XML--Why Bother?


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As Chairman and CEO of one of America’s leading trade publishers, David Young presents the executive perspective on the role of XML technologies in the increasingly complex business of creating and selling books.

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XML--Why Bother?

  1. 1. XML: Why Bother? January 13, 2009
  2. 2. Is a book only a book if it is printed on paper?
  3. 3. Publishing in the future will be… “an increasingly hybrid world of print and digital. Those players who can master the art of production, distribution, promotion and marketing in the digital world, while remaining equally effective in the print and offline world, will be long-term winners.” -- Richard Sarnoff, President, Bertelsmann Digital Media Investments
  4. 4. XML: eXtensible Mark-up Language
  5. 5. Think Outside the Page!
  6. 6. Traditional Publishing Model Book Signings, Advertisements Content Creators Publisher Consumer Bookseller Content Content + Content + Ad/Promo/ Ad/Promo/ Marketing Marketing
  7. 7. Shifting Publishing Model Consumer Defined Product Content + Metadata (Chapters, Recipes) (Websites, Newsletters) Metadata Consumer Bookseller Content Creators Publisher Content Content + Ad/Promo/ Content + Marketing Ad/Promo/ Marketing/ Metadata Content + Ad/Promo/Marketing Digital (Websites, Newsletters, Warehouse Games, Contests, Interactive Widgets, chunked, mobile, search)
  8. 8. <main topic>XML<main topic>
  9. 9. Textual design is an evolutionary process, but has been geared toward printed products Moveable Type •Gutenberg (1450) Typography, use of fonts •Allowed mass distribution of printed material •Not very flexible Desktop Publishing •Adobe PageMaker (1985) •DTP more flexible for print products •Easy to change and correct •Print ready PDF
  10. 10. The new publishing model calls for a content-centric, design agnostic approach Traditional Print-Centric Approach Three Content Structure Design Linked Elements Content-Centric Approach Content and Structure Structure Design Content are Linked Design is Separate
  11. 11. Disengaging the design allows flexibility to create great looking content on any platform Structural components of the work are identified Any Number of Designs can be easily applied Structure Design Design Content to the content using style sheets and connected to the content
  12. 12. Multiple formats from one master XML File My Book My Book Chapter One Chapter One <title>My Book<title> <chapter_number>Chapter I am Born I am Born One<chapter_number> <chapter_title>I am born<chapter_title> Dedicated Reader Page Layout My BookXML Chapter One My Book Chapter One I am Born I am Born Web Phone Large Type
  13. 13. Why Start With XML? • Digital files become available much earlier in the production process • High quality content available for marketing and sales • eBook files created and distributed in synch with print and audio • XML becomes the master file – Content is synchronized across all formats and platforms Time and Money are Saved!
  14. 14. Subject Category Vs. Context Tagging: Breaking Dawn Amazon.com Subject Categories #1 in Books > Science Fiction & Fantasy > Fantasy > Series#1 in Books > Teens > Social Issues > Dating & Intimacy > Fiction#2 in Books > Teens > Literature & Fiction > Love & Romance Librarything.com Tags (12) 2008(40) August 2008(7) babies(6) bella(16) Bella Swan(5) drama(6) edward(13) edward cullen(8) family(11) Fantasy(117) Fiction(113) Forks(5) hardcover(5) Horror(9) love(26) marriage(10) Meyer(5) novel(5) own(21) paranormal(11) paranormal romance(9) pregnancy(9) Read(31) Read in 2008(17) romance(119) series(51) Stephenie Meyer(18) supernatural(11) tbr(11) teen(31) to read(5) Twilight(33) Twilight Saga(24) Twilight Series(18) unread(8) urban fantasy(12) vampire fiction(5) vampires(286) Washington(14) washington state(6) werewolves(107) ya(86) Young Adult(100) Young Adult Fiction
  15. 15. Contextual tagging enables “front-of-store display” for every title Enhanced Context Tagging – XML allows for context tagging for enhanced search and discovery • Not just recognizing words, but discerning meaning – Contextual searches provide better, more focused search results • Customers can discover content easier and faster • Reaching out to your audience and leaving a trail of breadcrumbs for your audience to follow • Baseball diamond, Neil Diamond, Selma Diamond – Pull out chapters based on contextual search criteria
  16. 16. Start With XML Endings are elusive, middles are nowhere to be found, but worst of all is to begin, to begin, to begin. --Donald Barthleme, The Dolt Get Going!