Epublishing Notes

Page 1

NOTES ON

Electronic Publishing A notes & guide to students of Diploma in Printing Technology (Semester V)

Aksharam www.aksharam.co.in Click here for DTP courses/

Based on L-Scheme Syllabus Institute of Printing Technology

Aksharam www.aksharam.co.in For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

ii

Š Aksharam. 2014

Dedicated to my late parents without whom I will not be what I am now

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For restricted circulation only. Not for commercial use.

Sources & Acknowledgements http://www.w3schools.com/default.asp Arasan Ganesan Polytechnic College, Sivakasi www.learnthenet.com/english/section/webpubl.html www.learnthenet.com/english/publish/000pub.htm www.xml.com www.pdfzone.com www.wikipedia.org http://www.epublishing.com/ Chicago Manual of Style KWWS ZZZ FKLFDJRPDQXDORIVW\OH RUJ WRROVBZRUNÀRZ KWPO

www.bookbaby.com/ http://isbn.org/ http://www.prepressure.com/ http://code.google.com/p/pdf-pub-tools/ Butcher’s Copy-editing Manual

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Preface As an alumni of Institute of Printing Technology, it gives me great happiness and satisfaction for preparing these notes & guide and the knowledge that I had been gaining all these years. The need for a guide & notes for the students of printing technology was felt by me when I started as a visiting faculty couple of years ago and from then onwards, I was exploring the possibilities for the same. I prefer calling this as a guide as it is a collection and contribution from various sources, all of whom, I thank for their relevant input. The intention of this guide is to cover all the topics as prescribed in the syllabus in order to help the teachers to be on track & the students to prepare well for their examinations while understanding the basic concepts that is expected out of them in their eventual interviews. I appreciate, feedback on errors of ommission or commission, if any. This will motivate me to improve the content for the next version. These may please be addressed to the undersigned. I wish to initiate this as a continuous effort so that, this will be an eternal resource, regularly updated every year, for the EHQH¿W RI WKH SUHVHQW DQG WKH IXWXUH VWXGHQWV

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I thank all the contributors of the relevant resources as mentioned in the acknowledgements page. I also thank all the faculty, the supporting staff and the Principal of Institute of Printing Technology, Taramani, Chennai, for giving me an opportunity as a visiting faculty and WR SUHSDUH WKHVH QRWHV JXLGH IRU WKH EHQH多W RI WKH VWXGHQWV

Contents Preface / iv Unit One / 001 Unit Two / 065

P.N. Naganathan Aksharam email: aksharam@aksharam.co.in

Unit Three / 119 Unit Four / t/c Unit Five / t/c

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<<back to contents page...

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Unit One 1.1 1.2

1.3

1.4

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ELECTRONIC PUBLISHING Introduction about E-publishing, Advantages and disadvantages of E-Publishing. Basic principles of E-book, List of various manufactures of E-book and Application of E-book. Steps involved for creation of e-book – Editing - Types of E-book editing – HTML compiler, PDF compiler, other compiler, Cover page design, E-book design, ISBN registration - Barcode, Copyright FHUWL¿FDWLRQ DQG 0DUNHWLQJ Marketing strategies - Ezines, Joint ventures, Pay-per-click search engines, Search engines, Press releases and news.

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1.1 —INTRODUCTION TO EPUBLISHING —ADVANTAGES AND DISADVANTAGES OF E-PUBLISHING << back to contents << Introduction.

ePublshing—Unit I

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pedias on CD and DVD, as well as technical and reference publications relied on by mobile users and others without reliable and high speed access to a network.

Electronic publishing (also referred to as e-publishing or digital publishing) includes the digital publication of e-books, EPUBs, digital magazines, and the development of digital libraries and catalogues.

(OHFWURQLF SXEOLVKLQJ LV DOVR EHLQJ XVHG LQ WKH ¿HOG RI test-preparation in developed as well as in developing economies for student education (thus partly replacing conventional books) - for it enables content and analytics combined - for the EHQH¿W RI VWXGHQWV

(OHFWURQLF SXEOLVKLQJ KDV EHFRPH FRPPRQ LQ VFLHQWL¿F publishing where it has been argued that peer-reviewed scienWL¿F MRXUQDOV DUH LQ WKH SURFHVV RI EHLQJ UHSODFHG E\ HOHFWURQLF publishing. It is also becoming common to distribute books, magazines, and newspapers to consumers through tablet reading devices.

While the term “electronic publishing” is primarily used today to refer to the current offerings of online and web-based publishers, the term has a history of being used to describe the development of new forms of production, distribution, and user interaction in regard to computer-based production of text and other interactive media.

It is a market that is growing by millions each year, generated by online vendors such as Apple’s iTunes bookstore, Amazon’s bookstore for Kindle, and books in the Google Play Bookstore. Market research suggests that half of all magazine and newspaper circulation will be via digital delivery and that half of all reading in the United States will be done without paper sooner or by the end of this decade. Although distribution via the Internet (also known as online publishing or web publishing when in the form of a website) is nowadays strongly associated with electronic publishing, there are many non network electronic publications such as EncycloFor restricted circulation only. Not for commercial use.

Figure I-1

Samples ofFIGURE eBook devices

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For restricted circulation only. Not for commercial use.

Original artwork

Original manuscript

Figure I-2 $ W\SLFDO ;0/ ZRUN À RZ

Art for web

Art for e-book

Art for print

XML source ďŹ le DTD

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7 i_cfb_Ă“ [Z NCB mehaĂ” em" _d m^_Y^ Wd NCB# jW]][Z Xeea cWdkiYh_fj _i ki[Z Wi j^[ XWi_i e\ fh_dj" [# Xeea" WdZ m[X l[hi_edi e\ j^[ fkXb_YWj_ed$ 7do Whjmeha _i fheY[ii[Z WdZ Yedl[hj[Z Wi Wffhefh_Wj[ WdZ _dj[]hWj[Z _dje [WY^ l[hi_ed X[\eh[ fkXb_YWj_ed$

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Distributing content electronically as apps has become popular due to the rapid consumer adoption of smartphones and tablets $W ÂżUVW QDWLYH DSSV IRU HDFK PRELOH SODWIRUP ZHUH required to reach all audiences, but in an effort toward universal device compatibility, attention has turned to using HTML5 to create web apps that can run on any browser. 7KH EHQHÂżW RI HOHFWURQLF SXEOLVKLQJ FRPHV IURP XVLQJ WKUHH DWWULEXWHV RI GLJLWDO WHFKQRORJ\ ;0/ WDJV WR GHÂżQH FRQWHQW VW\OH VKHHWV WR GHÂżQH WKH ORRN RI FRQWHQW DQG PHWDGDWD to describe the content for search engines. With the use of WDJV VW\OH VKHHWV DQG PHWDGDWD WKLV HQDEOHV UHĂ€RZDEOH FRQtent that adapts to various reading devices or delivery methods. (see Fig. Unit I-2)

Style sheet based on design specs for web (CSS)

Style sheet based on design specs for e-book E-book XML (e.g., EPUB)

XML for typesetting

(1) it does not include using an offset printing press to print WKH ÂżQDO SURGXFW DQG (2) it avoids the distribution of a physical product. Because the content is electronic, it may be distributed over the Internet and through electronic bookstores. The consumer may read the published content on a website, in an application on a tablet device, or in a PDF on a computer. In some cases the reader may print the content using a FRQVXPHU JUDGH LQN MHW RU ODVHU SULQWHU RU YLD D SULQW RQ demand system.

Style sheet based on design specs for print

The electronic publishing process follows a traditional publishing process but differs from traditional publishing in two ways:

E-book

Print book

Epublishing Process.

Web publication

Epublishing Process.

(e.g.,

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Epublishing Process.

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Because electronic publishing often requires text mark-up to develop online delivery methods, the traditional roles of typesetters and book designers have changed. Designers must know more about mark-up languages, the variety of reading devices available, and the ways in which consumers read. However, new design software is becoming available for designers to publish content in this standard without needing to know programming, such as Adobe Systems’ Digital Publishing Suite and Apple’s iBooks Author 7KH PRVW FRPPRQ ¿OH IRUPDW LV epub, used in many e-book formats, which is a free and open standard available in many publishing programs. Another common format is folio, which is used by the Adobe Digital Publishing Suite to create content for Apple’s iPad tablets and apps.

• PDF New media:

Responsive design should be a key part of content marketing strategy. Regardless, the nature of responsive design will continue to evolve, but the content will always be at the heart of it. The future of epublishing will focus more on responsive design rather than a static information.

• 6SDWLDO EHQHÂżWV Over 2 million free e-books were available between July 4 and August 4 in 2009. Mobile availability of e-books may be provided for users with a mobile data connection, so that these e-books need not be stored on the device. An e-book FDQ EH RIIHUHG LQGHÂżQLWHO\ ZLWKRXW HYHU JRLQJ ÂłRXW RI SULQW´ In the space that a comparably sized print book takes up, an e-reader can potentially contain thousands of e-books, limited only by its memory capacity. If space is at a premium, such as in a backpack or at home, it can be an advantage that an e-book collection takes up little room and weight. • 0HFKDQLFDO DQG PXOWLPHGLD EHQHÂżWV E-book websites can include the ability to translate books into many different languages, making the works available to speakers of languages not covered by printed translations.

Examples of Epublishing deliverables. Electronic versions of traditional media: • • • • •

CD-ROM E-book (OHFWURQLF MRXUQDO Online magazine Online newspaper

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• • • • • • •

Blog Collaborative software Digital publication app File sharing Mobile apps Podcast Enhanced publication

Advantages of e-publishing.

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Advantages of e-publishing.

Depending on the device, an e-book may be readable in low light or even total darkness. Many newer readers have the ability to display motion, enlarge or change fonts, use Text-to-speech software to read the text aloud for visually impaired, partially sighted, elderly or dyslectic people or MXVW IRU FRQYHQLHQFH VHDUFK IRU NH\ WHUPV ÂżQG GHÂżQLWLRQV or allow highlighting bookmarking and annotation. AddiWLRQDOO\ H ERRNV DOORZ IRU UHDGHUV WR ORRN XS ZRUGV RU ÂżQG more information about the topic immediately. Material can be organized however the author prefers and is not limited to a linear path through the book as hyper-text can allow a number of paths through the material. Printed books use 3 times more raw materials and 78 times more water to produce. than e-books. However, the manufacture and distribution of e-book hardware (both the readers and the servers from which books are downloaded) consume materials and energy; the disposal of e-book hardware creates electronic waste; and the storage, distribution, and reading of e-books consume energy. Depending upon the software support and used formats, non-textual multimedia can also be embedded into e-book pages as widgets, including images (and image galleries), YLGHRV DXGLR ÂżOHV DQG LQWHUDFWLYH VWLOO RU DQLPDWHG PRGHOV this is similar to HTML elements which allow for presentation of multimedia content through embedding of the content inside web pages. This results in e-books offering richer reading experiences than is possible through traditional, physical books. For restricted circulation only. Not for commercial use.

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( ERRNV ZKLOH RIWHQ SUHVHQWHG DV ³ÀLSSLQJ´ EHWZHHQ ÂłSDJHV´ (in a skeumorphic nod to traditional book design), are not necessarily limited to such presentation, and entries can be presented through downward scrolling; further, more novel widgets interactive widgets for revealing additional textual information can be added to an e-book. • 'LVWULEXWLYH DQG DFFHVV EHQHÂżWV While an e-book reader costs much more than one book, the electronic texts are at times cheaper. Moreover, a great share of e-books are available online for free, minus the minimal FRVWV RI WKH HOHFWURQLFV UHTXLUHG )RU H[DPSOH DOO ÂżFWLRQ IURP before the year 1900 is in the public domain. Also, libraries lend more current e-book titles for limited times, free samples are available of many publications, and there are other lending models being piloted as well. E-books can be printed for less than the price of traditional new books using new on-demand book printers. An e-book can be purchased/borrowed, downloaded, and used immediately, whereas when one buys or borrows a book, one must go to a bookshop, a home library, or public library during limited hours, or wait for a delivery. Depending on possible digital rights management, e-books can be backed up to recover them in the case of loss or damage and it may be possible to recover a new copy without cost from the distributor. Compared to printed publishing, it is cheaper and easier for authors to self-publish e-books. Also, the dispersal of a free e-book copy can stimulate the sales of the printed version. For restricted circulation only. Not for commercial use.

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Disadvantages of e-publishing.

• E-publishing offers greater longevity for works with slower sales. While paper publishers will remove slow movers from active status (print), electronic storage affords unlimited archiving. This gives new writers time to build a follow-up by having their entire catalog available over extended periods of time. Disadvantages of e-publishing. • To date, electronic works sell far fewer copies than paper books. Many people aren’t aware of e-publishing and others prefer reading a book from print rather than electronically. Good sales, according to one e-publisher, amount to 500 copies for a successful manuscript. • Writers are responsible for providing their own on going marketing for e-published work. A book might be great, but if nobody knows about it, it won’t sell. • If interested in building credentials, e-published works do not carry the same weight as traditional paper publishers The sense is that the bar is some how lower for epublished works than for printed works. However, this may change with time as epublishing becomes more established. • Writers do not receive an advance 7KLV LV QRW MXVW D ¿QDQcial disadvantage, but might disqualify e-published authors from participating in certain organizations where membership requirements include works paid by advance. That said sales royalties are often paid more frequently by e-publishers, such as quarterly rather than annually. For restricted circulation only. Not for commercial use.

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• Piracy is another concern in the e-publishing industry. It is a fairly simple thing, technically speaking, for a recipient of DQ H ZRUN WR HGLW WKH ¿OH PDNH VHYHUDO FRSLHV DQG VHOO WKH work out from under the nose of the e-publisher and author. Some epublishers counter that the relatively small market for e-works provides little impetus for this. • 3ULFHV DUH QRW DOZD\V VLJQL¿FDQWO\ FKHDSHU IRU H ZRUNV despite the lower overhead. This might be a deterrent to sales.

ŜŜŜ

Figure I-3

Reading an eBook device

For restricted circulation only. Not for commercial use.

1.2 —BASIC PRINCIPLES OF E-BOOK —LIST OF VARIOUS MANUFACTURES OF E-BOOK —APPLICATION OF E-BOOK << back to contents << Basic Principles of e-book. An electronic book is a book-length publication in digital form, consisting of text, images, or both, readable on computers or RWKHU HOHFWURQLF GHYLFHV $OWKRXJK VRPHWLPHV GH¿QHG DV ³DQ electronic version of a printed book�, many e-books exist without any printed equivalent. Commercially produced and sold e-books are usually intended to be read on dedicated e-book readers, however, almost any sophisticated electronic device that features a controllable viewing screen, including computers, many mobile phones, and all smartphones can also be used to read e-books. The electronic counterpart of a printed book can be viewed on a desktop computer, laptop, smartphone or e-book reader. When traveling, a large number of e-books can be stored in portable units, dramatically eliminating weight and volume compared to paper. Electronic bookmarks make referencing easier, and e-book readers may allow the user to annotate pages Early e-book implementations $IWHU +DUW ¿UVW DGDSWHG WKH 'HFODUDWLRQ RI ,QGHSHQGHQFH LQWR DQ HOHFWURQLF GRFXPHQW LQ 3URMHFW *XWHQEHUJ ZDV ODXQFKHG to create electronic copies of more texts - especially books.

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Another early e-book implementation was the desktop prototype for a proposed notebook computer, the Dynabook, in the 1970s at PARC: a general-purpose portable personal computer capable of displaying books for reading. In 1992, Sony launched the Data Discman, an electronic book reader that could read e-books that were stored on CDs. One of the electronic publications that could be played on the Data Discman was called The Library of the Future. Early e-books were generally written for specialty areas and a limited audience, meant to be read only by small and devoted LQWHUHVW JURXSV 7KH VFRSH RI WKH VXEMHFW PDWWHU RI WKHVH H ERRNV included technical manuals for hardware, manufacturing techQLTXHV DQG RWKHU VXEMHFWV ,Q WKH V WKH JHQHUDO DYDLODELOLW\ RI WKH ,QWHUQHW PDGH WUDQVIHUULQJ HOHFWURQLF ÂżOHV PXFK HDVLHU including e-books. List of various manufactures of E-book. As e-book formats emerged and proliferated, some garnered VXSSRUW IURP PDMRU VRIWZDUH FRPSDQLHV VXFK DV $GREH ZLWK its PDF format and others supported by independent and opensource programmers. Different e-readers followed different formats, most of them specializing in only one format, thereby fragmenting the e-book market even more. Due to the exclusiveness and limited readerships of e-books, the fractured market of independent publishers and specialty authors lacked consensus regarding a standard for packaging and selling e-books.

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Application of eBook

However, in the late 1990s, a consortium formed to develop the Open eBook format as a way for authors and publishers to provide a single source-document which many book-reading software and hardware platforms could handle. Open eBook as GH¿QHG UHTXLUHG VXEVHWV RI ;+70/ DQG &66 D VHW RI PXOWLmedia formats (others could be used, but there must also be a fallback in one of the required formats), and an XML schema for a “manifest”, to list the components of a given e-book, identify a table of contents, cover art, and so on. Google Books has converted many public-domain works to this open format. In 2010, e-books continued to gain in their own underground markets. Many e-book publishers began distributing books that were in the public domain. At the same time, authors with books that were not accepted by publishers offered their works online VR WKH\ FRXOG EH VHHQ E\ RWKHUV 8QRI¿FLDO DQG RFFDVLRQDOO\ unauthorized) catalogs of books became available on the web, and sites devoted to e-books began disseminating information about e-books to the public. Application of eBook. Libraries US Libraries began providing free e-books to the public in 1998 through their web sites and associated services, although the e-books were primarily scholarly, technical or professional in nature, and could not be downloaded. In 2003, libraries began RIIHULQJ IUHH GRZQORDGDEOH SRSXODU ¿FWLRQ DQG QRQ ¿FWLRQ For restricted circulation only. Not for commercial use.

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e-books to the public, launching an e-book lending model that worked much more successfully for public libraries. The number of library e-book distributors and lending models continued to increase over the next few years. From 2005 to 2008 libraries experienced 60% growth in e-book collections. In 2010, a Public Library Funding and Technology Access Study found that 66% of public libraries in the US were offering e-books, and a large movement in the library industry began seriously examining the issues related to lending e-books, acknowledging a tipping point of broad e-book usage. However, some publishers and authors have not endorsed the concept of electronic publishing, citing issues with demand, piracy and proprietary devices. Demand-driven acquisition (DDA) has been around for a few years in public libraries, which allows vendors to streamline the acquisition process by offering to match a library’s selection SUR¿OH WR WKH YHQGRU¶V H ERRN WLWOHV 7KH OLEUDU\¶V FDWDORJ LV WKHQ SRSXODWHG ZLWK UHFRUGV IRU DOO WKH H ERRNV WKDW PDWFK WKH SUR¿OH The decision to purchase the title is left to the patrons, although the library can set purchasing conditions such as a maximum price and purchasing caps so that the dedicated funds are spent according to the library’s budget. The 2012 meeting of the Association of American University Presses included a panel on patron-drive acquisition (PDA) of books produced by university presses based on a preliminary report by Joseph Esposito, a digital publishing consultant who has studied the implications of PDA with a grant from the Andrew W. Mellon Foundation.

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Dedicated hardware readers and mobile reader software

Dedicated hardware readers and mobile reader software. There have been several generations of dedicated hardware e-book readers. The Rocket eBook and several others were introduced around 1998, but did not gain widespread acceptance. The establishment of the E Ink Corporation in 1997 led to the development of electronic paper, a technology which allows D GLVSOD\ VFUHHQ WR UHÀHFW OLJKW OLNH RUGLQDU\ SDSHU ZLWKRXW WKH QHHG IRU D EDFNOLJKW HOHFWURQLF SDSHU ZDV LQFRUSRUDWHG ¿UVW LQWR the Sony Librie (released in 2004) and Sony Reader (2006), followed by the Amazon Kindle, a device which, upon its release LQ VROG RXW ZLWKLQ ¿YH KRXUV As of 2009, new marketing models for e-books were being developed and a new generation of reading hardware was produced. E-books (as opposed to e-book readers) have yet to achieve global distribution. In the United States, as of September 2009, the Amazon Kindle model and Sony’s PRS-500 were the dominant e-reading devices. By March 2010, some reported that the Barnes & Noble Nook may be selling more units than the Kindle in the US. On January 27, 2010 Apple Inc. launched a multi-function GHYLFH FDOOHG WKH L3DG DQG DQQRXQFHG DJUHHPHQWV ZLWK ¿YH RI the six largest publishers that would allow Apple to distribute e-books. The iPad includes a built-in app for e-books called L%RRNV DQG WKH L%RRNVWRUH 7KH L3DG WKH ¿UVW FRPPHUFLDOO\ SUR¿WDEOH WDEOHW FRPSXWHU ZDV IROORZHG LQ E\ WKH UHOHDVH RI WKH ¿UVW $QGURLG EDVHG WDEOHWV DV ZHOO DV /&' YHUVLRQV RI WKH Nook and Kindle; unlike previous dedicated e-readers, tablet For restricted circulation only. Not for commercial use.

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computers are multi-function, utilize LCD displays (and usually touchscreens), and (like iOS and Android) be more agnostic to e-book vendor applications, allowing for installation of other e-book vendors. The growth in general-purpose tablet computer use allowed for further growth in popularity of e-books in the 2010s. In July 2010, online bookseller Amazon.com reported sales of e-books for its proprietary Kindle outnumbered sales of hardFRYHU ERRNV IRU WKH ¿UVW WLPH HYHU GXULQJ WKH VHFRQG TXDUWHU RI 2010, saying it sold 140 e-books for every 100 hardcover books, including hardcovers for which there was no digital edition. By January 2011, e-book sales at Amazon had surpassed its paperback sales. In the overall US market, paperback book sales are still much larger than either hardcover or e-book; the American Publishing Association estimated e-books represented 8.5% of sales as of mid-2010, up from 3% a year before. At the end of WKH ¿UVW TXDUWHU RI H ERRN VDOHV LQ WKH 8QLWHG 6WDWHV VXUSDVVHG KDUGFRYHU ERRN VDOHV IRU WKH ¿UVW WLPH In Canada, The Sentimentalists won the prestigious national Giller Prize. Owing to the small scale of the novel’s independent publisher, the book was initially not widely available in printed form, but the e-book edition became the top-selling title for Kobo devices in 2010. Use of an e-book reader is disallowed on commercial airliners during takeoff and landing.

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Dedicated hardware readers and mobile reader software

eBook Formats. Writers and publishers have many formats to choose from when publishing ebooks. Each format has advantages and disadvantages. The most popular ebook readers and their natively supported formats are shown below: Reader Amazon Kindle, Kindle Fire (color), Kindle Touch, Kindle Touch 3G Nook Simple Touch, Nook Tablet Apple iPad Sony Reader PRS-350, PRS650, PRS-950 Kobo eReader, Kobo Touch, Kobo Arc PocketBook Reader, PocketBook Touch

Native E-Book Formats AZW, PDF, TXT, non-DRM MOBI, PRC

1.3 —STEPS INVOLVED FOR CREATION OF E-BOOK —EDITING – TYPES OF E-BOOK EDITING —HTML COMPILER, PDF COMPILER, OTHER COMPILER

—COVER PAGE DESIGN, E-BOOK DESIGN, —ISBN REGISTRATION, BARCODE —COPYRIGHT CERTIFICATION AND MARKETING. << back to contents << Steps involved for creation of e-book.

EPUB, PDF EPUB, IBA (Multitouch books made via iBooks Author), PDF EPUB, PDF, TXT, RTF, DOC, BBeB EPUB, PDF, TXT, RTF, HTML, CBR (comic), CBZ (comic) EPUB DRM, EPUB, PDF DRM, PDF, FB2, FB2.ZIP, TXT, DJVU, HTM, HTML, DOC, DOCX, RTF, CHM, TCR, PRC (MOBI)

ŜŜŜ

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Some e-books are produced simultaneously with the production of a printed format, as described in electronic publishing, though in many instances they may not be put on sale until later. Often, e-books are produced from pre-existing hard-copy books, generally by document scanning, sometimes with the use of robotic book scanners, having the technology to quickly scan books without damaging the original print edition. Scanning a ERRN SURGXFHV D VHW RI LPDJH ÂżOHV ZKLFK PD\ DGGLWLRQDOO\ EH converted into text format by an OCR program. Occasionally, DV LQ VRPH H WH[W SURMHFWV D ERRN PD\ EH SURGXFHG E\ UH HQWHUing the text from a keyboard. As a newer development, sometimes only the electronic version of a book is produced by the publisher. It is even possible to release an e-book chapter by chapter as each chapter is ZULWWHQ 7KLV LV XVHIXO LQ ÂżHOGV VXFK DV LQIRUPDWLRQ WHFKQRORJ\ where topics can change quickly in the months that it takes to write a typical book. It is also possible to convert an electronic book to a printed book by print on demand. However these are For restricted circulation only. Not for commercial use.

Figure I-4 $ W\SLFDO 3ULQW H%RRN ZRUN ÀRZ Source: Chicago Manual of Style)

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exceptions as tradition dictates that a book be launched in the print format and later if the author wishes an electronic version is produced. $ 7\SLFDO ZRUN Ă€RZ RI SULQW DQG H%RRN LV VKRZQ KHUH Editing and Types of Editing. Publishing an eBook is both exciting and daunting at the same time. It’s important that one understands the options and that makes sure the eBook looks and reads great on all the popular eReaders, like Kindle, iPad, Nook, and more. No manuscript is perfect as received from authors. Hence, every writer needs an editor. A caring, careful collaboration between writer and editor can make a good book great. $IWHU DOO WKH WLPH HIIRUW DQG FUHDWLYH HQHUJ\ LW WRRN WR ³¿Qishâ€? writing your book, you’ll be spinning between moods of elation, self-doubt, delusions of grandeur, and shame. The alternating anxiety and buzz of near-completion can cause you to UXVK WKURXJK WKLQJV DQG PDNH MXVWLÂżFDWLRQV IRU LPSHUIHFWLRQV WKDW \RXÂśG RWKHUZLVH KDYH FDXJKW DQG Âż[HG A professional book editor will be able to spot problem areas in plot, character, continuity, tone, and more

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Compilers

Authors are not best marketeers themselves. An editor who knows what works and what sells in your chosen genre will be able to help you make both creative and strategic decisions that will give your book a better chance of success in the marketplace. Should you cut 3 chapters to make sure it’s less than 250 pages? Is your title going to give the wrong impression to readers? An editor will encourage you to consider factors you didn’t even know would make a difference. Computers don’t catch every grammatical, syntactical, contextual or spelling issue. A trained eye can catch errors in the manuscript that is overlooked a hundred times. Working with a professional editor will save the embarrassment of someone identifying typos or errors and highlighting it on social sites such as Facebook etc. Compilers. An eBook is a package of HTML, CSS, and scripts (usually -DYD6FULSW ZLWK D PDQLIHVW DQG SDFNDJH ¿OH $ FRPSLOHU FRPSLOHV DOO WKHVH DVVHWV WR D VLQJOH H%RRN ¿OH ZKLFK FDQ EH UHDG E\ a reader software in a relevant hardware. If you’re going to create an E-Book, at some point you will need an E-Book Compiler. $Q ( %RRN FRPSLOHU LV D SURJUDP WKDW WDNHV WKH VRXUFH ¿OHV WKH content of your E-Book) and complies them into an easy-to-distribute format.

