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A discussion of how Cengage Learning is making the digital asset leap while protecting business value in the migration from print to electronic. In particular, changes to traditional production operations that yield financial benefits for existing products while preparing processes and staff to handle XML-based workflows are covered.
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XML-Native Production: A Return on Investment Case Study
The Challenge of Electronic PublishingSeptember 15, 2008
Ken Brooks
SVP, Global Production & Manufacturing Services
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Cengage Learning: Total Revenue $1.8B
Gale InternationalAcademic & 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.
Cengage Learning Overview
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Global Production and Manufacturing Services
Vendor Management
Technology
• Rights & Permissions• Indexing & Metadata• Copy Editing• Art & Design• Composition &
Transformation• Content Management
• Inventory Management
• Print Purchasing• Paper Purchasing
• Identification• Selection• Development
• Business Analysis• Production
Technology
ManufacturingProduction
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Initiatives
Vendor Management
Technology
• Divisional consolidation
• Production automation
• Design standardization
• R&P process integration
• Metadata standards
• Divisional consolidation
• Demand planning• Inventory planning
process
• Vendor consolidation (print, prepress, image vendors, photo-research)
• Offshoring (India, China)• Requirements planning (Prepress,
Print, Paper)
• Enterprise system usage• Content management system• Rights management system
ManufacturingProduction
• Manuscript standards• Certified PDF workflow• Soft proofing• Standard rights
basket
• Performance standards• Compliance reporting (LCV,
offshore, etc.)
• SGML to XML conversion• XML standardization
• Print on demand• XBITS
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We’ve been achieving positive results
Production Headcount
0
100
200
300
400
500
600
700
800
2005 2006 2007
PP&B
Plate
The production process offers the most ongoing opportunity
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Authoring Page Makeup
(Rendering)Design
IndexingEditing
Workflow
Repository
Products / Services
Our production automation project has a number of objectives
• Reduce costs
• Support shift to digital products
• Decrease time to market
• Initial product release
• Revised versions
• Support shift to “pull” content models
• Support design diversity
Processing alternatives
Content Design Page Makeup
Processing options• Free form• Template• Schema
• Custom• Template• Mass-custom
• Positioned• Flowed• Copy-fit
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Mass customized stylesheets
Stylesheets built using “core” design Variables allow low-cost modifications per book
– Type style, size, color
– Part and Chapter Opener backgrounds
– Box rules
– Box backgrounds
Variables provide flexibility at a fraction of the cost
Mass customized stylesheets = design flexibility
One stylesheet, two designs: many more possible
The problem with mass customization: pedagogical variation and unanticipated elements
These are all from a single title!
Processing alternatives
Content Design Page Makeup
Processing options• Free form• Template• Schema
• Custom• Template• Mass-custom
• Positioned• Flowed• Copy-fit
Traditional • Free form • Custom • Positioned
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Processing alternatives
Content Design Page Makeup
Processing options• Free form• Template• Schema
• Custom• Template• Mass-custom
• Positioned• Flowed• Copy-fit
Traditional • Free form • Custom • Positioned
Traditional offshore • Free form • Custom • Positioned
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Processing alternatives
Content Design Page Makeup
Processing options• Free form• Template• Schema
• Custom• Template• Mass-custom
• Positioned• Flowed• Copy-fit
Traditional • Free form • Custom • Positioned
Traditional offshore • Free form • Custom • Positioned
Automated offshore • Schema • Custom • Flowed
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Processing alternatives
Content Design Page Makeup
Processing options• Free form• Template• Schema
• Custom• Template• Mass-custom
• Positioned• Flowed• Copy-fit
Traditional • Free form • Custom • Positioned
Traditional offshore • Free form • Custom • Positioned
Automated offshore • Schema • Custom • Flowed
Fully-automated offshore
• Template or schema
• Mass-custom • Flowed
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Offshoring and automation are the obvious choice
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Addition of fixed costs provides a more complete strategy
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XML-Native Production: A Return on Investment Case Study
The Challenge of Electronic PublishingSeptember 15, 2008
Ken Brooks
SVP, Global Production & Manufacturing Services
