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XML as a "Tool of Change" for publishers. TOC for publishers 2009 in NY:
Citation preview
Introduction to XML for Publishers
Eric SeversonCTO, Flatirons Solutions
2Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
What’s a “Flatiron” ?What’s a “Flatiron” ?
A delectable cut of steak?
A type of golf club?
A household implement used in
the Old West?
A rock formation overlooking Boulder,
Colorado?
An imposing building in New York?
Something used to curl hair?
3Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Introducing Flatirons SolutionsIntroducing Flatirons Solutions Experts in Enterprise Content Management (ECM) and XML-based
publishing solutions Specialists in XML-based single-source publishing,
digital asset management, web content management,and content globalization
Full lifecycle services including strategy,architecture, design, and implementation
Clients include McGraw-Hill, Wiley,Wolters-Kluwer, IEEE, Harcourt,Informa, Harvard BusinessSchool and others
Offices in Boulder, CO,Washington, DC andDallas, TX
Inc. 500 companywith over 140consultants
4Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
ObjectivesObjectives
Understand what XML is, and a bit about how it actually works
Understand the benefits of XML and why it’s a key “tool of change” for publishers
Understand where to use XML in your organization Learn how other publishers have successfully used XML
Never again think XML is too complicated to understand
5Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Agenda – Part 1Agenda – Part 18:30-9:30
9:30-9:45
9:45-10:15
10:15-10:30
What Is XML and How Does It Work? eXtensible Markup Language – a little history XML by chapter and verse XML and content structure XML as data Exercise: Creating a simple XML file
XML Application Standards Flexibility adds complexity Key standards for publishers The XML family tree
How XML Benefits Publishers Key business goals High-quality, multi-channel output Dynamic, flexible personalization Powerful, laser-focused search Compatibility with RSS and Web 2.0
15-Minute Break
6Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Agenda – Part 2Agenda – Part 210:30-10:45
10:45-11:00
11:00-11:15
11:15-11:30
11:30-Noon
How XML Enables Multi-Channel Publishing Multiple workflows vs. multi-channel publishing How XML gets formatted and composed Case Study: Reselling print content on the Web
How XML Lets You Monetize Existing Content Using XML for content sharing and re-purposing Case Study: Monetizing shared content
How XML Creates New Publishing Channels Reselling content through custom publishing DITA vs. DocBook Case Study: Custom publishing using XML
Moving Forward with XML XML solutions and tools XML project roadmap
Open Discussion / Q&A What you’ve done with XML so far What you’re going to do with XML in the future
7Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
What is XML,and How Does it Work?
8Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Introduction to XMLIntroduction to XML
eXtensibleMarkup
Language
9Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML – A Little HistoryXML – A Little History
Stone Tablets
Dead Sea Scrolls
Illuminated Manuscripts
PrintingPress “Dot”
Languages
HTML
SGML as anISO StandardTypewriter
GML
XMLXML
3000 BC 1000 AD 1450 AD 1900 AD100 AD 1993 AD1986 AD1978 AD1970 AD 1996 AD
10Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML by Chapter and VerseXML by Chapter and Verse
NTHBGNNNGGDCRTDTHHVNSNDTHRTHTHRTHWSWTHTFRMNDVDNDDRKNSSWSPNTHFCFTHDPNDTHSPRTFGDWSMVNGVRTHFCFTHWTRSNDGDSDLTTHRBLGHTNDTHRWSLGHTNDGDSWTHTTHLGHTWSGDNDGDSPRTDTHLGHTFRMTHDRKNSS
11Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML by Chapter and VerseXML by Chapter and Verse
INTHEBEGINNINGGODCREATEDTHEHEAVENSANDTHEEARTHTHEEARTHWASWITHOUTFORMANDVOIDANDDARKNESSWASUPONTHEFACEOFTHEDEEPANDTHESPIRITOFGODWASMOVINGOVERTHEFACEOFTHEWATERSANDGODSAIDLETTHEREBELIGHTANDTHEREWASLIGHTANDGODSAWTHATTHELIGHTWASGOODANDGODSEPARATEDTHELIGHTFROMTHEDARKNESS
12Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML by Chapter and VerseXML by Chapter and Verse
The Book of GenesisChapter 11In the beginning, God created the heavens and the earth.2The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.3And God said, “Let there be light”; and there was light.4And God saw that the light was good; and God separated the light from the darkness.
13Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML by Chapter and VerseXML by Chapter and Verse
The Book of GenesisChapter 1
.P .SUP 1In the beginning, God created the heavens and the earth.
.P .SUP 2The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.
.P .SUP 3And God said, “Let there be light”; and there was light.
.P .SUP 4And God saw that the light was good; and God separated the light from the darkness.
.H1.H
2
14Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML by Chapter and VerseXML by Chapter and Verse
<Book><Chapter><Title> The Book of Genesis </Title><Verse> In the beginning, God created the heavens and the earth. </Verse>
<Verse> The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters. </Verse><Verse> And God said, “Let there be light”; and there was light. </Verse>
<Verse> And God saw that the light was good; and God separated the light from the darkness. </Verse>
</Chapter></Book>
15Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML and Document StructureXML and Document Structure
The Book of Genesis
In the beginning, God created the heavens and the earth.
The earth was without form and void; and darkness was upon the face of the deep; and the Spirit of God was moving over the face of the waters.
And God said, “Let there be light”; and there was light.
And God saw that the light was good; and God separated the light from the darkness.
Book
Title
Verse
Chapter
Verse
Verse
Verse
Consisting of1 or more “Verses”
Consisting of a Title and1 or More “Chapters”
A “Book”
16Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Document Type Definition (DTD)Document Type Definition (DTD)
Consisting of1 or more “Verses”
Consisting of a Title and1 or More “Chapters”
A “Book”
Book (Title, Chapter+)
Chapter (Verse+)
Title (#CDATA)
Verse (#CDATA)
A Book has a Title and one or more Chapters
A Chapter has one or more Verses
A Title consists of Text (Character Data)
A Verse consists of Text (Character Data)
XML DTD for “Book”
17Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
A More Complex DTDA More Complex DTD
Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?
FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)
Part (Title?, Chapter+)
Chapter (Title?, (Paragraph | List | Quote | Table | Figure)*)
Appendix (Title?, (Paragraph | List | Quote | Table | Figure)*)
BackMatter (Index | Glossary)*
Etc.
XML DTD for “Book”
Front Matter must include a Table of Contents, with optional List of Tables, List of Figures, Dedication and/or Preface in that order
A Part has one or more Chapters
A Book has a Title, optional Front Matter, one or more Parts, and optional appendices followed by optional Back Matter
A Chapter has an optional Title, followed by paragraphs, lists, quotes, tables and/or figures in any order
The same applies to an Appendix
Back Matter consists of an optional Index and/or Glossary in any order
18Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
An XML FileAn XML File
Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?)
FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)
Part (Title?, Chapter+)
Chapter (Title?, (Paragraph | List | Quote | Table | Figure)*)
Appendix (Title?, (Paragraph | List | Quote | Table | Figure)*)
BackMatter (Index | Glossary)*
Etc.
XML DTD for “Book” <Book><Title> A Tale of Two Cities </Title><Chapter><Paragraph> It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness...
</Paragraph></Chapter></Book>
19Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML AttributesXML Attributes
A Book is not just made up of content.It also has “metadata” – such as an
author, a publisher, an ISBN number, and a publication date.
