XML W kfl d YXML Workflows and YouThad McIlroyThad McIlroy

The Future of PublishingSan Francisco & VancouverSan Francisco & Vancouver

Presented toThe Association of Canadian Publishers CPDS

Digital Publishing WorkshopThursday, December 10, 2009y, ,

Copyright 2009 by Thad McIlroyThe Future of Publishing

OutlineOutline My backgroundy g My XML Thesis The Vision! The Vision! Coping with a digital world Thinking (a lot) about XML Complexityp y eBooks Implementing XML workflows Implementing XML workflows

M B k dMy Background

8 years in bookselling & publishing in Canada; 4 in the U.S. (15 in SF)( )

20+ years studying the intersection of technology and print publishing, workingtechnology and print publishing, working with publishers, printers & vendors

5 years with Seybold Seminars 5 years with Seybold Seminars 14 books and 200+ articles

More Recent BackgroundMore Recent Background

10 years studying the impact of the10 years studying the impact of the Internet on graphic communications

Major focus now: Major focus now: The future of publishing

Workflow Workflow eBooks and other media

Publishing automation (XSL FO etc ) Publishing automation (XSL-FO, etc.)

Writing for PrintAction, Learned Publishing, TheFutureOfPublishing.com

Th F t fP bli hiTheFutureofPublishing.com

My XML ThesisyThese are all real problems! Print production The WebThe Web Repurposing to multiple media

The semantic world (metadata) The semantic world (metadata) Recombining (or subsetting) for new

products Archiving Accessibility

XML Provides Real SolutionsXML Provides Real Solutions But it is a big, ugly, unwieldy bearg, g y, y And its conceptual metaphors bear little

resemblance to those in book publishingresemblance to those in book publishing It’s based on 25-year-old thinking about

techdoctechdoc Yet its ubiquity makes it hard to shake

….as does its mindshare We’ve got a challenge on our hands!

The Vision: Smart DocumentsThe Vision: Smart DocumentsAuthors w.t l t

Text and vectortemplates

Editors working

graphics in XML

Knows whereelectronically

Proofing

Knows whereit’s been andwhere it’s going:• print & bind

W b & PDAProofingdone digitally

• Web & PDA• distribution

File contains allpreflight info &revision history Contains multiple

l ilanguage versions

Some ACP Survey ResultsSome ACP Survey Results Most title production remains inhousep Few expect this to change soon Few are “very aware” of XML workflows; Few are very aware of XML workflows;

many questions remainN t t i h th ROI ill f Not certain where the ROI will come from

Keen on semantic tagging but without a strong concept of the value

ACP S R lt Q tiACP Survey Result Questions

50% of the software used inhouse is neither QE or ID. What is it?

Why the major interest in semantic tagging?tagging?

Dealing with a Digital World

W kfl C B C t ll dWorkflow Can Be Controlled

PDF is a big part of the answerP di t bl ( t ti ll ) d i d d t Predictable (potentially) and independent

Web-enabled JDF (Job Definition Format) We need to resolve the proofing issuep g

C l b C t ll dColor can be Controlled

CMSs are working Color control on press has been here for Color control on press has been here for

half a decade Press manufacturers are starting to Press manufacturers are starting to

support color controlCl d l l t l i h Closed-loop color control is here now

20 Years Later

What do You Mean, “Erratum”?What do You Mean, Erratum ?

$10k f “E l i ” L k$10k for an “Exculsive” Look

What is to Be Done?

M E ti l P i tMy Essential Point

If you’ve not got your current workflows fully digital and debugged, forget XML y g gg gentirely

Workflow MustBe Charted

Th T t f A t tiThe Tenets of Automation

Full digitization: nothing on paper Full commitment: from management to Full commitment: from management to

sales to all operating staff All the software: the right applications All the software: the right applications

(from creative through DAM/CMS and workflow enablersworkflow enablers

Standards: full support for the standards that enable a tomationthat enable automation

6 projectsh ld h bli hi f h bthat could change publishing for the better

Michael Tamblyn, CEO BookNet CanadaBookNet Canada TechForum 09

an XML publishing p gworkflow that doesn’t

suck

ORORa publishing workflow p gthat offers all of the

benefits of XML,d ’ kyet doesn’t suck

XML & P bli h ’ W kflXML & Publishers’ Workflows

Most publishers are still in the dark ages This is NOT simple to train and support This is NOT simple to train and support Large offshore component.