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Different Types of e book compilers: 7KHUH DUH WKUHH PDLQ NLQGV RI FRPSLOHUV %XW WKH\ DUH FODVVL¿HG into three categories. They are: (1) HTML compilers (2) PDF compilers (3) Other compilers (1) HTML compilers. +70/ FRPSLOHUV FRQYHUW +70/ ¿OHV OLNH \RX KDYH RQ D ZHE site) into an easy-to distribute format, often self-contained windows programs. A HTML compiler may be a good choice if any of the following apply: (1) The E-Book to be read on the compute screen. You are going to create an E-Book, at some point you will need an E-Book compiler. The compiler should have some “special” features used on web pages, or that some HTML compilers allow to be also used in e-book. (2) It is with a good search facility (most HTML compilers allow users to search quite easily and powerfully). (3) It has features of designing web pages. (Creating your e-book is likely to be a similar process to creating web pages). (4) It contains reusable information, in HTML format, in your E-Book on your web site, or vice-versa. (As HTML is the input to HTML compilers, you may be able to reuse at least some of it in an e-book, with little or no extra work). For restricted circulation only. Not for commercial use.

24

Compilers

5. It also consist some particular feature that your chosen HTML compiler provides, for re-branding and marketing requirements. (2) PDF compilers 3') LV D ÂżOH IRUPDW FUHDWHG E\ DGREH WKDW FDQ EH XVHG IRU E-Books (and distributing other types of documents too). To UHDG D 3') ÂżOH D XVHU ZLOO QHHG WR KDYH LQVWDOOHG WKH $GREH Acrobat reader. (There may be other PDF readers such as PDF995, JawsPDF etc., also available). A PDF compiler may be a good choice if any of the following apply: • The user generally expects his E-book to be printed. (PDF’s print easily and well) • The user wants the E-Book to always have an exact appearDQFH ZLWKRXW DQ\ WH[W UHĂ€RZ 3')ÂśV ORRN OLNH WKH RULJLQDO print document) • The users do not need the “specialâ€? interactivity used on web pages that some HTML e-book compliers support. • The users do not have experience designing web pages. (Creating PDF’s doesn’t generally require knowledge of how to create a web page). • The users do not want to reuse the same HTML-format information on the E-Book on the web site, or vice-versa. (user may have to go through an extra step to convert HTML to PDF, or vice- versa)

For restricted circulation only. Not for commercial use.

ePublshing—Unit I

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• The users does not need a good comprehensive search facility inside the e-book. • The user needs to convert a lot of paper or word processor ¿OHV WR ( %RRNV $GREH KDV D UDQJH RI SRZHUIXO WRROV IRU converting into PDF). • 7KH XVHU KDV VXI¿FLHQW IXQGV WR DIIRUG DQG LQYHVW RQ ZKDWHYHU PDF tools that is required in comparison to HTML, which is a free and an open source format. (3) Other compilers: 7KHUH DUH DOVR ( %RRN FRPSLOHUV WKDW FRQYHUW RWKHU ¿OH IRUPDWV such as plain text, or RTF, or proprietary formats into E-Books. The pricing and features in these compilers may vary widely. If XVLQJ D SURSULHWDU\ ¿OH IRUPDW WR ZULWH \RXU WH[W LW PLJKW EH D good idea to check on the re-usability & compatibility, if you decide to switch software later. Cover page Design. A typical eBook cover design has different approach and perspective from a traditional Printed Book cover design. We do not need a spine measurement for creating a eBook cover

For restricted circulation only. Not for commercial use.

26

Cover page Design.

ePublshing—Unit I

design. More focus goes on how the content is showcased in a lucid and attractive manner. Here some important point to ensure that the e-book cover design looks professional and boosts the sales. (1) Make sure to use an easy to read font and text size. There is no point in having an ebook cover if people cannot read LW 'R QRW XVH ÀRZHU\ IRQWV WKDW DUH KDUG WR XQGHUVWDQG Use an easy to read font and write your title in large text. (2) Make sure to use bold colors but don’t make a rainbow. Red, yellow, blue and black are bold colors that should be used in your e-book cover. Tests have shown that they are appealing to consumers. You should avoid gray and other dull colors like green or brown. (3) Now a days e-book cover designing software are available in internet. (Free version and payable version also available) simply download from internet. (4) <RX FDQ VHH LQVWDQWDQHRXV UHVXOWV $QRWKHU PDMRU EHQH¿W of online cover design is that you can see almost instantaneous results, no matter where you are in the world. Just make your design and download it straight away and it is ready for use. (5) The best way to make yourself look professional and boost your sales is to ensure that you have a good cover. The best way to get your covers is to get some software that will help you design graphics in a few quick steps. (6) Online e-cover and graphic design sites are great / however, you need to make sure you look for a site with good For restricted circulation only. Not for commercial use.

27

support features such as an easy to understand and downloaded user guide. E-book design. Once the written text that is to be published is ready, it is necessary to package by compilation and conversion so that it is readable in the relevant ereader software and hardware. Today there are many programs to publish ebooks: • • • •

Microsoft Reader, Adobe Indesign, (ePUB) e-Book Generator. (MOBI Pocket. Amazon) Adobe Acrobat (PDF) They allow the addition of high-quality images and the appropriately processing of text. $GREH DOORZV WKH FUHDWLRQ RI 3') ÂżOHV D SRSXODU IRUPDW ZKLFK HQMR\V RI KLJK YLVXDO TXDOLW\ More modern e-book publishing programs work with HTML language, the same language used for web sites. One of these programs is called E-Book Generator. This program presents one distinguishing advantage: When publishing a text, this can be self compressed in a self executable (.exe) format. For an electronic book to be successful it is important that the covers and the text structure have an appealing design which makes readability easier. In order to make the reading a pleasant experience, there are special typographies which allow an For restricted circulation only. Not for commercial use.

28

International Standard Book Number (ISBN)

optimum legibility on the screen. This is accomplished by using open letters and wide tracking and leading. The typographic selection is of high importance for all printed and digital books VLQFH WKH DFFRPSOLVKPHQW RI HQMR\DEOH UHDGDELOLW\ GHSHQGV heavily, on the typography. This is even more important for electronic books since the reading support is the screen, and its resolution is lower than most people, for this reason, the text GHVLJQ PXVW EH WKRXJKW RXW VR DV WR ¿QG D VROXWLRQ WR WKLV SURElem. A part from this, since electronic books allow the addition of audio and video, the design must also exploit these possibilities. An example of the application of these multimedia elements is educational books, in which audiovisual designs make exercises more appealing for kids. It is also important to consider that links between a text and other pages on the Internet can be added. It is indisputable that, like every book, the cover design and the use of an appealing title is fundamental. Because of the great amount of images that circulate on the web, it is important to develop a simple cover that is visually sticking, with a title that draws viewer’s attention immediately.

ePublshing—Unit I

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International Conference on Book Market Research and Rationalisation in the Book Trade, held in November 1966 in Berlin. At that time, a number of European publishers and book distributors were considering the use of computers for order processing and inventory control, and it was evident that a preUHTXLVLWH IRU DQ HIÂżFLHQW DXWRPDWHG V\VWHP ZDV D XQLTXH DQG VLPSOH LGHQWLÂżFDWLRQ QXPEHU IRU D SXEOLVKHG LWHP 7KH V\VWHP WKDW IXOÂżOOHG WKLV UHTXLUHPHQW DQG EHFDPH NQRZQ as the International Standard Book Number (ISBN) system was developed out of the book numbering system introduced in the United Kingdom in 1967 by J. Whitaker & Sons, Ltd., and in the United States in 1968 by R. R. Bowker. At the same time, the International Organization for Standardization (ISO) Technical Committee 46 on Information and Documentation set up a working party to investigate the possibility of adapting the British system for international use. During 1968 and 1969 several meetings took place between representatives from various European countries and the United States, and a report was circulated to all countries belonging to ISO.

Background

As a result of these meetings the International Standard Book Number (ISBN) was approved as ISO standard 21081 in 1970. In 1992 the third edition of this standard replaced the second edition of 1978.

The question of the need for and feasibility of an international QXPEHULQJ V\VWHP IRU ERRNV ZDV ÂżUVW GLVFXVVHG DW WKH 7KLUG

The purpose of the international standard is to coordinate and standardise the international use of ISBNs to identify

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

International Standard Book Number (ISBN)

30

International Standard Book Number (ISBN)

uniquely one publication or edition of a publication published E\ RQH VSHFL¿F SXEOLVKHU LQ RQH VSHFL¿F IRUPDW The original standard has been revised as book and booklike items begin to appear in new forms of media, and the system is in use today in over 160 countries. In 2001, a working group was formed to revise the standard and draft its fourth edition. It increased the length of the ISBN from 10 to 13 digits, LQFRUSRUDWLQJ WKH GLJLW SUH¿[HV SURYLGHG E\ *6 IRUPHUO\ EAN International and the Uniform Code Council), thereby increasing the numbering capacity of the system and making it completely compatible with the GS1 GTIN-13 (see section11). 7KH QHZ YHUVLRQ RI WKH VWDQGDUG DOVR VSHFL¿HG WKH PHWDGDWD WKDW should be supplied at the time of ISBN assignment, developed rules for the administration and governance of the system and VSHFL¿HG WKH UHJLVWUDWLRQ DXWKRULW\ IRU WKH VWDQGDUG %HQH¿WV RI WKH ,6%1 • 7KH ,6%1 LV D XQLTXH LQWHUQDWLRQDO LGHQWL¿HU IRU PRQRJUDSKLF publications; assigning a number replaces the handling of long bibliographic descriptive records, thereby saving time and staff costs and reducing copying errors. • Correct use of the ISBN allows different product forms and editions of a book, whether printed or digital, to be clearly differentiated, ensuring that customers receive the version that they require.

For restricted circulation only. Not for commercial use.

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• The ISBN facilitates compilation and updating of book-trade directories and bibliographic databases, such as catalogues of books-in-print. Information on available books can be found easily. • Ordering and distribution of books is mainly executed by ,6%1 WKLV LV D IDVW DQG HI¿FLHQW PHWKRG • The ISBN is machine-readable in the form of a 13-digit EAN13 bar code. This is fast and avoids mistakes. • The ISBN is required for the running of electronic point-ofsale systems in bookshops. • Many publishing and supply chain systems are based on ISBN • The accumulation of sales data is done by the ISBN. This enables the varying successes of different product forms and editions of publications to be monitored, as well as enabling FRPSDULVRQV EHWZHHQ GLIIHUHQW VXEMHFW DUHDV DQG HYHQ GLIIHUent publishing houses. • The national lending right in some countries is based on the ISBN. Such schemes enable authors and illustrators to receive payments proportionate to the number of times that their books are lent out by public libraries. 7KH )XQFWLRQ DQG 6FRSH RI WKH ,6%1 Recognised in more than 160 countries throughout the world, the International Standard Book Number is a short and clear idenWL¿HU WKDW LV SRWHQWLDOO\ PDFKLQH UHDGDEOH 7KH ,6%1 GHQRWHV D particular monographic publication uniquely and should, thereFor restricted circulation only. Not for commercial use.

32

International Standard Book Number (ISBN)

fore, be associated with it from early production stages. An essential instrument in production, distribution, sales analysis, and bibliographic data storage systems in the book trade, ISBN is also of vital importance to library information management. +RZHYHU ZKHUH D SURGXFW LV DSSURSULDWH WR DQRWKHU VSHFLÂżF numbering system (such as continuing resources and ongoing integrating resources which qualify for the ISSN, and printed PXVLF ZKLFK TXDOLÂżHV IRU WKH ,601 WKHQ WKDW V\VWHP PXVW EH XVHG ,I DSSURSULDWH VXFK LGHQWLÂżHUV VKRXOG EH XVHG LQ FRQMXQFtion with the ISBN. ISBNs are assigned to monographic publications, including related products such as publications available as sets or as completed series that are available to the public, whether those publications and related products are available on a gratis basis or to purchase. In addition, individual sections (such as chapters) of monographic publications or issues or articles of continuing resources that are made available separately may also use the ,6%1 DV DQ LGHQWLÂżHU 3URYLGHG WKDW WKH SXEOLFDWLRQ TXDOLÂżHV IRU ISBN assignment, it is of no importance in what physical form the content is documented and distributed; however, each prodXFW IRUP VKRXOG EH LGHQWLÂżHG VHSDUDWHO\

ePublshing—Unit I

33

• Publications that are not intended by the publisher to be XSGDWHG UHJXODUO\ RU FRQWLQXHG LQGH¿QLWHO\ • Individual articles* or issues of a particular continuing resource (but not the continuing resource in its entirety) • Maps • (GXFDWLRQDO LQVWUXFWLRQDO ¿OPV YLGHRV DQG WUDQVSDUHQFLHV • Audiobooks on cassette, or CD, or DVD (talking books) • Electronic publications either on physical carriers (such as machine-readable tapes, diskettes, or CD-ROMs) or on the Internet (for download or streaming) • Digitised copies of printed monographic publications • Microform publications • Educational or instructional software • Mixed media publications (where the principal constituent is text-based)

Examples of types of monographic publications to which an ISBN shall be assigned are: • Printed books and pamphlets • Braille publications

For restricted circulation only. Not for commercial use.

* Where individual articles are made available separately by a publisher, they qualify as monographic publications and shall be assigned an ISBN. This does not apply in the case of offprint or preprint copies that are ordered by the author(s) of the article for their own distribution purposes. For restricted circulation only. Not for commercial use.

34

International Standard Book Number (ISBN)

ePublshing—Unit I

35

Some examples of the types of material to which an ISBN shall NOT be assigned are:

• Emails and other electronic correspondence • Games

• Continuing resources* treated in their entirety as bibliographic entities (individual issues may qualify for ISBNs) • Abstract entities4†such as textual works and other abstract creations of intellectual or artistic content • Ephemeral printed materials such as advertising matter and the like • Printed music • Art prints and art folders without title page and text • Personal documents (such as an electronic curriculum vitae RU SHUVRQDO SUR¿OH

• Greetings cards • Music sound recordings • Software that is intended for any purpose other than educational or instructional • Electronic bulletin boards

6WUXFWXUH RI WKH ,6%1

* A publication that is issued over time with no predetermined conclusion. Such a publication is usually issued in successive or integrating issues, which generally have numerical and/or chronological designations. TypLFDO H[DPSOHV LQFOXGH VHULDOV VXFK DV QHZVSDSHUV SHULRGLFDOV MRXUQDOV magazines, etc., and integrating resources such as updating loose-leaf publications and updating websites. †For example, each separate product form of the novel The Old Man and the Sea is eligible for an ISBN, but the novel itself, as an abstract textual work, shall not be assigned an ISBN. For restricted circulation only. Not for commercial use.

Since 1 January 2007, national ISBN agencies only provide ISBNs that consist of 13 digits, comprising the following elements: 3UHÂż[ HOHPHQW Registration group element Registrant element Publication element Check digit When printed, the ISBN is always preceded by the letters “ISBNâ€?. • • • • •

7KH ,6%1 LV GLYLGHG LQWR ÂżYH HOHPHQWV WKUHH RI WKHP RI YDULDEOH OHQJWK WKH ÂżUVW DQG ODVW HOHPHQWV DUH RI Âż[HG OHQJWK The elements must each be separated clearly by hyphens or spaces when displayed in human readable form: ISBN 978-0-571-08989-5 or ISBN 978 0 571 08989 5 Note 7KH XVH RI K\SKHQV RU VSDFHV KDV QR OH[LFDO VLJQLÂżcance and is purely to enhance readability.

For restricted circulation only. Not for commercial use.

36

International Standard Book Number (ISBN)

The number of digits in the second, third, and fourth elements of the ISBN (registration group element, registrant element, publication element) varies. The length of the registration group element and of the registrant element is relative to the anticipated publishing output of the registration group or registrant. When these elements are short in length it indicates that the output of the registration group or the registrant (or both) is expected to be a large number of publications. 3UHÂż[ HOHPHQW 7KH ÂżUVW HOHPHQW RI WKH ,6%1 LV D WKUHH GLJLW QXPEHU WKDW LV PDGH DYDLODEOH E\ *6 IRUPHUO\ ($1 ,QWHUQDWLRQDO 3UHÂż[HV that have already been made available by GS1 are 978 and 979, EXW WKHUH PD\ EH D IXUWKHU SUHÂż[ DOORFDWLRQ PDGH LQ WKH IXWXUH DV required to ensure the continued capacity of the ISBN system. EXAMPLE: 978 2. Registration group element 7KH VHFRQG HOHPHQW RI WKH ,6%1 LGHQWLÂżHV WKH FRXQWU\ JHRgraphical region, or language area participating in the ISBN system. Some members of the ISBN system form language areas (e.g., registration group number 3 = German language JURXS ZLWKLQ SUHÂż[ HOHPHQW RWKHUV IRUP UHJLRQDO XQLWV H J UHJLVWUDWLRQ JURXS QXPEHU 6RXWK 3DFLÂżF ZLWKLQ SUHÂż[ HOHPHQW 7KH OHQJWK RI WKLV HOHPHQW YDULHV EXW PD\ comprise up to 5 digits. Registration group elements are allocated by the International ISBN Agency. For restricted circulation only. Not for commercial use.

ePublshing—Unit I

37

EXAMPLE: 978-0 3. Registrant element 7KH WKLUG HOHPHQW RI WKH ,6%1 LGHQWLÂżHV D SDUWLFXODU SXEOLVKHU or imprint within a registration group. The length of this element varies in direct relationship to the anticipated output of the publisher and may comprise up to 7 digits. Publishers with the largest expected title outputs are assigned the shortest registrant elements and vice versa. Potential registrants apply to the ISBN group agency responsible for the management of the ISBN system within the country, region, or language group where they are based in order to be assigned registrant elements that are unique to them. Once they have exhausted the allocation of ISBNs that is linked to their registrant element, they may be assigned an additional registrant element providing further allocations of ISBNs. EXAMPLE: 978-0-11 4. Publication element 7KH IRXUWK HOHPHQW RI WKH ,6%1 LGHQWLÂżHV D VSHFLÂżF HGLWLRQ RI D SXEOLFDWLRQ E\ D VSHFLÂżF SXEOLVKHU 7KH OHQJWK RI WKLV HOHPHQW varies in direct relationship to the anticipated output of the publisher concerned and may comprise up to 6 digits. Publishers with the largest expected title outputs are assigned the longest publication elements and vice versa. To ensure that the correct length of the ISBN is maintained, blank digits are represented by leading zeros. EXAMPLE 978-0-11-000222 For restricted circulation only. Not for commercial use.

38

International Standard Book Number (ISBN)

5. Check digit 7KH ¿IWK HOHPHQW RI WKH ,6%1 LV WKH FKHFN GLJLW 7KLV LV FDOFXlated using a modulus 10 algorithm. /RFDWLRQ DQG 'LVSOD\ RI WKH ,6%1 RQ 3XEOLFDWLRQV The ISBN must appear on the item itself. In the case of printed publications, the ISBN must appear on the: • • • •

Verso of the title page (copyright page) Foot of the title page, if there is no space on the title verso Lower section of the outside back cover )RRW RI WKH EDFN RI WKH MDFNHW RU DQ\ RWKHU SURWHFWLYH FDVH or wrapper In the case of electronic publications, the ISBN must appear on the: • 7LWOH GLVSOD\ WKH ¿UVW GLVSOD\ FRPSDFW GLVFV RQOLQH SXEOLcations); or on the screen that displays the title or its equivalent (e.g., the initial screen displayed when the content is ¿UVW DFFHVVHG DQG RU RQ WKH VFUHHQ WKDW FDUULHV WKH FRS\ULJKW notice) ,Q WKH FDVH RI HGXFDWLRQDO LQVWUXFWLRQDO ¿OPV YLGHRV DQG WUDQVparencies, the ISBN must appear on the: • Credit titles If the publication is issued in a container that is an integral part of the publication (e.g., a compact disc, cassette, or diskette), For restricted circulation only. Not for commercial use.

ePublshing—Unit I

39

the ISBN shall be displayed on any labels included with that container. If it is not possible to display the ISBN on the container or its label, then the ISBN shall be displayed at the bottom of the back of any permanent packaging for that container (e.g., the box, sleeve, or frame). The different formats of an electronic publication shall be given an individual ISBN if they are made available separately. If the publication is made available in two formats that are always bundled together for sale, then only one ISBN is required. Where formats are made available separately, all the ISBNs should be listed one below the other on all versions and the abbreviated format should be mentioned in parentheses at the end of its ISBN. Examples: ISBN 978-951-45-9693-3 (hardback) ISBN 978-951-45-9694-0 (paperback) ISBN 978-951-45-9695-7 (PDF) ISBN 978-951-45-9696-4 (EPUB without DRM) ISBN 978-951-45-9999-5 (EPUB with ACS4 DRM) The ISBN shall also appear on any accompanying material LVVXHG LQ FRQMXQFWLRQ ZLWK WKH SXEOLFDWLRQ The ISBN should always be printed in type large enough to be easily legible (i.e., 9-point or larger).

For restricted circulation only. Not for commercial use.

40

International Standard Book Number (ISBN)

ePublshing—Unit I

41

,6%1 LQ EDU FRGHG IRUP The rapid, worldwide expansion of bar code scanning has brought into prominence the agreement reached between GS1 (formerly EAN International and the Uniform Code Council) and the International ISBN and International ISMN Agency, which allows the ISBN to be encoded into an EAN-13 bar code. 7KLV PDNHV WKH ,6%1 DQ LQWHUQDWLRQDO LGHQWL¿HU FRPSDWLEOH ZLWK the worldwide bar coding scheme. Representing the ISBN in an EAN-13 bar code symbology must be done in accordance ZLWK ,62 ,(& EDU FRGH V\PERORJ\ VSHFL¿FDWLRQ ($1 UPC) that requires the usage of EAN-13 symbols to be in line with the recommendations of GS1. An EAN bar code consists of thirteen digits. An example of an ISBN encoded in an EAN-13 bar code symbol is shown below: ISBN 978-1-873671-00-9 When used in a bar code, the ISBN must be displayed in human readable form immediately above the EAN-13 bar code symbol, preceded by “ISBN”. Example of printing the ISBN in EAN-13 bar code symbology:

Currently, the barcodes on a book’s back cover (or inside a mass-market paperback book’s front cover) are EAN-13; they PD\ KDYH D VHSDUDWH EDUFRGH HQFRGLQJ ¿YH GLJLWV IRU WKH FXUrency and the recommended retail price. The number “978”, the Bookland “country code”, is pretended to the ISBN in the barcode data, and the check digit is recalculated according to the EAN13 formula (modulo 10, 1x, and 3x weighting on alternate digits) 3XEOLVKHU LGHQWL¿FDWLRQ FRGH QXPEHUV DUH XQOLNHO\ WR EH WKH same in the “978” and “979” ISBNs, like-wise; there is no guararante that language area code numbers will be the same as the thirteen-ten-digit ISBN check digit generally is not the same as the thirteen digit ISBN check digit. Barcode format compatibility is maintained, because (aside from the group breaks) the ISBN-13 barcode format is identical to the EAN barcode format of existing ISBN-10s. So, migration to an EAN-based system allows booksellers the use of a single

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

&RS\ULJKW FHUWLÂżFDWLRQ

42

numbering system for both books and non-book products that is compatible with existing ISBN-based data, with only minimal changes to information technology systems. Further information on the introduction and use of the EAN13 bar code symbol is provided by the ISBN group agencies and the International ISBN Agency. Group agencies are encouraged to cooperate directly with the GS1 organisations on a national or regional level. The recommended location of the EAN-13 bar code symbol for publications is the lower right quadrant of the back, near the spine. The administration of the ISBN system is carried out on three levels: international, ISBN registration agency, and publisher. &RS\ULJKW FHUWLÂżFDWLRQ Copyright is a legal concept, enacted by most governments, that grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator of intellectual wealth (e.g. the photographer of a photograph or the author of a book) to receive FRPSHQVDWLRQ IRU WKHLU ZRUN DQG EH DEOH WR ÂżQDQFLDOO\ VXSSRUW themselves. Copyright is a form of intellectual property (as patents, trademarks and trade secrets are), applicable to any expressible form of an idea or information that is substantive and discrete. For restricted circulation only. Not for commercial use.

ePublshing—Unit I

43

It is often shared, then percentage holders are commonly called rightsholders: legally, contractually and in associated “rightsâ€? business functions. Generally rightsholders have “the right to copyâ€?, but also the right to be credited for the work, to determine who may adapt the work to other forms, who may perform WKH ZRUN ZKR PD\ ÂżQDQFLDOO\ EHQHÂżW IURP LW DQG RWKHU UHODWHG rights. To protect the copy rights of the author of a book has always been a problematic issue. In spite of the existing legislations to protect copyright infringement – that is to say, to reproduce a work without the writer or publisher permission – this is practically impossible to prevent. A clear example of this is the regular use of photocopiers. Regarding text circulation on the Internet, today there are many technologies that control the information on the web and its virtual circulation. Electronic books reproduction is strictly controlled, even more than printed books reproduction. In order to avoid the transmission of written contents on the web, technological tools have been designed to protect the rights of the writers and to authorize and regulate the use of information. In this, wide and safe circulation is assured for the authors of these contents since they have control over the dissemination of their works. These tools are called Digital Right Management (DRM), a group of electronic technologies which blocks and protect written works and regulate users’ rights to gain access to them by means of licenses.

For restricted circulation only. Not for commercial use.

44

Digital Rights Management (DRM)

Digital Rights Management (DRM) Digital Rights Management (DRM) is a class of technologies that are used by hardware manufacturers, publishers, copyright holders, and individuals with the intent to control the use of digital content and devices after sale; there are, however, many FRPSHWLQJ GHÂżQLWLRQV :LWK )LUVW JHQHUDWLRQ '50 VRIWZDUH the intent is to control copying; With Second-generation DRM, the intent is to control executing, viewing, copying, printing and altering of works or devices. The term is also sometimes referred to as copy protection, copy prevention, and copy control, although the correctness of doing so is disputed. DRM is a set of access control technologies. Companies such as Amazon, AT&T, AOL, Apple Inc., Google,[8] BBC, Microsoft, Electronic Arts, Sony, and Valve Corporation use digital rights management. In 1998, the Digital Millennium Copyright Act (DMCA) was passed in the United States to impose criminal penalties on those who make available technologies whose primary purpose and function are to circumvent content protection technologies. The use of digital rights management is not universally accepted. Some content providers claim that DRM is necesVDU\ WR ÂżJKW FRS\ULJKW LQIULQJHPHQW DQG WKDW LW FDQ KHOS WKH copyright holder maintain artistic control or ensure continued revenue streams. Proponents argue that digital locks should be considered necessary to prevent “intellectual propertyâ€? from EHLQJ FRSLHG IUHHO\ MXVW DV SK\VLFDO ORFNV DUH QHHGHG WR SUHYHQW personal property from being stolen. Those opposed to DRM contend there is no evidence that DRM helps prevent copyFor restricted circulation only. Not for commercial use.

ePublshing—Unit I

45

right infringement, arguing instead that it serves only to inconvenience legitimate customers, and that DRM helps big busiQHVV VWLĂ€H LQQRYDWLRQ DQG FRPSHWLWLRQ )XUWKHUPRUH ZRUNV FDQ become permanently inaccessible if the DRM scheme changes or if the service is discontinued. Digital locks placed in accordance with DRM policies can also restrict users from doing something perfectly legal, such as making backup copies of CDs or DVDs, installing an app, lending materials out through a library, accessing works in the public domain, or using copyrighted materials for research and education under fair use laws. The Electronic Frontier Foundation (EFF) and the FSF consider the use of DRM systems to be anti-competitive practice. DRM technologies attempt to give control to the seller of digital content or devices after it has been given to a consumer. For digital content this means preventing the consumer access, denying the user the ability to copy the content or converting it to other formats. For devices this means restricting the consumers on what hardware can be used with the device or what software can be run on it. Long before the arrival of digital or even electronic media, copyright holders, content producers DQG RWKHU ÂżQDQFLDOO\ RU DUWLVWLFDOO\ LQWHUHVWHG SDUWLHV KDG EXVLQHVV DQG OHJDO REMHFWLRQV WR FRS\LQJ WHFKQRORJLHV ([DPSOHV include: player piano rolls early in the 20th century, audio tape recording, and video tape recording (e.g., the “Betamax caseâ€? LQ WKH 8 6 &RS\LQJ WHFKQRORJ\ WKXV H[HPSOLÂżHV D GLVUXSWLYH technology.

