1. Outsourcing Content Origination & Authoring: Closing the Publishing Loop Thad McIlroy The Future of Publishing, Inc. Presented with Innodata Isogen December 16, 2008

2. My Background 20 years studying the intersection of technology and print publishing, working with publishers, printers & vendors 5 years with Seybold Seminars Gilbane senior associate in the publishing practice (content management)

3. More Recent Background 10 years studying the impact of the Internet on graphic communications Major focus now: The future of publishing XML content workflows Publishing automation Writing for PrintAction, Learned Publishing, Gilbane.com, The Seybold Report, TheFutureOfPublishing.com

4. The Web Site www.thefutureofpublishing.com

5. Short Outline Content workflows Looking at offshoring Looking at content origination processes Taking outsourcing to its logical conclusion

6. Does Your Workflow Resemble This? © 2006 The New Yorker

7. More Than Offshoring “If clients can engage outsourcing to become more competitive, it creates an entirely different paradigm than simply ‘shipping jobs offshore.’” Phil Fersht, ZDNet, 11/30/08

8. Step 1 It’s difficult to imagine that there was a time when publishers felt that their businesses should actually be printing the books they sold Today even some large newspapers – the last holdouts for inhouse services – are outsourcing printing

9. Step 2 As the publishing world turned digital, we learned that text and data entry was more economical and efficient when outsourced offshore

10. Step 3 Next we discovered that project management and editorial were ideal candidates for outsourcing, generally accompanied by SGML or XML tagging services

11. What About Content Origination?

12. A Time to Reconsider Whether... Strictly speaking: Content is king! Content defines our brand! Content differentiates us from the competition!

13. Content is Always Key If not King, then at least a part of the royal family But what does this mean in real terms?

14. Content Must Be… Pertinent Accurate Timely…particularly online

15. What Is the Cost of Content? Most expensive: in-house Most difficult to control: myriad freelancers Least expensive, but most likely to fail the timeliness test: archival content — is it still up-to-date?

16. More on the Cost of Content Both in-house writers and freelancers are expensive Many publishers can no longer justify the expense when an economical, reliable and high-quality alternative is available

17. The Offshore Option Managed by a large organization that specializes in content management Subject matter experts, devoted to a single task: continuity Significant cost reductions

18. Summary Publishers are fond of traditions; traditions have served them well Yet publishing is changing rapidly Offshoring is proven from data entry through the editorial process Though less well-known, it is also proven for content origination

19. The Publisher of the Future?

20. Final Thoughts “A tradition is only an innovation that worked.” The existing traditions of publishing are being assaulted from all directions...it’s a time for renewed innovation Never say never: From Twitter to outsourcing content origination, the onus is on each of us to embrace robust change, and to create new traditions

21. Thank you thad@theFutureofPublishing.com