Mike Shatzkin: The Changing World of Publishing and the Role of XML

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Mike Shatzkin's keynote presentation from StartWithXML London, on September 2nd, 2009.

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Mike Shatzkin: The Changing World of Publishing and the Role of XML

  1. 1. StartWithXML: London Mike Shatzkin Founder & CEO The Idea Logical Company, Inc. 2 September 2009
  2. 2. The big picture: the ecosystem of publishing is changing
  3. 3. The big picture: the ecosystem of publishing is changing <ul><li>20 th century media: horizontal and format-specific </li></ul>
  4. 4. The big picture: the ecosystem of publishing is changing <ul><li>21 st century media: vertical and format-agnostic </li></ul>
  5. 5. The big picture: the ecosystem of publishing is changing <ul><li>Market for “books” per se is shrinking </li></ul>
  6. 6. The big picture: the ecosystem of publishing is changing <ul><li>Infrastructure specifically supporting “books” is decaying: libraries, bookstores, review media </li></ul>
  7. 7. How this affects publishers
  8. 8. How this affects publishers <ul><li>Old buttons work less well: review media and stores </li></ul>
  9. 9. How this affects publishers <ul><li>New buttons are hard to find: scattered throughout internet niches </li></ul>
  10. 10. How this affects publishers <ul><li>Fewer transactions for “whole” book </li></ul>
  11. 11. How this affects publishers <ul><li>More opportunities to sell (or at least “use”) fragments (if you can identify them) </li></ul>
  12. 12. How this affects publishers <ul><li>More opportunities to sell “custom” (large print, personalized, user-assembled) </li></ul>
  13. 13. Eventual transformation will be very drastic: a new model
  14. 14. Eventual transformation will be very drastic: a new model <ul><li>From IP to eyeballs: why? </li></ul>
  15. 15. Eventual transformation will be very drastic: a new model <ul><li>Value (money) goes to scarcity </li></ul>
  16. 16. Eventual transformation will be very drastic: a new model <ul><li>IP creation was never scarce; but distribution (including manufacturing) was capital-intensive </li></ul>
  17. 17. Eventual transformation will be very drastic: a new model <ul><li>Distribution now virtually free </li></ul>
  18. 18. Eventual transformation will be very drastic: a new model <ul><li>But marketing requires scale </li></ul>
  19. 19. Eventual transformation will be very drastic: a new model <ul><li>20 th century marketing was horizontal </li></ul>
  20. 20. Eventual transformation will be very drastic: a new model <ul><li>21 st century marketing requires niche focus </li></ul>
  21. 21. The long-run strategy The long-run strategy
  22. 22. The long-run strategy <ul><li>Own audiences (communities) </li></ul>The long-run strategy
  23. 23. The long-run strategy <ul><li>What’s the business model? (We don’t know yet) </li></ul>The long-run strategy
  24. 24. The long-run strategy <ul><li>Short run payoff is lower marketing cost </li></ul>The long-run strategy
  25. 25. Today, selling content is the only business model we have
  26. 26. Today, selling content is the only business model we have <ul><li>Create and deliver content in the most efficient possible way </li></ul>
  27. 27. Today, selling content is the only business model we have <ul><li>Be prepared for computer-to-computer sales and marketing </li></ul>
  28. 28. Today, selling content is the only business model we have <ul><li>Enable automated discovery and sale of fragments </li></ul>
  29. 29. Today, selling content is the only business model we have <ul><li>Sell content every possible way (all ebook formats, using POD for custom and POD) </li></ul>
  30. 30. Today, selling content is the only business model we have <ul><li>Need all processes efficient: transforms, rights management, recombinant publishing, marketing </li></ul>
  31. 31. What the Hell IS XML?
  32. 32. What the Hell IS XML? <ul><li>A tagging protocol: standards for tagging that are widely understood </li></ul>
  33. 33. What the Hell IS XML? <ul><li>A way to envision: makes each document a “database” that can hold any info </li></ul>
  34. 34. What the Hell IS XML? <ul><li>Because XML is ultimately robust, must start somewhere </li></ul>
  35. 35. What the Hell IS XML? <ul><li>Start with making content creation more efficient </li></ul>
  36. 36. Two ways to visualize what an XML workflow does
  37. 37. Starting point – XML transition “ Write once, read once” (single-format delivery) “ Write once, read many” (supporting multiple formats and uses) From complexity to agility
  38. 38. Traditional Print-Centric Approach Content Structure Design Three Linked Elements Content-Centric Approach Content and Structure are Linked Design is Separate The new publishing model calls for a content-centric, design agnostic approach Content Structure Design
  39. 39. Disengaging the design allows flexibility to create great looking content on any platform Any Number of Designs can be easily applied to the content using style sheets Structural components of the work are identified and connected to the content Content Structure Design Design Design
  40. 40. What going to an XML workflow will enable very quickly
  41. 41. What going to an XML workflow will enable very quickly <ul><li>Savings on multiple ebook formats </li></ul>
  42. 42. What going to an XML workflow will enable very quickly <ul><li>Savings on print-to-web processes, making marketing more efficient </li></ul>
  43. 43. What going to an XML workflow will enable very quickly <ul><li>Flexible large-print delivery, particulary when linked to print-on-demand </li></ul>
  44. 44. What going to an XML workflow will enable very quickly <ul><li>Better “discovery” of content through web search </li></ul>
  45. 45. Or, look at it this way:
  46. 46. Or, look at it this way: <ul><li>Large-print of every title: incremental revenue </li></ul>
  47. 47. Or, look at it this way: <ul><li>Ebooks available in every conceivable format: incremental revenue </li></ul>
  48. 48. Or, look at it this way: <ul><li>Chunked and recombinant ebooks and even print (SharedBook): incremental revenue </li></ul>
  49. 49. Or, look at it this way: <ul><li>In these times, what publisher can afford to eschew incremental revenue? </li></ul>
  50. 50. What XML can enable in the longer run
  51. 51. What XML can enable in the longer run <ul><li>Increasingly refined discovery </li></ul>
  52. 52. What XML can enable in the longer run <ul><li>More efficient recombinant publishing </li></ul>
  53. 53. What XML can enable in the longer run <ul><li>Identification of saleable chunks </li></ul>
  54. 54. What XML can enable in the longer run <ul><li>Placing rights metadata with content </li></ul>
  55. 55. What XML can enable in the longer run <ul><li>More efficient enhanced ebooks (archiving web links from authors) </li></ul>
  56. 56. StartWithXML is an Idea Logical project
  57. 57. StartWithXML is an Idea Logical project <ul><li>Executed with Brian O’Leary, Ted Hill, and Laura Dawson </li></ul>
  58. 58. StartWithXML is an Idea Logical project <ul><li>Invaluable assistance from O’Reilly Media </li></ul>
  59. 59. StartWithXML is an Idea Logical project <ul><li>Delivered a great research paper </li></ul>
  60. 60. StartWithXML is an Idea Logical project <ul><li>Presented a conference in NY last January </li></ul>
  61. 61. StartWithXML is an Idea Logical project <ul><li>This conference today; sponsored by Klopotek and MarkLogic </li></ul>
  62. 62. StartWithXML is an Idea Logical project <ul><li>Hosted by Publishers Licensing Society </li></ul>

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