Introduction to XML for publishers by Jon Schäffer

Introduction to XML for Publishers Eric Severson CTO, Flatirons Solutions

What’s a “Flatiron” ?

A type of golf club? A household implement used in the Old West?

A delectable cut of steak?

An imposing building in New York? 2

Introducing 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 Business School and others



Offices in Boulder, CO, Washington, DC and Dallas, TX



Inc. 500 company with over 140 consultants

Objectives 

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

Agenda – Part 1 8:30-9:30

What Is XML and How Does It Work?     

9:30-9:45

XML Application Standards   

9:45-10:15

Flexibility adds complexity Key standards for publishers The XML family tree

How XML Benefits Publishers     

10:15-10:30

eXtensible Markup Language – a little history XML by chapter and verse XML and content structure XML as data Exercise: Creating a simple XML file

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

Agenda – Part 2 10:30-10:45

How XML Enables Multi-Channel Publishing   

10:45-11:00

How XML Lets You Monetize Existing Content  

11:00-11:15

 

Reselling content through custom publishing DITA vs. DocBook Case Study: Custom publishing using XML

Moving Forward with XML  

11:30-Noon

Using XML for content sharing and re-purposing Case Study: Monetizing shared content

How XML Creates New Publishing Channels 

11:15-11:30

Multiple workflows vs. multi-channel publishing How XML gets formatted and composed Case Study: Reselling print content on the Web

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

What is XML, and How Does it Work?

Introduction to XML

XML – A Little History Dead Sea Scrolls

SGML as an ISO Standard

Typewriter

XML

Illuminated Manuscripts Printing Press

Stone Tablets

3000 BC

100 AD

1000 AD

1450 AD

GML

HTML

“Dot” Languages

1900 AD 1970 AD

1978 AD 1986 AD 1993 AD 1996 AD

XML by Chapter and Verse NTHBGNNNGGDCRTDTHHVNSNDTHRTHTHRTHWS WTHTFRMNDVDNDDRKNSSWSPNTHFCFTHDPNDT HSPRTFGDWSMVNGVRTHFCFTHWTRSNDGDSDLT THRBLGHTNDTHRWSLGHTNDGDSWTHTTHLGHTW SGDNDGDSPRTDTHLGHTFRMTHDRKNSS

XML by Chapter and Verse INTHEBEGINNINGGODCREATEDTHEHEAVENSAND THEEARTHTHEEARTHWASWITHOUTFORMANDVOI DANDDARKNESSWASUPONTHEFACEOFTHEDEEP ANDTHESPIRITOFGODWASMOVINGOVERTHEFAC EOFTHEWATERSANDGODSAIDLETTHEREBELIGHT ANDTHEREWASLIGHTANDGODSAWTHATTHELIGH TWASGOODANDGODSEPARATEDTHELIGHTFROM THEDARKNESS

XML by Chapter and Verse The Book of Genesis Chapter 1 In the beginning, God created the heavens and the earth. 1

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. 2

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. 4

XML by Chapter and Verse .H1 The Book of Genesis .H2 Chapter 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.

XML 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>

XML and Document Structure A “Book” Consisting of a Title and 1 or More “Chapters” Book

The Book of Genesis

Title

Consisting of 1 or more “Verses”

Chapter Verse

In the beginning, God created the heavens and the earth.

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

And God said, “Let there be light”; and there was light.

Verse

And God saw that the light was good; and God separated the light from the darkness.

Document Type Definition (DTD) A “Book” Consisting of a Title and 1 or More “Chapters” Consisting of 1 or more “Verses”

XML DTD for “Book” Book (Title, Chapter+)

A Book has a Title and one or more Chapters

Chapter (Verse+)

A Chapter has one or more Verses

Title (#CDATA)

A Title consists of Text (Character Data)

Verse (#CDATA)

A Verse consists of Text (Character Data)

A More Complex DTD XML DTD for “Book” Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?

