Digital Workflows. Madans/Bercovici NYU CSPS Digital Publishing June 21,

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1 Digital it Publishing Digital Workflows Madans/Bercovici NYU CSPS Digital Publishing June 21,

2 Digital Workflow Content t Content t Creation Distribution Content Storage Separate stand-alone processes or one integrated system, infrastructure or SaaS (Software as a Service) Madans/Bercovici NYU CSPS Digital Publishing June 21,

3 Digital Workflow can begin to blur the lines between traditional publishing processes Content Creation Editorial Production Workflow Content Management Systems (CMS) Content Storage Digital Asset Management (DAM) Centralized Content Repository Can also provide workflow and distribution Content Distribution Digital Warehouse (Digital Asset Distribution) Can also provide DAM function Madans/Bercovici NYU CSPS Digital Publishing June 21,

4 Shifting Publishing Model Content + Metadata (Websites, Newsletters) Consumer Defined Product (Chapters, Recipes) Metadata Content t Creators Publisher Bookseller Consumer Content Content + Ad/Promo/M Content + arketing Ad/Promo/ Marketing/ Metadata Content + Ad/Promo/Marketing (Websites, Newsletters, Games, Contests, Interactive Widgets, chunked, mobile, search) Digital it Warehouse Madans/Bercovici NYU CSPS Digital Publishing June 21,

5 Why Digital Content Creation The goal is the ability make our content available on what ever platform and in what ever format we choose Recognized that the publisher is no longer the sole owner of the product platform The supply chain is getting more and more complex Centralized Digital Content Creation Control Content, metadata, collateral marketing materials Collaboration Transparency Efficiency Pull Vs. Push Workflow Quality Enable the same high level of quality across all product lines Madans/Bercovici NYU CSPS Digital Publishing June 21,

6 Multipurpose One, and only one, instance of content is stored in a digital format easily transformed into any number of products, physical or digital, at any time..or at the same time. Madans/Bercovici NYU CSPS Digital Publishing June 21,

7 Content Centric/Format Agnostic Print/Product Centric Content Centric DELIVER US FROM EVIL Content Hardcover (First Format) Hardcover ebook Paperback Large Print Mobile Web Enhanced ebook? Think Outside the Page Madans/Bercovici NYU CSPS Digital Publishing June 21,

8 Content-centric, Design-agnostic Traditional Print-Centric Approach Three Content Structure Design Linked Elements Content-Centric Approach Content Structure Design Content and Structure are Linked Design is Separate Madans/Bercovici NYU CSPS Digital Publishing June 21,

9 Disengaging the design allows flexibility to create great looking content on any platform Structural components of the work are identified and connected to the content Content Structure Design Design Any Number of Designs can be easily applied to the content using style sheets Madans/Bercovici NYU CSPS Digital Publishing June 21,

10 What makes content look great on the printed page can translate to an unreadable digital page Content Content Structure Struc-ture Design Traditional page layout programs incorporate manual tweaks that can be transferred to the digital file, resulting in flawed typography Hard line breaks Forced hyphenation Reflow, orphans/widows Word Spacing, Madans/Bercovici NYU CSPS Digital Publishing June 21,

11 Digital Content Creation Content Authoring Editing Describing Multi-Product Delivery Product Formats QA Distribution Madans/Bercovici NYU CSPS Digital Publishing June 21,

12 Content-centric, design-agnostic is achieved by an XML First workflow Extensible Mark-up Language: Identifying the content and elements of a text in a structured way that can be validated and interpreted(transformed). Madans/Bercovici NYU CSPS Digital Publishing June 21,

13 XML is the digital equivalent of the traditional mark up of a paper manuscript Traditional Key Marking Chart My Book = Title Design Spec My Book Chapter One I am Born = = CN CT Title = 18 pt. Calibri Ital CN = 14pt Bookman Bold CT = 14pt Bookman Chapter One I am Born Standardized list of elements Manuscript Defines style for each element Page Layout Madans/Bercovici NYU CSPS Digital Publishing June 21,

14 XML Workflow Multiple formats from one master file DTD <title>my Book</title> XSL My Book Standardized list of Attributes and Elements My Book Chapter One <chapter_number>chapter <title>my Book</title> One</chapter_number> <chapter_number>chapter One</chapter_number> <chapter_title>i am born</chapter_title> <chapter_title>i am born</chapter /chapter_title title> My Book XML XML Chapter One I am Born Title = 18 pt. Calibri Ital CN = 14pt Bookman Bold CT = 14pt Bookman My Book Chapter One Defines style for each element Chapter One I am Born Page Layout I am Born I am Born Web Phone Dedicated Reader Large Type Madans/Bercovici NYU CSPS Digital Publishing June 21,

15 Adapting to a content-centric editorial approach Expand the editorial vision beyond the printed page Plan for all appropriate formats of the content at the beginning i of the creative process Implement a standardized, digital production editorial workflow Incorporate contextual XML tagging into the editorial process Extend editorial mark-up to XML Madans/Bercovici NYU CSPS Digital Publishing June 21,