<book><author> Charles Dickens </author><publisher> Bantam </publisher><isbn> 0-553-21176-5 </isbn><date> 2003 </date>
Or alternatively as separate XML
elements
<book author=“Charles Dickens” publisher=“Bantam” isbn=“0-553-21176-5” date=“2003”>
This information can be expressed
using XML “attributes”
20Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML as DataXML as Data
Joe’s Hot DealsEric Severson, CTOFlatirons Solutions
21Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
HTML: Just for FormattingHTML: Just for Formatting
<HTML><HEAD><TITLE> E-Invoice </TITLE></HEAD><BODY><H1> Automobile E-Invoice </H1><H2> Purchaser: </H2>Eric Severson, CTO <BR>Flatirons Solutions<H2> Item Purchased: </H2>1997 Black Jeep Wrangler <BR>Purchase Date: 7/1/96 <BR>Purchase Price: $20,000</BODY></HTML>
22Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
With XML, Documents are DataWith XML, Documents are Data
<E-Invoice Dealer=“Joe’s Hot Deals”><Purchaser><Name> Eric Severson </Name><Title> CTO </Title><Company> Flatirons Solutions </Company> </Purchaser><Item> <Car><Year> 1997 </Year><Color> Black </Color><Make> Jeep </Make><Model> Wrangler </Model> </Car><Date> 7/1/96 </Date><Price> $20,000 </Price> </Item> </E-Invoice>
23Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Relational Data in XML FormRelational Data in XML Form
Name Quantity Price Jeep 1 20,000.00
Item Record
<Item><Name> Jeep </Name><Quantity> 1 </Quantity><Price> 20,000.00 </Price></Item>
24Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Text in “Semi-structured” XML FormText in “Semi-structured” XML Form
<Diagnostic><Title> Brake Check </Title><Test> Try stopping the carat high speed. </Test><Result> If it stops,then thebrakes work. If not, you’rein big trouble. </Result></Diagnostic>
Brake CheckTry stopping thecar at high speed.If it stops, then thebrakes work. Ifnot, you’re in bigtrouble.
25Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Data Items Floating Within TextData Items Floating Within Text
<Repair><Title> Brake Repair </Title><Procedure> When repairingthe brakes, start by locatingpart <Part> ABC123 </Part>which will be used to
Brake RepairWhen repairingthe brakes, startby locating partABC123 whichwill be used to
26Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Exercise:Creating a Simple XML File
27Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Example ContentExample Content
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
28Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Example DTDExample DTD
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
A chapter must have a title, followed by any number of paragraphs, lists, or figures, in any order.
A list consists of one or more items.
A figure consists of a graphic plus an optional caption.
A
A
B
B
C
C
29Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
Chapter number is automatically
generated.
30Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
31Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
32Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” >
</list>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
Bullets are automatically generated.
33Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item>
</list>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
34Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item>
</list>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
35Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list>
</chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
36Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list><figure>
</figure></chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
The figure number is automatically generated.
37Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list><figure><graphic ref=“elephant.jpg” ></figure></chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
38Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list><figure><graphic ref=“elephant.jpg” ><caption> The elephant I saw. </caption></figure></chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
39Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Creating the XML FileCreating the XML File
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<chapter><title> My Trip to the Zoo </title><paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list><figure><graphic ref=“elephant.jpg” ><caption> The elephant I saw. </caption></figure></chapter>
Chapter (title, (paragraph | list | figure)*)List (item+)Figure (graphic, caption?)
40Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
XML Application Standards
41Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Flexibility Adds ComplexityFlexibility Adds Complexity
XML is actually not one standard, but many
HTML is always the same – it’s designed to be understood by any web browser
XML can be anything you want The DTD lets you define your own “tags” or “elements” The DTD lets you define the structure of these elements
So how do we avoid a “tower of babble” syndrome?
42Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Everybody Can Do Their Own ThingEverybody Can Do Their Own Thing
Chapter 1
My Trip to the Zoo
Yesterday I went to the zooand saw three animals: An elephant A lion A giraffe
Figure 1. The elephant I saw.
<paragraph> Yesterday I went to the zoo and saw three animals: </paragraph><list type=“bullet” ><item> An elephant </item><item> A lion </item><item> A giraffe </item></list>
<intro> Yesterday I went to the zoo and saw three animals: </intro><animals><animal> An elephant </animal><animal> A lion </animal><animal> A giraffe </animal></animals>
Your XML
My XML ? ? ?
43Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Another Layer of StandardsAnother Layer of Standards
To solve this, we’ve invented another layer of standards
These define agreed-upon ways of using XML for specific purposes:
Agreed-upon element names, attribute names and structure Agreed-upon interchange specifications Agreed-upon best practices
Typically these are developed by non-profit industry groups, with volunteer representatives from the industry
Sometimes more than one competing standard exists
44Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Some Key Standards for PublishersSome Key Standards for Publishers
Generic standards for published content DocBook (http://www.docbook.org/)
DocBook for Commercial Publishing – just released! DITA (http://www.oasis-open.org/)
Standards for financial publishing XBRL (http://www.xbrl.org/)
Standards for publication metadata interchange PRISM (http://www.prismstandard.org/) ONIX (http://www.editeur.org/onix.html) MARC-21 (http://www.loc.gov/marc/) MODS (http://www.loc.gov/standards/mods/)
Standards for eLearning metadata SCORM (http://www.adlnet.gov/scorm/)
45Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Dublin Core MetadataDublin Core Metadata
Identifier Date Title Subject Description Creator Contributor Publisher
Type Source Coverage (scope) Format Language Rights Relation (related
materials)
http://www.dublincore.org/
46Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Adobe’s XMPAdobe’s XMP
What is it? Data about rich media assets (“metadata”) Embedded directly in the asset itself Able to handle multi-part assets, including timing data Based on XML and Dublin Core standards Covering bibliographical data, rights management, media
management, job ticket information, etc.
Why is it valuable? Allows metadata to travel with the asset Facilitates more powerful search Used directly by Adobe and other software applications Interchangeable between applications using XML
http://www.adobe.com/products/xmp/
47Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
The XML Family TreeThe XML Family Tree
XSL-FO
SOA and Web
Services
ApplicationIntegration
Flexible DataInterchange
Document and Publishing Focus Data Integration / e-Business Focus
<XML>
XQuery
DTDs Schemas
XSLT
SVG EXI
SOAP
RelaxNG
48Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
How XML Benefits Publishers
49Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Make the move from print to dynamic, online products
Monetize content in as many ways as possible
Create new revenue streams and publishing channels
Drastically cut cycle times and production costs
Stay flexible and nimble in the face of uncertain future competition
Key Business GoalsKey Business Goals
50Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
How XML Can HelpHow XML Can Help
Dynamic, Flexible
Personalization
High-Quality Multi-Channel
Output
Powerful, Laser-Focused Search
Compatibility with RSS and Web 2.0
Technologies
51Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
High-Quality Multi-Channel OutputHigh-Quality Multi-Channel Output
Is Your Home an Investment?
Real Estate Investing
More Americans are tapping into their home equity. But recent declines in the housingmarket have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. In fact, what many homeowners don’t know could hurt them. Studies done in several major cities confirm that, when the
June 19, 2008
Real Estate Investing Page
Home
Insights
Contact Us
Is Your Home an Investment?More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement. More
June 19, 2008. A service of the Real Estate Investing Group.
XMLRepository
Reusable XML Objects
XML “Maps”
Uses Map and Stylesheet for Web Delivery
Uses Map and Stylesheet for Print Delivery
Not just HTML print
52Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Dynamic, Flexible PersonalizationDynamic, Flexible PersonalizationIs Your Home an Investment?<p>More Americans are tapping into their home equity. But recent declines in the housing market have shown that homes may not be as stable an investment as previously thought, especially when it comes to retirement.</p>
<p audience=“starter” >Of course, when you’re just starting out, you probably haven’t even thought much about retirement. However, you should be aware…</p>
<p audience=“high-net” > Although most high-net worth investors already own their principal residences, many mistakenly believe that second homes are a good way to diversify their investment portfolio…</p>
<p audience=“retired” > When you’re living on a fixed income, it’s very important that your other investments remain relatively liquid. Your home doesn’t …</p>
Text That Applies to Everyone
Text Used for
Starters
Text Used for High
Net Worth
Text Used for Retired
People
53Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Powerful, Laser-Focused SearchPowerful, Laser-Focused Search
Show me all products that
work on a “Mac”!
New Windows Product Available!
Compatibility: Windows
This product works only on Windows, and is not intended to work on the Mac.IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.
Full Text Search XML-Based Search
<title>New Windows Product Available!</title>
<compatibility>Windows</compatibility>
<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>
<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>
54Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Powerful, Laser-Focused SearchPowerful, Laser-Focused Search
Show me all products that
work on a “Mac”!
New Windows Product Available!
Compatibility: Windows
This product works only on Windows, and is not intended to work on the Mac.IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.