For restricted circulation only. Not for commercial use.

46

Digital Rights Management (DRM)

The advent of digital media and analog/digital conversion technologies, especially those that are usable on mass-market general-purpose personal computers, has vastly increased the concerns of copyright-dependent individuals and organizations, especially within the music and movie industries, because these individuals and organizations are partly or wholly dependent on the revenue generated from such works. While analog media inevitably loses quality with each copy generation, and in some FDVHV HYHQ GXULQJ QRUPDO XVH GLJLWDO PHGLD ÂżOHV PD\ EH GXSOLcated an unlimited number of times with no degradation in the quality of subsequent copies. The advent of personal computers as household appliances has made it convenient for consumers to convert media (which may or may not be copyrighted) originally in a physical/analog form or a broadcast form into a universal, digital form (this process is called ripping) for location- or timeshifting. This, comELQHG ZLWK WKH ,QWHUQHW DQG SRSXODU ÂżOH VKDULQJ WRROV KDV PDGH unauthorized distribution of copies of copyrighted digital media (also called digital piracy) much easier. DRM technologies enable content publishers to enforce their own access policies on content, like restrictions on copying or viewing. In cases where copying or some other use of the content is prohibited, regardless of whether or not such copying or other use is legally considered a “fair useâ€?, DRM WHFKQRORJLHV KDYH FRPH XQGHU ÂżUH '50 LV LQ FRPPRQ XVH E\ the entertainment industry (e.g., audio and video publishers). Many online music stores, such as Apple Inc.’s iTunes Store, as well as many e-book publishers also use DRM, as do cable and For restricted circulation only. Not for commercial use.

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satellite service operators to prevent unauthorized use of content or services. However, Apple quietly dropped DRM from all L7XQHV PXVLF ¿OHV LQ DERXW Common DRM techniques Digital Rights Management Techniques include: • Restrictive Licensing Agreements: The access to digital materials, copyright and public domain is controlled. Some restrictive licenses are imposed on consumers as a condition of entering a website or when downloading software • Encryption, Scrambling of expressive material, and embedding of a tag: This technology is designed to control access and reproduction of information. This includes backup copies for personal use. Marketing. 0DUNHWLQJ PD\ EH GH¿QHG LQ VHYHUDO ZD\V GHSHQGLQJ RQ WKH role of the advertised enterprise in relation to the strategic role LQ SRVLWLRQLQJ WKH ¿UP ZLWKLQ LWV FRPSHWLWLYH PDUNHW Broadly, marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management WKDW DOVR EHQH¿WV WKH RUJDQL]DWLRQ 0DUNHWLQJ LV WKH VFLHQFH RI For restricted circulation only. Not for commercial use.

48

Marketing.

choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of UHVSRQVH 0DUNHWLQJ VDWLV¿HV WKHVH QHHGV DQG ZDQWV WKURXJK exchange processes and building long term relationships. After the creation every E-Book, setting up a web site and order processing system, the biggest issue is how to market your product successfully. Marketing is absolutely crucial to your success and it is a main area where you should invest ongoing time and effort. If you want to be successful at Internet marketing, then here are a few things that you must be prepared to do: (1) Be Prepared To Learn. There is always a new technique or a new strategy that someERG\ HOVH ZLOO KDYH LQYHQWHG 6RPHWLPHV DSSO\LQJ MXVW RQH RI these strategies can make a huge difference to your success level. Also remember, that part of learning is making mistakes. ,I WKH ¿UVW WKLQJ \RX WU\ GRHVQœW ZRUN RU GRHVQœW ZRUN DV ZHOO as you hoped, don’t give up! Be persistent. Part of the learning process is learning from your mistakes.

ePublshing—Unit I

(3) You’re unlikely to succeed for free One of the most basic mistakes is people who aren’t prepared to spend a dime on marketing. Now-a-days there are some great free services on the net, but often you get what you pay for. Usually a site that offers a free service is providing it primarily because there’s something in it for them – and not necessarily for you!. Marketing is a critical element of success of your business. Look at each possible item of expenditure in terms of value for money, whether it helps you achieve your goals, whether you can afford it, and if any risks involved. And, bearing this in mind, if you feel something is worth having – then be prepared to spend the money to get it. (4) Get Started At the opposite extreme from those who don’t spend a dime on marketing, are those who spend thousands of dollars on trainLQJ QHYHU DSSO\ LW DQG MXVW NHHS ORRNLQJ IRU WKH ÂłELJ VHFUHW´ 7KHUH LV QR ÂłELJ VHFUHW´ Âą WKHUH DUH MXVW OLWWOH VWHSV DORQJ WKH way. Each technique that you learn and apply, puts you nearer to \RXU REMHFWLYH HLWKHU E\ KHOSLQJ \RX EH VXFFHVVIXO RU E\ WHDFKing you what did not work for you. On the other hand, and lots of people do this, if you put yourself in a situation where you try to “know everythingâ€? before you do anything, then you’ll never even get started.

(2) Be Prepared To Experiment. Be prepared to experiment with different approaches and techniques. Successful marketers test each idea, measure the results, and use the information to guide their future efforts. For restricted circulation only. Not for commercial use.

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1.4 —MARKETING STRATEGIES —EZINES —JOINT VENTURES —PAY-PER-CLICK SEARCH ENGINES —SEARCH ENGINES —PRESS RELEASES AND NEWS. << back to contents << Marketing Strategies. 0DUNHWLQJ VWUDWHJ\ LV GH¿QHG E\ 'DYLG $DNHU DV D SURFHVV WKDW can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. Marketing stratHJ\ LQFOXGHV DOO EDVLF DQG ORQJ WHUP DFWLYLWLHV LQ WKH ¿HOG RI marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the JRDOV RI WKH FRPSDQ\ DQG LWV PDUNHWLQJ REMHFWLYHV Developing a marketing strategy. Marketing strategies serve as the fundamental underpinning of PDUNHWLQJ SODQV GHVLJQHG WR ¿OO PDUNHW QHHGV DQG UHDFK PDUNHWLQJ REMHFWLYHV 3ODQV DQG REMHFWLYHV DUH JHQHUDOO\ WHVWHG IRU measurable results. Commonly, marketing strategies are develRSHG DV PXOWL \HDU SODQV ZLWK D WDFWLFDO SODQ GHWDLOLQJ VSHFL¿F actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter For restricted circulation only. Not for commercial use.

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as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. Marketing strategy needs to take a long term view, and tools such as customer lifetime value models can be very powerful in helping to simulate the effects of strategy on acquisition, revenue per customer and churn rate. Marketing strategy involves careful and precise scanning of the internal and external environments. Internal environmental factors include the marketing mix and marketing mix modeling, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/ legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a company’s overarching mission statement. Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix WR DWWDLQ WKHVH JRDOV DQG GHWDLO LPSOHPHQWDWLRQ $ ¿QDO VWHS in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan. Marketing Mix Modeling is often used to help determine the optimal marketing budget and how to allocate across the marketing mix to achieve these strategic goals. Moreover, such

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Ezines.

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models can help allocate spend across a portfolio of brands and manage brands to create value.

expectations of the publishers (those investing time or money in its production) and the readership.

In the publishing domain and ePublishing in particular, there are many strategies adopted for effective marketing. The following are a few of them that are discussed within the scope of the syllabus:

Many large print-publishers now provide digital reproduction of their print magazine titles through various online services for a fee. These service providers also refer to their collections of these digital format products as online magazines, and sometimes as digital magazines.

Ezines.

Some online publishers have begun publishing in multiple digital formats, or dual digital formats, that may include both HTML version that look like traditional web pages and Flash versions that appear more like traditional magazines with digiWDO ÀLSSLQJ RI SDJHV

An online magazine is a magazine published on the Internet, through bulletin board systems and other forms of public computer networks. Some online magazines distributed through the World Wide Web call themselves webzines. An ezine (also spelled e-zine) is a more specialized term appropriately used for small magazines and newsletters distributed by any electronic method, for example, by electronic mail (e-mail/email, see Zine). Some social groups may use the terms cyberzine and hyperzine when referring to electronically distributed resources. Similarly, some online magazines may refer to themselves as ÂłHOHFWURQLF PDJD]LQHV´ RU ÂłH PDJD]LQHV´ WR UHĂ€HFW WKHLU UHDGHUship demographics or to capture alternative terms and spellings in online searches. An online magazine shares some features with a blog and also with online newspapers, but can usually be distinguished by its approach to editorial control. Magazines typically have editors or editorial boards who review submissions and perform a quality control function to ensure that all material meets the

For restricted circulation only. Not for commercial use.

Online magazines representing matters of interest to speFLDOLVWV LQ RU VRFLHWLHV IRU DFDGHPLF VXEMHFWV VFLHQFH WUDGH RU LQGXVWU\ DUH W\SLFDOO\ UHIHUUHG WR DV RQOLQH MRXUQDOV In the late 1990s, e-zine publishers began adapting to the interactive and informative qualities of the Internet instead of simply duplicating print magazines on the web. Publishers of traditional print titles and entrepreneurs with an eye to a potential readership in the millions started publishing online titles. Salon.com, founded in July 1995 by David Talbot, was launched with considerable media exposure and today reports 5.8 million monthly unique visitors. In the 2000s, some webzines began appearing in a printed format to complement their online versions.

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Joint Ventures.

Promote your site in other people’s Ezines. You can do this for free by writing articles: many ezines, in return for using your article, will also include your resource box or bio (containing a small advert for your business). Joint Ventures. $ MRLQW YHQWXUH -9 LV D EXVLQHVV DJUHHPHQW LQ ZKLFK WKH SDUWLHV DJUHH WR GHYHORS IRU D ÂżQLWH WLPH D QHZ HQWLW\ DQG QHZ DVVHWV by contributing equity. They exercise control over the enterprise and consequently share revenues, expenses and assets. There are other types of companies such as JV limited by guarantee, MRLQW YHQWXUHV OLPLWHG E\ JXDUDQWHH ZLWK SDUWQHUV KROGLQJ VKDUHV With individuals, when two or more persons come together to form a temporary partnership for the purpose of carrying out D SDUWLFXODU SURMHFW VXFK SDUWQHUVKLS FDQ DOVR EH FDOOHG D MRLQW venture where the parties are “co-venturersâ€?. 7KH YHQWXUH FDQ EH IRU RQH VSHFLÂżF SURMHFW RQO\ ZKHQ WKH JV is referred to more correctly as a consortium (as the building of the Channel Tunnel) - or a continuing business relationship. The consortium JV (also known as a cooperative agreement) is formed where one party seeks technological expertise or technical service arrangements, franchise and brand use agreements, management contracts, rental agreements, for one-time contracts. The JV is dissolved when that goal is reached.

For restricted circulation only. Not for commercial use.

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6RPH PDMRU MRLQW YHQWXUHV LQFOXGH 'RZ &RUQLQJ 0LOOHUCoors, Sony Ericsson, Penske Truck Leasing, Norampac, and Owens-Corning. $ MRLQW YHQWXUH WDNHV SODFH ZKHQ WZR SDUWLHV FRPH WRJHWKHU WR WDNH RQ RQH SURMHFW ,Q D MRLQW YHQWXUH ERWK SDUWLHV DUH HTXDOO\ LQYHVWHG LQ WKH SURMHFW LQ WHUPV RI PRQH\ WLPH DQG HIIRUW WR EXLOG RQ WKH RULJLQDO FRQFHSW :KLOH MRLQW YHQWXUHV DUH JHQHUDOO\ VPDOO SURMHFWV PDMRU FRUSRUDWLRQV DOVR XVH WKLV PHWKRG LQ RUGHU WR GLYHUVLI\ $ MRLQW YHQWXUH FDQ HQVXUH WKH VXFFHVV RI VPDOOHU SURMHFWV IRU WKRVH WKDW DUH MXVW VWDUWLQJ LQ WKH EXVLQHVV ZRUOG or for established corporations. Since the cost of starting new SURMHFWV LV JHQHUDOO\ KLJK D MRLQW YHQWXUH DOORZV ERWK SDUWLHV WR VKDUH WKH EXUGHQ RI WKH SURMHFW DV ZHOO DV WKH UHVXOWLQJ SUR¿WV 6LQFH PRQH\ LV LQYROYHG LQ D MRLQW YHQWXUH LW LV QHFHVVDU\ to have a strategic plan in place. In short, both parties must be committed to focusing on the future of the partnership, rather WKDQ MXVW WKH LPPHGLDWH UHWXUQV 8OWLPDWHO\ VKRUW WHUP DQG ORQJ term successes are both important. In order to achieve this sucFHVV KRQHVW\ LQWHJULW\ DQG FRPPXQLFDWLRQ ZLWKLQ WKH MRLQW venture are necessary. 6HW XS MRLQW YHQWXUHV ZLWK RWKHU VLWHV RU EXVLQHVV ,Q UHWXUQing for promoting your products to their audience/customers, you pay them commission – or vice – versa.

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Pay-per-click search engines.

Pay-per-click search engines. Pay per click (PPC) (also called cost per click) is an internet DGYHUWLVLQJ PRGHO XVHG WR GLUHFW WUDIÂżF WR ZHEVLWHV LQ ZKLFK advertisers pay the publisher (typically a website owner) when WKH DG LV FOLFNHG ,W LV GHÂżQHG VLPSO\ DV ÂłWKH DPRXQW VSHQW WR JHW an advertisement clicked.â€? With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly FKDUJH D Âż[HG SULFH SHU FOLFN UDWKHU WKDQ XVH D ELGGLQJ V\VWHP PPC “displayâ€? advertisements, also known as “bannerâ€? ads, are shown on web sites or search engine results with related content that have agreed to show ads. In contrast to the generalized portal, which seeks to drive a KLJK YROXPH RI WUDIÂżF WR RQH VLWH 33& LPSOHPHQWV WKH VR FDOOHG DIÂżOLDWH PRGHO ZKLFK SURYLGHV SXUFKDVH RSSRUWXQLWLHV ZKHUHYHU SHRSOH PD\ EH VXUÂżQJ ,W GRHV WKLV E\ RIIHULQJ ÂżQDQFLDO LQFHQWLYHV LQ WKH IRUP RI D SHUFHQWDJH RI UHYHQXH WR DIÂżOLDWHG SDUWQHU VLWHV 7KH DIÂżOLDWHV SURYLGH SXUFKDVH SRLQW FOLFN through to the merchant. It is a pay-for-performance model: If DQ DIÂżOLDWH GRHV QRW JHQHUDWH VDOHV LW UHSUHVHQWV QR FRVW WR WKH merchant. Variations include banner exchange, pay-per-click, and revenue sharing programs. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear DGMDFHQW WR DERYH RU EHQHDWK RUJDQLF UHVXOWV RQ VHDUFK HQJLQH For restricted circulation only. Not for commercial use.

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results pages, or anywhere a web developer chooses on a content site. The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers. Purpose Pay-per-click, along with cost per impression and cost per RUGHU DUH XVHG WR DVVHVV WKH FRVW HIIHFWLYHQHVV DQG SURÂżWDELOLW\ of internet marketing. Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest. Inexpensive ads that few people click on will have a low cost per impression and a high pay-per-click. If the main purpose of an ad is to generate a click, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect clickthrough rates and the resulting pay-per-click. Construction Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is: Pay-per-click ($) = Advertising cost ($) á Ads clicked (#) There are two primary models for determining pay-per-click: Ă€DW UDWH DQG ELG EDVHG ,Q ERWK FDVHV WKH DGYHUWLVHU PXVW FRQFor restricted circulation only. Not for commercial use.

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Pay-per-click search engines.

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sider the potential value of a click from a given source. This value is based on the type of individual the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually revenue, both in the short term as well as in the long term. As with other forms of advertising targeting is key, and factors that often play into 33& FDPSDLJQV LQFOXGH WKH WDUJHWÂśV LQWHUHVW RIWHQ GHÂżQHG E\ D search term they have entered into a search engine, or the content of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time that they are browsing.

a high degree of targeting by advertisers. In many cases, the entire core content of these sites is paid ads.

Flat-rate PPC

When the ad spot is part of a search engine results page (SERP), the automated auction takes place whenever a search for the keyword that is being bid upon occurs. All bids for the keyword that target the searcher’s geo-location, the day and time of the search, etc. are then compared and the winner determined. In situations where there are multiple ad spots, a common occurrence on SERPs, there can be multiple winners ZKRVH SRVLWLRQV RQ WKH SDJH DUH LQÀXHQFHG E\ WKH DPRXQW HDFK KDV ELG 7KH DG ZLWK WKH KLJKHVW ELG JHQHUDOO\ VKRZV XS ¿UVW though additional factors such as ad quality and relevance can sometimes come into play (see Quality Score).The predominant three match types for both Google and Bing are broad, exact DQG SKUDVH *RRJOH DOVR RIIHUV WKH EURDG PRGL¿HU PDWFK W\SH

,Q WKH ÀDW UDWH PRGHO WKH DGYHUWLVHU DQG SXEOLVKHU DJUHH XSRQ D ¿[HG DPRXQW WKDW ZLOO EH SDLG IRU HDFK FOLFN ,Q PDQ\ FDVHV the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their website or network. These various amounts are often related to the content on pages, with content that generally attracts more valuable visitors having a higher PPC than content that attracts less valuable visitors. However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or high-value contract. 7KH ÀDW UDWH PRGHO LV SDUWLFXODUO\ FRPPRQ WR FRPSDULVRQ shopping engines, which typically publish rate cards. However, these rates are sometimes minimal, and advertisers can pay more for greater visibility. These sites are usually neatly compartmentalized into product or service categories, allowing

For restricted circulation only. Not for commercial use.

Bid-based PPC The advertiser signs a contract that allows them to compete against other advertisers in a private auction hosted by a publisher or, more commonly, an advertising network. Each advertiser informs the host of the maximum amount that he or she is willing to pay for a given ad spot (often based on a keyword), usually using online tools to do so. The auction plays out in an automated fashion every time a visitor triggers the ad spot.

,Q DGGLWLRQ WR DG VSRWV RQ 6(53V WKH PDMRU DGYHUWLVLQJ QHWworks allow for contextual ads to be placed on the properties of 3rd-parties with whom they have partnered. These publishers

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Pay-per-click search engines.

sign up to host ads on behalf of the network. In return, they receive a portion of the ad revenue that the network generates, which can be anywhere from 50% to over 80% of the gross revenue paid by advertisers. These properties are often referred to as a content network and the ads on them as contextual ads because the ad spots are associated with keywords based on the context of the page on which they are found. In general, ads on content networks have a much lower click-through rate (CTR) and conversion rate (CR) than ads found on SERPs and consequently are less highly valued. Content network properties can include websites, newsletters, and e-mails. Advertisers pay for each click they receive, with the actual amount paid based on the amount bid. It is common practice DPRQJVW DXFWLRQ KRVWV WR FKDUJH D ZLQQLQJ ELGGHU MXVW VOLJKWO\ more (e.g. one penny) than the next highest bidder or the actual amount bid, whichever is lower. This avoids situations ZKHUH ELGGHUV DUH FRQVWDQWO\ DGMXVWLQJ WKHLU ELGV E\ YHU\ VPDOO DPRXQWV WR VHH LI WKH\ FDQ VWLOO ZLQ WKH DXFWLRQ ZKLOH SD\LQJ MXVW a little bit less per click. To maximize success and achieve scale, automated bid management systems can be deployed. These systems can be used directly by the advertiser, though they are more commonly used by advertising agencies that offer PPC bid management as a service. These tools generally allow for bid management at scale, with thousands or even millions of PPC bids controlled by a highly automated system. The system generally sets each bid based on the goal that has been set for it, such as maximize SURÂżW PD[LPL]H WUDIÂżF DW EUHDNHYHQ DQG VR IRUWK 7KH V\VWHP For restricted circulation only. Not for commercial use.

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is usually tied into the advertiser’s website and fed the results of each click, which then allows it to set bids. The effectiveness of these systems is directly related to the quality and quantity of WKH SHUIRUPDQFH GDWD WKDW WKH\ KDYH WR ZRUN ZLWK ² ORZ WUDIÂżF ads can lead to a scarcity of data problem that renders many bid PDQDJHPHQW WRROV XVHOHVV DW ZRUVW RU LQHIÂżFLHQW DW EHVW Advertise your site on pay-per-click search engines. You can get visitors very cheaply – and you pretty much know they DUH SHRSOH ZKR DUH LQWHUHVWHG LQ \RXU WRSLF Âą EHFDXVH WKH\ MXVW did a search on it. Search Engines. A web search engine is a software system that is designed to search for information on the World Wide Web. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs). The information may be a specialist in web pages, images, information and other W\SHV RI ÂżOHV 6RPH VHDUFK HQJLQHV DOVR PLQH GDWD DYDLODEOH LQ databases or open directories. Unlike web directories, which are maintained only by human editors, search engines also maintain real-time information by running an algorithm on a web crawler. During early development of the web, there was a list of webservers edited by Tim Berners-Lee and hosted on the CERN webserver. One historical snapshot of the list in 1992 remains, but as more and more webservers went online the central list could no longer keep up. For restricted circulation only. Not for commercial use.

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Search Engines.

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7KH YHU\ ÂżUVW WRRO XVHG IRU VHDUFKLQJ RQ WKH ,QWHUQHW ZDV Archie. The name stands for “archiveâ€? without the “vâ€?. It was created in 1990 by Alan Emtage, Bill Heelan and J. Peter Deutsch, computer science students at McGill University in Montreal.

to display listings from Looksmart, blended with results from Inktomi. For a short time in 1999, MSN Search used results from AltaVista were instead. In 2004, Microsoft began a transition to its own search technology, powered by its own web crawler (called msnbot).

While the search engines has improved over the years, the following recent development may be of importance for the present version of search engines in the world wide web.

Microsoft’s rebranded search engine, Bing, was launched RQ -XQH 2Q -XO\ <DKRR DQG 0LFURVRIW ¿QDOized a deal in which Yahoo! Search would be powered by Microsoft Bing technology.

Around 2000, Google’s search engine rose to prominence. The company achieved better results for many searches with an innovation called PageRank, as was explained in Anatomy of a Search Engine. This iterative algorithm ranks web pages based on the number and PageRank of other web sites and pages that link there, on the premise that good or desirable pages are linked to more than others. Google also maintained a minimalist interface to its search engine. In contrast, many of its competitors embedded a search engine in a web portal. In fact, Google search engine became so popular that spoof engines emerged such as Mystery Seeker. By 2000, Yahoo! was providing search services based on Inktomi’s search engine. Yahoo! acquired Inktomi in 2002, and Overture (which owned AlltheWeb and AltaVista) in 2003. Yahoo! switched to Google’s search engine until 2004, when it launched its own search engine based on the combined technologies of its acquisitions.

In 2012, following the April 24 release of Google Drive, Google released the Beta version of Open Drive[dead link] DYDLODEOH DV D &KURPH DSS WR HQDEOH WKH VHDUFK RI ¿OHV LQ WKH cloud. Open Drive has now been rebranded as Cloud Kite and utilizes Max Skuse’s search form algorithm.[11] Cloud Kite is DGYHUWLVHG DV D ³FROOHFWLYH HQF\FORSHGLD SURMHFW EDVHG RQ *RRJOH 'ULYH SXEOLF ¿OHV DQG RQ WKH FURZG VKDULQJ FURZG VRXUFing and crowd-solving principles�. Cloud Kite will also return search results from other cloud storage content services including Dropbox, SkyDrive, Evernote and Box.[citation needed ,WœV VWLOO SRVVLEOH WR JHW ORWV RI WUDI¿F IURP IUHH VHDUFK HQJLQH listings – if you know how. A popular program for optimizing a web site for high search engine ranking (coming near the top of WKH UHVXOWV LV :HE3RVLWLRQ FRP EXW \RX FDQ ¿QG PRUH VHDUFK engine resources at MarketingBlast.com and Hits4me.com.

0LFURVRIW ÂżUVW ODXQFKHG 061 6HDUFK LQ WKH IDOO RI using search results from Inktomi. In early 1999 the site began For restricted circulation only. Not for commercial use.

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<<back to contents page...

Press releases and news.

Press releases and news.

Unit Two

Press releases are information that is released by an organizaWLRQ RU FRPSDQ\ IRU WKH EHQHÂżW RI WKH HPSOR\HHV DQG WKH SXEOLF as well. This is a way to show case transparency in transactions. Some of the press releases are published as news item in news papers and magazine. Another way to promote your site is WR JHW \RXU EXVLQHVV QDPH SURGXFW LQ WKH QHZV <RX FDQ ÂżQG D guide to this at pressBlast.com.

ŚŎŝ

2.1

2.2

2.3 2.4

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PDF Production, Copy Editing and Proof Reading Introduction about PDF, Application of PDF, Adobe PDF for professional publishing, PDF production using Adobe Indesign, Export a GRFXPHQW 3') SUHGH¿QHG SUHVHWV DQG 3') versions. Steps involved in PDF production using Quark Xpress, Introduction about Adobe distiller and Steps involved PDF production using Adobe distiller. Copy editing using symbols and marks, 4XDOL¿FDWLRQ DQG GXWLHV RI FRS\ HGLWRU Proof reading – Proof reading symbols, Methods of Proof reading, Proof reading marks, Proof reading symbols and meaning.

For restricted circulation only. Not for commercial use.

066

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101 110

2.1 —INTRODUCTION TO PDF —APPLICATION OF PDF —ADOBE PDF FOR PROFESSIONAL PUBLISHING —PDF PRODUCTION USING ADOBE INDESIGN —EXPORT A DOCUMENT —PDF PREDEFINED PRESETS AND PDF VERSIONS (BACK TO CONTENT) An introduction to PDF PDF stands for Portable Document Format. As the name implies, it is a data format that can be used to describe documents. Adobe, the developers of PDF, market software to create, edit DQG YLVXDOL]H 3') ¿OHV %HFDXVH WKH VSHFL¿FDWLRQV RI WKH ¿OH format are publicly available and meanwhile even became an RI¿FLDO ,62 VWDQGDUG D ORW RI RWKHU FRPSDQLHV GHYHORS 3') UHlated software as well. In prepress, PDF is commonly used as a format to exchange data, either complete pages that need to be printed or advertisements that needs to be included in a publicaWLRQ 7KH ¿OH IRUPDW LV DOVR SRSXODU IRU VRIWSURR¿QJ DQG UHYLHZing content, because there are applications that allow you to make annotations on the PDF pages. :KDW FDQ , GR ZLWK 3')"

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• H[FKDQJLQJ GDWD More and more applications can read 3') ¿OHV $GYHUWLVHPHQWV DUH RIWHQ H[FKDQJHG DV 3') ¿OHV PDF/X is a special version of PDF that is optimised for this type of applications. • archiving data. There are tools in the market that allow you WR LQGH[ 3') ¿OHV VR \RX FDQ FUHDWH DQG VHDUFK DQ HOHFWURQLF OLEUDU\ RI 3') ¿OHV 7KHUH LV HYHQ D VSHFLDO YHUVLRQ RI 3') called PDF/A, that is optimized for the long term preservation of electronic documents. • interactive documents. PDF can be used for electronics IRUPV LQ ZKLFK WKH ¿OOHG LQ GDWD FDQ EH VWRUHG LQ D GDWD EDVH :KDW GRHV D 3') ¿OH ORRN OLNH" 3') ¿OHV KDYH D 3') H[WHQVLRQ Their icon looks like this: >> Both on Macs and PCs, you will not VHH WKLV VSHFL¿F LFRQ LI QR DSSOLFDWLRQ LV LQVWDOOHG WKDW FDQ KDQGOH 3') ¿OHV Nowadays a lot of systems come with the necessary Adobe Viewer application pre-installed. Apple’s OS X system has built-in support for PDF.