A Book has a Title, optional Front Matter, one or more Parts, and optional appendices followed by optional Back Matter

FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)

Front Matter must include a Table of Contents, with optional List of Tables, List of Figures, Dedication and/or Preface in that order

Part (Title?, Chapter+)

A Part has one or more Chapters

Chapter (Title?, (Paragraph | List | Quote | Table | Figure)*)

A Chapter has an optional Title, followed by paragraphs, lists, quotes, tables and/or figures in any order

Appendix (Title?, (Paragraph | List | Quote | Table | Figure)*)

The same applies to an Appendix

BackMatter (Index | Glossary)*

Back Matter consists of an optional Index and/or Glossary in any order

Etc.

An XML File XML DTD for “Book”

<Book>

Book (Title, FrontMatter?, Part+, Appendix*, BackMatter?)

<Title> A Tale of Two Cities </Title>

FrontMatter (TOC, TableList?, FigureList?, Dedication?, Preface?)

<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>

BackMatter (Index | Glossary)*

</Chapter>

Etc.

</Book>

XML 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.

This information can be expressed using XML “attributes”

Or alternatively as separate XML elements

<author> Charles Dickens </author> <publisher> Bantam </publisher> <isbn> 0-553-21176-5 </isbn> <date> 2003 </date>

XML as Data

Eric Severson, CTO Flatirons Solutions

Joe’s Hot Deals

HTML: Just for Formatting <HTML> <HTML> <HEAD><TITLE> <HEAD><TITLE>E-Invoice E-Invoice</TITLE></HEAD> </TITLE></HEAD> <BODY> <BODY> <H1> <H1>Automobile AutomobileE-Invoice E-Invoice</H1> </H1> <H2> <H2>Purchaser: Purchaser:</H2> </H2> Eric EricSeverson, Severson,CTO CTO<BR> <BR> Flatirons FlatironsSolutions Solutions <H2> <H2>Item ItemPurchased: Purchased:</H2> </H2> 1997 1997Black BlackJeep JeepWrangler Wrangler<BR> <BR> Purchase PurchaseDate: Date:7/1/96 7/1/96<BR> <BR> Purchase PurchasePrice: Price:$20,000 $20,000 </BODY></HTML> </BODY></HTML> Copyright ÂŠ 2009 Flatirons Solutions Corporation, All Rights Reserved

With XML, Documents are Data <E-Invoice <E-InvoiceDealer=“Joe’s Dealer=“Joe’sHot HotDeals”> Deals”> <Purchaser> <Purchaser> <Name> <Name>Eric EricSeverson Severson</Name> </Name> <Title> <Title>CTO CTO</Title> </Title> <Company> <Company>Flatirons FlatironsSolutions Solutions</Company> </Company></Purchaser> </Purchaser> <Item> <Item><Car> <Car> <Year> <Year>1997 1997</Year> </Year> <Color> <Color>Black Black</Color> </Color> <Make> <Make>Jeep Jeep</Make> </Make> <Model> <Model>Wrangler Wrangler</Model> </Model></Car> </Car> <Date> <Date>7/1/96 7/1/96</Date> </Date> <Price> <Price>$20,000 $20,000</Price> </Price></Item> </Item></E-Invoice> </E-Invoice> Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved

Relational Data in XML Form

Item Record Name Jeep

Quantity 1

Price 20,000.00 <Item> <Item> <Name> <Name>Jeep Jeep</Name> </Name> <Quantity> <Quantity>11</Quantity> </Quantity> <Price> <Price>20,000.00 20,000.00</Price> </Price> </Item> </Item>

Text in “Semi-structured” XML Form

Brake BrakeCheck Check Try Trystopping stoppingthe the car caratathigh highspeed. speed. IfIfititstops, stops,then thenthe the brakes brakeswork. work. IfIf not, not,you’re you’reininbig big trouble. trouble.