Full Text Search XML-Based Search
<title>New Windows Product Available!</title>
<compatibility>Windows</compatibility>
<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>
<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>
XQueryFor $PR in $database//PressRelease
Where $PR/compatibility = “Windows”
Order by $PR/title ascending
Return $PR/title
Finds all the Press Releases in the XML
database that are marked compatible with Windows,
and returns a list of the titles in alphabetical order.
55Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Compatibility with RSS and Web 2.0Compatibility with RSS and Web 2.0
Rich Internet Applications
NewsML
Web Services
del.icio.usSocial Bookmarking
wikiblog
56Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
15 Minute Break
57Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
How XML EnablesMulti-Channel Publishing
58Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Multiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple Channels
Journals and Magazines
Books
Textbooks
CDsEditorsEditors
EditorsEditors
EditorsEditors
EditorsEditors
EditorsEditorsSeniorSeniorEditorsEditors
FactFactCheckersCheckers
CopyCopyEditorsEditors
Man
ual C
oord
inat
ion
Man
ual C
oord
inat
ion
Typecodes
Quark
Adobe Creative Suite
Dreamweaver
Outside Service
Web Site
59Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Journals andMagazines
Books
Textbooks
CDs
Web Site
XMLPublishing
Engine
CentralXML
Repository
Reusable XML Objects
XML “Maps”
XML replaces traditional
book-oriented content with a
pool of reusable
information objects
XML “maps” indicate how
these are assembled into output
formats
Multiple Workflows vs. Multiple ChannelsMultiple Workflows vs. Multiple Channels
60Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Transformation
Applying Format to XMLApplying Format to XML
<Title> Powerful Stylesheetsfor XML Publishing </Title><Para> There are manypowerful tools for styling XMLdocuments, but few peopleunderstand how they work andhow to use them well. </Para>
XML Document Styled Print Output
Print Style Sheet
ParaFont Family = Times-RomanFont Size = 14 pt.Font Weight = NormalFont Color = Black
TitleFont Family = ArialFont Size = 18 pt.Font Weight = BoldFont Color = Red
61Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Transformation
Applying Format to XMLApplying Format to XML
<Title> Powerful Stylesheetsfor XML Publishing </Title><Para> There are manypowerful tools for styling XMLdocuments, but few peopleunderstand how they work andhow to use them well. </Para>
XML Document Styled Web Output
Title { font-family: Arial; font-size: 18pt; font-weight: bold; color: red }
Para { font-family: Times-Roman; font-size: 14pt; font-weight: normal; color: black }
CSS Style Sheet
62Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
eXtensible Stylesheet Language (XSL)eXtensible Stylesheet Language (XSL) XSL-FO (XML Formatting Language)
The formatting model and language – expressed in XML – that actually provides the style specifications
XSLT (XML Transformation Language) A scripting language – also expressed in XML – that
transforms one XML document into another Especially intended to transform an XML document into an
XSL-FO document
XSLTProcessor
XSL-FOProcessor
XMLDocument Styled
Output
(PDF, HTML, etc.)
XSL-FODocument
XSLTScript
63Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
The Power of a Neutral FormatThe Power of a Neutral Format
XML to HTML
XML to XSL-FO
XSLFO
Render to PDF
XML to XML wikiblogXSLT
Transformations
64Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Case Study:Reselling Print Content
on the Web
65Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved
Case Study: Reselling Print ContentCase Study: Reselling Print Content
Organization: IEEE, a non-profit, technical professional association of more than 360,000 individual members in approximately 175 countries.
Business Challenge: Desire to support both print publishing and Web subscription channels for IEEE content from a single source.
Use of XML: Journal and other content converted to XML and stored in a central digital asset repository for publication.
Business Results: Higher revenue to cover editorial and production costs; higher member satisfaction through the ability to receive both printed journals and freely search for Web-based content across all IEEE publications.