PDF can be used for:

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• creating electronic documents. PDF is as close as you can JHW WR ¾WKH SDSHUOHVV RI¿FHœ

7KH HDVLHVW ZD\ WR YLHZ D 3') ¿OH LV E\ GRZQORDGLQJ WKH IUHH Adobe Viewer application from the Adobe web site. Adobe Viewer is usually also included on the CD’s that come with

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

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An introduction to PDF

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many computer magazines. In Mac OS X simply double-clicking a PDF opens it in the OS X Viewer application.

commands into the printer’s machine language, which rasterizes the pages and prints them.

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Rasterization refers to preparing a page for display or printing. Rasterization is performed by a raster image processor (RIP), which turns text and images into the matrix of pixels (bitmap) that will be displayed on screen or printed on the page. Various conversions may take place. For example, the mathematical coordinates of vector and outline fonts as well as vector drawings must be converted into bitmaps. Existing bitmaps may have to be scaled into different-sized bitmaps.

Before proceeding further, it is necessary to understand how a PDF is created. A brief introduction about Postscript The de facto standard page description language (PDL) in the graphics arts industry as well as in commercial printing. Developed by Adobe, many printers and most imagesetters support PostScript by having a built-in PostScript interpreter. AdobeŽ PostScriptŽ 3™ (present version is Postscript 3) is the worldwide printing and imaging standard. Used by print service providers, publishers, corporations, and government agencies around the globe, Adobe PostScript 3 gives you the power to print visually rich documents reliably. Adobe PostScript 3 printing technology is licensed to original equipment manufacturers (OEMs) for building high-performance printing V\VWHPV DQG SULQW ZRUNÀRZ VROXWLRQV $V D VFDODEOH DUFKLWHFture, it can be easily integrated into a wide range of devices and technologies. Printing on a PostScript Printer When a document is printed on a PostScript printer, it is conYHUWHG WR D 3RVW6FULSW ¿OH GLUHFWO\ IURP WKH JUDSKLFV RU SDJH layout program or by the operating system’s PostScript printer driver. The PostScript interpreter in the printer converts the text For restricted circulation only. Not for commercial use.

Unless output is printed on a vector graphics plotter, which literally draws the illustration with pens, all text and graphics must be rasterized into a bitmap for display or printing. When documents are sent to a commercial printer, they are sent in their native page layout format, such as InDesign or 4XDUN;3UHVV RU DV 3') ÂżOHV 7KH SULQWLQJ KRXVH WKHQ FRQYHUWV the documents to PostScript. PostScript and PDF PostScript was designed as a language to direct the printer or imagesetter hardware. Although based on PostScript, PDF was designed for viewing and interacting with the documents. More and more applications, such as Corel Draw and Adobe InDesign, have an ‘Export to PDF’ option. For applications that do not have this option, you simply SULQW \RXU GRFXPHQW WR D 3RVW6FULSW ÂżOH DQG WKHQ XVH D VHSDUDWH

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An introduction to PDF

ePublshing—Unit II

DSSOLFDWLRQ OLNH $GREH $FUREDW 'LVWLOOHU WR FRQYHUW WKH SULQW ÂżOH WR D 3') ÂżOH 7KH $GREH $FUREDW DSSOLFDWLRQ FDQ WKHQ EH XVHG WR MD]] XS WKH 3') ÂżOH DQG DGG PXOWLPHGLD VWXII K\SHUOLQNV ERRNPDUNV or other stuff. For viewing a PDF, Adobe Acrobat Reader is used. This is a free application and is available for download from Adobe website (http://www.adobe.com/reader).

•

•

PostScript Levels Adobe PostScript Level 2, introduced in 1990, added data compression and enhancements for color printing. Level 3 (1997) added more enhancements and native fonts and the ability to directly support msore formats, including HTML, PDF, GIF and JPEG. Encapsulated Postscript Encapsulated PostScript (EPS) is a subset of PostScript that is used to exchange graphics in the PostScript format. The graphics content may be any combination of vector and raster graphics as well as text. :KDW DUH WKH DGYDQWDJHV RI 3')" PDF has a unique number of advantages: • It is a cross platform standard. This means that somebody FDQ FUHDWH D 3') ¿OH RQ D 8QL[ ZRUNVWDWLRQ DQG \RX FDQ RSHQ

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LW RQ D 0DF RU 3& DQG VWLOO VHH WKH GRFXPHQW MXVW OLNH LW ZDV intended to be viewed. 3') ÂżOHV FDQ EH GHYLFH LQGHSHQGHQW They can be printed RQ D FKHDS LQN MHW SULQWHU DV ZHOO DV RQ DQ H[SHQVLYH LPDJesetter. This does not necessarily mean that the output will be optimized for each device. A lot depends on the way the document is created. 3') ÂżOHV DUH FRPSDFW PDF supports a number of sophistiFDWHG FRPSUHVVLRQ DOJRULWKPV DV ZHOO DV D FOHYHU ÂżOH VWUXFWXUH WR NHHS WKH ÂżOH VL]H RI 3') ÂżOHV GRZQ WR DQ DEVROXWH minimum. 3') ÂżOHV FDQ FRQWDLQ PXOWLPHGLD HOHPHQWV like movies or sound as well as hypertext elements like bookmarks, links to e-mail addresses or web pages and thumbnail views of pages. PDF supports security. 7KH FUHDWRU RI D 3') ÂżOH FDQ VHW various security options. It is possible to lock a PDF so it can only be opened with a password. It is also possible to forbid changing the content of a PDF or disable the option to print D 3') ÂżOH

The disadvantages of PDF • Contrary to its name, the Portable Document Format is not that portable. Roughly every two years Adobe have released a new version of PDF, each time adding new features or expanding the scope of existing ones. The latest versions of Adobe Reader and Acrobat will ignore PDF features that did not exist when the software was released. While this is an

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•

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An introduction to PDF

elegant work-around, the fact that there are so many different versions of PDF is not very practical or user friendly. 6RPH RUJDQLVDWLRQV KDYH DOZD\V REMHFWHG WR WKH XVH RI 3') EHFDXVH LW ZDV D SURSULHWDU\ ¿OH IRUPDW RZQHG E\ $GREH This was true until January 2007 when Adobe released the 3') VSHFV IRU ,62 FHUWL¿FDWLRQ 6RPH 3') ÀDYRUV OLNH 3') ; DQG 3') $ ZHUH DOUHDG\ ,62 FHUWL¿HG \HDUV DJR PDF tries to be everything to everybody, meaning that it may QRW EH DV HI¿FLHQW IRU D VSHFL¿F WDVN WKDQ D WRRO RSWLPL]HG IRU that task. You can use PDF on the Internet but in most cases DQ +70/ GRFXPHQW PD\ EH PRUH HI¿FLHQW <RX FDQ XVH 3') to exchange small graphic elements like ads, drawings or picWXUHV EXW PRUH SUHSUHVV DSSOLFDWLRQV FDQ KDQGOH WKH (36 ¿OH format. You can use PDF for archiving data but sometimes extensive layout features like kerning may keep you from ¿QGLQJ D SDUWLFXODU ZRUG LQ 3') GRFXPHQW PDF is geared towards visualizing documents. Using metadata it is possible to preserve the logical structure of a document. Unfortunately there aren’t that many applications WKDW FUHDWH VXFK WDJJHG 3') ¿OHV 3') ¿OHV DUH QRW PHDQW WR EH HGLWHG Small changes can be PDGH WR D 3') ¿OH EXW LW LV IDLUO\ GLI¿FXOW WR DGG FRPSOHWH EORFNV RI WH[W RU LPDJHV WR DQ H[LVWLQJ 3') ¿OH 7KHUH DUH specialized tools on the market for this but even they cannot always get around this limitation.

ePublshing—Unit II

Application of PDF. There are several applications that generates PDFs as its primary delivery model. A few are mentioned below: Prepress applications • Adobe Acrobat (Source format) • Adobe FrameMaker • Adobe Illustrator (can work save limited options on PDF ¿OHV

• Adobe InDesign • Adobe PageMaker • Adobe PhotoShop • Corel Draw • Kodak Preps • QuarkXPress Other applications • • • •

Autodesk AutoCAD Microsoft Powerpoint Microsoft Word TeX

Practical application of PDF. • 6KDUH ¿OHV ZLWK RWKHUV ZKR GRQœW KDYH WKH VDPH VRIWZDUH

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PDF for professional publishing

• 6KDUH ¿OHV ZLWK RWKHUV XVH D GLIIHUHQW SODWIRUP 0DF :LQdows, Linux, etc.). • 6KDUH ¿OHV WKDW FDQ EH SURWHFWHG IURP XQDXWKRUL]HG YLHZ • 6KDUH ¿OHV WKDW FDQ EH SURWHFWHG IURP XQDXWKRUL]HG YLHZLQJ printing, copying, or editing. • Publish electronic documents, ebooks, etc. • 3ULQW ¿OHV WR PDQ\ GLIIHUHQW W\SHV RI SULQWHUV DQG DOO ORRN essentially the same. • &UHDWH ¿OHV ZLWK DQQRWDWLRQV K\SHUOLQNV DQG ERRN PDUNV that can be shared via email and the web. • Create interactive forms that can be shared via email and the web. • &UHDWH ¿OHV WKDW DUH PRUH HI¿FLHQW WKDQ SRVWVFULSW RU QDWLYH ¿OH IRUPDWV W\SLFDOO\ XVHG LQ FRPPHUFLDO SULQWLQJ

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range of devices. Adobe Postscript 3 provides the enabling technology help users in press environments take advantage of FRPSRVLWH ¿OHV DQG PRYH WR D IXOO\ GLJLWDO ZRUN ÀRZ Portable Document Format (PDF) is considered as an excellent option for Print output primarily because of the various advantages mentioned earlier. However, PDFs are a viable—indeed, a popular—distribution format. PDFs support rich multimedia, hyperlinks, variDEOH YLVLELOLW\ REMHFWV VRPH SUHWW\ FRRO LQWHUDFWLYLW\ VFULSWLQJ UHÀRZDEOH WH[W OLNH (38%V DQG HOHFWURQLF IRUPV 3') YLHZHUV are available for all computer and mobile platforms, though feature support varies by platform. Advantages of Adobe Acrobat and Adobe PDF in a Graphic DUWV DQG 3ULQWLQJ ,QGXVWU\

With the introduction of Adobe postscript 3, Adobe is makLQJ WKH FRQFHSW RI D GLJLWDO FRPSRVLWH SUHSUHVV ZRUNĂ€RZ D UHDOLW\ &RPSRVLWH ÂżOHV DUH FRPSDFW HIÂżFLHQW DQG HDVLHU WR XVH WKDQ VHSDUDWHG ÂżOHV DQG FDQ EH GHOLYHUHG DQG SULQWHG RQ D EURDGHU

• Streamline the printing process with faster and cleaner communication, fewer delays, lower production costs, and increases reliability. • Speed the review and approval of creative proofs. • Show on-screen how a document’s fonts, graphics, and layout will print. • :RUN DV D SUH ÀLJKW PHFKDQLVP WR HQVXUH WKH YDOLGLW\ RI D SRVW VFULSW ¿OH • *HQHUDWH HVVHQWLDOO\ HUURU IUHH 3RVWVFULSW ODQJXDJH ¿OHV • 'HOLYHU ¿QDO RXWSXW WR SULQWHUV • $UFKLYH ¿QDO RXWSXW WR SULQWHUV

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

PDF for professional publishing. As the professional printing industry evolves from a traditional WR D GLJLWDO ZRUNĂ€RZ LW IDFHV D QXPEHU RI LVVXHV LQFOXGLQJ SUHGLFWDELOLW\ UHOLDELOLW\ DQG FRQVLVWHQF\ RI ZRUNĂ€RZ Adobe Acrobat, Adobe PDF, and Adobe postscript 3 printing technology address all these issues.

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• Provide an alternative to EPS for placing artwork in an-other document. • Capture existing paper documents and archive them electronically. • With the addition of third-party plug-ins that expand the core capabilities of Adobe • $FUREDW SULQW SURGXFHUV FDQ DOVR SUH ÀLJKW 3') ¿OHV DQG handle last-minute edits on a page by page basis. 3UHGH¿QHG 3') SUHVHWV A PDF preset is a group of settings that affect the process of creDWLQJ D 3') 7KHVH VHWWLQJV DUH GHVLJQHG WR EDODQFH ¿OH VL]H ZLWK TXDOLW\ GHSHQGLQJ RQ KRZ WKH 3') DUH XVHG 0RVW SUHGH¿QHG presets are shared across Adobe Creative Suite applications, including InDesign, Illustrator, Photoshop, and Acrobat. You can also create and share custom presets for your unique output UHTXLUHPHQWV $ VDYHG 3') SUHVHW ¿OH KDV WKH VXI¿[ MRERSWLRQV 3UHVHWV -RERSWLRQV ¿OH LV W\SLFDOO\ SODFHG LQ DQ XQLTXH IROGHU LQ D VSHFL¿HG ORFDWLRQ 7KH ORFDWLRQ GLIIHUV DV SHU WKH operating system versions and type Review your PDF settings periodically. The settings do not automatically revert to the default settings. Applications and XWLOLWLHV WKDW FUHDWH 3')V XVH WKH ODVW VHW RI 3') VHWWLQJV GH¿QHG or selected.

For restricted circulation only. Not for commercial use.

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6RPH FRPPRQ 3') 3UHVHWV DUH H[SODLQHG EHORZ High Quality Print Creates PDFs for quality printing on desktop printers and proofing devices. This preset uses PDF 1.4, downsamples color and grayscale images to 300 ppi and monochrome images to 1200 ppi. It also embeds subsets of all fonts, leaves color unchanged, DQG GRHV QRW ÀDWWHQ WUDQVSDUHQF\ IRU ¿OH W\SHV FDSDEOH RI WUDQVparency). These PDFs can be opened in Acrobat 5.0 and Acrobat Reader 5.0 and later. Oversized Pages Creates PDFs suitable for viewing and printing of engineering drawings larger than 200 x 200 in. (508 x 508 cm). These PDFs can be opened in Acrobat and Reader 7.0 and later. PDF/A-1b: 2005 (CMYK and RGB) Used for long-term preservation (archival) of electronic documents. PDF/A-1b uses PDF 1.4 and converts all colors to either CMYK or RGB, depending on which standard you choose. These PDFs can be opened in Acrobat and Reader versions 5.0 and later. PDF/X-1a (2001 and 2003) PDF/X-1a requires all fonts to be embedded, the appropriDWH 3') ERXQGLQJ ER[HV WR EH VSHFL¿HG DQG FRORU WR DSSHDU DV &0<. VSRW FRORUV RU ERWK &RPSOLDQW ¿OHV PXVW FRQWDLQ information describing the printing condition for which they are

For restricted circulation only. Not for commercial use.

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SUHSDUHG 3') ÂżOHV FUHDWHG ZLWK 3') ; D FRPSOLDQFH FDQ EH opened in Acrobat 4.0 and Acrobat Reader 4.0 and later.

1200 ppi. It embeds subsets of all fonts and preserves transparHQF\ IRU ÂżOH W\SHV FDSDEOH RI WUDQVSDUHQF\

PDF/X-1a uses PDF 1.3, downsamples color and grayscale images to 300 ppi and monochrome images to 1200 ppi. It HPEHGV VXEVHWV RI DOO IRQWV FUHDWHV XQWDJJHG 3')V DQG ÀDWWHQV transparency using the High Resolution setting.

7KHVH 3') ÂżOHV FDQ EH RSHQHG LQ $FUREDW DQG $FUREDW Reader 5.0 and later.

PDF/X-4 (2007) (Acrobat Pro) This preset is based on PDF 1.4, which includes support for live transparency. PDF/X-4 has the same color-management and ,QWHUQDWLRQDO &RORU &RQVRUWLXP ,&& FRORU VSHFLÂżFDWLRQV DV 3') ; <RX FDQ FUHDWH 3') ; FRPSOLDQW ÂżOHV GLUHFWO\ ZLWK Creative Suite 3 applications (Illustrator, InDesign, and PhotoVKRS ,Q $FUREDW XVH WKH 3UHĂ€LJKW IHDWXUH WR FRQYHUW 3')V WR PDF/X-4 DRAFT. 3') ÂżOHV FUHDWHG ZLWK 3') ; FRPSOLDQFH FDQ EH RSHQHG in Acrobat 7.0 and Reader 7.0 and later. Press Quality

Note %HIRUH FUHDWLQJ D 3') ÂżOH WR VHQG WR D FRPPHUFLDO SULQWHU RU SULQW VHUYLFH SURYLGHU ÂżQG RXW ZKDW RXWSXW UHVROXWLRQ DQG RWKHU VHWWLQJV DUH UHTXLUHG 2U DVN IRU D MRERSWLRQV ÂżOH ZLWK the recommended settings. You sometimes must customize the Adobe PDF settings for a particular provider and then provide a MRERSWLRQV ÂżOH RI \RXU RZQ Rich Content PDF &UHDWHV DFFHVVLEOH 3') ÂżOHV WKDW LQFOXGH WDJV K\SHUOLQNV ERRNmarks, interactive elements, and layers. This set of options uses 3') DQG HPEHGV VXEVHWV RI DOO IRQWV ,W DOVR RSWLPL]HV ÂżOHV IRU E\WH VHUYLQJ 7KHVH 3') ÂżOHV FDQ EH RSHQHG LQ $FUREDW DQG Reader 7.0 and later. (The Rich Content PDF preset is in the Extras folder.)

&UHDWHV 3') ÂżOHV IRU KLJK TXDOLW\ SULQW SURGXFWLRQ IRU H[DPple, for digital printing or for color separations to an imagesetter RU SODWHVHWWHU +RZHYHU LW GRHV QRW FUHDWH ÂżOHV WKDW DUH 3') ; compliant. In this case, the quality of the content is the highest FRQVLGHUDWLRQ 7KH REMHFWLYH LV WR PDLQWDLQ DOO WKH LQIRUPDWLRQ LQ D 3') ÂżOH WKDW D FRPPHUFLDO SULQWHU RU SULQW VHUYLFH SURYLGHU requires to print the document correctly. This set of options uses PDF 1.4, converts colors to CMYK, and downsamples color and grayscale images to 300 ppi and monochrome images to

Note: This preset was called eBook in earlier versions of some applications.

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

Smallest File Size &UHDWHV 3') ÂżOHV IRU GLVSOD\LQJ RQ WKH ZHE RU DQ LQWUDQHW RU for distribution through an email system. This set of options uses compression, downsampling, and a relatively low image resolution. It converts all colors to sRGB, and (for Adobe Acrobat Distiller-based conversions) does not embed fonts. It also RSWLPL]HV ÂżOHV IRU E\WH VHUYLQJ

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PDF Version

Standard &UHDWHV 3') ¿OHV WR EH SULQWHG WR GHVNWRS SULQWHUV RU GLJLWDO copiers, published on a CD, or sent to a client as a publishing proof. This set of options uses compression and downsampling WR NHHS WKH ¿OH VL]H GRZQ +RZHYHU LW DOVR HPEHGV VXEVHWV RI DOO DOORZHG IRQWV XVHG LQ WKH ¿OH FRQYHUWV DOO FRORUV WR V5*% and prints to a medium resolution. Windows font subsets are not HPEHGGHG E\ GHIDXOW 3') ¿OHV FUHDWHG ZLWK WKLV VHWWLQJV ¿OH can be opened in Acrobat and Reader 6.0 and later. This is a preset setting that is used by Acrobat Distiller while converting a Postscript to PDF.

ePublshing—Unit II

• • • • • •

PDF version 1.2 (Adobe Acrobat 3.x) PDF version 1.3 (Adobe Acrobat 4.x) PDF version 1.4 (Adobe Acrobat 5.x) PDF version 1.5 (Adobe Acrobat 6.x) PDF version 1.6 (Adobe Acrobat 7.x) PDF version 1.7 (Adobe Acrobat 8.x) <RX PD\ QRWLFH WKDW WKH DFWXDO ¿OH VL]H RI WKH JHQHUDWHG 3') ¿OH DIWHU FRQYHUVLRQ LV D OLWWOH GLIIHUHQW IURP WKH RULJLQDO VLPSO\ EHFDXVH GLIIHUHQW 3') VSHFL¿FDWLRQV GLIIHU LQ VWUXFWXULQJ DQG RUJDQL]LQJ WKH REMHFWV LQ D 3') ¿OH

PDF Version.

PDF production using Adobe Indesign.

(YHU\ 3') ¿OH LV JHQHUDWHG RU SURGXFHG DFFRUGLQJ WR D VSHFL¿FDWLRQ 7KLV VSHFL¿FDWLRQ KDV HYROYHG IURP YHUVLRQ WR version 1.6 sometimes users are faced with the dilemma that D FHUWDLQ DSSOLFDWLRQ RQO\ UHFRJQL]HV D VSHFL¿F YHUVLRQ RI 3') ¿OH )RU H[DPSOH VRPH MRXUQDO SXEOLVKHUV RQO\ DFFHSW VXEPLVVLRQ RI 3') ¿OHV RI YHUVLRQ RU ODWHU VRPH REVROHWH ZLQGRZV DSSOLFDWLRQV RQO\ UHDG 3') ¿OHV RI YHUVLRQ

There are two ways to create PDF from InDesign.

6XSSRVH \RX KDYH D 3') ¿OH RI YHUVLRQ ZKDW ZRXOG you like to do? PDF version converter is the answer. This free ZDUH XWLOLW\ HQDEOHV \RX WR FRQYHUW 3') ¿OHV EHWZHHQ GLIIHUHQW versions, • PDF version 1.0 (Adobe Acrobat 1.x) • PDF version 1.1 (Adobe Acrobat 2.x)

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(1) Printing document through File > Print menu. 3UVLQW WKH GRFXPHQW )LOH!3ULQW WR D SRVWVFULSW ¿OH XVLQJ $GREH 3') DV 33' ¿OH DQG WKHQ ZLWK WKH KHOS RI $GREH GLVWLOOHU VRIWZDUH FRQYHUW WKH SRVWVFULSW ¿OH WR 3') XVLQJ WKH UHTXLUHG 3') presets as mentioned earlier. This method is usually preferred by prepress houses as this helps in more customized way of PDF creation and has better control. Following are the steps PDF through File > Print: InDesign makes it easy to print documents to a variety of output devices. In this part of the lesson, you’ll create a print preset to

For restricted circulation only. Not for commercial use.

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PDF production using Adobe Indesign

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save settings—and save time in the future—without having to individually set each option for the same device. (i) Choose File > Print. (See Figure below) From the Printer menu in the Print dialog box, choose \RXU LQNMHW RU ODVHU SULQWHU Notice how InDesign automatically selects the PPD (printer description) software that was associated with this device at the time you installed the equipment. Note: If you do not have access to a printer, you can choose PostScript File® from the Printer menu. If you do, you can choose an Adobe PDF PPD (if available) and complete all of the steps in the remainder of the lesson. If no other PPDs are available, you can choose the Device Independent PPD; however, some of the controls covered in the remainder of the lesson are not available if you choose Device Independent.

For restricted circulation only. Not for commercial use.

(ii) On the left side of the Print dialog box, click the Setup category and then choose the following options: (See Figure below) • Paper Size: Letter • Orientation: Portrait ( ) • Scale To Fit

For restricted circulation only. Not for commercial use.

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PDF production using Adobe Indesign

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(iii) On the left side of the Print dialog box, click the Marks And Bleed category and then choose these options: (See Figure below) • Crop Marks • Page Information • Use Document Bleed Settings

Note: The preview pane at the lower left shows how the page area, marks, and bleed area will print.

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

• In the Offset box, enter a value of 1p3. This value determines WKH GLVWDQFH EH\RQG WKH SDJH HGJHV ZKHUH WKH VSHFL¿HG PDUNV and page information appear. • The crop marks print outside of the page area and provide JXLGHV VKRZLQJ ZKHUH WKH ¿QDO GRFXPHQW LV WULPPHG DIWHU printing. The page information automatically adds the document name, along with the date and time it was printed, to the bottom of the printout. Because the crop marks and page information are printed outside the page edges, it’s necessary

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PDF production using Adobe Indesign

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WR FKRRVH 6FDOH 7R )LW WR ÂżW HYHU\WKLQJ RQWR DQ ´ [ ´ piece of paper. • Selecting User Document Bleed Settings causes InDesign to SULQW REMHFWV WKDW H[WHQG RXWVLGH WKH HGJH RI WKH SDJH DUHD This option eliminates the need for entering the amount of extra area that should be imaged. (iv) On the left side of the Print dialog box, click the Output category. Choose Composite CMYK from the Color menu. (If you are printing to a black-and white printer, choose Composite Gray.) (See Figure below)

Choosing Composite CMYK causes any RGB colors, including those in RGB graphics, to be converted to CMYK at the time of printing. This setting changes neither the original, placed graphLFV QRU DQ\ FRORUV DSSOLHG WR REMHFWV

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

• On the left side of the Print dialog box, click the Graphics category. Choose Optimized Subsampling from the Send Data menu. When Optimized Subsampling is selected, InDesign sends only the image data necessary for the printer selected in the Print dialog box. This can speed up the time it takes to send WKH ¿OH WR SULQW 7R KDYH WKH FRPSOHWH KLJK UHVROXWLRQ JUDSKLF information sent to the printer, which may take longer to image, select All from the Send Data menu. • Optionally, choose Subset from the Fonts Download menu. This causes only the fonts and characters that are actually used in the document to be sent to the output device and can speed the printing of single-page documents and short documents without much text. • On the left side of the Print dialog box, click the Advanced FDWHJRU\ DQG VHW WKH WUDQVSDUHQF\ ÀDWWHQHU SUHVHW WR 0HGLXP Resolution from the Preset menu. 7KH ÀDWWHQHU SUHVHW GHWHUPLQHV WKH SULQW TXDOLW\ RI SODFHG DUWwork or images that include transparency. It also affects the SULQW TXDOLW\ RI REMHFWV XVLQJ WUDQVSDUHQF\ IHDWXUHV DQG HIIHFWV DSSOLHG WR WKHP ZLWKLQ ,Q'HVLJQ LQFOXGLQJ REMHFWV ZLWK GURS shadows or feathering. You can choose the appropriate transparHQF\ ÀDWWHQHU SUHVHW IRU \RXU RXWSXW QHHGV

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PDF production using Adobe Indesign

Note: You can have InDesign maintain the existing colors used in D MRE E\ FKRRVLQJ &RPSRVLWH /HDYH 8QFKDQJHG IURP WKH Color menu. Additionally, if you are a printer or service provider and need to print color separations from InDesign, choose Separations or In-RIP Separations based upon the ZRUNÀRZ WKDW \RX XVH $OVR FHUWDLQ SULQWHUV VXFK DV DQ RGB proofer, may not let you choose Composite CMYK. ,I \RXU GRFXPHQW FRQWDLQV WUDQVSDUHQF\ WKDW LV ÀDWWHQHG during the printing process, select Simulate Overprint when printing, for the best print result. • Click Save Preset at the bottom of the Print dialog box, name the preset Proof, and click OK. • Creating a print preset saves these settings so you do not need to individually set every option each time you print to the same device. You can create multiple presets to meet various quality needs of individual printers you may use. When you want to use these settings in the future, you can choose them from the Print Preset menu at the top of the Print dialog box.