<Diagnostic> <Diagnostic> <Title> <Title>Brake BrakeCheck Check</Title> </Title> <Test> <Test>Try Trystopping stoppingthe thecar car atathigh highspeed. speed.</Test> </Test> <Result> <Result> IfIfititstops,then stops,thenthe the brakes brakeswork. work. IfIfnot, not,you’re you’re in inbig bigtrouble. trouble.</Result> </Result> </Diagnostic> </Diagnostic>

Data Items Floating Within Text

Brake BrakeRepair Repair When Whenrepairing repairing the thebrakes, brakes,start start by bylocating locatingpart part ABC123 ABC123which which will willbe beused usedtoto

<Repair> <Repair> <Title> <Title>Brake BrakeRepair Repair</Title> </Title> <Procedure> <Procedure>When Whenrepairing repairing the thebrakes, brakes,start startby bylocating locating part part<Part> <Part>ABC123 ABC123</Part> </Part> which whichwill willbe beused usedto to

Exercise: Creating a Simple XML File

Example Content Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Example DTD Chapter Chapter11

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.

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter Chapternumber number isisautomatically automatically generated. generated.

Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

Figure (graphic, caption?)

My MyTrip Tripto tothe theZoo Zoo

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant

</chapter>

AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant

</chapter>

AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

<paragraph> Yesterday I went to the zoo and saw three animals: </paragraph> </chapter>

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

Figure (graphic, caption?)

My MyTrip Tripto tothe theZoo Zoo

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: Bullets An Bulletsare are Anelephant elephant AAlion lion AAgiraffe giraffe

automatically automatically generated. generated.

<paragraph> Yesterday I went to the zoo and saw three animals: </paragraph> <list type=“bullet” > </list>

</chapter>

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

<paragraph> Yesterday I went to the zoo and saw three animals: </paragraph> <list type=“bullet” > <item> An elephant </item>

</list> </chapter> Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

<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> Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

<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> Figure Figure1.1.The Theelephant elephantI Isaw. saw.

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

<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>

Figure Figure1.1.The Theelephant elephantI Isaw. saw. The figure The figurenumber numberisis automatically automatically generated. generated.

</chapter>

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

</chapter>

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

</figure> </chapter>

Creating the XML File Chapter (title, (paragraph | list | figure)*) List (item+)

Chapter Chapter11

My MyTrip Tripto tothe theZoo Zoo

Figure (graphic, caption?) <chapter> <title> My Trip to the Zoo </title>

Yesterday YesterdayI Iwent wenttotothe thezoo zoo and saw three animals: and saw three animals: An Anelephant elephant AAlion lion AAgiraffe giraffe

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

</figure> </chapter>

XML Application Standards

Flexibility 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?

Everybody Can Do Their Own Thing Your XML Chapter Chapter11

<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>

My XML

???

<intro> Yesterday I went to the zoo and saw three animals: </intro> <animals> <animal> An elephant </animal> <animal> A lion </animal>

Figure Figure1.1.The Theelephant elephantI Isaw. saw.

<animal> A giraffe </animal> </animals>

Another 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

Some Key Standards for Publishers 

Generic standards for published content 

DocBook (http://www.docbook.org/) 



XBRL (http://www.xbrl.org/)

Standards for publication metadata interchange    



DITA (http://www.oasis-open.org/)

Standards for financial publishing 



DocBook for Commercial Publishing – just released!

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/)

Dublin Core Metadata        

Identifier Date Title Subject Description Creator Contributor Publisher

      

Type Source Coverage (scope) Format Language Rights Relation (related materials)

http://www.dublincore.org/

Adobe’s XMP What is it?  Data about rich media assets (“metadata”) http://www.adobe.com/products/xmp/  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

The XML Family Tree Document and Publishing Focus

Data Integration / e-Business Focus

SOA P SOA and

XQuery

Web Services

XSLT Application Integration

SVG

Flexible Data Interchange

XSL-FO RelaxNG

DTDs

EXI

Schemas

How XML Benefits Publishers

Key Business Goals 

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

How XML Can Help High-Quality Multi-Channel Output

Dynamic, Flexible Personalization

Powerful, LaserFocused Search

High-Quality Multi-Channel Output Uses Map and Stylesheet for Web Delivery

Real Estate Investing Page Home

Is Your Home an Investment?

