Lisa Bos An Overview of Content Management for Publishers
TODAY’S CHALLENGES <ul><li>New media & new products </li></ul><ul><ul><li>Re-using content across multiple products and me...
CONTENT MANAGEMENT  <ul><li>Content management concepts are designed to address those challenges: </li></ul><ul><ul><li>Re...
DEFINITION <ul><li>A set of  processes, methods, and technologies  that enable a publisher to  capture, create, modify, ma...
CMS’S FOR PUBLISHERS <ul><li>There are many flavors of content management systems of interest to publishers.  </li></ul><u...
CMS’S FOR PUBLISHERS <ul><li>Many publishers use multiple systems. </li></ul><ul><li>For publishers, it’s helpful to think...
CMS’S FOR PUBLISHERS <ul><li>Types of systems include: </li></ul><ul><ul><li>Manuscript tracking  </li></ul></ul><ul><ul><...
OTHER CMS’S  <ul><li>Most content management products you’ll find on the Web are NOT relevant to most publishers  </li></u...
WHAT DOES A CMS LOOK LIKE? <ul><li>The technology varies, but most CMS’s are conceptually similar. </li></ul><ul><ul><li>I...
CMS CHARACTERISTICS <ul><li>Content management solutions are characterized by: </li></ul><ul><ul><li>Centralized content s...
CMS CHARACTERISTICS <ul><ul><li>Workflow management </li></ul></ul><ul><ul><li>Automation of repetitive steps </li></ul></...
KEY TECHNOLOGIES <ul><li>Databases  </li></ul><ul><li>XML (SGML) </li></ul><ul><li>Web technology </li></ul>
TRENDS (May, 2002) <ul><li>Bracket Report </li></ul><ul><ul><li>54 editorial, production, executive, and IT staff members ...
TRENDS (May, 2002) <ul><li>Primary Need for Content Management </li></ul><ul><li>Web & print - single system or solution ....
TRENDS (May, 2002) <ul><li>Perception of Existing Content </li></ul><ul><li>Management Products </li></ul><ul><li>Existing...
TRENDS (May, 2002) <ul><li>Technical Approach You Would Take if </li></ul><ul><li>Designing A Content Management  </li></u...
TRENDS (May, 2002) <ul><li>Cost to Implement CMS, Excluding Staff  </li></ul><ul><li>Costs, and Including Hardware, Softwa...
TRENDS (May, 2002) <ul><li>Expectation of Seeing a Measurable Return  </li></ul><ul><li>on Investment – Financial or Other...
LESSONS LEARNED (May, 2002) <ul><li>Would Do Differently If Starting Again </li></ul><ul><li>Be more structured about requ...
TRENDS (May, 2002) <ul><li>Observations one year later: As a result of content management projects and electronic product ...
MORE OBSERVATIONS (May, 2003) <ul><li>Publishers are being more careful about how they implement change (more focused on p...
MORE OBSERVATIONS (May, 2003) <ul><li>Publishers that invested in editorial and production systems are now able to look to...
FIRST STEPS <ul><li>Don’t start with technology </li></ul><ul><li>Instead, assess your current content management environm...
FIRST STEPS <ul><li>Examples of stages: </li></ul><ul><ul><li>Content creation </li></ul></ul><ul><ul><li>Content submissi...
FIRST STEPS <ul><li>For each stage, ask: </li></ul><ul><ul><li>Does it take too long? </li></ul></ul><ul><ul><li>Does it c...
FIRST STEPS <ul><li>Areas to look: </li></ul><ul><ul><li>Process details and order </li></ul></ul><ul><ul><li>Content type...
FIRST STEPS <ul><li>Prioritize needed change based on  measurable business objectives .  </li></ul><ul><li>Balance this wi...
FIRST STEPS <ul><li>Remember: </li></ul><ul><ul><li>Investments should correspond directly business goals. </li></ul></ul>...
OTHER RESOURCES <ul><li>Content Management:  http://www.cmswatch.com/ </li></ul><ul><li>XML/SGML (The Cover Pages):  http:...