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Case Study: Reselling Print ContentCase Study: Reselling Print ContentContent is sold in monthly
journal / magazine subscriptions…
…but individual articles – from any publication – can also be accessed via a
separate Web subscription
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Case Study: Reselling Print ContentCase Study: Reselling Print Content
XML makes it possible to publish the same content in
both HTML and PDF…
…and to make all the keywords and metadata searchable on the Web
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How XML Lets YouMonetize Existing Content
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Using XML to Repurpose ContentUsing XML to Repurpose Content
PrintedBook,
Journal or Magazine
Chaptersor Articles
in XML
Make IndividualArticles
Available on the Web
Create NewPublications
From theSame
Content
1
2
3
Sell the same content three or more ways…
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Using XML to Repurpose ContentUsing XML to Repurpose Content
Chaptersor Articles
in XML
Use XML-based search to find chapters and articles that can be re-purposed…
Chaptersor Articles
in XML
XQuery
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Case Study:Monetizing Shared Content
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Case Study: Monetizing Shared ContentCase Study: Monetizing Shared Content
Organization: Large academic publisher
Business Challenge: Leverage existing content across organizational silos to create more flexible, market-focused products.
Use of XML: Convert all content to a single XML standard, facilitating re-use of content between areas.
Business Results: Significantly increased content re-use, resulting in higher revenue, lower cost, and more competitive products.
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Case Study: Monetizing Shared ContentCase Study: Monetizing Shared Content
HigherEducation
JournalPublishing
New Media Publishing
Seminars and Conferences
BookPublishing
Chapters for Compilations
Chapters for Custom Courses
Conference Papers for
Compilations
Articles for Compilations
Articles for Custom Courses
Book Chapters
Journal Articles
Textbook Chapters
Textbooksand
Exercises
Journals
BooksConferenceProceedings
WebsiteSubscriptions
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Case Study: Monetizing Shared ContentCase Study: Monetizing Shared Content
Sidebar
FigureChart
Table
RichMedia
Chapter Topic Article/Paper
Chapters, Topics and Articles/Papers can all share the same lower-level components
Journals ProceedingsWebSites
Journals are made up of articles
Proceedings are made up of papers
Web sites can include any kind of
content
CustomCourses
Books
Books are made up of chapters; Compilations of chapters, articles, papers,
and topics
Books and courses are made up of chapters
and articles
Books
Higher Education Book
PublishingJournal
PublishingNew MediaPublishing
Seminarsand Conferences
Textbooksand
ExercisesJournalsBooks
ConferenceProceedingsWebsite
Subscriptions
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How XML CreatesNew Publishing Channels
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Today’s TrendsToday’s Trends
Library of AlexandriaLibrary of Alexandria
From the Familiar World of Books…
…To a New World of Reusable Topics
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All the
Information
That’s
Actually
Relevant to
Me
A Hunger for Relevant InformationA Hunger for Relevant Information
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A New Channel: Custom PublishingA New Channel: Custom Publishing
Audienceof One
Audienceof Many
Magazine
Journal
Book
TraditionalPublishing
Process
Article
ChapterChapter
CustomPublication
CustomPublishing
Process
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Example: Custom CoursesExample: Custom Courses
See all availabilities for an item, from English language PDF to other languages and formats
Use search dimensions to find course materials.
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Thinking in “Topics”Thinking in “Topics”
Topic
Specific Subject
Specific Purpose
Standalone and Reusable
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From a pool of reusable topics and rich media
objects…
CustomBook
CustomBrochure
CustomCourse
CustomWeb Page
CustomCD / DVD
…many custom publications can be produced.
