20170425 managing an extended value chainpublishersforum.de/wp-content/uploads/2017/04/... ·...
TRANSCRIPT
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Managing an extended value chain
The central role
of standards and metadata
Graham Bell
EDItEUR
Publishers’ Forum, Berlin25th April 2017
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About me
• 20+ years experience at the point where
publishing and technology meet
• formerly senior manager in IT department for
HarperCollins UK
• led development of bibliographic, editorial and
digital asset management systems, involved in e-
book, e-audio, print-on-demand and online projects
• joined EDItEUR in mid-2010, primarily
responsible for ONIX development; executive
director from 2014
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About EDItEUR
• a not-for-profit membership organisation
• develops, supports and promotes metadata and
identification standards for the global book, e-
book and serials supply chains
• acknowledged centre of expertise on standards
and metadata for the industry
• based in London, but a global membership of
publishers, distributors, wholesalers, retailers,
subscription agents, libraries, system vendors,
rights organizations and trade associations
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About EDItEUR
• also provides management services to ISBN,
ISNI International Agencies, IDF and LCC
• EDItEUR has four full-time staff, 1.4 FTE part-
time staff, plus access to world-class consultants
in both book and serials sectors
• we work closely with other standards bodies, to
ensure our standards meet the needs of their
stakeholders too
• member participation is vital, to ensure that
standards keep pace with evolving business
requirements
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EDItEUR members (books)
• growing membership from 24 countries and
across whole of supply chain
• major publishers including Hachette, Bonnier,
HarperCollins, Macmillan, Random House, Wiley
• distribution, metadata and retail companies
including B&N, Waterstones, Ingram, Libri, KNV,
Nielsen, Bowker, BDS, Google, Tolino
• trade organisations including MVB, BIC, BISG,
BNC, CLIL, NTCPDSAC (CN), JPO (JP)
• systems and services vendors including Klopotek,
Ingenta, Virtusales, Firebrand, Arvato
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EDItEUR family of standards
• ONIX – descriptive metadata
• ONIX for Books
• ONIX for Subscription Products (Serials)
• Thema – subject classification
• EDItX – transactional messages
• EDItX Sales Reporting etc
• older EDIFACT and ICEDIS EDI messaging
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The business challenges *
• increasingly, a global book market
• explosion of catalog size
• with implications for discoverability, costs, and the
need for product differentiation
• most sales happen in the absence of the product
• increasing dominance of platform players
• reduced barriers to entry for authors
• pressure on publishers’ margins
• need to reduce barriers for other retailers
• standardised n-to-n metadata communication
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Showing 13–24 of 841,539 results
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‘Titles that meet the BIC
Basic standard see average
sales 98% higher than those
that don’t meet the standard.’
http://www.nielsenbookdata.co.uk/controller.php?page=1129
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Nielsen - Metadata White Paper Page 4
Here, the average sales across all records with incomplete BIC Basic elements are 1,113 copies per title, with the complete recordsseeing an 98% increase in average sales.
We can further break this down to compare the effect seen for online sales with those seen through physical book shops, which wewill refer to as offline sales. Figure 1.3 shows the change experienced across these two channelsiii.
fig. 1.3 Average sales per ISBN for records with complete or incomplete BIC Basic data and an image in offline and online book retailers
We see here that there is a more marked difference in average sales for offline retailers than online retailers, where we might haveexpected the opposite to be true. The offline retail channel sees sales rising 124% for titles meeting the BIC basic standard, whereasonline retail sales see growth of 48%.
Looking at the effect of supplying this basic level of metadata by genre shows differences in the degree to which average sales areaffected, but in all cases the records with more complete metadata have average sales significantly higher than those withincomplete data. Figure 1.4 shows this across the four broadest genres used in Nielsen BookScan information.
fig. 1.4 Average sales for records with complete or incomplete BIC Basic data across different genres
Fiction titles see the most dramatic improvement in average sales for records with complete BIC Basic data and an image. Recordswith incomplete data have average sales of 1,326 but this grows by 173% for titles with complete BIC Basic data and an image,which have average sales of 3,624. Specialist Non-Fiction titles show the smallest increase but even so see average sales rise by33% for titles with complete data and an image. Trade Non-Fiction average sales per ISBN grow by 97% when all BIC Basicelements are present, and Children’s titles see average sales rise by 52%.