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17 Production/Editorial Workflow Shifts From a linear push model: a workflow stream that branches off into tributaries and parallel streams, hoping to join at pre-defined d points along the line To a centralized, collaborative pull model: A community pool where the participants jump in when needed Centralized Content Review Centralized Product Review Centralized Product Output Full control of content and product Madans/Bercovici NYU CSPS Digital Publishing June 21,

20 Traditional Push Workflow Editorial owns the content Identifying Structure Copyediting Proofreading Production owns the package Procurement Materials Scheduling logistics Delivery Madans/Bercovici NYU CSPS Digital Publishing June 21,

21 Collaborative Workspace Requires Expanded d Skill Set Production Editorial/Copy Editing/Proofreading More Product Visibility Work Digitally Content and Structure Proofreading Content Pages Production/Design More Content Visibility Less reliance on page layout programs: Quark, InDesign Templated Design XML, XHTML, CSS, epub Multimedia Madans/Bercovici NYU CSPS Digital Publishing June 21,

22 Content Delivery Fin nalized Conten Print Output Digital Output Web Output Promotional Output Enhanced Output Print Design Template Applied ebook Transformer/ Audio Production HTML Transformer Widgets, Blogs, Podcasts, Online Catalogs Add features/audio/ video Quality Assura ance Pr rocess Dis stributio DAM, on: Prin Digital nters, P Wareho Partners ouse s, Madans/Bercovici NYU CSPS Digital Publishing June 21,

23 Digital Asset Management Secure, centralized storage for work in progress and final digital content Used for marketing content and intellectual property Used mostly inside the firewall Streamlines searching and access to content Leverages metadata tags Highly indexed, searchable database Full text indexing Facilitates repurposing of content Content transformation (e.g. Hi-Res tiff images to.jpeg) Re-use of assets across multiple projects Bulk exports and imports Configurable according to business need Search according to business needs Configurable permissions controls content visibility Madans/Bercovici NYU CSPS Digital Publishing June 21,

24 DAM and Digital Workflow Serves as rich content repository for products developed using digital workflow Final archive for products that have reached a particular milestone (e.g. Final Print PDF) Distribution of content to trading partners can be done directly from DAM Madans/Bercovici NYU CSPS Digital Publishing June 21,

25 DAM as a Centralized System External Content Delivery Content transformed and distributed to CMS for posting on website 3 rd party resellers and information aggregators receive content Corporate website 3 rd Party Resellers Marketing Content (Covers, Author Photos, Promotional Excerpts) Marketing Content (Covers, Book PDF) Production Content Management Compositors Print PDF ebook XML DAM Printers Print Files Compositors provide content for import into DAM Printers receive ready to print files Jacket printers provide color corrected files for import into DAM Internal Content Management Rich media typically developed outside DAM WIP content may be imported at milestones Integration with digital workflow tools for rich media delivery WIP / Workflow tools Corporate Intranet Cover Images and Author Photos displayed on company portal Madans/Bercovici NYU CSPS Digital Publishing June 21,

26 DAM Vendors NorthPlains Telescope OpenText Artesia Chuckwalla Canto-Cumulus MediaBeacon Wave MediaBank Documentum Bulldog Madans/Bercovici NYU CSPS Digital Publishing June 21,

27 Digital Warehouse Digital Asset Distribution Electronic delivery of Products and Marketing Materials One source file serves many purposes Master audio file converts to mp3, Audible formats Delivering files to trading partners, retailers, web sites, ecommerce Print on Demand, ebooks, Audio Files File Conversion Controls rights and permissions on all content, down to the customer level Serve widgets and book samples Publisher defines extent of content that can be accessed Captures metrics Madans/Bercovici NYU CSPS Digital Publishing June 21,

28 Flexible viewing permissions Can be integrated into Vendor Sites, Blogs, Face Book Link to ecommerce Expandable Features Madans/Bercovici NYU CSPS Digital Publishing June 21,

29 Digital Warehouse Vendors LibreDigital Ingram Digital (Artesia) codemantra ipublish Central Rsuite (Content Management) NorthPlains Telescope Publishing Platform Aptara and most other offshore conversion houses Composition through Distribution Madans/Bercovici NYU CSPS Digital Publishing June 21,

30 Digital Publishing Workflow Capabilities Digital Publishing Enabling Capabilities Title Management Digital Workflow Content Creation Routing & Workflow Design/Composition Output Digital Asset Management Import/Tagging Search Export/Transform Distribute ONIX ebook Audio Book Digital Warehouse Digital Ingest Digital Transformation ns ecommerce e Qua ality Assurance Indu ustry Std Access s Consumer Facing Capabilities ecommerce Online Book Access Digital Audio ebooks Chunked Content Widget Corporate Website CMS e-tailers Mobile Simple Rights Management Marketing Rules Partner Rules Marketing Complex Rights Management Monetization Territoriality Metadata Source Digital content creation and management Marketing focused capability ecommerce capability Page Views Search Partners Madans/Bercovici NYU CSPS Digital Publishing June 21,

31 Thank You! Phil Madans Hachette Book Group David Bercovici Hachette Book Group com Madans/Bercovici NYU CSPS Digital Publishing June 21,