A presentation made to the Canadian Heritage Ministry on the changing impacting publishing at this time. Complete with a somewhat jaundice view on how well most publishers are adapting. It comes from 2012 which feels like a long time ago but the presentation doesn't really call for much updating.

1. The Changing Face
of Publishing
& What this Means for
Content Producers
Joe Gollner
Gnostyx Research Inc.
jag@gnostyx.com
www.gollner.ca
@joegollner

2. Trust The New Yorker
The New Yorker
April 19, 2010
www.newyorker.com

3. Topics
A Brief History
of Content
Technologies
Core Concepts
Intelligent Content
& its Lifecycle
Case Studies
Lessons Learned

4. A Brief History of Content Technologies

5. In the Beginning
Content was really static

6. And then there were
… table(t)s…
…and
books…

7. Paperwork: The Empire of Documents

8. Memex & a New way to Look at Documents
Adapting to the Exponential Growth in
Knowledge Resources
Seeking a new
medium in which
documents would
become more
manageable &
more dynamic
1940 1960 1980 2000

9. Leveraging Knowledge through Automation
Technology as a form of Publishing
The modern organization cannot survive
without automation as a means to
encapsulate & leverage knowledge
1940 1960 1980 2000

10. Augmenting Human Intelligence
Leveraging Automation to Assist Personal and Team Productivity
Douglas Engelbart
Workstation - 1966
Workstation - 1968
An integrated working environment
in which “paperwork” was
performed electronically
& with great efficiency
1940 1960 1980 2000

11. The Internet & the Flow of Information
Connecting Organizations
to form Knowledge Enterprises
Combining the capabilities
of research facilities to undertake
more challenging projects
1940 1960 1980 2000

12. A Vision of Hypertext Documents
Theodor (Ted) Holm Nelson
1940 1960 1980 2000
Exploring the Anatomy of Document Content

13. Standards for Digital Document Exchange
GOAL
Supplier and Client
STDS
INTERIM SOLUTION
Supplier ClientSupplier
PROBLEM
Client
1940 1960 1980 2000
Continuous Acquisition & Lifecycle Support (CALS)

14. SGML: A Grammar for Document Content
1940 1960 1980 2000
Charles Goldfarb
The Father
of SGML
Standard
Generalized
Markup
Language

15. The Web as the Triumph of Simplicity
Sir Tim Berners-Lee
The Father
of the Web
1940 1960 1980 2000
“to allow
information
sharing within
internationally
dispersed teams”
Hypertext Markup
Language (HTML):
a simple application of SGML

16. Elevating the Intelligence of Web Content
Yuri Rubinsky
Spiritual Father
of XML
1940 1960 1980 2000
The Extensible
Markup Language
is a simplified profile
of SGML designed to
support Web applications

17. XML in the Wilderness
The driving force behind XML
immediately became
facilitating new ways to
integrate, adapt & deploy
technology applications
Represented the
accumulating pressure to
build truly open & extensible
applications
This focus explains a great
deal about the character of
XML

18. The Rapid Rise of Social Media
1940 1960 1980 2000 2010
Technically
enabled by
the integration
capabilities
provided by XML

19. The Semantic Web
Introducing a formal, interchangeable
expression of meaning suitable to
automated processing.
Essential for making content &
services discoverable online.
1940 1960 1980 2000 2010

20. The Mobile Revolution & Adaptive Content
The mobile revolution has been enabled in part by the widespread
deployment of standards for adaptive content (XHTML/ePub/HTML5)
and integrated services leveraging interface standards & semantic technologies
1940 1960 1980 2000 2010

21. Concepts
Content
Information
Publishing
Documents
Intelligent Content
Adaptive Content
Intelligent Content
Lifecycle Model
Intelligent Content Strategy
Core Concepts: Some Definitions

22. Content
Core Concepts: Content & Information
Content is potential information (an asset)
Is what we
plan, design, create, reuse & manage
so that we can deliver effective
information products
Is the meaningful organization of data
communicated in a specific context
with the purpose of influencing others
Information is a transaction (an action)
Information transactions contain content
Information