Overall, we can see a clear relationship between the completeness of basic metadata and sales.
3971_Nielsen_Metadata_white_paper_A4:LR 23/01/2012 12:38 Page 4
• based on a study of the top-selling 100,000 ISBNs
in the UK in 2011
www.nielsenbookscan.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4.pdf
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BIC Basic
• not ‘rocket science’ metadata
• ISBN
• title
• product form
• subject code
• imprint or brand
• cover image
• all present vs at least one missing
• timeliness – 16 weeks
• publication date
• UK sales rights
• supplier name
• availability
• GBP retail price
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BIC Basic
• not ‘rocket science’ metadata
• ISBN
• title
• product form
• subject code
• imprint or brand
• cover image
• all present vs at least one missing
• timeliness – 16 weeks
• publication date
• UK sales rights
• supplier name
• availability
• GBP retail price
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Nielsen - Metadata White Paper Page 4
Here, the average sales across all records with incomplete BIC Basic elements are 1,113 copies per title, with the complete recordsseeing an 98% increase in average sales.
We can further break this down to compare the effect seen for online sales with those seen through physical book shops, which wewill refer to as offline sales. Figure 1.3 shows the change experienced across these two channelsiii.
fig. 1.3 Average sales per ISBN for records with complete or incomplete BIC Basic data and an image in offline and online book retailers
We see here that there is a more marked difference in average sales for offline retailers than online retailers, where we might haveexpected the opposite to be true. The offline retail channel sees sales rising 124% for titles meeting the BIC basic standard, whereasonline retail sales see growth of 48%.
Looking at the effect of supplying this basic level of metadata by genre shows differences in the degree to which average sales areaffected, but in all cases the records with more complete metadata have average sales significantly higher than those withincomplete data. Figure 1.4 shows this across the four broadest genres used in Nielsen BookScan information.
fig. 1.4 Average sales for records with complete or incomplete BIC Basic data across different genres
Fiction titles see the most dramatic improvement in average sales for records with complete BIC Basic data and an image. Recordswith incomplete data have average sales of 1,326 but this grows by 173% for titles with complete BIC Basic data and an image,which have average sales of 3,624. Specialist Non-Fiction titles show the smallest increase but even so see average sales rise by33% for titles with complete data and an image. Trade Non-Fiction average sales per ISBN grow by 97% when all BIC Basicelements are present, and Children’s titles see average sales rise by 52%.
Overall, we can see a clear relationship between the completeness of basic metadata and sales.
3971_Nielsen_Metadata_white_paper_A4:LR 23/01/2012 12:38 Page 4
• based on a study of the top-selling 100,000 ISBNs
in the UK in 2015/16
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Nielsen - Metadata White Paper Page 4
Here, the average sales across all records with incomplete BIC Basic elements are 1,113 copies per title, with the complete recordsseeing an 98% increase in average sales.
We can further break this down to compare the effect seen for online sales with those seen through physical book shops, which wewill refer to as offline sales. Figure 1.3 shows the change experienced across these two channelsiii.
fig. 1.3 Average sales per ISBN for records with complete or incomplete BIC Basic data and an image in offline and online book retailers
We see here that there is a more marked difference in average sales for offline retailers than online retailers, where we might haveexpected the opposite to be true. The offline retail channel sees sales rising 124% for titles meeting the BIC basic standard, whereasonline retail sales see growth of 48%.
Looking at the effect of supplying this basic level of metadata by genre shows differences in the degree to which average sales areaffected, but in all cases the records with more complete metadata have average sales significantly higher than those withincomplete data. Figure 1.4 shows this across the four broadest genres used in Nielsen BookScan information.
fig. 1.4 Average sales for records with complete or incomplete BIC Basic data across different genres
Fiction titles see the most dramatic improvement in average sales for records with complete BIC Basic data and an image. Recordswith incomplete data have average sales of 1,326 but this grows by 173% for titles with complete BIC Basic data and an image,which have average sales of 3,624. Specialist Non-Fiction titles show the smallest increase but even so see average sales rise by33% for titles with complete data and an image. Trade Non-Fiction average sales per ISBN grow by 97% when all BIC Basicelements are present, and Children’s titles see average sales rise by 52%.