Insights

XML Repository June 19, 2008.

A service of the Real Estate Investing Group.

Real Estate Investing Is Your Home an Investment?

Reusable XML Objects

June 19, 2008

XML “Maps”

Uses Map and Stylesheet for Print Delivery

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. In fact, what many homeowners don’t know could hurt them. Studies done in several major cities confirm that, when the

Not just HTML print

Dynamic, Flexible Personalization Is Your Home an Investment? Text That Applies to Everyone

<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>

Text Used for Starters

<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>

Text Used for High Net Worth

<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>

Text Used for Retired People

<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>

Powerful, Laser-Focused Search Show me all products that work on a “Mac”!

New Windows Product Available!

<title>New Windows Product Available!</title>

Compatibility: Windows

<compatibility>Windows</compatibility>

This product works only on Windows, and is not intended to work on the Mac.

<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>

IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.

<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>

Full Text Search

XML-Based Search

Powerful, Laser-Focused Search

XQuery For $PR in $database//PressRelease

New Windows Where $PR/compatibility Product Available! = “Windows”

Show me all products that work on a “Mac”!

<title>New Windows Product Available!</title>

Order by $PR/title ascending Compatibility: Windows

<compatibility>Windows</compatibility>

Return $PR/title This product works only

<summary>This product works only on Windows, and is not intended to work on the Mac.</summary>

on Windows, and is not intended to work on the Mac.

Finds all the Press IBM, Apple, Microsoft, Windows, Releases in the XML and Macintosh are all registered trademarks of their respective database that are marked owners. compatible with Windows, and returns a list of the Full Text Search titles in alphabetical order. Copyright © 2009 Flatirons Solutions Corporation, All Rights Reserved

<disclaimer>IBM, Apple, Microsoft, Windows, and Macintosh are all registered trademarks of their respective owners.<disclaimer>

XML-Based Search

Compatibility with RSS and Web 2.0

wiki

blog

Rich Internet Applications

Web Services

del.icio.us

NewsML

15 Minute Break

How XML Enables Multi-Channel Publishing

Multiple Workflows vs. Multiple Channels

Copy Copy Editors Editors

Fact Fact Checkers Checkers

Manual Coordination

Senior Senior Editors Editors

Editors Editors

Typecodes

Editors Editors

Quark

Editors Editors

Adobe Creative Suite

Editors Editors

Dreamweaver

Editors Editors

Outside Service

Books

Journals and Magazines

Textbooks

Web Site

CDs

Multiple Workflows vs. Multiple Channels Books

XML replaces traditional book-oriented content with a pool of reusable information objects

XML “maps” indicate how these are assembled into output formats

Central XML Repository

Journals and Magazines

XML Publishing Engine Reusable XML Objects

Textbooks

Web Site

XML “Maps”

CDs

Applying Format to XML Styled Print Output

XML Document <Title> Stylesheets <Title>Powerful Powerful Stylesheets for XML Publishing </Title> for XML Publishing </Title> <Para> are many <Para>There There are many

powerful tools for styling XML powerful tools documents, but for fewstyling peopleXML documents, butthey few work people understand how and understand how they work and how to use them well. </Para> how to use them well. </Para>

Transformation Transformation

Print Style Sheet Title Title

Font Family = Arial FontSize Family Arial Font = 18= pt. Font Size = 18 pt. Font Weight = Bold Font Weight = Bold Font Color = Red Font Color = Red

Para Para

Font Family = Times-Roman FontSize Family Times-Roman Font = 14= pt. Font Size = 14 pt. Font Weight = Normal Font Weight = Normal Font Color = Black Font Color = Black