THANK YOU Lisa Bos [email_address] www.reallysi.com
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  1. 1. Lisa Bos An Overview of Content Management for Publishers
  2. 2. TODAY’S CHALLENGES <ul><li>New media & new products </li></ul><ul><ul><li>Re-using content across multiple products and media </li></ul></ul><ul><ul><li>Re-purposing content to develop new products </li></ul></ul><ul><li>Efficiency </li></ul><ul><ul><li>Save time </li></ul></ul><ul><ul><li>Save money </li></ul></ul>
  3. 3. CONTENT MANAGEMENT <ul><li>Content management concepts are designed to address those challenges: </li></ul><ul><ul><li>Re-use </li></ul></ul><ul><ul><li>Re-purposing </li></ul></ul><ul><ul><li>Efficiency </li></ul></ul>
  4. 4. DEFINITION <ul><li>A set of processes, methods, and technologies that enable a publisher to capture, create, modify, maintain, interrelate, and deliver content for publication or other purposes affordably and with the needed quality and speed . </li></ul>
  5. 5. CMS’S FOR PUBLISHERS <ul><li>There are many flavors of content management systems of interest to publishers. </li></ul><ul><li>Some address different points in the content life cycle (e.g., manuscript tracking vs. digital asset management) </li></ul><ul><li>Some address content with different needs (e.g., magazines vs. journals). </li></ul>
  6. 6. CMS’S FOR PUBLISHERS <ul><li>Many publishers use multiple systems. </li></ul><ul><li>For publishers, it’s helpful to think of content management as an approach and collection of systems and processes – not as a single software system. </li></ul>
  7. 7. CMS’S FOR PUBLISHERS <ul><li>Types of systems include: </li></ul><ul><ul><li>Manuscript tracking </li></ul></ul><ul><ul><li>Peer review </li></ul></ul><ul><ul><li>Document and content management (e.g., Documentum, XyEnterprise Content@) </li></ul></ul><ul><ul><li>Production workflow management (e.g., Quark Publishing System (QPS) </li></ul></ul><ul><ul><li>Digital asset management </li></ul></ul>
  8. 8. OTHER CMS’S <ul><li>Most content management products you’ll find on the Web are NOT relevant to most publishers </li></ul><ul><ul><li>Web content management </li></ul></ul><ul><ul><li>Enterprise content management </li></ul></ul><ul><ul><li>Intranet content management </li></ul></ul><ul><ul><li>Knowledge management </li></ul></ul><ul><ul><li>Others… </li></ul></ul>
  9. 9. WHAT DOES A CMS LOOK LIKE? <ul><li>The technology varies, but most CMS’s are conceptually similar. </li></ul><ul><ul><li>Inputs are loaded and processed. </li></ul></ul><ul><ul><li>People create and enhance the content. </li></ul></ul><ul><ul><li>Content is published automatically or with human involvement. </li></ul></ul>
  10. 10. CMS CHARACTERISTICS <ul><li>Content management solutions are characterized by: </li></ul><ul><ul><li>Centralized content storage </li></ul></ul><ul><ul><li>Controlled access </li></ul></ul><ul><ul><li>Tools for tracking and searching for content </li></ul></ul><ul><ul><li>Authoring/editing tools, including forms for capturing metadata (data about your content) </li></ul></ul><ul><ul><li>(cont’d) </li></ul></ul>
  11. 11. CMS CHARACTERISTICS <ul><ul><li>Workflow management </li></ul></ul><ul><ul><li>Automation of repetitive steps </li></ul></ul><ul><ul><li>Tools for loading content </li></ul></ul><ul><ul><li>Tools for delivering/extracting content </li></ul></ul><ul><ul><li>Methods for external access </li></ul></ul><ul><ul><li>Methods for collaboration </li></ul></ul>
  12. 12. KEY TECHNOLOGIES <ul><li>Databases </li></ul><ul><li>XML (SGML) </li></ul><ul><li>Web technology </li></ul>
  13. 13. TRENDS (May, 2002) <ul><li>Bracket Report </li></ul><ul><ul><li>54 editorial, production, executive, and IT staff members </li></ul></ul><ul><ul><li>Publishers of varying sizes (more than 1/3 < $10M revenue) </li></ul></ul><ul><ul><li>Most in STM market </li></ul></ul><ul><ul><li>Focused on core content management systems (for editorial and production needs) </li></ul></ul>