XML i th AXML is the AnswerA New-Breed of Data Standard,a Single Standard Able to Represent:

1. All manner of content2. The structure of content2. The structure of content3. The “meaning” of content (through smart

tag names and metadata)P d ti / kfl i t4. Production/workflow requirements

5. Rights data6 Repurposing requirements (cross-media)

2005

6. Repurposing requirements (cross-media)

XMLXML

“Composition is the ‘low-hanging fruit’” XML stands for Extremely Mixed-up XML stands for Extremely Mixed up

Language Suited to reference non fiction Suited to reference, non-fiction,

education, multipurposing“XML i lik i l If ’ t tti “XML is like violence. If you’re not getting the result you want you have to use more ”more.”

Th I t f XMLThe Importance of XML

eXtended Markup Language XML enables content management XML enables content management Combining of the power of style sheets

with the power of databaseswith the power of databases Style sheets with meaning

F t St tFormat vs. Structure

Format describes how content is intended to look when it is displayed or p yprinted

Structure describes the purpose or Structure describes the purpose or meaning of content

Th I f ti A l hThe Information Avalanche Doubling the knowledge base: Doubling the knowledge base:

1750 – 1900: 150 years to double1900 – 1950: 50 years to doubley1950 – 1960: 10 years to double1960 – 1992: 5 years to double

By 2020, information is expected to double about every 73 days!

Paper can’t provide data in a cost-effective and timely fashion

Growth in Electronic Documents 1995: 12 trillion electronic and paper

documents 90% of all documents were printed (in 1998)

2005:20 trillion documents 2005: About 50% will be printed

R ti f ff t t di it l i t 40 60 Ratio of offset to digital print — 40:60 Offset @ 40% of today’s volume

Source: Gary Starkweather, Microsoft Research(and inventor of the laser printer)

W3C XML Schema Definition Language (XSD) 1.1 12-03-09

…Part 1: Structures” specifies the XML Schema Definition Language, offering facilities for describing the structure and constraining the contents of XMLstructure and constraining the contents of XML documents, including those which exploit the XML Namespace facility. The schema language, which is itself

t d i XML b l drepresented in an XML vocabulary and uses namespaces, substantially reconstructs and extends the capabilities found in XML document type definitions p yp(DTDs). The second publication, "Datatypes,” defines facilities for defining datatypes to be used in XML Schemas as well as other XML specifications CommentsSchemas as well as other XML specifications. Comments welcome through 31-12.

DocBook (docbook.org)DocBook (docbook.org) What is DocBook? What is DocBook? “DocBook is a schema (available in

several languages including RELAX NGseveral languages including RELAX NG, SGML and XML DTDs, and W3C XML Schema) maintained by the DocBookSchema) maintained by the DocBook Committee of OASIS. It is particularly well suited to books and papers aboutwell suited to books and papers about computer hardware and software...”700 f “d ” d t ti 700 pages of “dense” documentation

DITA 1 1 August-07DITA 1.1 August 07 The Darwin Information Typing The Darwin Information Typing

Architecture (DITA) is an XML-based architecture for authoring producing andarchitecture for authoring, producing, and delivering information. Its main use is for technical publicationstechnical publications

The documentation is 593 pagesM i t i d b OASIS Maintained by OASIS-open.org

And it won’t work for all your titles

Do Not Be Tricked!

M t d t E t th PMetadata Enters the Process

Data that describes other data

The Bean AnalogyThe Bean Analogy

FROM: A Manager’s Introduction to Adobe eXtensible Metadata PlatformWritten by Andrew Salop

B M t d tBean MetadataELEMENT CATEGORY VALUE OF CATEGORY IN THIS DATA TYPE NUMBER OF INFORMATION INSTANCE (What appears on the label)

1 The maker: Trader Joe’s String

2 The contents: Black Beans String 2 The contents: Black Beans String

3 A notion of distinctive food value: A low fat food String

4 A second notation of distinctive food value: An excellent source of dietary fiber String distinctive food value: An excellent source of dietary fiber String

5 Directions for finding nutritional information: See side panel for nutritional information String

6 A notation of weight, in English and metric units: New Wt. 15 oz (415g) Formatted numbers English and metric units: New Wt. 15 oz (415g) Formatted numbers

7 A marketing narrative Trader Joe’s Black Beans have a rich, hearty taste and soft texture. They are wonderful in soups and stews, with rice, and in salads with colorful vegetables and Southwestern or Caribbean flavors. Black beans have gained in popularity due to their Black beans have gained in popularity due to their high dietary fiber and protein content. They are a cholesterol-free and low fat food. Long string

More Bean MetadataMore Bean Metadata cholesterol-free and low fat food.

