1. Write once, read many Planning for, producing and delivering agile content IPG Conference March 19, 2010

2. An overview of todays discussion

Why tackle agile content?

What is XML?

Why do I need to know about it?

Is it going to go away?

If not, is it relevant to my business?

How to make content agile?

What are the benefits and costs?

When will I see an ROI?

How do I get started?

What are the best ways to save on implementation?

Its all well and good telling me about XML, but I dont have ONIX yet!Is XML a priority for me? 3. So what is XML?

Short for extensible markup language

Identifies elements (the building blocks of content) and defines document structure

Can create or adapt elements to capture specific niche structures or taxonomies

Allows publishers to customize the presentation of elements across multiple uses

With XML, you get a host of acronyms and related terms.Weve posted two glossaries online at http://bit.ly/ahxDGi. 4. Tagging (mark-up) defines structure and separates content from design Traditional Print-Centric Approach Content Structure Design Three linked elements; one output opportunity Content-Centric Approach Content and structure are linked; design is separate Multiple output opportunities Migrating to agile content Adapted from work by David Young and Phil Madans, Hachette Books Content Structure Design 5. Using XML applications, multiple formats can be generated from a single source (file) Structural components of the work are identified andconnectedto the content Print book (multiple formats) Aggregation (e.g., annual best of publication) Mobile Web page Syndication, more Disengaging design increases agility ebook PDF (e.g., SITB) Adapted from work by David Young and Phil Madans, Hachette Books Content Structure Design 6. If youve tagged for structure, you can also tag for context (meaning)

Formats are supported by consistent tagging for structure

All content that crosses platforms benefits from structural tagging

Recombinant, aggregated, syndicated and searchable uses rely on contextual tagging

Chunkable or repurposed content benefits most from contextual tagging

7. Publishers must balance process complexity with content agility Starting point XML transition Write once, read once (single-format delivery) Write once, read many (supporting multiple formats and uses) 8. Why do I need to know about XML?

A Copernican shift, with IP (not a printed book) at the center

Old channels atrophying

New channels rising

Multiple formats with significant transform costs

Demand for web-ready marketing content

Recombinant and chunked content

Need to link IP and rights

Cost management AND revenue growth

Different models for different kinds of books

One size cannot fit all (a strength for XML)

9. Is the need for XML a passing fad?

Mark-up (tagging) is a core component of book production

XML and its predecessor, SGML, are three decades old

STM and journal publishers were early adopters of SGML

Recent growth in use of XML among professional, business and some trade publishers

Still, the question isnt as much Will XML last? as Will the need for more agile content persist or grow?

To understand the need for agile content, we surveyed the toughest audience we could find

10. Editors views on the need for agile content

100%noted some or a lot of problems with content storage and retrieval

89% noted thatadditional formats take more work

71% plan formore than one useof content

62%get files backfrom printers to edit or update

53% think aboutchunking or recombiningcontent

No editorfelt everything was fine; no need to change

11. The upside for more agile content 12. Core take-aways from our survey

Almost everyone sees a value in cost-effectively supporting more formats

For most publishers, the ability to manage multiple formats is far from under control

Content storage and retrieval is not a science

Increasingly, publishers and editors are looking for the flexibility and control that XML can provide

13. In a nutshell, if you need to

Reduce direct or indirect content costs

Improve content storage and retrieval

Make greater use of ebook, large-print or POD formats, or

Get ready for a more robust content marketplace, then

Agile content (ne XML) isrelevant to your business

14. Implementing XML: benefits vs. costs

An investment in content agility requires advance planning

It often leads to changes in processes, technologies and organizational structures and roles

Publishers must learn and apply new tools in new ways

Different types of books benefit to greater or lesser degrees from an investment in XML

15. Estimating XMLs potential benefits Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Authoror 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 16. Estimating XMLs potential benefits Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Authoror 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 XMLs potential benefits Many Few or none Frequency of or potential for reuse Travel and tourism Cookbooks STM Authoror 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. How do I obtain a return on my investment? Business case components taken from StartWithXML: Why and How research paper, section 2.1 19. 20. 21. 22. Digital marketing Custom publishing Content aggregation 23. 24. Agile solutions fall into three buckets Increasing cost or complexity Increasing cost or complexity

• XML editors

• Word 2007

• InDesign/InCopy

• Sharepoint

• Workflow solutions (e.g., K4)

• DIY

• Outsourced DADs (codeMantra, Ingram, etc.)

