Presentation to                XPLOR    How DAM Enables EfficientPublishing Processes        Thad McIlroy    The Future of...
My Background   32 years on the dusty road of publishing   5 years directing Seybold Seminars   7 years studying the im...
My Objective   To position DAM in the broader context of    content management and workflow    automation
The Challenge of Terminology   Asset management   Media asset management (MAM)   Digital asset management (DAM)   Cont...
For example: “Cross-Media”Is it… Cross-media publishing Media-neutral publishing Multi-channel publishing Cross-platfo...
DefinitionsDigital Assets:Electronic files containing text, images,sounds and/or moving images that(generally) have been u...
DefinitionsAsset Management:Software system used to catalog digitalcontent for archiving or reuse.
DefinitionsContent Management:Technology and processes to maintain digitalassets in a form where they can be quicklyand ea...
DefinitionsWorkflow:A meaningless generalization!
Better Names for Workflow  Workflow is a noun, it describes a state,                not an activity Process  improvement...
The Workflow Ghetto   “Workflow” is a term used all too frequently    in the graphic arts, used casually, loosely    and ...
Content Management vs.Asset Management   Asset management essentially stores    content, and makes it available for reuse...
What is Content Management?    Collecting, managing, cataloging          and deploying content**Content = all digital asse...
Content Management (CMS)A fundamental technology for: Efficient workflows Dynamic Web sites Controlling rights & permis...
Becoming aContent-centric Business   The existing model is “product-centric”   Clearly the form of the products is fast-...
The “Workflow” Challenge   Authoring and design take place remotely    from prepress and printing   Data flows downstrea...
Islands of Automation                                           rightsauthoring &             illustration &  editing     ...
Asset Types   Images — raster, vector   Composed assets: completed documents,    pages, films, designs, etc.   Audio  ...
File Format Issues   Challenges of existing formats   The ideal format for DAM   Corporate standards   Cross-platform ...
PDF as an Archive Format   Strengths:       a standard format (PDF/A)       all of the PDF authoring & production benef...
Dealing with Legacy Data   Analog       phased approach   Digital       appropriate formats for archiving?
Metadata:What Gets Tracked?   Authoring data   Rights data   Past usage   Access   Production info
Metadata   Does the label on the photograph read    “Mother & Child” or “Trust”?   A host of developing standards:     ...
Different ROIs1. Replacement cost of images2. What else could have been done with   the time spent searching3. Situations ...
The Complexity of Media-Agility   XML, XSL, XSLT, XSL-FO, and five    metadata standards   Archiving vs. digital asset m...
W3C – from A to Z   CSS               URI/URL   DOM               WebCGM   HTML              Web Services   HTTP   ...
Reusable Content Objects (RCO)Terminology A section (fragment, chunk) of content that  can be re-used in another form
Understanding Content Objects   Books, magazines, newspapers, and CDs    and films are often just the commercial    packa...
Which Content Objects ?   We’re still trying to discover what “granularity of    content” will offer value   Will it be ...
Content Objects                  (Reusable) Content Object                              ↓                       Product/Se...
Accessibility RisingDigital doesn’t mean accessible XML affords a flexible, cost-effective solution Tagging alone is not...
The Human FactorNew Internal Roles, Skills & Positions   The production skill set changes    substantially       Much of...
The Vision: Smart DocumentsAuthors w.               Text and vectortemplates                graphics in XMLEditors working...
Q&A
For More InformationContact:Thad McIlroythad@thefutureofpublishing.com
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How DAM Enables Efficient Publishing Processes

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Controlling digital assets always sounded like a great idea. But the implementation was not as easy as the idea made it sound, and the costs were astronomical. Content management sounds like a great idea too, until you realize that without digital asset management (DAM), there's no point in adding content management. DAM is the fundamental system upon which digital workflows, content management and media agility can flourish.

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How DAM Enables Efficient Publishing Processes