8 A declaration of No preservatives, no artificial colors, no artificial wholesomeness: flavors String

9 A list of ingredients: black beans, water, salt, calcium chloride List separated by commas

10 The ID of distributor Dist.& Sold Exclusively by Trader Joe’s, and seller: So. Pasadena, CA 91031 String

11 A tracking code, in Roman 0009 6362 Integer

12 Same tracking code in bar- code-readable format Bit map

13 The nutritional facts, in Structured table 13 The nutritional facts, in Structured table standard order and format:

Nutritional Facts Serving Size 1/2 cup (130g) Servings per container about 3

Amount per serving

Calories 130 Fat Cal 5

% Daily

% Daily Value

Total Fat 0.5g 0%

Saturated Fat 0g 0%

Cholesterol 0mg 0%

Sodium 260mg 11% Sodium 260mg 11%

Total Carbohydrates 22g 7%

Dietary Fiber 5g 22%

Sugars 0g

Protein 10g 20%

Vitamin A 0% ° Vitamin C 0% Vitamin A 0% ° Vitamin C 0%

Calcium 4% ° Iron 10%

• Percent Daily Values are based on a 2,000 calorie diet

Structured Taggingby Authors?

Typéfi sample approach

XML TaggingXML TaggingSemantic tagging requires human judgment

<!--the resource links in the ProcessGroup define the input resources that must be available for the ProcessGroup to be submitted and the output resources that are produced by the ProcessGroup -->p p y p

<ResourceLinkPool><!-- print input media --><MediaLink Usage="Input" rRef="L2"/><ResourceLinkPool><GatheringParamsLink Usage="Input" rRef="L4"/><!-- gathered output components -->

C tLi k U "O t t" R f "L7"/<ComponentLink Usage="Output" rRef="L7"/></ResourceLinkPool><ID="J2" Status="Waiting" Type="DigitalPrinting"><ResourceLinkPool><ResourceLinkPool><GatheringParamsLink Usage="Input" rRef="L4"/>

Templated DesignsHow much of XML-tagged content can be

composed automatically?

Typéfi sample approach

If you show this to most yeditors... “they’re going to start drinking at their desks”drinking at their desks”

Digital Asset ManagementDigital Asset ManagementXML’s role in metadata and taxonomies

The Cross-Media Challengeg

PrintPrint

Web

Mobile

Th C M di Ch llThe Cross-Media Challenge

Th C M di Ch llThe Cross-Media Challenge

W ’ Thi ki S llWe’re Thinking Small

The Human FactorNew Internal Roles, Skills & Positions

The production skill set changes substantially Much of the existing knowledge base

changes or obsoletesTh f d i & iti & The move from design & composition & production management to content & product architecting and engineeringp g g g

There is an enormous training challenge ahead And a need for certification

The Tipping PointThe Tipping PointHow Little Things Can Make a Big Difference

“...a book that presents a new way of p yunderstanding why change so often happens as quickly and as unexpectedly as pp q y p yit does...Ideas and behavior and messages and products sometimes behave just like p joutbreaks of infectious disease. They are social epidemics.p

— Malcolm Gladwell

C i th ChCrossing the Chasm

Pragmatists Conservatives

VisionariesSkeptics

Techies

Innovators Early Adopters

Early Majority Late Majority LaggardsAdopters

Source: www.chasmgroup.com

Thank youThank you

thad@theFutureofPublishing.comthad@theFutureofPublishing.com

Copyright 2009 by Thad McIlroy The Future of PublishingCopyright 2009 by Thad McIlroy, The Future of PublishingMay be redistributed and re-used for non-commercial purposed, providedauthor attribution is provided and a link to www.thefutureofpublishing.com