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Topic-Oriented XML: DITA vs. DocBookTopic-Oriented XML: DITA vs. DocBook
DocBook
Book and article-oriented Designed for tech pubs but can work well for publishing Has a version specifically for commercial publishing Widely supported Well-documented Large user community
Explicitly topic-oriented Designed for re-use Designed for interoperability Works well in publishing where content is granular and re-use is a priority Highly flexible specialization Rapidly expanding to more and more applications
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DITA vs. DocBook ModelDITA vs. DocBook Model
DITATopic
DITA:A Flexible Collection of Topics
Topic Ref
Topic Ref
Topic
Topic Ref
Text…
Chapter
Front Matter
Back Matter
Chapter …
Section Level 1
Section Level 1 …
Section Level 2
Section Level 2 …
Section Level 3
Topic Ref(Sub-Topic)
Topic Ref(Sub-Sub-Topic)
DITATopic
DITATopic
DITATopic
DITATopic
DocBook:A Fixed Book-Oriented Structure
DITA Map
DocBookDocument
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DITA vs. DocBook ModelDITA vs. DocBook Model
DITATopic
DITA:A Flexible Collection of Topics
Topic Ref
Topic Ref
Topic
Topic Ref
Text…
Chapter
Front Matter
Back Matter
Chapter …
Section Level 1
Section Level 1 …
Section Level 2
Section Level 2 …
Section Level 3
Topic Ref(Sub-Topic)
Topic Ref(Sub-Sub-Topic)
DITATopic
DITATopic
DITATopic
DITATopic
DocBook:A Fixed Book-Oriented Structure
DITA Map
DocBookDocument
Chapter
DITAMap
Text…
TopicTopic
(Sub-Topic)
Topic(Sub-Sub-Topic)
Topic
Topic
Topic(Front Matter)
Topic(Back Matter)
Section(Topic)
Section(Sub-Topic)Section
(Sub-Sub-Topic)
Section(Topic)
Section(Topic)
Front Matter
Back Matter
DocBookMaster Document
Either standard can be used in a topic-oriented manner.
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XQuery: Real-Time Custom PublishingXQuery: Real-Time Custom Publishing
CentralXML
Repository
Reusable XML Objects
I’m looking for everything I can find on
“X”
XQuery
ResultsFormatted
in PDF
ResultsFormatted in HTML
Query Transform
XQuery allows for real-time, dynamic publishing based on a consumer’s query or profile.
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A Wide Variety of ApplicationsA Wide Variety of Applications
Custom courses and textbooks
Custom corporate eLearning materials
Custom travel guides
Custom technical journals and research reports
Custom legal and professional publications
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Case Study:Custom Publishing
with XML
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Case Study: Custom PublishingCase Study: Custom Publishing
Organization: O’Reilly Publishing
Business Challenge: Demand for custom textbooks to fit individual teacher and course requirements.
Use of XML: Articles and book chapters converted to XML, making them easy to assemble into custom publications.
Business Results: Higher sales and higher customer satisfaction.
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Case Study: Custom PublishingCase Study: Custom Publishing
My FlashPrimer
My Course
The old world… Individual published books – one size fits all. The new world…
You pick what you need and publish your own textbook!
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Case Study: Custom PublishingCase Study: Custom Publishing
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Moving ForwardWith XML
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Journals
WebSite
XML Solution ArchitectureXML Solution Architecture
MicrosoftWord
XMLEditor
XMLEditor
Magazines
Books
Multi-ChannelPublishing
Engine
DevelopmentalEditing /
Peer Review Editorial Production
ContentManagement
System
CentralRepository
ConversionTool/Service
Conversionto XML
Quark orAdobe
InDesign
MicrosoftWord
AuthorSubmission
CDs
DynamicContentDelivery
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XML Tools to Know AboutXML Tools to Know About
FrameMaker
Document Manager
XM
LE
ditin
gX
ML
Con
tent
M
gmt
XM
LD
eliv
ery
Xpress Author
documentum
FileNet Content Manager
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XML Project RoadmapXML Project Roadmap
BusinessSuccess
FrameworkContent
ArchitectureSolutionDesign
IterativeDevelopment
SolutionDeployment
Business Assessment As-Is Environment To-Be Solution Model (Content, Process, and Technology) Implementation Roadmap
Content Analysis Content Model Chunking and Reuse Strategy Linking Strategy Metadata and Taxonomies XML Standards Migration Approach
Software Architecture User Stories / Use Cases CMS Design Physical Architecture Prototype Implementation Plan
Detailed Iteration Plan Refined User Stories Detailed Test Cases Environment Set-Up Individual Iterations (Test, Build, Validate)
Final Systems Test User Acceptance Test User and Admin Guides User and Admin Training Roll-Out and Deployment Project Review
Source: Flatirons SourceOnce™ Methodology, Copyright © Flatirons Solutions Corporation 2001-2009, All Rights Reserved
Solution Blueprint Solution Implementation
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Open DiscussionQ&A
What you’ve done with XML so farWhat you’re going to do with XML in the future
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