rNews Embedded Data for the News Industry by Evan Sandhaus

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From SMX East 2013 - Structured Data Superstars - rNews Embedded Data for the News Industry by Evan Sandhaus of the NY Times

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rNews Embedded Data for the News Industry by Evan Sandhaus

  1. 1. rNews: EMBEDDED DATA FOR THE NEWS INDUSTRY # Evan Sandhaus NYTimes @kansandhaus #SMX #22C October 2, 2013 #
  2. 2. 2 Agenda  Why we need rNews  Intro to rNews  Benefits of rNews  Road to rNews  Schema.org integration  Adoption  NYT Case Study  Discussion
  3. 3. 4 ...And 50 Others
  4. 4. 5 Why we need Semantic Markup 5 The Burning Question
  5. 5. STORY PHOTO Story components which are obvious to a person…
  6. 6. STORY PHOTO ...are not so obvious to a machine.
  7. 7. 9 The Problem Of Structured Data: Continued Label Type Value id number 1248069162607 Headline text New Web Code Draws Concern... Byline text By TANZINA VEGA Date date 20101010 Body text In the next few years, a powerful... Length number 1123 Tag text Privacy Tag text Computers and the Internet Tag text Web Browsers <html> <head> <title> New Web Code Draws Concern... </title> </head> <body> <div> New Web Code Draws Concern... </div> <div> By TANZINA VEGA </div> <div> October 10, 2010 </div> <div> In the next few years, a powerful... </div> </body></html> Data Tier Display TierLogic Tier  Content very well structured on Data Tier, but all of this structure is lost in translation to presentation tier.
  8. 8. 10 The Problem Of Structured Data: Continued <html> <head> <title> New Web Code Draws Concern... </title> </head> <body> <div> New Web Code Draws Concern... </div> <div> By TANZINA VEGA </div> <div> October 10, 2010 </div> <div> In the next few years, a powerful... </div> </body></html> Display Tier = ?  Search engines, social networks, aggregators and other sites only see the Display Tier, and cannot leverage the underlying structure of the data.
  9. 9. 11 The Problem Of Structured Data: Continued  Without structured data search engines, social networks and other sites cannot attractively format links back to our site, potentially decreasing referral traffic. With Structured Data No Structured Data
  10. 10. 12 The Case of the Missing Structured Data
  11. 11. 13 Semantic Markup Standards Microformats RDFa Microdata JSON  First  Simple  Rigid  Official  Complex  OpenGraph  Unofficial  Flexible  Schema.org  Official  Developers  External
  12. 12. 14
  13. 13. 15
  14. 14. 1616 rNews
  15. 15. 17 rNews Defined  rNews is a data model for embedding machine-readable publishing metadata in web documents and a set of suggested implementations.  slightly shorter
  16. 16. 18 rNews is a data model
  17. 17. 19 for embedding machine-readable publishing metadata in web documents Headline Byline Tags Creator ...
  18. 18. 20 and a set of suggested implementations RDFa Microdata JSON Today Today Maybe?
  19. 19. 21 rNews - Class Diagram
  20. 20. 22 rNews - Working Example
  21. 21. 23
  22. 22. 24 HTML 5 Microdata <!DOCTYPE HTML> <html itemscope itemtype="http://schema.org/NewsArticle" > <head> <style type="text/css">@import url(css/iptc_times2.css);</style> <meta itemprop="dateCreated" content="2011-03-23"/> <meta itemprop="description" content="The questions about the command..."/> <meta itemprop="inLanguage" content="en-US"/> <meta itemprop="thumbnailUrl" content="http://graphics8.nytimes.com/images/common/icons/t_wb_75.gif"/> <meta itemprop="genre" content="Current"/> <meta itemprop="id" content="1248069687395"/> <meta itemprop="version" content="2"/> <meta itemprop="publishingPrinciples" content="http://www.nytco.com/press/ethics.html"/> <meta itemprop="wordCount" content="879"/> </head> <body> <div style="height:900px" class="article"> <div class="a_column"> <div itemprop="headline" class="headline">Allies Are Split on Goal and Exit Strategy in Libya</div> <div itemprop="alternativeHeadline" class="rider">NATO Takes Command</div> <div itemprop="associatedMedia" itemscope itemtype="http://schema.org/ImageObject"> <img itemprop="URL" class="image" src="img/libya_sample_reuters.jpg"/> <div class="image_credit">Credit: <span itemprop="creator" itemscope itemtype="http://schema.org/Person"> <span itemprop="name">Goran Tomasevic</span> </span> / <span itemprop="sourceOrganization" itemscope itemtype="http://schema.org/Organization"> <span itemprop="name">Reuters</span> <meta itemprop="tickerSymbol" content="NYSE TRI"/> </span> </div>
  23. 23. rNews Benefits Or Why You Should Care About rNews
  24. 24. 26 Benefit #1: Superior Algorithmically- Generated Links  Using structured data search engines, social networks and other sites can attractively format links back to our site, potentially increasing referral traffic. With Structured Data No Structured Data
  25. 25. 27 Benefit #2: Superior Tool Support  Vertical search  Commenting Platforms  Rights Management
  26. 26. 28 Benefit #3: Better Analytics
  27. 27. 29 The Way to rNews
  28. 28. 30 rNews - Timeline  September 2010 - rNews proposed to IPTC at fall meeting  March 2011 - rNews draft version 0.1 approved by IPTC at summer meeting.  March - May 2011 - IPTC solicits feedback on draft standard.  June 2011 - IPTC to vote on revised standard at summer meeting  October 2011 - rNews 1.0 Approved by IPTC  November 2011 - Start of rNews Implementation on nytimes.com
  29. 29. 31 Engaging Our Community
  30. 30. 32 Engaging Our Community
  31. 31. 33 Engaging Our Community
  32. 32. 3434 Engaging Our Community
  33. 33. And Then Schema.org
  34. 34. 36
  35. 35. 37
  36. 36. 38 This class contains derivatives of IPTC rNews properties. rNews is a data model of publishing metadata with serializations currently available for RDFa as well as HTML5 Microdata. More information about the IPTC and rNews can be found at rnews.org.
  37. 37. 3939 rNews Thank You!
  38. 38. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 4

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