Overall, we can see a clear relationship between the completeness of basic metadata and sales.
3971_Nielsen_Metadata_white_paper_A4:LR 23/01/2012 12:38 Page 4
• timely delivery using ONIX correlates with a
further uplift in sales
NOT ONIX COMPLIANT ONIX COMPLIANT ONIX COMPLIANT, AND TIMELY
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‘[For online sales, products]
with progressively increasing
amounts of enhanced
metadata see progressively
increasing average sales.’
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Nielsen - Metadata White Paper Page 4
Here, the average sales across all records with incomplete BIC Basic elements are 1,113 copies per title, with the complete recordsseeing an 98% increase in average sales.
We can further break this down to compare the effect seen for online sales with those seen through physical book shops, which wewill refer to as offline sales. Figure 1.3 shows the change experienced across these two channelsiii.
fig. 1.3 Average sales per ISBN for records with complete or incomplete BIC Basic data and an image in offline and online book retailers
We see here that there is a more marked difference in average sales for offline retailers than online retailers, where we might haveexpected the opposite to be true. The offline retail channel sees sales rising 124% for titles meeting the BIC basic standard, whereasonline retail sales see growth of 48%.
Looking at the effect of supplying this basic level of metadata by genre shows differences in the degree to which average sales areaffected, but in all cases the records with more complete metadata have average sales significantly higher than those withincomplete data. Figure 1.4 shows this across the four broadest genres used in Nielsen BookScan information.
fig. 1.4 Average sales for records with complete or incomplete BIC Basic data across different genres
Fiction titles see the most dramatic improvement in average sales for records with complete BIC Basic data and an image. Recordswith incomplete data have average sales of 1,326 but this grows by 173% for titles with complete BIC Basic data and an image,which have average sales of 3,624. Specialist Non-Fiction titles show the smallest increase but even so see average sales rise by33% for titles with complete data and an image. Trade Non-Fiction average sales per ISBN grow by 97% when all BIC Basicelements are present, and Children’s titles see average sales rise by 52%.
Overall, we can see a clear relationship between the completeness of basic metadata and sales.
3971_Nielsen_Metadata_white_paper_A4:LR 23/01/2012 12:38 Page 4
• beyond the basics, richer descriptive data also
correlates with greater sales
EFFECT OF SUPPLYING ZERO, 1, 2, 3 OR 4 ITEMS OF DESCRIPTIVE DATA (DESCRIPTIONS, REVIEWS, AUTHOR BIO)
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Nielsen - Metadata White Paper Page 4
Here, the average sales across all records with incomplete BIC Basic elements are 1,113 copies per title, with the complete recordsseeing an 98% increase in average sales.
We can further break this down to compare the effect seen for online sales with those seen through physical book shops, which wewill refer to as offline sales. Figure 1.3 shows the change experienced across these two channelsiii.
fig. 1.3 Average sales per ISBN for records with complete or incomplete BIC Basic data and an image in offline and online book retailers
We see here that there is a more marked difference in average sales for offline retailers than online retailers, where we might haveexpected the opposite to be true. The offline retail channel sees sales rising 124% for titles meeting the BIC basic standard, whereasonline retail sales see growth of 48%.
Looking at the effect of supplying this basic level of metadata by genre shows differences in the degree to which average sales areaffected, but in all cases the records with more complete metadata have average sales significantly higher than those withincomplete data. Figure 1.4 shows this across the four broadest genres used in Nielsen BookScan information.
fig. 1.4 Average sales for records with complete or incomplete BIC Basic data across different genres
Fiction titles see the most dramatic improvement in average sales for records with complete BIC Basic data and an image. Recordswith incomplete data have average sales of 1,326 but this grows by 173% for titles with complete BIC Basic data and an image,which have average sales of 3,624. Specialist Non-Fiction titles show the smallest increase but even so see average sales rise by33% for titles with complete data and an image. Trade Non-Fiction average sales per ISBN grow by 97% when all BIC Basicelements are present, and Children’s titles see average sales rise by 52%.
Overall, we can see a clear relationship between the completeness of basic metadata and sales.