23. Publishing
The process of transforming
content resources into information products
that can be effectively transacted
Documents
Documents are the persistent form of
information transactions that have been
exchanged as part of a business process.
Documents are a fact of life & can take
many forms.
Related Definitions

24. A Definition of Intelligent Content
Intelligence
The capacity to acquire
& apply knowledge
Intelligent Content
Content can be considered intelligent
when it expresses, in an open way,
the intended meaning underlying
a communication such that the
data, information and knowledge
being expressed can be accessed
and effectively leveraged
by both people and
software applications

25. Root Definitions
Knowledge
Information
Data
Data
The meaningful representation of
experience
Information
The meaningful organization of
data
Knowledge
The meaningful organization of
information expressing an evolving
understanding that enables
effective action

26. Intelligent Content in Practice
A Practical Definition
Intelligent Content is designed, created, managed and processed
using open standards so that the resulting information products
can be dynamically tailored to meet the needs of the user and
can be efficiently maintained & leveraged by the content owner
Intelligent Content
Portable
Reusable
Findable
Manageable
Processable
Sustainable
Intelligent Content leverages XML to expose its meaning
in ways that both people & machines can use

27. Building Blocks of Intelligent Content
Content Components
Text Modules
Media Assets
Data Sources
Relationship Links
Metadata Properties
Concept Taxonomies
Assembly Maps
Governing Models
Processing Rules
Formatting Instructions
Distribution Rights
Technology Considerations
Management Systems
Authoring Environments
Publishing Processes
Discovery Frameworks
Social Media Venues
Mobile Devices

28. Adaptive Content as Staged Intelligence
Management Repository
of Intelligent Content
Optimized
for Dynamic
Delivery
Dynamic
Delivery Store
Smart Phones
Tablets
Other Devices
Feedback
harvested
as XML
keyed to
sources
Adaptive
Content
Publishing content
so it can adapt to
different devices

29. Intelligent Content is essential if automation
is to be deployed successfully
To bring down costs
Shorten publishing cycles
Streamline work processes
Optimize information products
• For different users
• For different markets
• For different locations
• For different devices
• For different situations
• For different needs
In a way that can be measured & improved
The Name of the Game is Automation

30. A Global Economy calls for
Continuous
process improvement
Maximized automation
Dynamically tailored products
Localized delivery & support
Reconfigurable supply chains
This Demands
Standardized parts
Flexible & dynamic assembly
for products, services & content
The Intelligent Content Imperative
Only Intelligent Content
has a future in this world
Peter F. Drucker
The Practice of Management (1954)

31. Coming to Terms with Intelligent Content
See Mystery to
Mathematics fly!
Alexander Pope

32. Intelligent Content Lifecycle Model: Foundation
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement

33. Content Acquisition
Creating or converting content to
establish the potential to deliver
effective information
Content Delivery
Publishing information products
Adapting products to
each user’s unique needs
Intelligent Content Lifecycle Components
Content
Acquisition
Content
Delivery

34. Intelligent Content Lifecycle Components
Content Management
Formalizing content process activities
Facilitating user tasks
Content Engagement
Incorporating user content contributions
Tapping into Social Media
to build engagement
Content
Management
Content
Engagement

35. Evaluating Content Productivity
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement
Intelligent Content Strategy Map
1
10
1
1 1
10
1010

36. Measuring Content Productivity
Evaluation
Benefits
Costs
Competitiveness
Accountability
Sustainability
Responsiveness
Adaptability
Traceability
Reliability
Usability
Criteria
Returns realized
Investments made
Benchmark comparisons
Compliance & transparency
Maintainability & supportability
Speed of reaction to changes
Speed of changes
Measurability
Consistency of service
Supporting user success

37. Intelligent Content Strategy Map: As Is
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement
2.5
4
5.7
2.8
As Is
Intelligent Content Strategy Map
“As Is” Current Score: 53
1
10
1
1 1
10
1010

38. Intelligent Content Strategy Map: To Be
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement
9.39
7.98.1
“To Be” Target Score: 295 “As Is” Current Score: 53
As Is
Intelligent Content Strategy Map
To BeContent Strategy
2.5
4
5.7
2.8
1
10
1
1 1
10
1010