(2) Printing document through File > Export menu. If your documents need to be reviewed by others, you can easily FUHDWH $GREH 3') 3RUWDEOH 'RFXPHQW )RUPDW ÂżOHV WR WUDQVIHU

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DQG VKDUH 7KHUH DUH VHYHUDO EHQHÂżWV WR WKLV FRQYHQLHQW IRUPDW Files are compressed to a smaller size, all fonts and links are VHOI FRQWDLQHG LQ D VLQJOH FRPSRVLWH ÂżOH DQG ÂżOHV DUH GLVSOD\HG onscreen and print the same whether opened on a PC or a Mac. InDesign exports directly to Adobe PDF. Saving a composite of your publication as an Adobe PDF document also has many advantages for printing. You can creDWH D FRPSDFW UHOLDEOH ÂżOH WKDW \RX RU \RXU VHUYLFH SURYLGHU FDQ view, edit, organize, and proof. Then later, your service proYLGHU FDQ HLWKHU RXWSXW WKH $GREH 3') ÂżOH GLUHFWO\ RU SURFHVV LW using tools from various sources for such post-processing tasks DV SUHĂ€LJKW FKHFNV WUDSSLQJ LPSRVLWLRQ DQG FRORU VHSDUDWLRQ <RX ZLOO QRZ FUHDWH DQ $GREH 3') ÂżOH WKDW LV VXLWDEOH IRU UHYLHZ DQG SURRÂżQJ SXUSRVHV (1) Choose File > Export. (2) Choose Adobe PDF (Print) from the Save As Type (WinGRZV RU )RUPDW 0DF 26 PHQX DQG IRU WKH ÂżOHQDPH type a suitable name. The Export Adobe PDF dialog box opens. (3) In the Adobe PDF Preset menu, choose [High Quality 3ULQW@ 7KLV VHWWLQJ FUHDWHV 3') ÂżOHV WKDW DUH VXLWDEOH IRU output on desktop printers and proofers and onscreen SURRÂżQJ (4) In the Compatibility menu, choose Acrobat 6 (PDF 1.5). This is the earliest version that supports more advanced IHDWXUHV LQ WKH 3') ÂżOH LQFOXGLQJ OD\HUV

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PDF production using Adobe Indesign

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$XWRPDWLFDOO\ YLHZLQJ WKH 3') ÂżOH DIWHU H[SRUWLQJ LV DQ HIÂżFLHQW ZD\ RI FKHFNLQJ WKH UHVXOWV RI WKH ÂżOH H[SRUW SURFHVV 7KH Create Acrobat Layers option converts the layers from the InDesign CS6 layout into layers that can be viewed in the resulting 3') ÂżOH The Export Layers menu lets you choose the layers to be exported when creating the PDF. For now, use the default option: Visible & Printable Layers. (6) &OLFN ([SRUW $Q $GREH 3') ÂżOH LV JHQHUDWHG DQG GLVplays on your monitor in Adobe Acrobat or Adobe Reader. (7) Review the Adobe PDF, and then return to Adobe InDesign CS6.

Note: The presets available in the Adobe PDF Preset menu are XVHG IRU FUHDWLQJ D UDQJH RI $GREH 3') ¿OHV IURP VPDOO ¿OHV VXLWDEOH IRU RQVFUHHQ YLHZLQJ WR SUHVV UHDG\ ¿OHV WKDW DUH VXLWable for high-resolution output. (5) In the Options section of the dialog box, select • View PDF After Exporting • Create Acrobat Layers

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

2.2 —STEPS INVOLVED IN PDF PRODUCTION USING QUARK XPRESS —INTRODUCTION ABOUT ADOBE DISTILLER AND —STEPS INVOLVED PDF PRODUCTION USING ADOBE DISTILLER. (BACK TO CONTENT)

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press picture box is an easy way to work the PDFs into your ZRUNĂ€RZ 1. Checking system requirements. 7R SURGXFH 3') ÂżOHV IURP 4XDUN[SUHVV YHU \RX QHHG

PDF Production using QuarkXPress. +HUH ZH JR WR VWXG\ DERXW WKH DFWXDO FUHDWLRQ RI ÂżOHV 3') )LOter the new PDF Filter include in QuarkXpress5. With Adobe $FUREDW 'LVWLOOHU ZKLFK LV D PXVW WR FUHDWH 3') ÂżOHV \RX FDQ H[SRUW DQ HQWLUH GRFXPHQW DV D 3') ÂżOH IURP 4XDUN SUHVV

,Q DGGLWLRQ WR H[SRUWLQJ 3') ¿OHV IURP 4XDUN;SUHVV \RX FDQ also import one PDF page at a time into a Quarkxpress picture box. It’s becoming more common for ads to publication in PDF form (rather than EPS form), and importing them into a quarkx-

For restricted circulation only. Not for commercial use.

• Adobe Acrobat Distiller 3.0 or greater, which you can purchase from www.adobe.com. • A postscript printer driver, which you can download from www.abobe.com/support/downloads/main.html. You must also select a postscript printer from the windows printers control panel creating PDFs. • The Acrobat Distiller PPD must be installed in the PPD folder LQ \RXU 4XDUN[SUHVV IROGHU WR FRQ¿UP FKRRVH 8WLOLWLHV 33' Manger). If you can’t locate it on your computer, copy it from Acrobat software CD.

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PDF Production using QuarkXPress

• 7KH 3') ¿OWHU LQFOXGHG ZLWK 4XDUN[SUHVV PXVW EH HQDEOHG through the Extensions Manager dialog box. If you are on a Mac, bump the memory allocation of Quarkxpress up by 2,000 above the default setting. To do this, select the Quarkxpress program icon, then press ctrl+1. Choose Memory IURP WKH VKRZ PHQX WKHQ XVH WKH SUHIHUUHG VL]H ¿HOG WR FKDQJH the memory allocation.

ePublshing—Unit II

In the Acrobat Distiller area, click the select button (Window) to select your copy of Adobe Acrobat Distiller. Click OK to save your change.(The export-to-PDF feature works only for Quarkxpress documents, not for Quarkxpress Web documents).

2. Pointing Quarkxpress to Distiller: When you determine you have all the software in place to H[SRUW 3') ÂżOHV \RX QHHG WR WHOO 4XDUN[SUHVV ZKHUH \RXU FRS\ of Distiller is and how you want to to use it. To do this, choose > Edit > preferences, or ctrl+Alt+shift+Y, and then click the Application list.

67(36 ([SRUWLQJ 4XDUN[SUHVV 3DJHV LQ 3') IRUPDW

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PDF Production using QuarkXPress

• Choose File > Export > Document as PDF to open export as PDF dialog Box. • ,Q WKH 1DPH ¿HOG HQWHU WKH QDPH IRU \RXU 3') ¿OH • ,Q WKH 3DJHV ¿HOG HQWHU WKH QXPEHU RI WKH RUDQJH RI SDJHV \RX ZDQWV WR H[SRUW $V ZLWK RWKHU SDJHV ¿HOGV \RX FDQ HQWHU diction page numbers or absolute page number, which indicate a page’s position in the document (such as+1 for the ¿UVW SDJH UHJDUGOHVV RI LWV VHFWLRQ QXPEHU $ TXLFN ZD\ WR export all the pages in a document. Even if you don’t page QXPEHUV LV WR EH W\SH DOO WKH SDJH ¿HOG

ePublshing—Unit II

because you can’t usually see an entire spread at once. • • If you want to change any of the standard settings for exporting documents (set through PDF preferences), click the options button Use the PDF Export options Dialog box to change any setting – for example, if you decide not to embed IRQWV LQ WKLV LQ WKLV SDUWLFXODU 3') ¿OH :KHQ \RXœUH ¿QLVKHG changing settings, click Ok. • &OLFN VDYH WR FUHDWH WKH 3') ¿OH • <RX GRQœW KDYH WR XVH WKH 3') ([SRUW RSWLRQ WR FUHDWH ¿OHV from Quarkxpress. You can still do it the old-fashioned way: Install Adobe Acrobat on your system and include the Adobe Distiller as your printer. But the PDF export build in to Quarkxpress gives you more control over output settings. 6HWWLQJ WKH 3') ¿OWHU RSWLRQV

• If your document is set up in facing page spreads or spreads you created, and you want the PDF to display the same way, check spreads. In general, spreads don’t make sense onscreen

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Adobe Distiller.

7KH 3') ÂżOWHU KDV D YDULHW\ RI RSWLRQV WKDW \RX FDQ VHW DV $SSOLcation Preferences, which means they apply to all new documents. You can then override the settings for individual documents in the PDF Export options dialog box. The control works the same, whether you access them through the options button works in the Export as PDF dialog box (File > Exports > PDF pane).

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Distiller. Distiller must also be installed in order to make these programs create PDF. &UHDWH D 3') Âż OH LQ $FUREDW 'LVWLOOHU Adobe Acrobat Distiller is the most reliable way to create a PDF Âż OH 6WDUW ZLWK D SRVWVFULSW Âż OH WR JHQHUDWH D EDVLF 3') GRFX ment for email, disk, or web sharing.

The PDF exports option dialog box contains four panes, described in the following sections. For control over font HPEHGGLQJ ÂżUVW FKHFN RYHUULGH 'LVWLOOHUÂśV IRQW SRWLRQ 7KLV enables the two options for embedding fonts: If you want to disWULEXWH WKH SGI ÂżOH ZLWKRXW VHQGLQJ WKH IRQW ÂżOHV DV ZHOO ZKLFK is generally the case for online distribution and prepress check embed all fonts. Adobe Distiller. 'HÂżQLWLRQ: Distiller is part of the Adobe Acrobat family of products. Distiller is the main engine for turning PostVFULSW ÂżOHV LQWR 3') GRFuments. Although there are other programs for JHQHUDWLQJ 3') ÂżOHV 'LVWLOOHU LV WKH SULPDU\ RQH 6RPH SDJH OD\RXW SURJUDPV FDQ JHQHUDWH 3') ÂżOHV IURP within the program, but are often simply acting as a front end to

• Start With Postscript File. From your original program VDYH RU SULQW \RXU GRFXPHQW DV D 3RVWVFULSW ¿ OH <RX PD\ XVH a postscript printer driver or any printer drivers that supports postscript.

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Adobe Distiller.

• Run Distiller. Start Acrobat distiller to begin creating your 3') ¿OH • Set Job Options. Select Distiller > Job Options (ctrl+J).

2.3 —COPY EDITING USING SYMBOLS AND MARKS —QUALIFICATION AND DUTIES OF COPY EDITOR (BACK TO CONTENT) Copy editing using symbols and marks. :KDW LV &RS\ (GLWLQJ"

• Adjust settings. Accept the Default settings or make any required changes such as resolution or amount of compresVLRQ ZDQWHG IRU \RXU 3') ¿OH WKHQ FOLFN 2. • Open Postscript File. Select File > Open (Ctrl+O) and locate WKHQ VHOHFW \RXU SRVWVFULSW SV ¿OH &OLFN RQ RSHQ $ QHZ screen appears. • Name PDF File *LYH \RXU 3') ¿OH D QDPH RU DFFHSW WKH GHIDXOW WKHQ FOLFN VDYH 3') ¿OH JHQHUDWLRQ EHJLQV LPPHGLately. • Correct Any Errors. If Distiller reports errors, go back to \RXU RULJLQDO ¿OH WR FRUUHFW HUURUV EHIRUH JHQHUDWLQJ D QHZ 36 ¿OH WR GLVWLOO For restricted circulation only. Not for commercial use.

The main aims of copy-editing are to remove any obstacles between the reader and what the author wants to convey and to ¿QG DQG VROYH DQ\ SUREOHPV EHIRUH WKH ERRN JRHV WR WKH W\SHsetter, so that production can go ahead without interruption or unnecessary expense. You might think that there is less need for copy-editing now that authors can use computer software to check spelling and even grammar: why can’t the author simSO\ SURYLGH WKH W\SHVHWWHU ZLWK D IRUPDWWHG VSHOO FKHFNHG ¿OH WR turn into a book? Although a computer is a useful tool for the copy-editor, it cannot read for sense, repetition or ambiguity. It will not pick up libel*, errors of fact or misleading or potentially dangerous information. The copy-editor is the reader’s advocate and the author’s ambassador, and in this electronic age has a more pivotal role than ever before in guiding the book through the complexities of the production process. 7KH PDMRULW\ RI FRS\ HGLWRUV WKHVH GD\V DUH IUHHODQFHV ZRUNLQJ IRU D YDULHW\ RI GLIIHUHQW FOLHQWV DQG RIWHQ WR D ¿[HG budget and schedule. Publishers increasingly expect copy-ed* to publish in print (including pictures), writing or broadcast through raGLR WHOHYLVLRQ RU ¿OP DQ XQWUXWK DERXW DQRWKHU ZKLFK ZLOO GR KDUP WR WKDW person or his/her reputation, by tending to bring the target into ridicule, hatred, scorn or contempt of others. For restricted circulation only. Not for commercial use.

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Copy editing using symbols and marks

LWRUV WR KDYH WKH JRRG MXGJHPHQW WR EH DEOH WR VWULNH D EDODQFH between quality, cost and time. Different publishers work in different ways, according to the kinds of material they publish. However, common to all types of publication and all methods of production is the value that a good copy-editor can add to the author’s work by ensuring that, within the inevitable budgetary and time constraints, the work is presented to its readership in the best possible form. Kinds of Copy-editing. There are various kinds of editing as explained below: (1) Substantive editing aims to improve the overall coverage and presentation of a piece of writing, its content, scope, length, level and organization. The editor may suggest improvements for the author to make, or may (by agreement with the author) rewrite and rearrange the material, suggest better illustrations, and so on. The editor at this stage will normally look out for legal problems such as libel and plagiarism* and for any quotations or illustrations that may need permission from the copyright owner. (2) Detailed editing for sense is concerned with whether each section expresses the author’s meaning clearly, without gaps and contradictions. It involves looking at each sentence, the author’s choice of words, the punctuation, the use of abbreviations, comparing the data in tables with * taking the writings or literary concepts (a plot, characters, words) of another and selling and/or publishing them as one’s own product. For restricted circulation only. Not for commercial use.

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the relevant text, checking text against the illustrations and their captions, and so on. The editor should ensure that appropriate acknowledgement has been made for quotations or illustrations that need permission from the copyright owner, and will also look out for other legal problems. (3) Checking for consistency is a mechanical but important task. It may be done at the same time as item (2). It involves checking such things as spelling and the use of single or double quotes, either according to a house style or according to the author’s own style; checking the numbering of illustrations, tables and notes, and any cross-references to them, and also the consistency of bibliographical references. ‘Copy-editing’ usually consists of (2) and (3), plus (4) below. (4) Clear presentation of the material for the typesetter involves making sure that it is complete and that all the SDUWV DUH FOHDUO\ LGHQWLÂżHG IRU H[DPSOH WKH JUDGH RI HDFK subheading, which pieces of text (such as long quotations) should be distinguished typographically from the main text, and where tables and illustrations should be placed. Some publishers might also ask the copy-editor to size the illustrations, mark type sizes, and so on, although this is relatively uncommon. The same person may do all four of these things, or they may be split in various ways. Those who do the substantive editing may EH FDOOHG HGLWRU FRPPLVVLRQLQJ HGLWRU SURMHFW HGLWRU MRXUQDO

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4XDOLÂżFDWLRQ DQG GXWLHV RI D &RS\ HGLWRU

HGLWRU RU GHYHORSPHQW HGLWRU WKRVH ZKR FDUU\ RXW WKH MREV LQ categories (2)-(4) may be called editor, desk editor, production editor, subeditor or copyeditor. 4XDOLÂżFDWLRQ DQG GXWLHV RI D &RS\ HGLWRU 7UDGLWLRQDOO\ PRVW ERRNV IROORZ D FOHDUO\ GHÂżQHG URXWH WKURXJK production to publication. The electronic revolution in publishLQJ KDV FKDQJHG D ORW RI WKLQJV VLQFH WKHQ DQG D ERRNÂśV MRXUQH\ from the author’s mind to the printed page can follow many different routes. Most publishers are now concerned not simply ZLWK SULQW DV WKH ÂżQLVKHG SURGXFW EXW DOVR ZLWK WKH HOHFWURQLF life of a book in the form of e-books, web pages or CD-ROMs, DQG WKLV LQĂ€XHQFHV WKHLU FKRLFH RI SURGXFWLRQ PHWKRG DQG WKH copy-editor’s part in the publication process. The copy-editor’s roles & duties are in the transformation of the author’s ideas from ‘copy’ (the raw material of typescript DQG HOHFWURQLF ÂżOHV WR WKH SULQWHG SDJH EXW WRGD\ÂśV FRS\HGitors need to be well informed about the publisher’s producWLRQ PHWKRGV DQG LQWHQWLRQV IRU WKH ÂżQLVKHG SURGXFW DQG WR EH adaptable to the publisher’s requirements. In book publishing, copy-editors may be involved at three stages. • The typescript should be looked at soon after the book has been accepted for publication, to identify any recurring faults of consistency, style or layout that the author could be asked to correct before copy-editing starts. There might be other For restricted circulation only. Not for commercial use.

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general changes that the author should be asked to approve in advance. This preliminary check might be carried out by the FRS\ HGLWRU RU DQ LQ KRXVH SURMHFW HGLWRU RU HGLWRULDO DVVLVWDQW At this stage the copy-editor could brief the designer and the production department on any complications to be taken into account in designing the book and planning its production, and could do some mark-up and prepare a brief for specimen pages, if required. • At the main copy-editing stage, the copy-editor works through the typescript and illustrations in detail, reading for sense and checking for style and consistency, and ensuring that the author’s intentions are clearly conveyed to the publisher and vice versa. • At proof stage the copy-editor may read a proof (although many publishers prefer this to be done by a fresh pair of eyes) or collate the author’s proof with the proofreader’s, ensuring that the author’s amendments are comprehensible and consistent with the existing material, and that they can be incorSRUDWHG ZLWKRXW JUHDW GLI¿FXOW\ RU H[SHQVH 7KH FRS\ HGLWRU ensures that any additional material, such as an index, is well organized and consistent, and might be asked by the publisher to see that the cost of corrections is allocated fairly between author, typesetter and publisher through the use of colour coding. The good copy-editor is a rare creature: an intelligent reader and a tactful and sensitive critic; someone who cares enough about perfection of detail to spend time checking small points of FRQVLVWHQF\ LQ VRPHRQH HOVHœV ZRUN EXW KDV WKH JRRG MXGJHPHQW For restricted circulation only. Not for commercial use.

106

4XDOLÂżFDWLRQ DQG GXWLHV RI D &RS\ HGLWRU

not to waste time or antagonize the author by making unnecessary changes.

ePublshing—Unit II

The following are a few common symbols that are used by Copy-editors:

&RS\ HGLWRUV QHHG QRW EH H[SHUWV RQ WKH VXEMHFW RI WKH ZRUN but they must be able to interest themselves in it in order to try to put themselves in the position of the intended readers. $XWKRUV DUH VR IDPLOLDU ZLWK WKHLU VXEMHFW DQG PD\ KDYH ZULWten a book over so long a period, that they cannot see it as it will appear to someone else; and the copy-editor will often see where an author has been repetitious or ambiguous, has omitted a step in the argument or failed to explain a point clearly. Although the copy-editor’s main interest is likely to be an HGLWRULDO RQH WKH MRE LQYROYHV SURGXFWLRQ FRQVLGHUDWLRQV WRR Knowing the book in detail, the copy-editor can make the author’s intentions clear to the designer and typesetter; and realizing the constraints within which the typesetter has to work, can explain to authors why it may be impossible to carry out WKHLU ZLVKHV LQ H[DFWO\ WKH ZD\ WKH\ SURSRVH ,W LV WKLV MRLQW UROH WKDW JLYHV WKH MRE LWV IDVFLQDWLRQ

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Brief introduction to Online (on-screen) Copy-editing

Brief introduction to Online (on-screen) Copy-editing. There are many programs that can be used to manipulate electronic text. The most common situation that copy-editors face— WKDW RI XVLQJ D ZRUG SURFHVVLQJ SURJUDP WR DPHQG ¿OHV ZKLFK are then imported into a publishing program for page layout. 6RPH IHDWXUHV VXFK DV ¿HOGV DUH QRW SUHVHQW LQ DOO ZRUG SURcessing programs but are mentioned here for completeness. In addition, software manufacturers use different terms for similar tools, for example Track Changes, Document Review, so a generic term has been used where possible, in this case revision marking. What is on-screen editing? /LNH WKH WHUP ¾FRS\ HGLWLQJœ WKH GH¿QLWLRQ RI DQ RQ VFUHHQ HGLW (sometimes known as an online edit) can be hard to pin down. It is tempting to think of the computer as an electronic red pen, used as a device to work through the text in a serial fashion, making amendments singly as you go. But this vastly underuses the resources of the hardware and software, and ignores WKH SRWHQWLDO EHQH¿WV RI WKH FRPSXWLQJ SRZHU OLWHUDOO\ DW RQHœV ¿QJHUWLSV 0D[LPL]LQJ WKH XVH RI WKH PDQ\ IHDWXUHV WKDW DUH RQ RIIHU FDQ JUHDWO\ LPSURYH \RXU HI¿FLHQF\ UHGXFLQJ WKH WLPH spent on repetitive tasks such as imposing consistency. By using WRROV VXFK DV PDFURV DQG ¿QG DQG UHSODFH \RX FDQ LPSURYH your accuracy and speed, meaning you can get more done in less time.

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,Q DGGLWLRQ ¿OHV FDQ EH SUHSDUHG LQ VXFK D ZD\ WKDW SDJH layout in publishing software is facilitated, leading to much VKRUWHU SURR¿QJ WLPHV A large part of a basic copy-edit, that is removing typographical errors and inconsistencies, identifying the different elements for the typesetter, and imposing house style, can be tedious. One aim of onscreen editing is to get the computer to do the drudgery — any task that is done repeatedly by hand can probably be done by the software in a fraction of the time. This leaves you free to concentrate on the more interesting and challenging tasks such as making editorial decisions to ensure that the structure and argument are relevant and coherent, and liaisLQJ ZLWK RWKHUV ZRUNLQJ RQ WKH SURMHFW &RPSXWHUV DUH VXSHUE ZRUNKRUVHV EXW FDQQRW MXGJH TXDOLW\ VSRW OLEHO RU WDFWIXOO\ negotiate a problem with an author! Use of hard copy On-screen editing implies that hard copy is not needed or used, but this is not necessarily the case. Hard copies are used while editing is done online. There are merits and demerits of possible combinations of working with computer and printouts. The following types of Copy-editing are followed: (1) You mark up hard copy in the conventional way, and PDNH WKH VDPH FKDQJHV WR WKH HOHFWURQLF ¿OH (2) You work directly on-screen without marking up hard copy; and (3) You use a combination of hard-copy mark-up and direct on-screen editing For restricted circulation only. Not for commercial use.

2.4 —PROOF READING —METHODS OF PROOF READING —PROOF READING MARKS, SYMBOLS AND MEANING. (back to content)

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reader to be checked and initialed, establishing the principle of consistent accuracy for proofreaders. Alternative methods.

Proof reading. Accurate proofreading and clear marking of corrections are indispensable requisites to the production of a quality book. Proofreading is the reading of a galley proof or an electronic copy of a publication to detect and correct production errors of text or art. Proofreaders are expected to be consistently accurate by default because they occupy the last stage of typographic production before publication. Methods of Proofreading. Traditional method A proof is a typeset version of copy or a manuscript page. They often contain typos introduced through both human error and bugs in programming code. Traditionally, a proofreader looks at an increment of text on the copy (manuscript) and then compares it to the corresponding typeset increment, and then marks any errors (sometimes called line edits) using standard proofUHDGHUVÂś PDUNV 7KXV XQOLNH FRS\ HGLWLQJ SURRIUHDGLQJÂśV GHÂżQing procedure is to work directly with two sets of information at the same time. Proofs are then returned to the typesetter or graphic artist for correction. It is a common practice for all such corrections, no matter how slight, to be sent again to a proofFor restricted circulation only. Not for commercial use.

Copy holding or copy reading employs two readers per proof. 7KH ¿UVW UHDGV WKH WH[W DORXG OLWHUDOO\ DV LW DSSHDUV XVXDOO\ DW D comparatively fast but uniform rate of speed. The second reader follows along and marks any pertinent differences between what is read and what was typeset. This method is appropriate for large quantities of boilerplate text where it is assumed that the number of errors will be comparatively small. Experienced copy holders employ various codes and verbal short-cuts that accompany their reading. The spoken word digits, for example, means that the numbers about to be read aren’t words spelled out; and in a hole can mean that the upcoming segment of text is within parenthesis. Bang means an exclamaWLRQ SRLQW $ WKXPS PDGH ZLWK D ¿QJHU RQ WKH WDEOH UHSUHVHQWV the initial cap, comma, period, or similar obvious attribute being read simultaneously. Thus the line of text: (He said the address was 1234 Central Blvd., and to hurry!) would be read aloud as: in a hole [thump] he said the address was digits 1 2 3 4 [thump] central [thump] buluhvuhd [thump] comma and to hurry bang. Mutual understanding is the only guiding principle, so codes evolve as opportunity permits. In the above example, two thumps after buluhvuhd might be acceptable to proofreaders familiar with the text.

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Methods of Proofreading

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Double reading.

6W\OH JXLGHV DQG FKHFNOLVWV

A single proofreader checks a proof in the traditional manner, but then passes it on to a second reader who repeats the process. Both initial the proof. Note that with both copy holding and double reading, responsibility for a given proof is necessarily shared by two individuals.

Before it is typeset, copy is often marked up by an editor or customer with various instructions as to typefaces, art, and layout. Often these individuals will consult a style guide of varying degrees of complexity and completeness. Such guides are usually produced in-house by the staff or supplied by the customer, and should be distinguished from professional references such as The Chicago Manual of Style, the AP Style-book, The Elements of Style, or Gregg Reference Manual. When appropriate, proofreaders may mark errors in accordance with their house JXLGH LQVWHDG RI WKH FRS\ ZKHQ WKH WZR FRQĂ€LFW

6FDQQLQJ Scanning used to check a proof without reading it word for word, has become common with computerisation of typesetting and the popularisation of word processing. Many publishers have their own proprietary typesetting systems, while their customers use commercial programs such as Word. Before the GDWD LQ D :RUG ¿OH FDQ EH SXEOLVKHG LW PXVW EH FRQYHUWHG LQWR D format used by the publisher. The end product is usually called a conversion. If a customer has already proofread the contents of D ¿OH EHIRUH VXEPLWWLQJ LW WR D SXEOLVKHU WKHUH ZLOO EH QR UHDVRQ for another proofreader to re-read it from copy (although this additional service may be requested and paid for). Instead, the publisher is held responsible only for formatting errors, such as typeface, page width, and alignment of columns in tables; and production errors such as text inadvertently deleted. To simplify matters further, a given conversion will usually be assigned a VSHFL¿F WHPSODWH *LYHQ W\SHVHWWHUV RI VXI¿FLHQW VNLOO H[SHrienced proofreaders familiar with their typesetters’ work can accurately scan their pages without reading the text for errors that neither they nor their typesetters are responsible for.