Applying Format to XML Styled Web Output

XML Document <Title> Stylesheets <Title>Powerful Powerful Stylesheets for XML Publishing </Title> for XML Publishing </Title> <Para> are many <Para>There There are many

Transformation Transformation

CSS Style Sheet Title Title { {font-family: font-family:Arial; Arial; font-size: 18pt; font-size: 18pt; font-weight: font-weight:bold; bold; color: red } color: red } Para Para { {font-family: font-family:Times-Roman; Times-Roman; font-size: 14pt; font-size: 14pt; font-weight: font-weight:normal; normal; color: black } color: black }

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) 



XML XML Document Document XSLT XSLT Script Script

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

XSLT Processor

XSL-FO XSL-FO Document Document

XSL-FO Processor

Styled Styled Output Output (PDF, HTML, etc.) (PDF, HTML, etc.)

The Power of a Neutral Format

XSL XSL FO FO to XS XML

PDF o t r e Rend

L-FO

XML to HTML

XM L

to XM

wiki blog

XSLT

Transformations

Case Study: Reselling Print Content on the Web

Case 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.

Case Study: Reselling Print Content Content is sold in monthly journal / magazine subscriptions…

…but individual articles – from any publication – can also be accessed via a separate Web subscription

Case 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

How XML Lets You Monetize Existing Content

Using XML to Repurpose Content Sell the same content three or more ways…

2 Chapters Chapters or orArticles Articles ininXML XML

Printed Printed Book, Book, Journal Journalor or Magazine Magazine

Make MakeIndividual Individual Articles Articles Available Availableon on the theWeb Web

Create CreateNew New Publications Publications From Fromthe the Same Same Content Content

Using XML to Repurpose Content Use XML-based search to find chapters and articles that can be re-purposed…

XQuery

Chapters Chapters or orArticles Articles ininXML XML

Case Study: Monetizing Shared Content

Case Study: Monetizing Shared Content 

Organization: Large academic publisher



Business Challenge: Leverage existing content across organizational silos to create more flexible, marketfocused products.



Use of XML: Convert all content to a single XML standard, facilitating re-use of content between areas.



Business Results: Significantly increased content reuse, resulting in higher revenue, lower cost, and more competitive products.

Case Study: Monetizing Shared Content Journal Publishing

Higher Education Textbooks Textbooks and and Exercises Exercises

Journals Journals Articles for Custom Courses

Chapters for Compilations

New Media Publishing Textbook Chapters

Website Website Subscriptions Subscriptions

Journal Articles

Articles for Compilations Book Chapters

Chapters for Custom Courses Books Books Conference Papers for Compilations

Book Publishing

Conference Conference Proceedings Proceedings

Seminars and Conferences

Case Study: Monetizing Shared Content Higher Education Textbooks and Exercises

Books

Custom Courses

Book Publishing

Journal Publishing

Books

Journals

Books

Journals

Books are made up of Books and courses are chapters; Compilations of made up of chapters chapters, articles, papers, and articles and topics

Chapter

Journals are made up of articles

New Media Publishing Website Subscriptions

Web Sites Web sites can include any kind of content

Seminars and Conferences Conference Proceedings

Proceedings Proceedings are made up of papers

Article/ Paper

Topic

Chapters, Topics and Articles/Papers can all share the same lower-level components

Sidebar Figure

Rich Media

Chart Table

How XML Creates New Publishing Channels

Today’s Trends From the Familiar World of Books…

A Hunger for Relevant Information

e h t l Al tion a m r Info at’s Th lly a u t c A o t t n a v e Rel e M

A New Channel: Custom Publishing

Magazine Magazine

Traditional Publishing Process

Journal Journal Book Book Audience of Many

Custom Publishing Process

Article

pter Cha

Chapter

Custom Custom Publication Publication Audience of One

Example: Custom Courses

See all availabilities for an item, from English language PDF to other languages and formats

Use search dimensions to find course materials.

