publishing Presents Its Own Particular Challenges Trying to overlay a methodical standard on a creative concept –A book’s structure is the result of its author’s imagination and the creative skill of its editor In Many Respects a Book’s Purpose Is Not to Conform Metadata tags for content are not necessarily tied to the text, but to a marketing concept. Introduction, Foreword, Preface can be interchangeable, but work might still have all three. –Afterforeword?

25 Philip Madans 25 We took a hard look at how assets stored in the Vault might best be repurposed Disaggregation of content Incorporating content into our Web sites Converting Book Content into eBook format(s) Transmitting assets to our customers Creating one asset from another –Creating composite assets Enhancing the search for assets

26 Philip Madans 26 XML Could Help Us Achieve Our Goal Combines structure with text and metadata Extensible A neutral platform for reusability Presentation is freed from the content XML based standards were being adopted by the Book Publishing community –ONIX –OEB

27 Philip Madans 27 ONIX International Standard for Information Exchange Automating transmission of bibliographic information with etailers, distributors, wholesalers The Vault marries assets with key metadata gathered from appropriate TWTP information systems –Guarantees most accurate and timely data –Vault is one part of a larger system –This concept will be expanded in the future to all systems, as well as other formats and standards—EDI. ONIX compatibility was built into the Vault, as well as the ability to extract and consolidate assets and metadata into XML files conforming to this standard.

28 Philip Madans 28 XML Tagging of Quark Documents Key Assets are created in Quark Express –Book Content –Jacket/Covers –Catalogs –Newsletters –Advertisements Tagging these documents for XML extraction during the creation process will allow for easy future disaggregation and reuse. Began reviewing tools Spring/Summer of 2000

29 Philip Madans 29 XML Tagging Project Under the sponsorship of Time inc., TWTP and Publishing Connections Inc., began a formal pilot project in November A project team was put together to evaluate PCI’s iCPS product as a proof of concept, and to determine the impact of the conversion of Quark documents to XML on the current production processes within TWTP.

30 Philip Madans 30 The Team Developed Guiding Principles for the Project Which Served As the Basis for Making Scope Decisions. The initial XML tagging and metadata requirements will be content based, focusing on the internal components of the book interior, jacket mechanical and catalog components. Do not rely on the conversion of the Quark to XML to hold all business information. Metadata design decisions should consider existing standards and capabilities, e.g., Vault, ONIX, but we should avoid trying to design for all future possibilities during this initial phase. Consideration should be given to the reusability requirements for converted content, e.g., viewing catalog content through a web browser, but we should attempt to evaluate the level of effort against short and long term requirements. Continue to evaluate how the PCI software will affect the people and processes across the various departments that handle Quark and XML documents, e.g., editorial, production, ad/promo and art departments.

31 Philip Madans 31 XML Tagging Project Information Gathering Stage User meetings to determine metadata and content tags, and workflow implications. –Uniform key-marking for manuscript mark-up and style sheet generation –Granularity of components and metadata –Partnered with Stratford Publishing Services, a compositor, for testing, advice and implementation. Integration with the Vault. –Allowing the extraction of XML, the creation of a PDF file and the importing of all three files simultaneously and seamlessly into the Vault.

32 Philip Madans 32 XML and Compound Assets Compound assets –Catalog page –Jacket mechanical Made up of other assets –Promotional quotes –Book description –Author bio And metadata, which might be time-sensitive –ISBN –Credits –Price

33 Philip Madans 33 Content Metadata Catalog Page

34 Philip Madans 34 Metadata Content Book Jacket

35 Philip Madans 35 Content Can Be Freed From Its Form Factor Descriptive copy can be pulled to form Book Descriptions –For online use –To send to etailers Online catalogs can be generated using content and pulling other assets and metadata through the vault to ensure the latest data is presented. As the Publishing Process proceeds outdated information can be replaced. –Catalog Copy to Final Jacket Flap Copy

36 Philip Madans 36 XML and Book Content PCI is a tool, and like any tool, it has a set functionality. It is not a magic tool for file conversion. The success of XML extraction depends directly on the design of the content. We found a general lack of standards in electronic book design. Many designs we saw using Quark were no more sophisticated than basic word processing.

37 Philip Madans 37 There Is No Blame Here… Because we didn’t care how the compositors or designers created the file What we did care about was that the Book looked good in print. And that the job was completed when it needed to be completed. And that the Book continued to look good throughout it’s reprint cycle. But that needs to change…

38 Philip Madans 38 What We Learned From the Pilot It’s very difficult going backwards. –Backlist files will take an enormous amount of effort to tag. –The more complex the design, the more difficult it is. We learned that going forward we have to stop thinking in terms of a printed book. We have to think in terms of content. And how best to design that content to be rendered in different formats.

39 Philip Madans 39 Copyright © 2000 by Jean Sherman Chatzky

40 Philip Madans 40 What We Learned From the Pilot Have consistent key-marking for your manuscripts –Clearly define the elements Use these key-markings as a basis for the style sheets used in the layout program Base the XML tags on the style sheets Be consistent throughout Be mindful of the workflow—internally and externally Use Templates where ever possible –Book Content –Catalogs –Jackets/Covers

41 Philip Madans 41 What We Learned From the Pilot Design with the end products in mind Recognize that what works well in print might not translate well electronically –Nor should it –Nor should one be sacrificed for the other Print Books and Electronic Books are very different products Use the medium effectively

42 Philip Madans 42 Copyright © 2000 by Natalie Cole

43 Philip Madans 43 PCI/Vault Integration Will Improve File Maintenance We are creating several files from one original book file – PDF, XML, HTML, Microsoft reader, Glassbook, etc. Corrections to book content is an ongoing process that lasts the lifetime of the book. Each time corrections are made to the original file, the derived files become obsolete and need to be regenerated. We are now forced to maintain not one book file, but many The Vault gives us a centralized area to store the files –An improvement –But not the final answer

44 Philip Madans 44 Quark HTMLXML PDFLIT Peanut/ Palm Glass- book QuarkLIT Peanut/ Palm PDF Glass- book Vault as Implemented

45 Philip Madans 45 Quark HTMLXML PDFLIT Peanut/ Palm Glass- book QuarkLIT Peanut/ Palm PDF Glass- book Using PCI

46 Philip Madans 46 Source File HTMLXML PDFLIT Peanut/ Palm Glass- book Quark The Future? Automated or Manual

47 Philip Madans 47 XML Tagging Brings Its Share of Workflow Issues Design considerations should be made at the beginning of the process –Editor/Author Process – Stop working backwards Parallel Editing and Production Process –XML output needs to be proofread for correctness –Corrections to the text and XML must be coordinated How will books produced by freelance designers or packagers be handled?

48 Philip Madans 48 This Is a Cultural As Well As a Technological Change Don’t alienate your authors, editors, creative people. Find the best approach for your business –Combine Electronic and Print Process –Separate it into two distinct areas –A little bit of both Educate It’s not about the technology, it’s about the technology enabling the creative process to thrive.

49 Philip Madans 49 Afterword It’s All About… Communication –With our customers –With our vendors –Within our organization Control –Content –Metadata

50 Philip Madans 50 Questions

51 Philip Madans 51 Thank You


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