Transcript Test deck – push transitions

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
Paperback
Special
Edition
Hardcover
Large
Print
Ebook
Copernican Shift
Hardcover
Website
Intellectual
Property
Ebook
Paperback
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
From complexity to agility
“Write once, read
once” (singleformat delivery)
“Write once, read many”
(supporting multiple
formats and uses)
Relative content agility
Relative process complexity
Starting point – XML transition
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
Estimating XML’s potential benefits
Many
STM
Religion (esp Bibles)
Business
Author
or
annotated
editionsseries
Fictional
“Chunks”
Few or
none
Low
Education
Reference
Historical fiction (opportunity to
capture people, places, events)
Scholarly
monographs
Novels
Cookbooks
Tests
Travel and
tourism
Travelogues
Frequency of or potential for reuse
High
Estimating XML’s potential benefits
Many
STM
Religion (esp Bibles)
Business
Author
or
annotated
editionsseries
Fictional
“Chunks”
Few or
none
Low
Education
Reference
Historical fiction (opportunity to
capture people, places, events)
Scholarly
monographs
Novels
Cookbooks
Tests
Travel and
tourism
Travelogues
Frequency of or potential for reuse
High
Estimating XML’s potential benefits
Many
STM
Religion (esp Bibles)
Business
Author
or
annotated
editionsseries
Fictional
“Chunks”
Few or
none
Low
Education
Reference
Historical fiction (opportunity to
capture people, places, events)
Scholarly
monographs
Novels
Cookbooks
Tests
Travel and
tourism
Travelogues
Frequency of or potential for reuse
High
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
Format
Content
Who Tags What When
Authors
Editors
Marketing
Production/Design
Subrights
How to Tag
Carefully
Consensually
What Is Chunking?
Rome
Italy
Palermo
Travel Book:
Europe
France
Nice
How Low Can You Go?
Book
Chapter
Example
Problem
Chapter
Chart
Illustration
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
Tagging separates content from design
Traditional PrintCentric Approach
Content-Centric
Approach
Content
Content
Structure
Structure
Design
Design
Three
Linked
Elements
Content and
Structure are
Linked
Design is
Separate
Adapted from work by David Young and Phil Madans, Hachette Books
Disengaging design increases flexibility
Structural
components of the
work are identified
Book
PDF
Content
Structure
Design
eBook
and connected to the
content
Adapted from work by David Young and Phil Madans, Hachette Books
Large
print
Using style
sheets, any
number of
designs can be
applied to the
content.
Style sheets are applied in many ways
XML
Document
XSLT
Processor
XSL-FO
HTML
XSL-FO
Processor
Web PDF
XSL
Stylesheet
EPUB
.Mobi
Print PDF
Adapted from work by Andrew Savikas, O’Reilly Media
Style sheets lower per-page costs
Stylesheets
$14.00
Simple = $550
Moderate = $1500
$12.00
Complex = $2500
Highly complex = $5K - $10K
Cost per Page
$10.00
Extra formats
$8.00
Composition
SS modification
Stylesheet
$6.00
Design
XML
$4.00
Composition
$2.00
$.50 - $4.25
$Traditional
Traditional offshore
Automated offshore
Adapted from work by Rebecca Goldthwaite, Cengage Learning
Fully-automated
offshore
The payoff is volume-related
$3.0
Annual Cost ($mm)
$2.5
$2.0
Traditional
$1.5
Offshore
XML
$1.0
Standardized
$0.5
$0.0
-
100
200
300
Annual Titles
400
Adapted from work by Rebecca Goldthwaite, Cengage Learning
500
XML also introduces new tools
EDITORS
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
PDF
ODF
RSS
SOAP
Adapted from work by Steve Waldron, Klopotek NA
Solution providers can help here
Acquisition and
development
Management
Distribution
ERP
Production management
Archiving content
Title management
Workflow management
Digital asset distributors
Contracts, rights and
royalties
Digital asset management
Content aggregation
Content management
Search
Content conversion
XML tools
Various solution providers offer consulting services in all three areas.
Migrating to XML: Best practices
Acquisition
Author
guidelines
Contracts &
agreements
Editorial
Integrate
With
rights
authors, tag
information for meaning
Word using
with content
XML
Confirm
functionality
additional
downstream
Keywords
uses
(book,
chapter)
Develop
author
Work with
guidelines
editor to tag
and “chunk”
Production
editorial
Version
control
Apply style
sheets
Operations
Marketing
& sales
Manage and Use tags to
apply
help target
transforms
audiences
Work with
solutions
providers to
render
content
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

Obtain and maintain operating buyin, support and dialogue

Assess your processes across
functions and handoffs

Rank your key business benefits and
measure progress openly

Model both current (operational)
and future (strategic) benefits

Plan for early wins, ideally spread
across multiple functions

Solicit senior-level support for
sustained change

Exploit the value of prototyping

Capture and share deep editorial
knowledge

Foster and communicate objective
measurements

Capitalize on the value of new,
downstream uses

Determine the point at which you
want to “start” with XML
Commit to sustained change …
Planning
Implementation

Establish and evaluate end-user
requirements

Obtain and maintain operating buyin, support and dialogue

Assess your processes across
functions and handoffs

Rank your key business benefits and
measure progress openly

Model both current (operational)
and future (strategic) benefits

Plan for early wins, ideally spread
across multiple functions

Solicit senior-level support for
sustained change

Exploit the value of prototyping

Capture and share deep editorial
knowledge

Foster and communicate objective
measurements

Capitalize on the value of new,
downstream uses

Determine the point at which you
want to “start” with XML
It’s not (just) about XML …
Planning
Implementation

Establish and evaluate end-user
requirements

Obtain and maintain operating buyin, support and dialogue

Assess your processes across
functions and handoffs

Rank your key business benefits and
measure progress openly

Model both current (operational)
and future (strategic) benefits

Plan for early wins, ideally spread
across multiple functions

Solicit senior-level support for
sustained change

Exploit the value of prototyping

Capture and share deep editorial
knowledge

Foster and communicate objective
measurements

Capitalize on the value of new,
downstream uses

Determine the point at which you
want to “start” with XML
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
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http://startwithxml.com
http://www.bisg.org
[email protected]
[email protected]
[email protected]
[email protected]