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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.

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Presentation on theme: "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."— Presentation transcript:

1 New and Old: The ROI on an XML Workflow

2 Why and How Why publishers are using XML – New markets – Efficiencies How publishers are using XML – Tactical improvements – Toolsets

3 Shifting Sands of Publishing Old channels atrophying or dying – Brick and mortar chains – Independent stores – Libraries losing funding New channels rising – Online retailing – Ebooks

4 Copernican Shift HardcoverPaperbackEbook Large Print Special Edition

5 Copernican Shift Intellectual Property HardcoverPaperbackEbookWebsite

6 A New World Means New Requirements Content agility Lower transaction costs Cost-effective digital marketing B2C sales

7 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

8 Relative process complexity Relative content agility Starting point – XML transition “Write once, read once” (single- format delivery) “Write once, read many” (supporting multiple formats and uses) From complexity to agility

9 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

10 Current uses of XML

11 Downstream re-use of content

12 Expanded editions

13 Repurposing content

14 Re-using old content: a nuisance

15 Publishers see an ROI in XML

16 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

17 Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Author or annotated editions Travelogues Tests Fictional series Historical fiction (opportunity to capture people, places, events) Novels “Chunks” Low High Religion (esp Bibles) Business Education Reference Scholarly monographs Estimating XML’s potential benefits

18 Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Author or annotated editions Travelogues Tests Fictional series Historical fiction (opportunity to capture people, places, events) Novels “Chunks” Low High Religion (esp Bibles) Business Education Reference Scholarly monographs Estimating XML’s potential benefits

19 Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Author or annotated editions Travelogues Tests Fictional series Historical fiction (opportunity to capture people, places, events) Novels “Chunks” Low High Religion (esp Bibles) Business Education Reference Scholarly monographs Estimating XML’s potential benefits

20 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

21 Types of Tags FormatContent

22 Who Tags What When AuthorsEditorsProduction/DesignMarketingSubrights

23 How to Tag CarefullyConsensually

24 What Is Chunking? Travel Book: Europe ItalyRomePalermoFranceNice

25 How Low Can You Go? BookChapter Example Problem ChartChapterIllustration

26 When Do You Stop? Military History Book Chapter Description of Battle Capsule Bio of General Description of General’s Shrewish Aristocratic Wife Mention of G.S.A.W.’s Best Friend Mathilde Lengthy Digression on Mathilde’s Fashion Sense and Literary Salon Mention of Viscomte Bruno Heffendorf, interloper and troublemaker

27 Traditional Print- Centric Approach ContentStructureDesign Three Linked Elements Content StructureDesign Content-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

28 Content StructureDesign 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 PDF Adapted from work by David Young and Phil Madans, Hachette Books

29 XSL-FO Processor XSL-FO Processor XML Document XSLT Processor XSL Stylesheet XSL Stylesheet XSL-FO EPUB Print PDF Web PDF HTML.Mobi Style sheets are applied in many ways Adapted from work by Andrew Savikas, O’Reilly Media

30 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

31 The payoff is volume-related Adapted from work by Rebecca Goldthwaite, Cengage Learning

32 XML also introduces new tools EDITORSTOOLSTECHNOLOGIES XMLSpyXML ValidatorsXML StylusStudioDTD ValidatorsXSLT DreamweaverConverters - XML to DTDXPath EditiXConverters - DTD to XMLXSL-FO oXygenESBDTD XMLWritereBook ReadersXML Schemas LiquidEtc…XML Namespaces Adobe InDesignXQuery Etc…EPub PDF ODF RSS SOAP Adapted from work by Steve Waldron, Klopotek NA

33 Solution providers can help here Acquisition and developmentManagementDistribution 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.

34 Migrating to XML: Best practices Acquisition Contracts & agreementsEditorial Production editorialOperations 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

35 Publisher lessons learned Begin with the end in mind Commit to sustained change – Vision, purpose, execution, refinement It’s not (just) about XML

36 Begin with the end in mind … PlanningImplementation  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

37 Commit to sustained change … PlanningImplementation  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

38 It’s not (just) about XML … PlanningImplementation  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

39 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

40 Useful Links http://startwithxml.com http://www.bisg.org mike@idealog.com laura@ljndawson.com ted.hill@thaconsulting.com brian.oleary@magellanmediapartners.com


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