For restricted circulation only. Not for commercial use.

Checklists are commonly employed in proof-rooms where WKHUH LV VXI¿FLHQW XQLIRUPLW\ RI SURGXFW WR GLVWLOO VRPH RU DOO RI its components to a list format. They may also act as a training tool for new hires. Economics of proofreading. Proofreading cannot be fully cost-effective where volume or XQSUHGLFWDEOH ZRUN ÀRZ SUHYHQWV SURRIUHDGHUV IURP PDQDJLQJ their own time. Examples are newspapers, thermographic trade printing of business cards, and network hubs. The problem in HDFK RI WKHVH HQYLURQPHQWV LV WKDW MREV FDQQRW EH SXW DVLGH WR EH UH UHDG DV QHHGHG ,Q WKH ¿UVW WZR FDVHV YROXPHV DQG GHDGOLQHV GLFWDWH WKDW DOO MREV EH ¿QLVKHG DV VRRQ DV SRVVLEOH LQ WKH WKLUG FDVH MREV SUHVHQWO\ RQ VLWH DW WKH KXE DUH KXUULHG UHJDUGOHVV of their formal deadline, in favor of possible future work that may arrive unpredictably. Where proofs can programmatically For restricted circulation only. Not for commercial use.

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Methods of Proofreading

be read only once, quality will randomly but persistently fall below expectations. Even the best and most experienced readHUV ZLOO QRW EH DEOH WR EH FRQVLVWHQWO\ DFFXUDWH HQRXJK WR MXVWLI\ premium pay. Production technology can also moot the need to pay a premium for proofreading. In the example of thermographic business-card printing, even when there are no reprints, there is considerable wastage of paper and ink in preparing each of the press-runs, which are separated by color. When (as often happens) there is unused space available on the plate, there is no increase in production cost for reprints that use that space. Only when reprints are so numerous that they push production staff LQWR VLJQL¿FDQW RYHUWLPH ZRXOG WKH\ LQFUHDVH FRVWV %XW VLJQLIicant overtime is usually the result of a high volume in new orders using up the eight-hour day. In such industries proofreading need only – and can only – make a marginal difference to be cost-effective. As for the customers, many will never return HYHQ ZKHQ WKHLU MREV DUH SHUIHFW DQG HQRXJK RI WKRVH ZKR GR QHHG D UHSULQW ZLOO ¿QG WKH UHWDLOHUœV FRVW VDYLQJ SULFH WR EH VDWisfactory enough to tolerate a late delivery. Only where workload volume does not compress all deadOLQHV WR $6$3 DQG WKH ZRUNÀRZ LV UHDVRQDEO\ SUHGLFWDEOH FDQ SURRIUHDGLQJ EH ZRUWK D SUHPLXP ZDJH ,QÀH[LEOH GHDGOLQHV mandate a delivery time, but in doing so they necessarily do not mandate delivery before that time. If deadlines are consistently maintained instead of arbitrarily moved up, proofreaders can manage their own time by putting proofs aside at their own discretion for re-reading later. Whether the interval is a few secFor restricted circulation only. Not for commercial use.

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onds or overnight, it enables proofs to be viewed as both familiar and new. Where this procedure is followed, managers can expect consistently superior performance. However, re-reading focuses responsibility instead of dividing it (as double-reading and copy holding, both described above, do) and obviously requires extra effort from proofreaders and a measure of independence from management. Instead of managers controlling deadlines, deadlines control managers, and leeway is passed to the proofreaders as well as commensurate pay. Proofreading vs copy editing. It is a common fallacy that proofreading is the same as editing. The term proofreading is sometimes used to refer to copy editing, and vice versa. Although there is necessarily some overlap, particularly regarding queries, proofreaders typically lack any real editorial or managerial authority: their only available course of action is to raise queries with typesetters, editors, or authors. To clarify matters at the outset, some want-ads come ZLWK D QRWLFH WKDW WKH MRE DGYHUWLVHG LV QRW D ZULWLQJ RU HGLWLQJ position and will not become one. Thus creativity and critical WKLQNLQJ E\ WKHLU YHU\ QDWXUH FRQĂ€LFW ZLWK WKH VWULFW FRS\ IROlowing discipline that commercial and governmental proofreading requires. Thus proofreading and editing are fundamentally separate responsibilities Galleys or pages. <RXU ERRN FDQ HLWKHU EH VHW GLUHFWO\ LQWR SDJHV RU ÂżUVW LQWR JDOleys and then into pages. Galleys are the typeset text showing For restricted circulation only. Not for commercial use.

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FRQWLQXRXV ZRUG ÀRZ XQLQWHUUXSWHG E\ LOOXVWUDWLRQV WDEOHV IRRWQRWHV RU ¿JXUH FDSWLRQV 7DEOHV IRRWQRWHV DQG FDSWLRQV DUH set together in their own sections at the end of the text galleys. Page numbers do not yet exist at the galley stage. Page proofs, KRZHYHU FRQWDLQ DOO ¿JXUHV DQG WKHLU FDSWLRQV WDEOHV IRRWQRWHV DQG RWKHU WH[W HOHPHQWV DV WKH\ ZLOO DSSHDU LQ ¿QDO SDJH IRUP Running heads (brief headings at the top of each page) and page numbers also appear. This decision to set a book into galleys a ¿UVW UDWKHU WKDQ SDJHV LV EDVHG RQ DQ DVVHVVPHQW RI WKH FRPSOH[ity of the content, the likelihood of extensive alterations during WKH ¿UVW SURRI VWDJH DV ZHOO DV WKH GHPDQGV RI WKH VFKHGXOH 7KH PDMRULW\ RI WLWOHV DUH VHW GLUHFWO\ LQWR SDJHV RPLWWLQJ WKH JDOOH\ stage. Below are instructions for checking each stage as well as general guidelines that pertain to both. Proof Reading Symbols. Proof reading symbols are the main medium of communication ¿U HUURUV DQG PLVWDNHV EHWZHHQ WKH SURRI UHDGHU DQG WKH FRPpositor. These marks were developed to indicate the mistakes with the least possible writing on the proofs. Earlier, proof readers in India and many other countries followed proof reading marks used by the British. In the British system of proof reading, a number of English terms were used, such as caps for capital letters, S.C for small capitals, I.C for lower case, bold for bold types, N.P for new paragraph, run on for no photograph, stet for leave it is, etc.

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Proof Reading Symbols

The existence of a large number of languages, specially in ,QGLD PDGH LW GLIÂżFXOW WR GHYHORS FRUUHVSRQGLQJ SURRI UHDGLQJ words in different scripts and at the same time most of the new compositors of regional language were unable to understand the proof-reading words used in the British system. It, therefore, became essential to develop such proof marks as could be used for any language of the world. This work has been done by the Indian standard Institutions (ISI) by introducing non linguistic proof reading marks. The universal use of standards marks of ISI has helped in achieving world wide coordination in the proof reading practice.

Unit Three 3.1 3.2

3.3

ŚŎŝ

3.4

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HTML Introduction about HTML, Meaning for +70/ 'H¿QLWLRQ RI WDJ DQG V\QWD[ Basic tags – HTML, Head, Title and Body, Attributes of HTML – Bold, Italic, Underline, Paragraph, Break, Horizontal line, font, emphasize, teletype font, preserve the line breaks and horizontal spacing and PHWD GH¿QH WKH LQIRUPDWLRQ DERXW WKH document). Image handling using HTML – Background image, Aligning image, Display an alternate text for an image, Make a hyperlink of an image, Create an image map, Turn an image into an image map, Background color and Text color. Introduction about Cascading method and syntax (CSS) – Inserting style sheet and types of style sheet – External, InternalMultiple style sheets, CSS property – Background, Font border, Outline, margin, Padding, List and Table.

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3.1 —INTRODUCTION ABOUT HTML, —MEANING FOR HTML, —DEFINITION OF TAG AND SYNTAX. << back to contents << Introduction & Meaning of HTML. HTML or HyperText Markup Language is the standard markup language used to create web pages. HTML stands for “Hyper Text Markup Languageâ€?. This language is used for creating and displaying web pages using any web browser like Internet explorer, Netscape navigator, Firefox etc. This was developed by Tim Berness Lee of European center for particle physics in the year 1989. +70/ GHÂżQHV WKH SDJH OD\RXW IRQWV DQG JUDSKLF HOHPHQWV as well as the hyper text links to other documents on the web. Each link contains the URL, or address, of a web page residing on the same server or any server world wide, hence “World Wideâ€? web. The purpose of a web browser is to read HTML documents and compose them into visible or audible web pages. The browser does not display the HTML tags, but uses the tags to interpret the content of the page. HTML describes the structure of a website semantically* along with cues for presentation, 6HPDQWLFV IURP $QFLHQW *UHHN ÄąČ˜Č?ÄŽČžIJȚțȊȢ VĆ?PDQWLNyV ÂłVLJQLÂżFDQW´ LV WKH VWXG\ RI PHDQLQJ ,W IRFXVHV RQ WKH UHODWLRQ EHWZHHQ VLJQLÂżHUV OLNH words, phrases, signs, and symbols, and what they stand for, their denotation. For restricted circulation only. Not for commercial use.

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making it a markup language rather than a programming language. HTML is written in the form of HTML elements consisting of tags enclosed in angle brackets (like <html>). HTML tags most commonly come in pairs like <h1> and </h1>, although some tags represent empty elements and so are unpaired, for H[DPSOH LPJ! 7KH ¿UVW WDJ LQ D SDLU LV WKH VWDUW WDJ DQG WKH second tag is the end tag (they are also called opening tags and closing tags). HTML elements form the building blocks of all websites. +70/ DOORZV LPDJHV DQG REMHFWV WR EH HPEHGGHG DQG FDQ EH used to create interactive forms. It provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists, links, quotes and other items. It can embed scripts written in languages such as JavaScript which affect the behavior of HTML web pages. Web browsers can also refer to Cascading Style Sheets &66 WR GH¿QH WKH ORRN DQG OD\RXW RI WH[W DQG RWKHU PDWHULDO The W3C, maintainer of both the HTML and the CSS standards, encourages the use of CSS over explicit presentational HTML. ,Q HVVHQFH What is HTML? • HTML is a language for describing web pages. • HTML stands for Hyper Text Markup Language • HTML is a markup language For restricted circulation only. Not for commercial use.

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Introduction & Meaning of HTML

• A markup language is a set of markup tags • The tags describe document content • HTML documents contain HTML tags and plain text • HTML documents are also called web pages HTML Tags • HTML markup tags are usually called HTML tags. • HTML tags are keywords (tag names) surrounded by angle brackets like <html> • HTML tags normally come in pairs like <p> and </p> • 7KH ¿UVW WDJ LQ D SDLU LV WKH VWDUW WDJ WKH VHFRQG WDJ LV WKH HQG tag • The end tag is written like the start tag, with a slash before the tag name • Start and end tags are also called opening tags and closing tags <tagname>content</tagname>

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However, for learning HTML it is recommended to use a text editor like Notepad (PC) or TextEdit (Mac). Using a simple text editor is a good way to learn HTML. Web Browsers. The purpose of a web browser (such as Google Chrome, Internet Explorer, Firefox, Safari) is to read HTML documents and display them as web pages. The browser does not display the HTML tags, but uses the tags to determine how the content of the HTML page is to be presented/displayed to the user:

HTML Editors. Write HTML Using Notepad (PC) or TextEdit (Mac) HTML can be edited by using a professional HTML editor like: • Adobe Dreamweaver • Microsoft Expression Web • CoffeeCup HTML Editor

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Introduction & Meaning of HTML

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'HÂżQLWLRQ RI 7DJ DQG 6\QWD[

HTML Page Structure Below is a visualization of an HTML page structure:

Elements HTML documents imply a structure of nested HTML elements. These are indicated in the document by HTML tags, enclosed in angle brackets thus: <p>

<html> <body> <h1>This a heading</h1> <p>This is a paragraph.</p> <p>This is another paragraph.</p>

In the simple, general case, the extent of an element is indicated by a pair of tags: a ‘start tag’ <p> and ‘end tag’ </p>. The text content of the element, if any, is placed between these tags.

</body> Tags may also enclose further tag markup between the start and end, including a mixture of tags and text. This indicates further, nested, elements, as children of the parent element.

</html> HTML Versions Since the early days of the web, there have been many versions of HTML: Version

HTML HTML+ HTML 2.0 HTML 3.2 HTML 4.01 XHTML HTML5 (present)

Year

1991 1993 1995 1997 1999 2000 2012

The start tag may also include attributes within the tag. 7KHVH LQGLFDWH RWKHU LQIRUPDWLRQ VXFK DV LGHQWLÂżHUV* for secWLRQV ZLWKLQ WKH GRFXPHQW LGHQWLÂżHUV XVHG WR ELQG VW\OH LQIRUmation to the presentation of the document, and for some tags such as the <img> used to embed images, the reference to the image resource. Some elements, such as the line break <br>, do not permit any embedded content, either text or further tags. These require only a single empty tag and do not use an end tag. Many tags, particularly the closing end tag for the very commonly-used paragraph element <p>, are optional. An HTML 8QLTXH LGHQWLÂżHU VSHFLÂżHV WKH DWWULEXWHV WKDW DQ HOHPHQW KROGV 7KLV FDQ be style information or class or ID etc.

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browser or other agent can infer the closure for the end of an HOHPHQW IURP WKH FRQWH[W DQG WKH VWUXFWXUDO UXOHV GHÂżQHG E\ WKH HTML standard. However, as a best practice, is it advised to close all the tags for better understanding of the structure and making the reuse of the HTML easier. The general form of an HTML element is therefore: <tag attribute1=â€?value1â€? attribute2 = â€?value2â€?> content </tag> 6RPH +70/ HOHPHQWV DUH GHÂżQHG DV HPSW\ HOHPHQWV DQG take the form : <tag attribute1=â€?value1â€? attribute2=â€?value2â€? /> Empty elements may enclose no content, for instance, the BR tag or the inline IMG tag. The name of an HTML element is the name used in the tags. Note that the end tag’s name is preceded by a slash character, “/â€?, and that in empty elements the end tag is neither required nor allowed. If attributes are not mentioned, default values are used in each case. How to run HTML Programme: HTML Programme is typed in Notepad or WordPad. When you VDYH DQ +70/ ÂżOH \RX FDQ XVH HLWKHU WKH KWP RU WKH KWPO H[WHQVLRQ 2SHQ WKLV KWP RU KWPO ÂżOH LQ DQ\ ZHE EURZVHU OLNH Internet explorer, Netscape navigator, Firefox, Opera, Google Chrome etc. For restricted circulation only. Not for commercial use.

3.2 —BASIC TAGS – HTML, HEAD, TITLE AND BODY —ATTRIBUTES OF HTML — FONT, BOLD, ITALIC, EMPHASIZE, UNDERLINE, TELETYPE FONT, —PARAGRAPH, BREAK, HORIZONTAL LINE —PRESERVE THE LINE BREAKS AND HORIZONTAL SPACING AND META. << back to contents << Basic Tags. Example: <!DOCTYPE html> <html> <body> <h1>My First Heading</h1> S!0\ ¿UVW SDUDJUDSK S! ERG\! </html> • The DOCTYPE GHFODUDWLRQ GH¿QHV WKH GRFXPHQW W\SH • The text between <html> and </html> describes the web page • The text between <body> and </body> is the visible page content • The text between <h1> and </h1> is displayed as a heading • The text between <p> and </p> is displayed as a paragraph Note The <!DOCTYPE html> declaration is the doctype for HTML5.

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The HTML <head> Element

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The HTML <head> Element.

The HTML <link> Element

The <head> element is a container for all the head elements. Elements inside <head> can include scripts, instruct the EURZVHU ZKHUH WR ÂżQG VW\OH VKHHWV SURYLGH PHWD LQIRUPDWLRQ and more.

The <link> WDJ GHÂżQHV WKH UHODWLRQVKLS EHWZHHQ D GRFXPHQW and an external resource.

The following tags can be added to the head section: <title>, <style>, <meta>, <link>, <script>, <noscript>, and <base>. The <title> WDJ GH¿QHV WKH WLWOH RI WKH GRFXPHQW The <title> element is required in all HTML documents. The <title> element: • GH¿QHV D WLWOH LQ WKH EURZVHU WRROEDU • provides a title for the page when it is added to favorites • displays a title for the page in search-engine results $ VLPSOL¿HG +70/ GRFXPHQW <!DOCTYPE html> <html> <head> <title>Title of the document</title> </head> <body> The content of the document...... </body> </html>

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The <link> tag is most used to link to style sheets: <head> <link rel=�stylesheet� type=�text/css� href=�mystyle.css�> </head> The HTML <style> Element The <style> WDJ LV XVHG WR GH¿QH VW\OH LQIRUPDWLRQ IRU DQ HTML document. Inside the <style> element you specify how HTML elements should render in a browser: <head> <style type=�text/css�> body {background-color:yellow;} p {color:blue;} </style> </head> The HTML <meta> Element Metadata is data (information) about data. The <meta> tag provides metadata about the HTML document. Metadata will not be displayed on the page, but will be machine parsable.

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The HTML <head> Element

Meta elements are typically used to specify page descripWLRQ NH\ZRUGV DXWKRU RI WKH GRFXPHQW ODVW PRGLÂżHG DQG RWKHU metadata. The metadata can be used by browsers (how to display content or reload page), search engines (keywords), or other web services.

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HTML head Elements Tag <head> <title> <base>

<meta> tags always go inside the <head> element.

<link>

<meta> Tags - Examples of Use

<meta> <script> <style>

'H¿QH NH\ZRUGV IRU VHDUFK HQJLQHV <meta name=�keywords� content=�HTML, CSS, XML, XHTML, JavaScript�> 'H¿QH D GHVFULSWLRQ RI \RXU ZHE SDJH <meta name=�description� content=�Free Web tutorials on HTML and CSS�> 'H¿QH WKH DXWKRU RI D SDJH <meta name=�author� content=�Hege Refsnes�> Refresh document every 30 seconds: <meta http-equiv=�refresh� content=�30�> The HTML <script> Element The <script> WDJ LV XVHG WR GH¿QH D FOLHQW VLGH VFULSW VXFK as a JavaScript. For restricted circulation only. Not for commercial use.

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Description 'HÂżQHV LQIRUPDWLRQ DERXW WKH GRFXPHQW 'HÂżQHV WKH WLWOH RI D GRFXPHQW 'HÂżQHV D GHIDXOW DGGUHVV RU D GHIDXOW WDUJHW for all links on a page 'HÂżQHV WKH UHODWLRQVKLS EHWZHHQ D GRFXPHQW and an external resource 'HÂżQHV PHWDGDWD DERXW DQ +70/ GRFXPHQW 'HÂżQHV D FOLHQW VLGH VFULSW 'HÂżQHV VW\OH LQIRUPDWLRQ IRU D GRFXPHQW

The HTML <body> Element. • Headings +70/ KHDGLQJV DUH GH¿QHG ZLWK WKH <h1> to <h6> tags: <h1>Heading level 1</h1> <h2>Heading level 2</h2> <h3>Heading level 3</h3> <h4>Heading level 4</h4> <h5>Heading level 5</h5> <h6>Heading level 6</h6> • Paragraphs: <p> <p>Paragraph 1</p> <p>Paragraph 2</p> • Line breaks: <br>.

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The HTML <body> Element

The difference between <br> and <p> is that ‘<br>’ breaks a line without altering the semantic structure of the page, whereas ‘<p>’ sections the page into paragraphs. Note also that ‘<br>’ is an empty element in that, while it may have attributes, it can take no content and it may not have an end tag. <p>This <br> is a paragraph<br> with<br> line breaks</p> • Link tag in HTML: To make a link you use the <a> tag. The href= attribute holds the URL address of the link. <a href=â€?http://www.google.com/â€?> A Link to Google! </a> • Comments: Comments can help in the understanding of the markup and do not display in the webpage. <!-- This is a comment --> • Images +70/ LPDJHV DUH GHÂżQHG ZLWK WKH <img> tag. <img src=â€?w3schools.jpgâ€? alt=â€?W3Schools.comâ€? width=â€?104â€? height=â€?142â€?> The common attributes are: src - Source where the image is called from. We have to include the path, if not placed in the same folder as the HTML ÂżOH alt - is the text that will be displayed if the image is not available. For restricted circulation only. Not for commercial use.

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width and height DUH DWWULEXWHV ZKLFK GHÂżQHV WKH GLVplay properties of the image in the browser. • Horizontal Line: <HR> is an empty element which displays a horizontal line in default presentation in the browser. There are several types of markup elements used in HTML: A complete list of supported elements is available as a reference in the following link: http://www.w3schools.com/html/default.asp 6WUXFWXUDO PDUNXS GHVFULEHV WKH SXUSRVH RI WH[W For example, <h2>Golf</h2> establishes “Golfâ€? as a second-level heading. Structural markup does not denote any speFLÂżF UHQGHULQJ EXW PRVW ZHE EURZVHUV KDYH GHIDXOW VW\OHV IRU element formatting. Content may be further styled using Cascading Style Sheets (CSS). Presentational markup describes the appearance of the text, regardless of its purpose For example <b>boldface</b> indicates that visual output devices should render “boldfaceâ€? in bold text, but gives little indication what devices that are unable to do this (such as aural devices that read the text aloud) should do. In the case of both <b>bold</b> and <i>italic</i>, there are other elements that may have equivalent visual renderings but which are more semantic in nature, such as <strong>strong text</ strong> and <em>emphasised text</em> respectively. It is easier to see how an aural user agent should interpret the latter

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Attributes

two elements. However, they are not equivalent to their presentational counterparts: it would be undesirable for a screenreader to emphasize the name of a book, for instance, but on a screen such a name would be italicized. Most presentational markup elements have become deprecated under the HTML 4.0 VSHFLÂżFDWLRQ LQ IDYRU RI XVLQJ &66 IRU VW\OLQJ Hypertext markup makes parts of a document into links to other documents An anchor element creates a hyperlink in the document and its href attribute sets the link’s target URL. For example the HTML markup, <a href=â€?http://www.google. com/â€?>Wikipedia</a>, will render the word “Wikipediaâ€? as a hyperlink. To render an image as a hyperlink, an <img> element is inserted as content into the <a> element. Like <br>, <img> is an empty element with attributes but no content or closing tag. <a href=â€?http://example.orgâ€?><img src=â€?image.gifâ€? alt=â€?descriptive textâ€? width=â€?50â€? height=â€?50â€? border=â€?0â€?></a>. Attributes. Most of the attributes of an element are name-value pairs, separated by “=â€? and written within the start tag of an element after the element’s name. The value may be enclosed in single or double quotes, although values consisting of certain characters can be left unquoted in HTML (but not XHTML). Leaving attribute values unquoted is considered unsafe. In contrast with name-value pair attributes, there are some attributes that affect For restricted circulation only. Not for commercial use.

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the element simply by their presence in the start tag of the element, like the ismap attribute for the img element. There are several common attributes that may appear in many elements : The id attribute provides a document-wide unique identiÂżHU IRU DQ HOHPHQW 7KLV LV XVHG WR LGHQWLI\ WKH HOHPHQW VR WKDW stylesheets can alter its presentational properties, and scripts may alter, animate or delete its contents or presentation. Appended WR WKH 85/ RI WKH SDJH LW SURYLGHV D JOREDOO\ XQLTXH LGHQWLÂżHU for the element, typically a sub-section of the page. For example, the ID “Attributesâ€? in http://en.wikipedia.org/ wiki/HTML#Attributes. The class attribute provides a way of classifying similar elements. This can be used for semantic or presentation purposes. For example, an HTML document might semantically use the designation class=â€?notationâ€? to indicate that all elements with this class value are subordinate to the main text of the document. In presentation, such elements might be gathered together and presented as footnotes on a page instead of appearing in the place where they occur in the HTML source. Class attributes are used semantically in microformats. Multiple class YDOXHV PD\ EH VSHFLÂżHG IRU H[DPSOH class=â€?notation importantâ€? puts the element into both the ‘notation’ and the ‘important’ classes. An author may use the style attribute to assign presentational properties to a particular element. It is considered better practice to use an element’s id or class attributes to select For restricted circulation only. Not for commercial use.

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the element from within a stylesheet, though sometimes this can EH WRR FXPEHUVRPH IRU D VLPSOH VSHFL¿F RU DG KRF VW\OLQJ The title attribute is used to attach subtextual explanation to an element. In most browsers this attribute is displayed as a tooltip. The lang DWWULEXWH LGHQWL¿HV WKH QDWXUDO ODQJXDJH RI WKH element’s contents, which may be different from that of the rest of the document. For example, in an English-language document: <p>Oh well, <span lang=�fr�>c’est la vie</span>, as they say in France.</p>

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Character and entity references $V RI YHUVLRQ +70/ GHÂżQHV D VHW RI FKDUDFWHU HQWLW\ references and a set of 1,114,050 numeric character references, both of which allow individual characters to be written via simple markup, rather than literally. A literal character and its markup counterpart are considered equivalent and are rendered identically. References to characters use the following mark up: < and & & denotes start and ; indicates end of the entity reference.

Most elements also take the language-related attribute dir to specify text direction, such as with “rtl� for right-to-left text in, for example, Arabic, Persian or Hebrew.

The ability to “escape� characters in this way allows for the characters < and & (when written as < and &, respectively) to be interpreted as character data, rather than markup. For example, a literal < normally indicates the start of a tag, and & normally indicates the start of a character entity reference or numeric character reference; writing it as & or & or & allows & to be included in the content of an element or in the value of an attribute. The double-quote character (“), when not used to quote an attribute value, must also be escaped as " or " or " when it appears within the attribute value itself. Equivalently, the single-quote character (‘), when not used to quote an attribute value, must also be escaped as ' or ' (or as ' in HTML5 or XHTML documents) when it appears within the attribute value itself. If document authors overlook the need to escape such characters, some browsers can be very forgiving and try to use

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For restricted circulation only. Not for commercial use.

The abbreviation element, abbr, can be used to demonstrate some of these attributes: <abbr id=�anId� class=�jargon� style=�color:purple;� title=�Hypertext Markup Language�>HTML </abbr> This example displays as HTML; in most browsers, pointing the cursor at the abbreviation should display the title text “Hypertext Markup Language.�

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Attributes

context to guess their intent. The result is still invalid markup, which makes the document less accessible to other browsers and to other user agents that may try to parse the document for search and indexing purposes for example. Escaping also allows for characters that are not easily typed, or that are not available in the document’s character encoding, to be represented within element and attribute content. For example, the acute-accented e (ĂŠ), a character typically found only on Western European and South American keyboards, can be written in any HTML document as the entity reference é or as the numeric references é or é, using characters that are available on all keyboards and are supported in all character encodings. Unicode character encodings such as UTF-8 are compatible with all modern browsers and allow direct access to almost all the characters of the world’s writing systems. Data types +70/ GHÂżQHV VHYHUDO GDWD W\SHV IRU HOHPHQW FRQWHQW VXFK as script data and stylesheet data, and a plethora of types for attribute values, including IDs, names, URIs, numbers, units of length, languages, media descriptors, colors, character encodings, dates and times, and so on. All of these data types are specializations of character data.

ePublshing—Unit III

KHOSV WR GHÂżQH WKH UHQGHULQJ PRGH²SDUWLFXODUO\ ZKHWKHU WR XVH quirks mode. The original purpose of the doctype was to enable parsing and validation of HTML documents by SGML tools based on WKH 'RFXPHQW 7\SH 'HÂżQLWLRQ '7' 7KH '7' WR ZKLFK WKH DOCTYPE refers contains a machine-readable grammar specifying the permitted and prohibited content for a document conforming to such a DTD. Browsers, on the other hand, do not implement HTML as an application of SGML and by consequence do not read the DTD. +70/ GRHV QRW GHÂżQH D '7' WKHUHIRUH LQ +70/ WKH doctype declaration is simpler and shorter: <!DOCTYPE html> An example of an HTML 4 doctype: <!DOCTYPE HTML PUBLIC “-//W3C//DTD HTML 4.01//ENâ€? “http://www.w3.org/TR/html4/ strict.dtdâ€?>

Document type declaration HTML documents are required to start with a Document Type Declaration (informally, a “doctype�). In browsers, the doctype For restricted circulation only. Not for commercial use.