  14. 14. TRENDS (May, 2002) <ul><li>Primary Need for Content Management </li></ul><ul><li>Web & print - single system or solution ...... 61.1% </li></ul><ul><li>Web & print – separate process & solutions ... 25.9% </li></ul><ul><li>Web or other electronic products only ........ 9.3% </li></ul><ul><li>Other ........................................ 3.7% </li></ul><ul><li>Print only ................................... 0.0% </li></ul><ul><li>Observations one year later: Publishers continue to want to drive print and electronic output from a single solution. </li></ul>
  15. 15. TRENDS (May, 2002) <ul><li>Perception of Existing Content </li></ul><ul><li>Management Products </li></ul><ul><li>Existing products support all needs .......... 20.8% </li></ul><ul><li>Existing products support many needs ......... 15.1% </li></ul><ul><li>Existing products support some/few needs ..... 43.4% </li></ul><ul><li>Existing products support no needs ........... 15.1% </li></ul><ul><li>Not sure ..................................... 5.7% </li></ul><ul><li>Observations one year later: Products are much better. </li></ul>
  16. 16. TRENDS (May, 2002) <ul><li>Technical Approach You Would Take if </li></ul><ul><li>Designing A Content Management </li></ul><ul><li>Solution Today </li></ul><ul><li>Select primary product and build solution around it ..................... 24.0% </li></ul><ul><li>Select a few products that function as components and integrate with custom development where needed ........ 44.0% </li></ul><ul><li>Develop a mostly custom solution .......... 24.0% </li></ul><ul><li>Not sure ................................... 8.0% </li></ul><ul><li>Observations one year later: Appears that more publishers are buying solutions today, but need to do the research to be sure. </li></ul>
  17. 17. TRENDS (May, 2002) <ul><li>Cost to Implement CMS, Excluding Staff </li></ul><ul><li>Costs, and Including Hardware, Software, Fees, </li></ul><ul><li>Data Conversion </li></ul><ul><li>Spent almost nothing ............. 5.7% </li></ul><ul><li>Less than $100,000 ............... 15.1% </li></ul><ul><li>$100,000 - $250,000 .............. 24.5% </li></ul><ul><li>$250,000 - $500,000 .............. 18.9% </li></ul><ul><li>More than $500,000 ............... 24.5% </li></ul><ul><li>Not sure ......................... 11.3% </li></ul><ul><li>Costs peaked 2000-2002. </li></ul><ul><li>Observations one year later: Average investment is decreasing. Still a few >$1M systems. </li></ul>
  18. 18. TRENDS (May, 2002) <ul><li>Expectation of Seeing a Measurable Return </li></ul><ul><li>on Investment – Financial or Otherwise </li></ul><ul><li>Within 1 year after deployment .... 37.7% </li></ul><ul><li>1 – 3 years after deployment ...... 37.7% </li></ul><ul><li>5 years after deployment .......... 9.4% </li></ul><ul><li>Never ............................. 11.3% </li></ul><ul><li>Not sure .......................... 3.8% </li></ul><ul><li>Observations one year later: Most publishers now expect measurable benefits almost immediately. </li></ul>
  19. 19. LESSONS LEARNED (May, 2002) <ul><li>Would Do Differently If Starting Again </li></ul><ul><li>Be more structured about requirements definition and sign off ................ 55.6% </li></ul><ul><li>Spend more time on training/documentation . 48.1% </li></ul><ul><li>Ask for more time or start earlier ........ 46.3% </li></ul><ul><li>Develop system incrementally, in phases ... 44.4% </li></ul><ul><li>Ask for more money ........................ 42.6% </li></ul><ul><li>Be more structured in software/ technology selection ................... 37.0% </li></ul><ul><li>Use different software/technology ......... 29.6% </li></ul><ul><li>Obtain more support from other departments ............................ 25.9% </li></ul><ul><li>Use a different vendor/consultant ......... 25.9% </li></ul><ul><li>Obtain more support from management ....... 20.4% </li></ul><ul><li>Other ..................................... 9.3% </li></ul>
