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XML: Why Bother? January 13, 2009

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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Page 1: XML--Why Bother?

XML: Why Bother?

January 13, 2009

Page 2: XML--Why Bother?

Is a book only a book if it is printed onpaper?

Page 3: XML--Why Bother?

Publishing in the future will be… “an increasingly hybrid world of print and

digital. Those players who can master theart of production, distribution, promotionand marketing in the digital world, whileremaining equally effective in the print andoffline world, will be long-term winners.”

-- Richard Sarnoff, President, BertelsmannDigital Media Investments

Page 4: XML--Why Bother?

XML: eXtensible Mark-up Language

Page 5: XML--Why Bother?

Think Outside the Page!

Page 6: XML--Why Bother?

Traditional Publishing Model

Content +Ad/Promo/Marketing

Content Creators Publisher

Content

Bookseller Consumer

Content +Ad/Promo/Marketing

Book Signings,Advertisements

Page 7: XML--Why Bother?

Shifting Publishing Model

Content Creators Publisher

Content

Bookseller Consumer

Metadata

Content +Ad/Promo/Marketing

(Websites, Newsletters,Games, Contests,

Interactive Widgets,chunked, mobile,

search)

DigitalWarehouse

Consumer DefinedProduct

(Chapters, Recipes)Content + Metadata

(Websites, Newsletters)

Content +Ad/Promo/Marketing

Content +Ad/Promo/Marketing/Metadata

Page 8: XML--Why Bother?

<main topic>XML<\maintopic>

Page 9: XML--Why Bother?

Textual design is an evolutionary process, buthas been geared toward printed products

Moveable Type

•Gutenberg (1450) Typography, use of fonts

•Allowed mass distribution of printedmaterial

•Not very flexible

Desktop Publishing

•Adobe PageMaker (1985)

•DTP more flexible for print products

•Easy to change and correct

•Print ready PDF

Page 10: XML--Why Bother?

Traditional Print-Centric Approach

Content Structure DesignThreeLinked

Elements

Content Structure Design

Content-Centric Approach

Contentand

Structureare Linked

Design isSeparate

The new publishing model calls for acontent-centric, design agnostic approach

Page 11: XML--Why Bother?

Disengaging the design allows flexibility tocreate great looking content on any platform

Content Structure DesignDesignDesign

Any Number ofDesigns can beeasily appliedto the content

using stylesheets

Structuralcomponents of thework are identified

and connected tothe content

Page 12: XML--Why Bother?

<title>My Book<\title>

<chapter_number>ChapterOne<\chapter_number>

<chapter_title>I amborn<\chapter_title>

XML

Chapter One

My Book

I am Born

Page Layout

Chapter One

My Book

I am Born

Dedicated Reader

My Book

ChapterOne

I am Born

Phone

Chapter One

My Book

I am Born

Large Type

Web

Multiple formats from one master XML File

Page 13: XML--Why Bother?

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 formatsand platforms

Time and Money are Saved!

Page 14: XML--Why Bother?

Subject Category Vs. Context Tagging:Breaking Dawn

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

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

Page 15: XML--Why Bother?

Contextual tagging enables“front-of-store display”

for every titleEnhanced Context Tagging

– XML allows for context tagging for enhanced searchand 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

Page 16: XML--Why Bother?

Start With XML

Endings are elusive, middles are nowhereto be found, but worst of all is to begin, tobegin, to begin.

--Donald Barthleme, The Dolt

Get Going!