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3.3 —IMAGE HANDLING USING HTML —BACKGROUND IMAGE, ALIGNING IMAGE, DISPLAY AN ALTERNATE TEXT FOR AN IMAGE, —MAKE A HYPERLINK OF AN IMAGE, CREATE AN IMAGE MAP, TURN AN IMAGE INTO AN IMAGE MAP, —BACKGROUND COLOR AND TEXT COLOR. << back to contents << The Image tag and the src Attribute. ,Q +70/ LPDJHV DUH GH¿QHG ZLWK WKH <img> tag. The <img> tag is empty, which means that it contains attributes only and it has no closing tag. To display an Image on a page, you need to use the src attribute. “src” stands for “source”. The value of the src attribute is the URL of the image you want to display on your page.

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<p>Insert an image from another folder:</p> <img src=”/images/stickman.gif” alt=”Stickman” width=”24” height=”39”> <p>Insert an image from a web site:</p> <img src=”http://www.w3schools.com/images/ lamp.gif” alt=”Lamp” width=”15” height=”15”> </body> </html>

6\QWD[ DQG XVDJH The <img> WDJ GH¿QHV DQ LPDJH LQ DQ +70/ SDJH

Background image.

The <img> tag has two required attributes: src and alt.

This is an attribute that is incorporated within <body> or any other element to insert an image as a background in a web page.

Note: Images are not technically inserted into an HTML page, images are linked to HTML pages. The <img> tag creates a holding space for the referenced image. Example. <!DOCTYPE html> <html> <body> For restricted circulation only. Not for commercial use.

Example. <html> <body background=”bgimage.jpg”> <h1>Hello world!</h1> <p><a href=”http://www.w3schools. com”>Visit W3Schools.com!</a></p> For restricted circulation only. Not for commercial use.

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Image - align attribute

</body> </html>

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Example. <!DOCTYPE html> <html> <body> <h4>Image with default alignment (align=”bottom”):</h4> <p>This is some text. <img src=”smiley. gif” alt=”Smiley face” width=”42” height=”42”> This is some text.</p> <h4>Image with align=”middle”:</h4>

Image - align attribute. 7KH DOLJQ DWWULEXWH KHOSV WR DOLJQ DQ LPDJH LQ D +70/ ¿OH Syntax. <img align=”left|right|middle|top|bottom”> Attribute Values. Value left right middle top bottom

Description Align the image to the left Align the image to the right Align the image in the middle Align the image at the top Align the image at the bottom

The following example illustrates the various types of alignments: For restricted circulation only. Not for commercial use.

<p>This is some text. <img src=”smiley. gif” alt=”Smiley face” width=”42” height=”42” align=”middle”> This is some text.</p> <h4>Image with align=”top”:</h4> <p>This is some text. <img src=”smiley. gif” alt=”Smiley face” width=”42” height=”42” align=”top”> This is some text.</p> <h4>Image with align=”right”:</h4> <p>This is some text. <img src=”smiley. gif” alt=”Smiley face” width=”42” height=”42” align=”right”> This is some text.</p> For restricted circulation only. Not for commercial use.

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Image - alt attribute

<h4>Image with align=”left”:</h4> <p>This is some text. <img src=”smiley. gif” alt=”Smiley face” width=”42” height=”42” align=”left”> This is some text.</p> <p>The align attribute is not supported in HTML5. Use CSS instead.</p> </body> </html>

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connection, an error in the src attribute, or if the user uses a screen reader). Tip: To create a tooltip for an image, use the title attribute! Example. <img src=”smiley.gif” alt=”Smiley face”> In the above example if “smiley.gif” is not available “Smiley face” will be displayed in the place of the allotted space for the image. image hyperlink tag. +\SHUOLQN QDYLJDWHV D FOLFN WR D VSHFL¿HG ORFDWLRQ LQ WKH 85/ RU WR D VSHFL¿HG ORFDWLRQ ZLWKLQ D +70/ ¿OH Example. <!DOCTYPE html> <html> <body>

,PDJH DOW DWWULEXWH The required alt DWWULEXWH VSHFL¿HV DQ DOWHUQDWH WH[W IRU DQ image, if the image cannot be displayed. The alt attribute provides alternative information for an image if a user for some reason cannot view it (because of slow For restricted circulation only. Not for commercial use.

<p>An image that is a link: <a href=”http://www.w3schools.com”><img src=”smiley.gif” alt=”Go to W3Schools!” width=”42” height=”42” border=”0”></a> </p> </body>

For restricted circulation only. Not for commercial use.

</html>

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coords = �0,0,82,126� alt=�Sun� href=�sun.htm�> <area shape=�circle� coords=�90,58,3� alt=�Mercury� href=�mercur.htm�> ,PDJH PDS The <map> WDJ LV XVHG WR GH¿QH D FOLHQW VLGH LPDJH PDS $Q image-map is an image with clickable areas. The required name attribute of the <map> element is associated with the <img>’s usemap attribute and creates a relationship between the image and the map.

<area shape=�circle� coords=�124,58,8� alt=�Venus� href=�venus.htm�> </map> </body> </html>

The <map> element contains a number of <area> elePHQWV WKDW GH¿QHV WKH FOLFNDEOH DUHDV LQ WKH LPDJH PDS Example. <!DOCTYPE html> <html> <body> <p>Click on the sun or on one of the planets to watch it closer:</p> <img src=�planets.gif� width=�145� height=�126� alt=�Planets� usemap=�#planetmap�> <map name=�planetmap�> <area shape=�rect� For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

3.4 —INTRODUCTION ABOUT CASCADING METHOD AND SYNTAX (CSS) —INSERTING STYLE SHEET AND TYPES OF STYLE SHEET

—EXTERNAL, INTERNALMULTIPLE STYLE SHEETS, —CSS PROPERTY: BACKGROUND, FONT, BORDER, OUTLINE - MARGIN, PADDING, LIST AND TABLE. << back to contents << Introduction about Cascading method and V\QWD[ &66 The full form of CSS is cascading style sheet. This is a technique used to add styles (font, color etc) to any web documents. The PDLQ REMHFWLYHV RI &66 DUH WR VHSDUDWH GRFXPHQW FRQWHQW IURP LWV VW\OH RI SUHVHQWDWLRQ 6W\OHV GHÂżQH KRZ WR GLVSOD\ +70/ elements. +70/ WDJV ZHUH RULJLQDOO\ GHVLJQHG WR GHÂżQH WKH FRQWHQW of a document. They were supposed to say “This is a headerâ€?, ‘This is a paragraphâ€?, “this is a tableâ€?, by using tags like <h1>,<p>,<table>, and so on. The layout of the document was supposed to be taken care of by the browser, without using any formatting tags. $V WKH WZR PDMRU EURZVHUV Âą 1HWVFDSH DQG LQWHUQHW H[SORUHU – continued to add new HTML tags and attributes (like the <font> tag and the color attribute to the original HTML specLÂżFDWLRQ LW EHFDPH PRUH DQG PRUH GLIÂżFXOW WR FUHDWH ZHE VLWHV where the content of HTML documents needs to be clearly

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separated from the document’s presentation layout. To solve this problem, the World Wide Web consortium (w3c) – the non SURÂżW VWDQGDUGV RUJDQL]DWLRQ VWDQGDUGL]HG DOO WKH HOHPHQWV and tags of HTML and CSS. Importance of Style sheets. 6W\OHV VKHHWV GHÂżQH KRZ +70/ HOHPHQWV DUH WR EH GLVSOD\HG MXVW OLNH WKH IRQW WDJ DQG WKH FRORU DWWULEXWH RI +70/ 6W\OHV FDQ EH DSSOLHG WR D +70/ ÂżOH LQ WKH IROORZLQJ ZD\V • inline style • HPEHGHG VW\OHV LQ WKH KHDG VHFWLRQ RI WKH +70/ ÂżOH • H[WHUDO VW\OHV DV D VHSDUDWH ÂżOH ZLWK WKH H[WHQVLRQ DV Âł FVV´ • DQ\ RI WKH DERYH DSSOLHG LQ FRPELQDWLRQ ZLWKLQ D +70/ ÂżOH Multiple styles will cascade into one 6W\OH VKHHWV DOORZ VW\OH LQIRUPDWLRQ WR EH VSHFLÂżHG LQ PDQ\ ZD\V 6W\OHV FDQ EH VSHFLÂżHG LQVLGH D VLQJOH +70/ HOHPHQW inside the <head> element of an HTML page, or in an external &66 ÂżOH (YHQ PXOWLSOH H[WHUQDO VW\OH VKHHWV FDQ EH UHIHUHQFHG inside a single HTML document. When multiple style sheets DUH DSSOLHG LQ RQH +70/ ÂżOH WKH RUGHU RI SUHIHUHQFH RI DQ\ FRQĂ€LFWLQJ VW\OHV ZLOO EH UHVROYHG LQ WKH RUGHU RI RQOLQH HPEHGHG DQG H[WHUQDO VW\OHV 7KLV PHDQV WKH ÂżUVW SUHIHUHQFH JRHV WR online and then to embeded and then to external styles.

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Introduction about Cascading method and syntax (CSS).

In essence. • CSS stands for Cascading Style Sheets • 6W\OHV GH¿QH KRZ WR GLVSOD\ +70/ HOHPHQWV • Styles were added to HTML 4.0 to solve a problem • External Style Sheets can save a lot of work • ([WHUQDO 6W\OH 6KHHWV DUH VWRUHG LQ &66 ¿OHV Styles Solved a Big Problem • HTML was never intended to contain tags for formatting a document. • +70/ ZDV LQWHQGHG WR GH¿QH WKH FRQWHQW RI D GRFXPHQW like: <h1>This is a heading</h1> <p>This is a paragraph.</p> • When tags like <font>, and color attributes were added WR WKH +70/ VSHFL¿FDWLRQ LW VWDUWHG D QLJKWPDUH IRU ZHE developers. Development of large web sites, where fonts and color information were added to every single page, became a long and expensive process. • To solve this problem, the World Wide Web Consortium (W3C) created CSS. • In HTML 4.0, all formatting could be removed from the +70/ GRFXPHQW DQG VWRUHG LQ D VHSDUDWH &66 ¿OH • All browsers support CSS today. CSS Saves a Lot of Work!

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• 6W\OHV DUH QRUPDOO\ VDYHG LQ H[WHUQDO FVV ¿OHV ([WHUQDO VW\OH sheets enable you to change the appearance and layout of all WKH SDJHV LQ D :HE VLWH MXVW E\ HGLWLQJ RQH VLQJOH ¿OH CSS Property. A CSS rule set consists of a selector and a declaration block:

The selector points to the HTML element you want to style. The declaration block contains one or more declarations separated by semicolons. Each declaration includes a property name and a value, separated by a colon. CSS Example A CSS declaration always ends with a semicolon, and declaration groups are surrounded by curly brackets: p {color:red;text-align:center;} To make the CSS more readable, you can put one declaration on each line, like this: Example.

• &66 GH¿QHV +2: +70/ HOHPHQWV DUH WR EH GLVSOD\HG For restricted circulation only. Not for commercial use.

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CSS Property

p {

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CSS Background. color:red; text-align:center; }

&66 EDFNJURXQG SURSHUWLHV DUH XVHG WR GHÂżQH WKH EDFNJURXQG effects of an element. All CSS Background Properties Property background

CSS Comments. Comments are used to explain your code, and may help you when you edit the source code at a later date. Comments are ignored by browsers.

backgroundattachment background-color background-image

A CSS comment starts with /* and ends with */. Comments can also span multiple lines:

background-position

([DPSOH

background-repeat

/*This is a multiple lines comment*/ p{ color:red; /*This is another comment*/ text-align:center;}

Description Sets all the background properties in one declaration Sets whether a background LPDJH LV Âż[HG RU VFUROOV ZLWK the rest of the page Sets the background color of an element Sets the background image for an element Sets the starting position of a background image Sets how a background image will be repeated

Background Color 7KH EDFNJURXQG FRORU SURSHUW\ VSHFLÂżHV WKH EDFNJURXQG FRORU RI DQ HOHPHQW 7KH EDFNJURXQG FRORU RI D SDJH LV GHÂżQHG LQ WKH body selector: :LWK &66 D FRORU LV PRVW RIWHQ VSHFLÂżHG E\ • a HEX value - like “#ff0000â€? • an RGB value - like “rgb(255,0,0)â€? • a color name - like “redâ€?

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CSS Background

Look at CSS Color Values (http://www.w3schools.com/cssref/css_colors_legal.asp) for a complete list of possible color values.

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</body> </html>

In the example below, the h1, p, and div elements have different background colors <!DOCTYPE html> <html> <head> <style> h1{ background-color:#6495ed;} p{ background-color:#e0ffff; } div{ background-color:#b0c4de;} </style> </head> <body> <h1>CSS background-color example!</h1> <div>This is a text inside a div element. <p>This paragraph has its own background color.</p> We are still in the div element. </div> For restricted circulation only. Not for commercial use.

%DFNJURXQG ,PDJH 7KH EDFNJURXQG LPDJH SURSHUW\ VSHFL¿HV DQ LPDJH WR XVH DV WKH background of an element. By default, the image is repeated so it covers the entire element. The background image for a page can be set like this: <!DOCTYPE html> <html> <head> <style> body { background-image:url(“paper.gif”);} </style> </head> For restricted circulation only. Not for commercial use.

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CSS Font

<body> <h1>Hello World!</h1> </body> </html>

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Generic family Serif

Font family Times New Roman Georgia

Sans-serif

Arial Verdana

Monospace

Courier New Lucida Console

CSS Font. &66 IRQW SURSHUWLHV GHÂżQH WKH IRQW IDPLO\ EROGQHVV VL]H DQG the style of a text.

Description Serif fonts have small lines at the ends on some characters “Sans� means without - these fonts do not have the lines at the ends of characters All monospace characters have the same width

Font Family The font family of a text is set with the font-family property.

CSS Font Families In CSS, there are two types of font family names: generic family—a group of font families with a similar look (like “Serifâ€? or “Monospaceâ€?) font family² D VSHFLÂżF IRQW IDPLO\ OLNH Âł7LPHV 1HZ Romanâ€? or “Arialâ€?)

For restricted circulation only. Not for commercial use.

The font-family property should hold several font names DV D ÂłIDOOEDFN´ V\VWHP ,I WKH EURZVHU GRHV QRW VXSSRUW WKH ÂżUVW font, it tries the next font. Start with the font you want, and end with a generic family, to let the browser pick a similar font in the generic family, if no other fonts are available. Note: If the name of a font family is more than one word, it must be in quotation marks, like: “Times New Romanâ€?. 0RUH WKDQ RQH IRQW IDPLO\ LV VSHFLÂżHG LQ D FRPPD VHSDUDWHG list: For restricted circulation only. Not for commercial use.

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CSS Font

p{font-family:�Times New Roman�, Times, serif;} Font Style The font-style property is mostly used to specify italic text. This property has three values:

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make paragraphs look like headings, or headings look like paragraphs. Always use the proper HTML tags, like <h1> - <h6> for headings and <p> for paragraphs. The font-size value can be an absolute, or relative size.

normal—The text is shown normally

Absolute size:

italic—The text is shown in italics

• 6HWV WKH WH[W WR D VSHFL¿HG VL]H • Does not allow a user to change the text size in all browsers (bad for accessibility reasons) • Absolute size is useful when the physical size of the output is known Relative size:

oblique—The text is “leaning� (oblique is very similar to italic, but less supported) p.normal {font-style:normal;} p.italic {font-style:italic;} p.oblique {font-style:oblique;}

• Sets the size relative to surrounding elements • Allows a user to change the text size in browsers Note: If you do not specify a font size, the default size for normal text, like paragraphs, is 16px (16px=1em). 6HW )RQW 6L]H :LWK 3L[HOV Setting the text size with pixels gives you full control over the text size: h1 {font-size:40px;}

Font Size

h2 {font-size:30px;}

The font-size property sets the size of the text.

p {font-size:14px;}

Being able to manage the text size is important in web GHVLJQ +RZHYHU \RX VKRXOG QRW XVH IRQW VL]H DGMXVWPHQWV WR For restricted circulation only. Not for commercial use.

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CSS Font

The text can be resized in all browsers using the zoom tool KRZHYHU WKLV UHVL]HV WKH HQWLUH SDJH QRW MXVW WKH WH[W Set Font Size With Em To avoid the resizing problem with older versions of Internet Explorer, many developers use em instead of pixels. The em size unit is recommended by the W3C.

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In the example above, the text size in em is the same as the previous example in pixels. However, with the em size, it is SRVVLEOH WR DGMXVW WKH WH[W VL]H LQ DOO EURZVHUV Use a Combination of Percent and Em The solution that works in all browsers, is to set a default fontsize in percent for the <body> element:

1 em is equal to the current font size. The default text size in browsers is 16px. So, the default size of 1em is 16px.

body {font-size:100%;}

The size can be calculated from pixels to em using this formula: SL[HOV HP

h2 {font-size:1.875em;}

h1 {font-size:2.5em;}

p {font-size:0.875em;}

h1 { font-size:2.5em;} /* 40px/16=2.5em */

Our code now works great! It shows the same text size in all browsers, and allows all browsers to zoom or resize the text!

h2 { font-size:1.875em;} /*30px/16=1.875em*/

All CSS Font Properties.

p { font-size:0.875em;} /*14px/16=0.875em*/

Property

font font-family font-size font-style font-variant

font-weight

For restricted circulation only. Not for commercial use.

Description Sets all the font properties in one declaration 6SHFLÂżHV WKH IRQW IDPLO\ IRU text 6SHFLÂżHV WKH IRQW VL]H RI WH[W 6SHFLÂżHV WKH IRQW VW\OH IRU WH[W 6SHFLÂżHV ZKHWKHU RU QRW D WH[W should be displayed in a smallcaps font 6SHFLÂżHV WKH ZHLJKW RI D IRQW

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CSS Border

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CSS Border. The CSS border properties allow you to specify the style and color of an element’s border. Border Style. 7KH ERUGHU VW\OH SURSHUW\ VSHFL¿HV ZKDW NLQG RI ERUGHU WR GLVplay. Note: None of the border properties will have ANY effect unless the border-style property is set! border-style values. Property none dotted dashed solid double

groove ridge inset outset

Description 'H¿QHV QR ERUGHU 'H¿QHV D GRWWHG ERUGHU 'H¿QHV D GDVKHG ERUGHU 'H¿QHV D VROLG ERUGHU 'H¿QHV WZR ERUGHUV The width of the two borders are the same as the border-width value 'H¿QHV D ' JURRYHG ERUGHU 7KH HIIHFW depends on the border-color value 'H¿QHV D ' ULGJHG ERUGHU 7KH HIIHFW depends on the border-color value 'H¿QHV D ' LQVHW ERUGHU 7KH HIIHFW depends on the border-color value 'H¿QHV D ' RXWVHW ERUGHU 7KH HIIHFW depends on the border-color value

For restricted circulation only. Not for commercial use.

Border Width The border-width property is used to set the width of the border. The width is set in pixels, or by using one of the three SUH GH¿QHG YDOXHV thin, medium, or thick. Note: The “border-width” property does not work if it is used alone. Use the “border-style” property to set the borGHUV ¿UVW <!DOCTYPE html> <html> <head> <style> p.one { border-style:solid; border-width:5px;}

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CSS Border

p.two { border-style:solid; border-width:medium;} p.three { border-style:solid; border-width:1px;} </style> </head> <body> <p class=”one”>Some text.</p> <p class=”two”>Some text.</p> <p class=”three”>Some text.</p> <p><b>Note:</b> The “border-width” property does not work if it is used alone. Use the “border-style” property WR VHW WKH ERUGHUV ¿UVW S! </body> </html>

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Border Color. The border-color property is used to set the color of the border. The color can be set by: • • •

name - specify a color name, like “red” RGB - specify a RGB value, like “rgb(255,0,0)” Hex - specify a hex value, like “#ff0000” You can also set the border color to “transparent”.

Note: The “border-color” property does not work if it is used DORQH 8VH WKH ³ERUGHU VW\OH´ SURSHUW\ WR VHW WKH ERUGHUV ¿UVW <!DOCTYPE html> <html> <head> <style> p.one { border-style:solid; border-color:red; } p.two{ border-style:solid; border-color:#98bf21;} </style> </head> <body> <p class=”one”>A solid red border</p>

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CSS Border

<p class=”two”>A solid green border</p> <p><b>Note:</b> The “border-color” property does not work if it is used alone. Use the “border-style” property WR VHW WKH ERUGHUV ¿UVW S! </body> </html>

In CSS it is possible to specify different borders for different sides. ([DPSOH. <!DOCTYPE html> <html> <head> <style> p { border-top-style:dotted; border-right-style:solid;

For restricted circulation only. Not for commercial use.

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border-bottom-style:dotted; border-left-style:solid; } </style> </head> <body> <p>2 different border styles.</p> </body> </html>

<!DOCTYPE html> <html> <head> <style> p { border-style:dotted solid; } </style> </head> <body> <p>2 different border styles.</p> </body> </html>

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168

CSS Border

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CSS Outlines. An outline is a line that is drawn around elements (outside the borders) to make the element “stand out”.

The border-style property can have from one to four values. border-style: dotted solid double dashed; • • • •

top border is dotted right border is solid bottom border is double left border is dashed border-style: dotted solid double;

The outline properties specify the style, color, and width of an outline. An outline is a line that is drawn around elements (outside the borders) to make the element “stand out”. However, the outline property is different from the border property. The outline is not a part of an element’s dimensions; the element’s total width and height is not affected by the width of the outline.

• top border is dotted • right and left borders are solid • bottom border is double border-style: dotted solid; • top and bottom borders are dotted • right and left borders are solid border-style:dotted; • all four borders are dotted The border-style property is used in the example above. However, it also works with border-width and border-color. For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

170

CSS Margin

All CSS Outline Properties

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Value length % inherit

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Description 6SHFLÂżHV D PDUJLQ LQ S[ SW FP HWF 'HIDXOW value is 0px 6SHFLÂżHV D PDUJLQ LQ SHUFHQW RI WKH ZLGWK RI the containing element 6SHFLÂżHV WKDW WKH PDUJLQ VKRXOG EH LQKHULWHG from the parent element

Note: It is also possible to use negative values, to overlap content. Margin - Individual sides. In CSS, it is possible to specify different margins for different sides: CSS Margin. 7KH &66 PDUJLQ SURSHUWLHV GHÂżQH WKH VSDFH DURXQG HOHPHQWV The margin clears an area around an element (outside the border). The margin does not have a background color, and is completely transparent. The top, right, bottom, and left margin can be changed independently using separate properties. A shorthand margin property can also be used, to change all margins at once. Possible Values Value auto

Description The browser calculates a margin

For restricted circulation only. Not for commercial use.

<!DOCTYPE html> <html> <head> <style> p { background-color:yellow; } p.margin { margin-top:100px; margin-bottom:100px; margin-right:50px; margin-left:50px; } </style> </head>

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CSS Margin

<body> S!7KLV LV D SDUDJUDSK ZLWK QR VSHFL¿HG margins.</p> <p class=”margin”>This is a paragraph ZLWK VSHFL¿HG PDUJLQV S! </body> </html>

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p.margin { margin:100px 50px; } </style> </head> <body> S!7KLV LV D SDUDJUDSK ZLWK QR VSHFL¿HG margins.</p> <p class=”margin”>This is a paragraph ZLWK VSHFL¿HG PDUJLQV S! </body> </html>

Margin - Shorthand property To shorten the code, it is possible to specify all the margin properties in one property. This is called a shorthand property. The shorthand property for all the margin properties is “margin”:

The margin property can have from one to four values. margin:25px 50px 75px 100px;

<!DOCTYPE html> <html> <head> <style>

• top margin is 25pxright margin is 50px • bottom margin is 75px • left margin is 100px margin:25px 50px 75px;

p { background-color:yellow; }

• top margin is 25px

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174

CSS Padding

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• right and left margins are 50px • bottom margin is 75px margin:25px 50px;

The top, right, bottom, and left padding can be changed independently using separate properties. A shorthand padding property can also be used, to change all paddings at once.

• top and bottom margins are 25px • right and left margins are 50px margin:25px;

Possible Values

• all four margins are 25px All CSS Margin Properties Property margin

margin-bottom margin-left margin-right margin-top

Description A shorthand property for setting the margin properties in one declaration Sets the bottom margin of an element Sets the left margin of an element Sets the right margin of an element Sets the top margin of an element

CSS Padding. 7KH &66 SDGGLQJ SURSHUWLHV GHÂżQH WKH VSDFH EHWZHHQ WKH HOHment border and the element content. The padding clears an area around the content (inside the border) of an element. The padding is affected by the background color of the element.

For restricted circulation only. Not for commercial use.

Value length %

Description 'HÂżQHV D Âż[HG SDGGLQJ LQ SL[HOV SW HP HWF

'HÂżQHV D SDGGLQJ LQ RI WKH FRQWDLQLQJ HOHPHQW

Padding - Individual sides In CSS, it is possible to specify different padding for different sides: <!DOCTYPE html> <html> <head> <style> p { background-color:yellow; } p.padding { padding-top:25px; padding-bottom:25px; padding-right:50px; padding-left:50px; } </style> </head> <body> S!7KLV LV D SDUDJUDSK ZLWK QR VSHFLÂżHG For restricted circulation only. Not for commercial use.

176

CSS Padding

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padding.</p> <p class=”padding”>This is a paragraph ZLWK VSHFL¿HG SDGGLQJV S! </body> </html>

<body> S!7KLV LV D SDUDJUDSK ZLWK QR VSHFL¿HG padding.</p> <p class=”padding”>This is a paragraph ZLWK VSHFL¿HG SDGGLQJV S! </body> </html> The padding property can have from one to four values. padding:25px 50px 75px 100px;

Padding - Shorthand property To shorten the code, it is possible to specify all the padding properties in one property. This is called a shorthand property. The shorthand property for all the padding properties is “padding”: <!DOCTYPE html> <html> <head> <style> p { background-color:yellow; } p.padding { padding:25px 50px; }

• • • •

top padding is 25px right padding is 50px bottom padding is 75px left padding is 100px padding:25px 50px 75px;

• top padding is 25px • right and left paddings are 50px • bottom padding is 75px padding:25px 50px; • top and bottom paddings are 25px • right and left paddings are 50px padding:25px; • all four paddings are 25px

</style> </head> For restricted circulation only. Not for commercial use.