  20. 20. TRENDS (May, 2002) <ul><li>Observations one year later: As a result of content management projects and electronic product development projects, publishers are recognizing the importance of project management skills for software development </li></ul>
  21. 21. MORE OBSERVATIONS (May, 2003) <ul><li>Publishers are being more careful about how they implement change (more focused on process and results, less on hype and technology) </li></ul><ul><li>Publishers that invested carefully are seeing real ROI </li></ul><ul><li>Early adopters are replacing their systems with newer technology </li></ul><ul><li>(cont’d) </li></ul>
  22. 22. MORE OBSERVATIONS (May, 2003) <ul><li>Publishers that invested in editorial and production systems are now able to look to additional systems: peer review, collaborative authoring, digital asset management, subscription management </li></ul><ul><li>XML continues to be the key technology </li></ul>
  23. 23. FIRST STEPS <ul><li>Don’t start with technology </li></ul><ul><li>Instead, assess your current content management environment and challenges: </li></ul><ul><ul><li>Identify the most important opportunities for change by looking at key areas in each stage of the content lifecycle </li></ul></ul>
  24. 24. FIRST STEPS <ul><li>Examples of stages: </li></ul><ul><ul><li>Content creation </li></ul></ul><ul><ul><li>Content submission and approval </li></ul></ul><ul><ul><li>Content peer review </li></ul></ul><ul><ul><li>Content development/editing </li></ul></ul><ul><ul><li>Content categorization </li></ul></ul><ul><ul><li>Content production </li></ul></ul><ul><ul><li>Media-specific production </li></ul></ul><ul><ul><li>Product and content delivery </li></ul></ul>
  25. 25. FIRST STEPS <ul><li>For each stage, ask: </li></ul><ul><ul><li>Does it take too long? </li></ul></ul><ul><ul><li>Does it cost too much? </li></ul></ul><ul><ul><li>Does it achieve the ideal outcomes (inputs to next stages)? </li></ul></ul><ul><li>If not, look for opportunities for improvements within each stage and then among stages. </li></ul>
  26. 26. FIRST STEPS <ul><li>Areas to look: </li></ul><ul><ul><li>Process details and order </li></ul></ul><ul><ul><li>Content types </li></ul></ul><ul><ul><li>Content format </li></ul></ul><ul><ul><li>Content storage </li></ul></ul><ul><ul><li>Content and product requirements (challenge assumptions) </li></ul></ul><ul><ul><li>Automation </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Tracking and communication tools </li></ul></ul><ul><ul><li>User characteristics </li></ul></ul>
  27. 27. FIRST STEPS <ul><li>Prioritize needed change based on measurable business objectives . </li></ul><ul><li>Balance this with an understanding of what is possible in your organization. </li></ul><ul><li>Determine what kind of projects you want to do first. (You might need to acquire software, and you might not.) </li></ul>
  28. 28. FIRST STEPS <ul><li>Remember: </li></ul><ul><ul><li>Investments should correspond directly business goals. </li></ul></ul><ul><ul><li>You don’t need to do everything at once. Start with pilot projects. </li></ul></ul><ul><ul><li>You don’t necessarily need to spend a lot of money to get results, especially at first. </li></ul></ul><ul><ul><li>Talk to experienced people. </li></ul></ul>
  29. 29. OTHER RESOURCES <ul><li>Content Management: http://www.cmswatch.com/ </li></ul><ul><li>XML/SGML (The Cover Pages): http://xml.coverpages.org/ </li></ul><ul><li>Publishing standards: http://www.idealliance.org </li></ul><ul><li>(Our) newsletter for publishers: http://www.reallysi.com/newsletter.htm </li></ul>
  30. 30. THANK YOU Lisa Bos [email_address] www.reallysi.com
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