  1. 1. Presentation to XPLOR How DAM Enables EfficientPublishing Processes Thad McIlroy The Future of Publishing San Francisco Copyright © 2006 by Thad McIlroy
  2. 2. My Background 32 years on the dusty road of publishing 5 years directing Seybold Seminars 7 years studying the impact of the Internet on graphic communications 3 years studying XML, CMS, workflow and production automation I first said “DAM” in 1997 (a decade ago)
  3. 3. My Objective To position DAM in the broader context of content management and workflow automation
  4. 4. The Challenge of Terminology Asset management Media asset management (MAM) Digital asset management (DAM) Content management systems (CMS) Workflow (et al.)
  5. 5. For example: “Cross-Media”Is it… Cross-media publishing Media-neutral publishing Multi-channel publishing Cross-platform publishing Re-purposing or Media agility?
  6. 6. DefinitionsDigital Assets:Electronic files containing text, images,sounds and/or moving images that(generally) have been used in previouscommunication campaigns or publishingprojects.
  7. 7. DefinitionsAsset Management:Software system used to catalog digitalcontent for archiving or reuse.
  8. 8. DefinitionsContent Management:Technology and processes to maintain digitalassets in a form where they can be quicklyand easily reclaimed and reused inpublishing workflows.Content management is not just archiving.
  9. 9. DefinitionsWorkflow:A meaningless generalization!
  10. 10. Better Names for Workflow Workflow is a noun, it describes a state, not an activity Process improvement Publishing automation
  11. 11. The Workflow Ghetto “Workflow” is a term used all too frequently in the graphic arts, used casually, loosely and inaccurately Everybody’s got a “workflow” product What exactly is the commonality of these products?
  12. 12. Content Management vs.Asset Management Asset management essentially stores content, and makes it available for reuse Content management deploys content into multiple media and (often) controls workflow
  13. 13. What is Content Management? Collecting, managing, cataloging and deploying content**Content = all digital assets –> text, images, rich media, and associated metadata
  14. 14. Content Management (CMS)A fundamental technology for: Efficient workflows Dynamic Web sites Controlling rights & permissions Cross-media publishing The future of your work
  15. 15. Becoming aContent-centric Business The existing model is “product-centric” Clearly the form of the products is fast- changing But the content has enduring value A publishers’ core competency is content- creation And it’s existing customer relationships
  16. 16. The “Workflow” Challenge Authoring and design take place remotely from prepress and printing Data flows downstream with insufficient data to inform the process Islands of automation are not unified into a single process
  17. 17. Islands of Automation rightsauthoring & illustration & editing photography distribution production & preflight  Limited manufacturing (workflow) efficiencies  Doesn’t support content management  Doesn’t support cross-media publishing
  18. 18. Asset Types Images — raster, vector Composed assets: completed documents, pages, films, designs, etc. Audio Video Metadata (data about data)  Including project/job ticket data
  19. 19. File Format Issues Challenges of existing formats The ideal format for DAM Corporate standards Cross-platform standards Do you retain ALL of the elements?  including fonts
  20. 20. PDF as an Archive Format Strengths:  a standard format (PDF/A)  all of the PDF authoring & production benefits Limitations  resizing  limited editability  font issues (not fully embedded)  data not always tagged
  21. 21. Dealing with Legacy Data Analog  phased approach Digital  appropriate formats for archiving?
  22. 22. Metadata:What Gets Tracked? Authoring data Rights data Past usage Access Production info
  23. 23. Metadata Does the label on the photograph read “Mother & Child” or “Trust”? A host of developing standards:  Dublin Core Metadata Initiative  DOI  CEDARS  proprietary schemes
  24. 24. Different ROIs1. Replacement cost of images2. What else could have been done with the time spent searching3. Situations where you dont use effective or appropriate graphics because it was too hard to find them4. Finding new revenue streams for media assets
  25. 25. The Complexity of Media-Agility XML, XSL, XSLT, XSL-FO, and five metadata standards Archiving vs. digital asset management (DAM) vs. content management systems Requires mastery of print processes, Web architecture, and increasingly an understanding of alternate electronic formats
  26. 26. W3C – from A to Z CSS  URI/URL DOM  WebCGM HTML  Web Services HTTP  Web Ontology InkML  XForms MathML  XHTML OWL  XLink RDF  XML Semantic Web  XML Schema SMIL  XPath SOAP/XMLP  XPointer SVG  XSL and XSLT
  27. 27. Reusable Content Objects (RCO)Terminology A section (fragment, chunk) of content that can be re-used in another form
  28. 28. Understanding Content Objects Books, magazines, newspapers, and CDs and films are often just the commercial packaging around content
  29. 29. Which Content Objects ? We’re still trying to discover what “granularity of content” will offer value Will it be a:  Chapter?  Section?  Song?  Glossary item?  Table?  Scene from a film?
  30. 30. Content Objects (Reusable) Content Object ↓ Product/Service ↓ Decreased (Relative) CostIncreased Value Product Family ↓ Cross-product family ↓ Cross-subject ↓ Cross-media type ↓ Outside your company
  31. 31. Accessibility RisingDigital doesn’t mean accessible XML affords a flexible, cost-effective solution Tagging alone is not enough Section 508 has driven everyone to address accessibility W3C/WAI Guidelines  Web Content Accessibility Guidelines (http://www.w3.org/TR/WAI-WEBCONTENT/) explain making Web content accessible to people with disabilities
  32. 32. The Human FactorNew Internal Roles, Skills & Positions The production skill set changes substantially  Much of the existing knowledge base changes or obsoletes  The move from design & composition & production management to content & product architecting and engineering  There is an enormous training challenge ahead
  33. 33. The Vision: Smart DocumentsAuthors w. Text and vectortemplates graphics in XMLEditors working Knows whereelectronically it’s been and where it’s going: • print & bindProofing • Web & PDAdone digitally • distributionFile contains allpreflight info & Contains multiplerevision history language versions
  34. 34. Q&A
  35. 35. For More InformationContact:Thad McIlroythad@thefutureofpublishing.com

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