• In-house (e.g. MarkLogic)

• Standard transforms (collect for print)

• EPUB output

• Custom transforms

• Proprietary databases with real-time calls or periodic feeds

25. Managing and applying transforms XSLT CSS XSLT XSLT XSLT XSLT Large print PDF, print POD 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 26. Style sheets lower per-page prep costs Stylesheets Simple = $550 Moderate = $1500 Complex = $2500 Highly complex = $5K - $10KComposition $.50 - $4.25Adapted from work by Rebecca Goldthwaite, Cengage Learning 27. The payoff is volume-related Adapted from work by Rebecca Goldthwaite, Cengage Learning 28. How do I get started? Acquisition Contracts & agreements Editorial Production editorial Production or operations Marketing & sales Develop author guidelines Implement Word templates using XML functionality Keywords (book, chapter) Integrate rights information with content Confirm additional downstream uses With authors, tag for meaning Work with editors to tag and chunk Apply style sheets Implement and maintain version control Manage and apply transforms Work with solutions providers Use tags to help target audiences Title-specific SEO/SEM Monitor search and keyword us to inform upstream tagging 29. Best ways to save on implementation

Begin with the end in mind (plan first)

Commit to sustained change over a period of time

Remember that its not (just) about XML

Successful implementation starts with effective planning.Here are five planning and seven implementation best practices to keep in mind as you develop more agile content workflows. 30. Begin with the end in mind Planning Implementation

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

31. Commit to sustained change Planning Implementation

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

32. Remember that its not (just) about XML Planning Implementation

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

33. So if you are looking to Goal Keep in mind Streamline ebook production

Standard formats, particularly EPUB, exist

If you support more than EPUB, buy, borrow or create transforms that can be reused across titles

Produce more formats

Figure out the formats first (large print, POD, library edition etc.)

Buy, borrow or develop XSLT and XSL-FO tools that can be shared or easily adapted

Simplify: make XML files that support seamless downstream use

Improve internal processes

Catalog pain points (file maintenance, retrieval, versioning, etc.)

Be clear where XML helps (versus workflow improvement alone)

Focused projects: short or prototyped; senior and operating support; look for early wins

34. Growing your content breadth Goal Keep in mind Repurpose content

Tie plans back to pain points, where applicable

Buy/develop XSLT and XSL-FO tools that can be shared, adapted

Simplify: make XML files that support seamless downstream use

Create related chunks

Capture and share deep editorial knowledge

Prototype and test (make many small mistakes, not one big one)

Test pricing where you can (not an XML suggestion, but )

Create expanded editions

Survey (be mindful that the expressed need may not be there)

Engage both editors and marketing/sales staff (break down silos)

Develop or use mobile apps

For smaller publishers, app development is likely not a priority

To take advantage of app readers, ask for standards (typically XML-based) and structure content so that it can be ported easily.

35. Agile content vs. ONIX: who wins?

Agile content is the priority

Metadata in Excel is acceptable; keeping print formats as the center of your universe is not (Laura Dawson)

BIC, BISG offer alternate routes to ONIX-leery publishers

Every title published today that is not agile is one that will:

• Cost money to repurpose later one; or

• Be too costly and thus unavailable/ineligible for downstream use

Lesson: invest a lot less now or pay in conversion costs or lost revenues later

36. Useful links

http://bit.ly/ahxDGi(link to XML and related glossaries)

http://toc.oreilly.com/startwithxml(research paper)

http://www.bisg.org(standards and current issues)

http://www.idpf.org(standards, EPUB)

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