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CSS Lists

CSS Lists. The CSS list properties allow you to: • Set different list item markers for ordered lists • Set different list item markers for unordered lists • Set an image as the list item marker In HTML, there are two types of lists: • unordered lists - the list items are marked with bullets • ordered lists - the list items are marked with numbers or letters With CSS, lists can be styled further, and images can be used as the list item marker. Different List Item Markers 7KH W\SH RI OLVW LWHP PDUNHU LV VSHFL¿HG ZLWK WKH OLVW VW\OH W\SH property: <!DOCTYPE html> <html> <head> <style> ul.a {list-style-type:circle;} ul.b {list-style-type:square;} ol.c {list-style-type:upper-roman;} ol.d {list-style-type:lower-alpha;}

ePublshing—Unit III

<body> <p>Example of unordered lists:</p> <ul class=”a”> <li>Coffee</li> <li>Tea</li> <li>Coca Cola</li> </ul> <ul class=”b”> <li>Coffee</li> <li>Tea</li> <li>Coca Cola</li> </ul> <p>Example of ordered lists:</p> <ol class=”c”> <li>Coffee</li> <li>Tea</li> <li>Coca Cola</li> </ol> <ol class=”d”> <li>Coffee</li> <li>Tea</li> <li>Coca Cola</li> </ol> </body> </html>

</style> </head> For restricted circulation only. Not for commercial use.

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CSS Lists

Some of the values are for unordered lists, and some for ordered lists.

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<li>Tea</li> <li>Coca Cola</li> </ul> </body> </html>

An Image as The List Item Marker

List - Shorthand property

To specify an image as the list item marker, use the list-styleimage property:

It is also possible to specify all the list properties in one, single property. This is called a shorthand property.

<!DOCTYPE html> <html> <head> <style> ul { list-style-image:url(‘sqpurple.gif’); } </style> </head> <body> <ul> <li>Coffee</li>

The shorthand property used for lists, is the list-style property:

For restricted circulation only. Not for commercial use.

<!DOCTYPE html> <html> <head> <style> ul { list-style:square url(“sqpurple.gif”);} </style> </head> <body> <ul>

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CSS Tables

<li>Coffee</li> <li>Tea</li> <li>Coca Cola</li> </ul> </body> </html>

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<!DOCTYPE html> <html> <head> <style> #customers { font-family:”Trebuchet MS”, Arial, Helvetica, sans-serif; width:100%; border-collapse:collapse; } #customers td, #customers th { font-size:1em; border:1px solid #98bf21; padding:3px 7px 2px 7px; }

When using the shorthand property, the order of the values are: • list-style-type • list-style-position (for a description, see the CSS properties table below) • list-style-image It does not matter if one of the values above are missing, as long DV WKH UHVW DUH LQ WKH VSHFL¿HG RUGHU CSS Tables. The look of an HTML table can be greatly improved with CSS: The following code illustrates the effect of CSS in a HTML table. For restricted circulation only. Not for commercial use.

#customers th { font-size:1.1em; text-align:left; padding-top:5px; padding-bottom:4px; background-color:#A7C942; color:#ffffff; } #customers tr.alt td { color:#000000; background-color:#EAF2D3;} </style> </head> <body> <table id=”customers”> For restricted circulation only. Not for commercial use.

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CSS Tables

<tr> <th>Company</th> <th>Contact</th> <th>Country</th> </tr> <tr> <td>Alfreds Futterkiste</td> <td>Maria Anders</td> <td>Germany</td> </tr> <tr class=”alt”> <td>Berglunds snabbköp</td> <td>Christina Berglund</td> <td>Sweden</td> </tr> <tr> <td>Centro comercial Moctezuma</td> <td>Francisco Chang</td> <td>Mexico</td> </tr> <tr class=”alt”> <td>Ernst Handel</td> <td>Roland Mendel</td> <td>Austria</td> </tr> <tr> <td>Island Trading</td> <td>Helen Bennett</td> For restricted circulation only. Not for commercial use.

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<td>UK</td> </tr> <tr class=”alt”> <td>Königlich Essen</td> <td>Philip Cramer</td> <td>Germany</td> </tr> <tr> <td>Laughing Bacchus Winecellars</td> <td>Yoshi Tannamuri</td> <td>Canada</td> </tr> <tr class=”alt”> <td>Magazzini Alimentari Riuniti</td> <td>Giovanni Rovelli</td> <td>Italy</td> </tr> <tr> <td>North/South</td> <td>Simon Crowther</td> <td>UK</td> </tr> <tr class=”alt”> <td>Paris spécialités</td> <td>Marie Bertrand</td> <td>France</td> </tr> </table>

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<<back to contents page...

CSS Tables

</body> </html>

Unit Four 4.1

4.2 4.3 4.4

The above example shows the following properties and its applicaitons. • • • • •

XML Introduction about XML, Advantages of XML, XML data, Design of XML, Features of XML, Difference between XML and HTML Basic XML tags and syntax, Examples of XML declaration method. Steps for creation of XML document, Rules and regulations of XML document. Advance XML Coding, C data, Encoding, Encoding errors, Name spaces, Declaring name space, VROYLQJ WKH QDPH FRQĂ€LFW XVLQJ D SUHÂż[ Default name spaces, Name space in real use and Save data.

Table Borders Table width and height Text alignment Padding and Color

ŚŎŝ

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

ePublshing—Unit IV

4.1 —INTRODUCTION ABOUT XML, —ADVANTAGES OF XML, XML DATA, —DESIGN OF XML, FEATURES OF XML, —DIFFERENCE BETWEEN XML AND HTML. << BACK TO CONTENTS <<

189

XML stands for EXtensible Markup Language XML is a markup language much like HTML XML was designed to carry data, not to display data ;0/ WDJV DUH QRW SUHGHÂżQHG <RX PXVW GHÂżQH \RXU RZQ WDJV XML is designed to be self-descriptive XML is a W3C Recommendation

Introduction to XML. • XML stands for Extensible Markup Language. XML was designed to describe data. • ;0/ XVHV D GRFXPHQW W\SH GHÂżQLWLRQ WR EH VHOI GHVFULSWLYH • XML is a set of rules, published by the W3C (World Wide Web consortium), for building new languages. The languages in question are not written or spoken primarily for human consumption; they are intended to simplify and simultaneously enrich information sharing among software and humans. These languages, and the documents in which they are “writtenâ€?, all share some common characteristics. • XML is a markup language that is designed for easy use over the internet. This markup language that is designed specifically for delivered information over the World Wide Web, MXVW OLNH +70/ • XML is compatible with the SGML (standard Generalized 0DUNXS /DQJXDJH VSHFLÂżFDWLRQV DQG FDQ EH HDVLO\ FUHDWHG edited or viewed by a simple text editor. • XML contains, shapes, labels, structures, and protects information. It does this with symbols embedded in the text, called

markup. Markup enhances the meaning of information in certain ways, identifying the parts and how they relate to each other. Markup is important to electronic documents because they are processed by computer programs. If a document has no labels or boundaries, then a program will not know how to distinguish a piece of text from any other piece. Essentially, the program would have to work with the entire document as a unit, severely limiting the interesting things you can do with the content. A newspaper with no space between articles and only one text style would be a huge, uninteresting blob of text, you could SUREDEO\ ¿JXUH RXW ZKHUH RQH DUWLFOH HQGV DQG DQRWKHU VWDUWV but it would be a lot of work. A computer program wouldn’t be able to do even that, since it lacks all but the most rudimentary pattern – matching skills.

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

Why is HTML not enough? ;0/ LV D PDUNXS ODQJXDJH GHVLJQHG VSHFLÂżFDOO\ IRU GHOLYHULQJ LQIRUPDWLRQ RYHU WKH :RUOG :LGH :HE MXVW OLNH +70/ +70/

190

Advantages of XML

SURYLGHV Âż[HG VHW SUHGHÂżQHG HOHPHQWV WKDW \RX FDQ XVH WR PDUN the components of a typical, general purpose web page. Examples of elements are headings, paragraphs, lists, tables, images DQG OLQNV $OWKRXJK WKH VHW RI SUHGHÂżQHG +70/ LV VWLOO XQVXLWDEOH IRU GHÂżQLQJ PDQ\ W\SH RI GRFXPHQWV Advantages of XML. XML has a number of advantages over many other formats. For any particular scenario, you might be able to come up with a better format, but then you would have to include costs of converting and processing your format, and of training, and of WKH ;0/ VSHFLÂżF HGLWLQJ DQG VHDUFKLQJ WRRO WKDW DUH QRZ YHU\ widely available. Some of the advantages of XML include: Redundancy XML markup is very verbose. For example, every end tag must be supplied, such as </description> in the example. This lets the computer catch common errors such as incorrect nesting.

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It support wide variety of complex data, ensuring GDWD LQWHJULW\ LQ VWUXFWXUHG GRFXPHQWV It supports any type of document structuring (arranging) UHTXLUHG E\ WKH XVHU ,W VXSSRUWV WR VHDUFK VRUW DQG UHWULHYH DQG IRUPDW D GRFXPHQW ,W LV IUHHO\ DYDLODEOH LQ LQWHUQHW RSHQ VRXUFH User can do any type of manipulations on the XML data by DSSO\LQJ ;6/7 RU 6FULSWV

FL¿F ;0/ PDUNXS EXW WKH ;0/ IRUPDW LWVHOI FDQ EH UHDG E\ any XML parser: you can’t say, this XML document is only to be processed by such-and-such a tool. This means that every new XML document increases the value of every other XML document, and of every XML tool, and every new XML tool increases the value of every XML document and hence of every other tool. Today, XML is the most widely-used format of its kind anywhere in the world.

Self-describing

XML and Data:

The readability of XML (it is a text-based format) and the presence of element and attribute names in XML means that people looking at an XML document can often get a head start on XQGHUVWDQGLQJ WKH IRUPDW DQG LW DOVR KHOSV SHRSOH WR ÂżQG PLVtakes!)

XML doesn’t change the data we use, it merely gives us a way to store and describe it more easily. To store items we can express LQ ;0/ DV D FROOHFWLRQ RI GDWD ,W LV WKLV VWDQGDUG ZD\ RI GH¿Qing data and storing data that empowers XML. This means over time organizations will use XML to replace other methods of storing and using data.

Network effect and the XML Promise Any XML document can be read and processed by any XML tool whatsoever. Of course, some XML tools might want speFor restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

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XML and Data

Design of XML The design goals for XML are as follows and the mark-up language was developed on these lines: (1) (2) (3) (4) (5) (6) (7) (8)

XML shall be straight forwardly usable over the internet. XML shall support a wide variety of applications. XML shall be compatible with SGML. It shall be easy to write programs which process XML documents. The number of optional features in XML is to be kept to the absolute minimum, ideally zero. XML documents should be human-legible and reasonably clear. The XML design for a data base shall be prepared easily. The design of XML shall be formal and concise.

Features of XML. (1) XML markup gives data a logical structure that is both easily human-readable and easily processed by applications. (2) XML markup may resemble other markup languages, such as HTML. However, the difference is an application using XML can verify a document’s structure before using the document’s content, via either a document type GH¿QLWLRQ '7' RU D VFKHPD ,I DQ ;0/ GRFXPHQW LV

For restricted circulation only. Not for commercial use.

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not well formed then an application displays result as an error.. (3) An XML document will be universally accepted by any XML parser or application. Porting an XML document EHWZHHQ RSHUDWLQJ V\VWHPV RU SURMHFWV ZLOO QRW UHTXLUH D syntax change. (4) ;0/ IHDWXUHV V\QWD[ IRU GHÂżQLQJ GDWD DQG PHWD GDWD ,W allows to describe information in an universally acceptable method. This is one of the most important features of EH ;0/ VSHFLÂżFDWLRQ Main difference between XML & HTML: XML was designed to carry data. XML is not a replacement for HTML. HTML was designed with a different goal. XML was designed to describe data, whereas, HTML was designed to display data and to focus on how data looks. HTML is about displaying information, while XML is about describing information. HTML Vs XML. SL. No. 1.

HTML +70/ ÂżOHV DUH XVHG WR display data.

XML Xml used to hold and describe data.

For restricted circulation only. Not for commercial use.

194

SL. No. 2.

3. 4. 5.

Main difference between XML & HTML

HTML

XML

The tags used in HTML DUH GH¿QHG E\ Z F organization and cannot be changed. So user can use RQO\ WKH SUHGH¿QHG WDJV Data are stored inside the +70/ ¿OH HTML tags are not case sensitive. Xml can be used inside HTML. HTML cannot be used inside XML.

8VHUV FDQ GH¿QH WKHLU RZQ tags and their document structure.

'DWD DUH VWRUHG LQ ;0/ ¿OH Xml tags are case sensitive.

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4.2 BASIC XML TAGS AND SYNTAX, EXAMPLES OF XML DECLARATION METHOD. XML Tags If XML markup is a structural skeleton for a document, then tags are the bones, they mark the boundaries of elements, allow insertion of comments and special instructions, and declare settings for the parsing environment. A parser, the front line of any program that processes XML, relies on tags to help it break GRZQ GRFXPHQWV LQWR GLVFUHWH ;0/ REMHFWV 7KHUH DUH D KDQGIXO RI GLIIHUHQW ;0/ REMHFW W\SHV ;0/ WDJV DUH FDVH VHQVLWLYH ;0/ HOHPHQWV DUH GH¿QHG using XML tags. With XML, the tag <Letter> is different from the tag <letter>. Opening and closing tags must be written with the same case: <Message>This is incorrect </message> <message>This is correct </message> XML Elements must be properly nested. In HTML, you will often see improperly nested elements: <b><i> This text is bold and italic </b></i> In XML, all elements must be properly nested within each other:

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For restricted circulation only. Not for commercial use.

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XML Tags

<b><i> This text is bold and italic </i></b> (This is wrong code) The following are the basic XML tags. Object Empty element

Container element Declaration

Processing Instruction

Comment

Purpose represent information at a VSHFL¿F SRLQW LQ the document Group together elements and character data Add a new parameter, entity, or grammar GH¿QLWLRQ WR the Parsing environment feed a special instruction to a particular type of software Insert an annotation that will be ignored by the xml processor.

ePublshing—Unit IV

Object CDATA section

([DPSOH <xref linkend=”abc”/>

<p> This is a paragraph </p> <!ENTITY author “Erik Ray”>

Entity reference

Purpose Create a section of character data that should not be parsed, preserving any special characters inside it. command the parser to insert some text stored elsewhere

197

([DPSOH <![CDATA[Ampersands galore!&&&&&]]>

&company-name

;0/ 6\QWD[ The syntax rules of XML are very simple and very strict. The rules are very easy to use. Because of this, creating software that read and manipulate XML is very easy to do

<?print-formatter force-line break?>

<!--here’s where I Left off -->

XML documents use a self-describing and simple syntax. The syntax rules of XML are very simple and logical. The rules are easy to learn, and easy to use. All XML elements must have a Closing Tag. In HTML you will often see elements that don’t have a closing tag: <p>This is a paragraph <p>This is a another paragraph In XML, it is illegal to omit the closing tag. All elements must have a closing tag:

For restricted circulation only. Not for commercial use.

For restricted circulation only. Not for commercial use.

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XML Syntax

<p>This is a paragraph </p> <p>this is a another paragraph</p> 7KH ÂżJXUH VKRZV WKH V\QWD[ IRU D FRQWDLQHU HOHPHQW ,W begins with a start tag consisting of an angle bracket (1) followed by other tags and content. Ď­

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Name (2) the start tag may contain some attributes (3) separated by white space, and it ends with a closing angle bracket (4). After the start tag is the element’s content and then an end tag. The end tag consists of an opening angle bracket and a slash (5), the element’s name again (2), and a closing bracket (4). The name in the end tag must match the one in the start tag exactly.

Ď­

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Ä‚ĆšĆšĆŒĹ?Ä?ƾƚĞ Ď­

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Ń…

199

$Q HPSW\ HOHPHQW LV YHU\ VLPLODU DV VHHQ LQ ÂżJXUH LW VWDUWV with an angle bracket delimiter (1), and contains a name (2) and a number of attributes (3). It is closed with a slash and a closing angle bracket (4). It has no content, so there is no need for an end tag.

Ď°

ĎŻ

Ä‚ĆšĆšĆŒĹ?Ä?ƾƚĞ Ď­

ePublshing—Unit IV

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Creating XML document

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4.3 STEPS FOR CREATION OF XML DOCUMENT, RULES AND REGULATIONS OF XML DOCUMENT. Creating XML document. XML documents Must Have a Root Element. XML documents must contain one element that is the parent of all other elements. This element is called the root element. <root>

<child> <subchild>....</subchild> </child> </root> 7KH IROORZLQJ VWHSV DUH IROORZHG WR FUHDWH D ;0/ ÂżOH Step 1:

Step 2: Save the document to your hard drives as name.xml. (If you are using windows XP, be sure to change the save as type as W\SH GURS GRZQ RSWLRQ WR DOO ÂżOHV RWKHUZLVH QRWHSDG ZLOO VDYH the document with a .txt H[WHQVLRQ FDXVLQJ \RXU ÂżOH WR EH named name.xml.txt) you might also want to change the encodLQJ GURSGRZQ WR 8QLFRGH DV VKRZQ LQ WKH ÂżJXUH

Open notepad and type the following xml code <name> ÂżUVW! -RKQ ÂżUVW! <second>suresh</second> <third>moorthy</third> <last>ramu</last> </name>

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Creating XML document

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How it works $OWKRXJK \RXU [PO ÂżOH KDV QR LQIRUPDWLRQ FRQFHUQLQJ GLVSOD\ the browser formats it nicely for you, with your information in bold and your markup displayed in different colors. In addition, <name> LV FROODSVLEOH OLNH \RXU ÂżOH IROGHUV LV ZLQGRZV explorer. Try clicking on the minus sign (-) next to <name> LQ WKH EURZVHU ZLQGRZ ,W VKRXOG WKHQ ORRN OLNH ÂżJXUH VKRZQ above. For large XML documents, where you only need to concentrate in a smaller subset of the data, this feature can be quite handy. This is one reason why internet explorer can be so helpful when authoring XML; it has a default stylesheet built in, which applies this default formatting to any XML document. Step 3:

An example XML document

2SHQ WKH [PO QDPH [PO LQ DQ\ EURZVHU 6HH ÂżJXUH EHORZ

<?xml version=�1.0� =�ISO-8859-1�?> <note> <to> Raja</to> <from><kumar</from> <heading>reminder</heading> <body>please submit the purchase details today <body>

</note>

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For restricted circulation only. Not for commercial use.

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Creating XML document

ePublshing—Unit IV

7KH ÂżUVW OLQH LQ WKH GRFXPHQW Âą WKH ;0/ GHFODUDWLRQ GHÂżQHV WKH [PO YHUVLRQ DQG WKH FKDUDFWHU HQFRGLQJ XVHG LQ WKH document. In this case the document conforms to the 1S0 specLÂżFDWLRQ RI ;0/ DQG XVHV WKH ,62 /DWLQ ZHVW (XURpean) character set.

Rules and regulations of XML document.

The next line describes the root element of the document (like it was saying: “this document is a note):

(1) Start tags and end tags must match Example.

<note> The next 4 lines describe 4 child elements of the root (to, from, heading, and body): <to>raja </to> <from>kumar</from> <heading>reminder</heading> <body>Please submit the purchase details to data </body> $QG ÂżQDOO\ WKH ODVW GHÂżQHV WKH HQG RI WKH URRW HOHPHQW </note> All XML elements must have a closing tag. With XML, it is illegal to omit the closing tag. In HTML some elements do not have to have a closing tag.

:HOO IRUPHG ;0/ GRFXPHQW LV GHÂżQHG DV D ;0/ GRFXPHQW developed by following the syntax rules of XML. The following are the important rules to the followed to write well formed XML documents.

<book>‌</book> (2) XML tags are case sensitive Example. <book> ‌</Book> it is not valid <book> ‌ </book> it is valid (3) Elements (tags) cannot overlap. Example. <book> <title> maths</book> </title> It is not valid because book and title elements overlaps. The following is correct. <book> <title> maths</title> </book>

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Rules and regulations of XML document

(4) Each XML document must have a unique root element. Example. <books> <book> <title>....</title>

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4.4 ADVANCE XML CODING, C DATA, ENCODING, ENCODING ERRORS, NAME SPACES, DECLARING NAME SPACE, SOLVING THE NAME CONFLICT USING A PREFIX,

DEFAULT NAME SPACES, NAME SPACE IN REAL USE AND SAVE DATA.

<Author>....</Author> </book>

C DATA

</books>

& '$7$ LV DQ DFURQ\P IRU ÂłFKDUDFWHU GDWD´ ZKLFK MXVW PHDQV â€?not markupâ€?. Essentially, you’re telling the parser that this section of the document contains no markup and should be treated as regular text. All text in an XML document will be parsed by the parser. But text inside a CDATA section will be ignored by the XML parser.

In the above example, <books> is the Root Element. The following are few professional XML editors: (1) (2) (3) (4) (5) (6) (7)

Adobe Frame Maker 7.0 Adobe Dreamweaver. Arbortext Adept. Corel XMetal. Emacs/Psgml. Morphon XMLEditor. XML spy

For restricted circulation only. Not for commercial use.

Characters like “<â€? and “&â€? are illegal in XML elements. “<â€? will generate an error because the parser interprets it as the start of a new element. â€?&â€? will generate an error because the parser interprets it as the start of a character entity. Some text, like Javascript code, contains a lot of “<â€? or “&´ FKDUDFWHUV 7R DYRLG HUURUV VFULSW FRGH FDQ EH GHÂżQHG DV CDATA. Everything inside a CDATA section is ignored by the parser.

For restricted circulation only. Not for commercial use.

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C DATA

Here’s an example of a CDATA section in action: <para> then you can say �<[CDATA[if(&x<&y)]]>� and be done with it. </para> This is effectively the same as: <para> then you can say “if(&x < & y)� and be done with it. </para> A CDATA section starts with “<! [CDATA[� and ends with “]]>�

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In the example above, everything inside the CDATA section is ignored by the parser. CDATA sections are convenient for large scripts of text that contains a lot of forbidden characters. However, the very thing that makes them useful can also be a problem. You will not be able to use any elements or attributes inside the marked region. If that’s a problem for you, then you would probably be better off using character entity references or entities. A CDATA section cannot contain the string “]]>�. Nested CDATA sections are not allowed. The “]]>� that makes the end of the CDATA section cannot contain spaces or line breaks.

<script>

XML Namespaces

<![CDATA[

XML Namespaces provide a method to avoid element name FRQĂ€LFWV

function matchwo (a,b) {if (a>b && a<0) then { return 1; } else {return 0;} } ]]> </script>

For restricted circulation only. Not for commercial use.

1DPH &RQĂ€LFWV ,Q ;0/ HOHPHQW QDPHV DUH GHÂżQHG E\ WKH GHYHORSHU 7KLV RIWHQ UHVXOWV LQ D FRQĂ€LFW ZKHQ WU\LQJ WR PL[ ;0/ GRFXPHQWV from different XML applications. This XML carries HTML table information: <table> <tr> <td>Apples</td> <td>Bananas</td>

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C DATA

</tr> </table> This XML carries information about a table (a piece of furniture): <table> <name>African Coffee Table</name> <width>80</width> <length>120</length> </table> If these XML fragments were added together, there would EH D QDPH FRQĂ€LFW %RWK FRQWDLQ D <table> element, but the elements have different content and meaning. A user or an XML application will not know how to handle these differences. 6ROYLQJ WKH 1DPH &RQĂ€LFW 8VLQJ D 3UHÂż[ 1DPH FRQĂ€LFWV LQ ;0/ FDQ HDVLO\ EH DYRLGHG XVLQJ D QDPH SUHÂż[ This XML carries information about an HTML table, and a piece of furniture: <h:table> <h:tr> <h:td>Apples</h:td> <h:td>Bananas</h:td> </h:tr> </h:table> For restricted circulation only. Not for commercial use.

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<f:table> <f:name>African Coffee Table</f:name> <f:width>80</f:width> <f:length>120</f:length> </f:table> ,Q WKH H[DPSOH DERYH WKHUH ZLOO EH QR FRQĂ€LFW EHFDXVH WKH two <table> elements have different names. ;0/ 1DPHVSDFHV 7KH [POQV $WWULEXWH :KHQ XVLQJ SUHÂż[HV LQ ;0/ D VR FDOOHG QDPHVSDFH IRU WKH SUHÂż[ PXVW EH GHÂżQHG 7KH QDPHVSDFH LV GHÂżQHG E\ WKH xmlns attribute in the start tag of an element. The namespace declaration has the following syntax: [POQV SUHÂż[ ´85,´ <root> <h:table xmlns:h=â€?http://www.w3.org/TR/ html4/â€?> <h:tr> <h:td>Apples</h:td> <h:td>Bananas</h:td> </h:tr> </h:table> <f:table xmlns:f=â€?http://www.w3schools. com/furnitureâ€?> <f:name>African Coffee Table</f:name> For restricted circulation only. Not for commercial use.

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C DATA

<f:width>80</f:width> <f:length>120</f:length> </f:table> </root> In the example above, the xmlns attribute in the <table> tag give the h: and f: SUH¿[HV D TXDOL¿HG QDPHVSDFH :KHQ D QDPHVSDFH LV GH¿QHG IRU DQ HOHPHQW DOO FKLOG HOHPHQWV ZLWK WKH VDPH SUH¿[ DUH DVVRFLDWHG ZLWK WKH VDPH QDPHspace. Namespaces can be declared in the elements where they are used or in the XML root element: <root xmlns:h=�http://www.w3.org/TR/ html4/� xmlns:f=�http://www.w3schools.com/ furniture�> <h:table> <h:tr> <h:td>Apples</h:td> <h:td>Bananas</h:td> </h:tr> </h:table> <f:table> <f:name>African Coffee Table</f:name> <f:width>80</f:width> <f:length>120</f:length>

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ePublshing—Unit IV

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</f:table> </root> Note: The namespace URI is not used by the parser to look up LQIRUPDWLRQ

The purpose is to give the namespace a unique name. However, often companies use the namespace as a pointer to a web page containing namespace information. Try to go to http://www.w3.org/TR/html4/. 8QLIRUP 5HVRXUFH ,GHQWLÂżHU 85,

$ 8QLIRUP 5HVRXUFH ,GHQWL¿HU 85, LV D VWULQJ RI FKDUDFWHUV ZKLFK LGHQWL¿HV DQ ,QWHUQHW 5HVRXUFH The most common URI is the Uniform Resource Locator 85/ ZKLFK LGHQWL¿HV DQ ,QWHUQHW GRPDLQ DGGUHVV $QRWKHU not so common type of URI is the Universal Resource Name (URN). In our examples we will only use URLs. 'HIDXOW 1DPHVSDFHV 'H¿QLQJ D GHIDXOW QDPHVSDFH IRU DQ HOHPHQW VDYHV XV IURP XVLQJ SUH¿[HV LQ DOO WKH FKLOG HOHPHQWV ,W KDV WKH IROORZLQJ V\QWD[ xmlns=�namespaceURI� This XML carries HTML table information: <table xmlns=�http://www.w3.org/TR/ html4/�>

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<tr> <td>Apples</td> <td>Bananas</td> </tr> </table> This XML carries information about a piece of furniture: <table xmlns=”http://www.w3schools.com/ furniture”> <name>African Coffee Table</name> <width>80</width> <length>120</length> </table>

Ref. w3schools.com for more input in this section. http://www.w3schools.com/xml/xml_encoding.asp

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