New and Old: The ROI on an XML Workflow

1. New and Old:The ROI on an XML Workflow

2. Why and How • Why publishers are using XML • New markets • Efficiencies • How publishers are using XML • Tactical improvements • Toolsets

3. Shifting Sands of Publishing • Old channels atrophying or dying • Brick and mortar chains • Independent stores • Libraries losing funding • New channels rising • Online retailing • Ebooks

4. Copernican Shift

5. Copernican Shift

6. A New World Means New Requirements • Content agility • Lower transaction costs • Cost-effective digital marketing • B2C sales

7. The promise of XML workflows • Far lower production costs for varied outputs • Web-ready content to drive broader and more targeted marketing efforts • Tagged content that can be combined or “chunked” to create new products • The opportunity to link rights and IP, lowering costs and unlocking new revenue

8. From complexity to agility Starting point – XML transition Relative process complexity “Write once, read once” (single-format delivery) Relative content agility “Write once, read many” (supporting multiple formats and uses)

9. Challenges in an XML Transition • An investment in new workflows and tools • Requires changes in processes, technologies and organizational structures and roles (learning curves) • Requires advance planning and strategizing • Tool sets to create and deliver XML are still in development

10. Current uses of XML

11. Downstream re-use of content

12. Expanded editions

13. Repurposing content

14. Re-using old content: a nuisance

15. Publishers see an ROI in XML

16. ROI drivers • The investment: Shifting from process complexity to content agility • The return: Both cost management and revenue growth • Different models for different kinds of books

17. Estimating XML’s potential benefits Many Cookbooks Religion (esp Bibles) STM Education Business Travel and tourism Author or annotated editions Reference Tests “Chunks” Fictional series Travelogues Historical fiction (opportunity to capture people, places, events) Scholarly monographs Novels Few or none Low Frequency of or potential for reuse High

18. Estimating XML’s potential benefits Many Cookbooks Religion (esp Bibles) STM Education Business Travel and tourism Author or annotated editions Reference Tests “Chunks” Fictional series Travelogues Historical fiction (opportunity to capture people, places, events) Scholarly monographs Novels Few or none Low Frequency of or potential for reuse High

19. Estimating XML’s potential benefits Many Cookbooks Religion (esp Bibles) STM Education Business Travel and tourism Author or annotated editions Reference Tests “Chunks” Fictional series Travelogues Historical fiction (opportunity to capture people, places, events) Scholarly monographs Novels Few or none Low Frequency of or potential for reuse High

20. How publishers are using XML Tagging – what it is and how to do it What changes in a content-centric workflow Migrating to XML: best practices

21. Types of Tags

22. Who Tags What When

23. How to Tag

24. What Is Chunking?

25. How Low Can You Go?

26. When Do You Stop? Military History Book Chapter Description of Battle Capsule Bio of General Description of General’s Shrewish Aristocratic Wife Mention of G.S.A.W.’s Best Friend Mathilde Lengthy Digression on Mathilde’s Fashion Sense and Literary Salon Mention of Viscomte Bruno Heffendorf, interloper and troublemaker

27. Structure Design Content Tagging separates content from design Three LinkedElements Traditional Print-Centric Approach Content Structure Design Content and Structure are Linked Content-Centric Approach Design is Separate Adapted from work by David Young and Phil Madans, Hachette Books

28. Structure Design Content Disengaging design increases flexibility Structural components of the work are identified Book Using style sheets, any number of designs can be applied to the content. PDF eBook and connected to the content Large print Adapted from work by David Young and Phil Madans, Hachette Books

29. Style sheets are applied in many ways XML Document XSL Stylesheet XSLT Processor XSL-FO HTML EPUB XSL-FO Processor .Mobi Web PDF Print PDF Adapted from work by Andrew Savikas, O’Reilly Media

30. Style sheets lower per-page costs Stylesheets Simple = $550 Moderate = $1500 Complex = $2500 Highly complex = $5K - $10K Composition $.50 - $4.25 Adapted from work by Rebecca Goldthwaite, Cengage Learning

31. The payoff is volume-related Adapted from work by Rebecca Goldthwaite, Cengage Learning

32. XML also introduces new tools Adapted from work by Steve Waldron, Klopotek NA

33. Solution providers can help here Various solution providers offer consulting services in all three areas.

34. Migrating to XML: Best practices

35. Publisher lessons learned • Begin with the end in mind • Commit to sustained change • Vision, purpose, execution, refinement • It’s not (just) about XML

36. Begin with the end in mind …

37. Commit to sustained change …

38. It’s not (just) about XML …

39. Steps for getting started • Needs analysis: establish your current capabilities, needs and long-term goals • Gap analysis: identify the gaps between where you are and where you want to be • Vendor evaluation: Review the various products and services on offer and map to your needs • Request for information: Solicit more detailed information about vendor capabilities and costs necessary to accurately determine the scope and budget of your StartWithXML project

40. Useful Links http://startwithxml.com http://www.bisg.org mike@idealog.com laura@ljndawson.com ted.hill@thaconsulting.com brian.oleary@magellanmediapartners.com