Thinking in “Topics” Specific Subject

Topic

Specific Purpose Standalone and Reusable

From a pool of reusable topics and rich media objects…

…many custom publications can be produced.

Custom Book

Custom Brochure

Custom Course

Custom Web Page

Custom CD / DVD

Topic-Oriented XML: DITA vs. 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

DITA vs. DocBook Model DITA: A Flexible Collection of Topics

DocBook: A Fixed Book-Oriented Structure

Topic Ref

Text… Front Matter

DITA Map

Topic Ref

DocBook Document

Topic Ref (Sub-Topic) Topic

Section Level 1

Topic Ref

Section Level 2

Topic Ref

Section Level 3

(Sub-Sub-Topic)

DITA Topic

Chapter

Section Level 2 … DITA Topic

DITA Topic

Section Level 1 … Chapter … Back Matter

DITA vs. DocBook Model DITA: A Flexible Collection of Topics

DocBook: A Fixed Book-Oriented Structure

Topic Ref

Text… Front Matter

DITAEither Map

Topic Ref

DocBook Chapter standard can be used in a topic-oriented manner. Document

Topic Ref DITA (Sub-Topic) Topic

DocBook Section Level 1 Master Document

Map TopicText… Ref Topic (Sub-Sub-Topic)

Section Level 2 Front Matter

(Front Matter)

Chapter

Section Level 3

Topic Ref Topic DITA Topic

Section (Topic)

DITA Topic

Topic Topic

Topic

DITA Topic

(Topic)

Section Section Level 2 …

(Sub-Topic) (Sub-Sub-Topic)

Section

(Sub-Topic)

DITA Topic

Topic Topic

(Back Matter)

Section

(Sub-Sub-Topic) Section

Level 1 …

Section Chapter … (Topic)

Back Matter

XQuery: Real-Time Custom Publishing I’m looking for everything I can find on “X”

Query

Results Formatted in PDF

XQuery Central XML Repository

Transform

Results Formatted in HTML

XQuery allows for real-time, dynamic publishing based on a consumer’s query or profile.

A 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

Case Study: Custom Publishing with XML

Case 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.

Case Study: Custom Publishing The old world…

Individual published books – one size fits all.

The new world…

You pick what you need and publish your own textbook!

My Flash Primer My Course

Case Study: Custom Publishing

Moving Forward With XML

XML Solution Architecture Developmental Editing / Peer Review

Conversion to XML

Editorial

Production

Microsoft Word

Conversion Tool/Service

XML Editor

Author Submission Microsoft Word

Content Management System Central Repository

Web Site

Dynamic Content Delivery

Books

Multi-Channel Publishing Engine

Journals

CDs

Quark or Adobe InDesign

Magazines

XML Editing

XML Tools to Know About

Xpress Author

XML Content Mgmt

XML Delivery

FrameMaker

documentum

Document Manager FileNet Content Manager

XML Project Roadmap Solution Blueprint Business Business Success Success Framework Framework

Content Content Architecture Architecture

 As-Is Environment  To-Be Solution Model (Content, Process, and Technology)  Implementation Roadmap

Solution Solution Design Design

Iterative Iterative Development Development

Solution Solution Deployment Deployment

 Content Model

 Software Architecture

 Detailed Iteration Plan

 Final Systems Test

 Chunking and Reuse Strategy

 User Stories / Use Cases

 Refined User Stories

 User Acceptance Test

 Linking Strategy

 CMS Design  Physical Architecture

 User and Admin Guides

 Metadata and Taxonomies

 Detailed Test Cases

 Prototype

 User and Admin Training

 XML Standards

 Environment Set-Up

 Migration Approach

 Implementation Plan

 Individual Iterations (Test, Build, Validate)

 Roll-Out and Deployment

 Content Analysis

 Business Assessment

Solution Implementation

 Project Review

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Open Discussion Q&A What you’ve done with XML so far What you’re going to do with XML in the future