from BookNet Canada Tech Forum 2009 - Brian O’Leary, one of the principals of the StartWithXML 2009 conference, will present the business case that underpins “why" publishers should embrace XML; the process, technology and organizational issues publishers should consider in determining "how" they get started; and the strategies and tactics that can inform a decision about "when" to start with XML. Suitable for both small and large organizations.

1. Variations on a theme: Current and expected uses of XML in publishing BookNet Canada Tech Forum Brian O’Leary March 12, 2009

5. Tagging separates content from design Traditional Print-Centric Approach Content Structure Design Three Linked Elements Content-Centric Approach Content and Structure are Linked Design is Separate Adapted from work by David Young and Phil Madans, Hachette Books Content Structure Design

6. Disengaging design increases flexibility 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 Book Large-print eBook PDF Adapted from work by David Young and Phil Madans, Hachette Books Content Structure Design

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

10. Making the business case Business case components taken from “StartWithXML: Why and How” research paper, section 2.1)

14. Digital marketing Custom publishing Content aggregation

16. Estimating XML’s potential benefits 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

17. Estimating XML’s potential benefits 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

18. Estimating XML’s potential benefits 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

20. The survey captured a diverse audience

21. Variety was seen across most types

22. Weighted toward management

23. Digital workflow importance (size)

24. Digital workflow importance (type)

25. XML “fit” with CMS/DAM

26. Current uses of XML

27. Content re-use views vary by type

28. An upside for more agile content

29. A range of views on repurposing

30. Storage, retrieval and versioning

31. Expanded edition activity

33. Migrating to XML: Best practices Acquisition 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

34. Managing and applying transforms XSLT XSLT XSLT XSLT XSLT XSLT Large print PDF, print POD file Mobi etc. Other* XSL-FO XSL-FO XSL-FO XSLT XSL-FO Why style sheets? They are the tool that makes “write once, read many” possible … *Chunked, recombinant or annotated content

35. Style sheets lower per-page costs Stylesheets Simple = $550 Moderate = $1500 Complex = $2500 Highly complex = $5K - $10K Composition $.50 - $4.25 Adapted from work by Rebecca Goldthwaite, Cengage Learning

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