39. Each Content Strategy will be Unique
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement
Intelligent Content Strategy Map
Content
Strategy

40. A Definition of Intelligent Content Strategy
A strategy is a plan of action
directed towards achieving
a long-term goal through the
coordination, integration
and application of the
resources & capabilities
available to an enterprise
An Intelligent Content Strategy seeks to make content
a strategic asset that can be leveraged by state-of-
the-art technology to achieve concrete business goals

41. The Full Intelligent Content Lifecycle
Content
Acquisition
Content
Delivery
Content
Management
Content
Engagement
Content
Strategy

42. What Matters is our Plan…& its Execution
A Good
Content
Strategy
becomes
Effective
Action

43. Stories in Publishing: Case Studies

44. The Dancing Elephant: A Large Publisher Adapts
Diverse Publishing Operations
Legal publishing had been an
early adopter of digital publishing
Became a master practitioner
A New Broom Appears
External specialists chart a new
course towards e-Publishing
Declare past efforts obsolete
Experience Pushes Back
Knowledge base re-asserted itself
Realized new publishing platform

45. Tweetable
Lesson Learned:
Past experience can be a powerful resource when
adopting new technologies.
@joegollner

46. Liquid Knowledge: Digitizing Encyclopedias
Russian Academy of Sciences
Massive publisher of scientific data
Supported wide range of cultural
institutions in publishing content
Modernization Initiative
Make assets digitally reusable
Revamp editorial process
• Capitalize on past strengths
Diversify print products
Launch advanced discovery portal
Initiate translation process
• Capitalize on emergent markets

47. Tweetable
Lesson Learned:
Intelligent content, that has been modularized for reuse, can
spawn new products & new opportunities.
@joegollner

48. ePub to Go: Grafting ePubs into the Process
Publishing Process Evolution
Introduce ePub as delivery channel
• Support a range of target devices
Utilize existing resources
• Systems
• Suppliers
• Skills
Maintain print product quality
XML-in-the-Middle
Leverage existing editing tool
Tighten up editorial guidelines
Automate XML creation / validation & ePub publishing

49. Tweetable
Lesson Learned:
XML support is now ubiquitous and this gives publishers many
options when retooling for the current Publishing Revolution.
@joegollner

50. Publishing World Music
An Online Music
Retailer
Acquired by a major
player in the mobile
space
Facing an uphill battle
to gain a foothold
against iTunes
Strategy: Radical Localization
Competing for local business by reflecting local mores
Demanded highly sophisticated use of XML &
Semantic Technologies to support absolute personalization

51. Tweetable
Lesson Learned:
Global markets will be won by publishers who can adapt to
what is unique about each and every market
@joegollner

52. The School of Hard Knocks: Lessons Learned
Past experience is valuable
Almost always provides a useful starting point
Can be leveraged to make modernization steps effective
XML is important
Maximizes the role of automation
Makes resources reusable
Supports radical localization
& personalization
Investments in change
are essential but must
be balanced

53. The School of Hard Knocks: Lessons Coming
Where are Most Publishers today?
Apparently oblivious to the changes
occurring around them in publishing
technology, Social Media & global markets…

54. Common Problems seen among Publishers
Publishers
Acquire content in
single-use formats
Seek low cost
services to re-format
publications for new
uses such as eBooks
Deliver poor quality
Incur excessive costs
Often ill-prepared or ill-disposed to leveraging
Social Media to engage audiences and creators
Unaware that 30 years of ePublishing experience is available

55. Considerations on the Future of eBooks
The lessons from Book History are germane.
The persistence & portability of hardcopy books is something we need to
replicate with eBooks. This includes the persistence & portability of references.
Essential if the process of knowledge advancement is to continue…
Otherwise
Thy hand, great Anarch!
lets the curtain fall,
And universal darkness
buries all.
Alexander Pope
The Dunciad

56. Closing Thought
Successful
Publisher{ }

57. Questions

58. Making Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
jag@gnostyx.com
Twitter: @joegollner
Blog: The Content Philosopher
www.gollner.ca