How to S
StartwithXML:
A View from the Front Lines
StartwithXML (why & how)
January 13, 2008
Ken Brooks
SVP,
SVP Global Production & Manufacturing Services
ken.brooks@cengage.com

Calling of the Roll after the Charge of the Light Brigade
2

Cengage Learning Overview
Cengage Learning: Total Revenue $1 8B
$1.8B
Academic &
Gale International
Professional Group
Cengage Learning delivers highly customized learning solutions for colleges, universities, professors,
students, libraries, government agencies, corporations and professionals around the world. These
solutions are delivered through specialized content, applications and services that foster academic
excellence and professional development and provide measurable results to its customers.
3

Initiatives
Production Manufacturing
• Divisional consolidation • Manuscript standards • Divisional consolidation • Print on demand
• Production automation • Certified PDF workflow • Demand planning • XBITS
• Design standardization • Soft proofing • Inventory planning
• R&P process integration • Standard rights basket process
• Metadata standards
Vendor Management
• Performance standards
• Vendor consolidation (print, prepress,
• Compliance reporting (LCV, offshore,
image vendors, photo-research)
etc.)
• Offshoring (India, China)
• Requirements planning (Prepress,
Print, Paper)
Technology
• Enterprise system usage • SGML to XML conversion
• Content management system • XML standardization
• Rights management system
4

Historical Production Metrics
Production Headcount
Plate, PPB % of Revenue
800
PP&B
700
600
Core
Plate 500
400
300
200
100
0
2004 2005 2006 2007 2008 2005 2006 2007 2008
5

The production process offers a large ongoing opportunity
Workflow Products / Services
Editing Indexing
Authoring Page
Makeup
Design
(Rendering)
Repository
• Content • Design templates • Taxonomies
• Metadata • Stylesheets • Transforms
• Authoring templates • Schemas • Products
6

Three important dimensions
Content
Publishing Process
Rights
Metadata
7

The need for XML grows as formats and re-use increase
Formats
Increasing
Relevance
Rl
of XML
Textbook
Trade
STM
Scholarly
Revisions / Re-use
8

Stages of XML implementation from easy to hard…
• Post publication formats
Post
Production
• Outsourcing / offshoring
• Page makeup automation
g p
Production
• Standardized designs
g
• Authoring templates
Pre
Production
9

Publishers of different sizes will incorporate XML at different
places
$3.0
$2.5
Annual Cost ($mm)
$2.0
t
Traditional
$1.5
Offshore
XML
$1.0
Standardized
A
$0.5
$0.0
- 100 200 300 400 500
Annual Titles
10

View from different functions
Author Editorial Design Production
• New vendors
n/a n/a n/a
Post
Production
• n/a • n/a • Minor • (More) new
vendors
• Mss prep
Production
•NNew makeup
k
technologies
• XML QA
• Authoring
g • Workingg • “Meta”
templates within design
Pre
templates • Template
Production
selection
• Variable
specification
11

Themes for successful implementations
“Big bangs make big holes.”
– Gloria Samuels
12

Themes for successful implementations
“You don't have to be great to get started,
but you have to get started to be great ”
great.
– Les Brown
13

Themes for successful implementations
“You can pick your friends,
and you can pick your vendors,
but you can’t…”
– George Carlin (paraphrased)
14

Themes for successful implementations
“You must be the change you wish to see in the world.”
– Mohandas Gandhi
15

Themes for successful implementations
“If you don’t like change,
you re
you’re going to like irrelevance even less”
less
– General Eric Shinseki
16

How to S
StartwithXML:
A View from the Front Lines
StartwithXML (why & how)
January 13, 2008
Ken Brooks
SVP,
SVP Global Production & Manufacturing Services
ken.brooks@cengage.com