3971_Nielsen_Metadata_white_paper_A4:LR 23/01/2012 12:38 Page 4
• as does the provision of keywords
• US and UK studies show consistent trends
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‘Research has proven that the
more information customers
have about a book, the more
likely they are to buy it.’
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Publishers Retailers
Data
aggregators
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Effective many-to-many
communication of book
metadata is criticalto meet the challenges of
e-commerce and the
explosion of catalogue size
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‘In the future, adherence to standards
will not be an option’
Brian O’Leary, Magellan Media Partners
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Standards are the engine oilfor co-operation
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Commercial effects
• EDItEUR standards are open and free to use
• transparent governance, independent of particular
commercial pressures, and a permissive license
• support the business needs of a wide range of
stakeholders and reduce industry-wide costs
• encourage competition by levelling the playing
field, promoting interoperability, reducing
vendor lock-in, lowering barriers to cooperation
• support choice and change by decoupling
interfaces from applications
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Commercial effects
• provide a shared industry lexicon
• contributes to reduction of technical risks
• enables benchmarking against competitors
• promotes service quality, lowers customer service
costs
• accreditation – can generate brand value
• can help broaden customer or supplier base
• easier entry to international trade
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Commercial effects
• provide a shared industry lexicon
• contributes to reduction of technical risks
• enables benchmarking against competitors
• promotes service quality, lowers customer service
costs
• accreditation – can generate brand value
• can help broaden customer or supplier base
• easier entry to international trade
The date on which a retail consumer
may purchase and take possession of a physical product, or the date on which a retail consumer may access and use
a digital product
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Commercial effects
• provide a shared industry lexicon
• contributes to reduction of technical risks
• enables benchmarking against competitors
• promotes service quality, lowers customer service
costs
• accreditation – can generate brand value
• can help broaden customer or supplier base
• easier entry to international trade
The nominal or approximate date on which the
product is made available in the market, used
largely for planning and business process
purposes. Actual availability to the retailer may
be no more than a handful of days prior to (or
after) this date and – in the absence of a sales
embargo – retail fulfillment to consumers may
begin immediately stock is available. For titles
where a sales embargo is in place, stock must
be sequestered by the retailer until the
embargo expires (or one day prior, for mail
order fulfillment)
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Commercial effects
• provide a shared industry lexicon
• contributes to reduction of technical risks
• enables benchmarking against competitors
• promotes service quality, lowers customer service
costs
• accreditation – can generate brand value
• can help broaden customer or supplier base
• easier entry to international trade
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EDItEUR
Members
SteeringCommittee
National groups
Industry stakeholders
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What is ONIX? (#1)
• ONIX for Books is a standard data format based
on XML, used primarily to represent and
communicate information about book and book-
related products – metadata –between computer
systems in the global book and e-book supply
chain
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<Contributor>
<SequenceNumber>1</SequenceNumber>
<ContributorRole>A01</ContributorRole>
<NameIdentifier>
<NameIDType>16</NameIDType>
<IDValue>0000000121479135</IDValue>
</NameIdentifier>
<NamesBeforeKey>Maj</NamesBeforeKey>
<KeyNames>Sjöwall</KeyNames>
<BiographicalNote textformat="05"><p>Maj Sjöwall is a poet. She lives in Sweden.</p> </BiographicalNote>
</Contributor>
3.0
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Versions of ONIX
• ONIX 1.0 – released January 2000
• ONIX 2.0 – released July 2001
• v2.1 stable since 2004 (and compatible with 2.0)
• still the most widely deployed in some countries
• ONIX 3.0 – released (effectively) 2010
• reflects significant developments in e-book market,
internationalisation etc, since 2006, but 60%
commonality
• fast-growing number of implementations
• minor updates in 2012, 2014, 2016
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ONIX 2.1 vs ONIX 3.0
• two quite different messages
• block-level updates
• digital products
• sets and series
• sales rights
• marketing collateral
• related works
• parallel multi-lingual data
• international markets
• flexibility of business model and pricing
7–10 years
accumulated
experience
improved
specification
extended
schema
support
reply
message
global best
practice
guide
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What is ONIX? (#2)
• alternatively…
• a set of entities and their properties that form a
coherent data model suitable for precise and
detailed, automated, data exchange between
parties in the book and e-book supply chain
• generally intended for bulk distribution of dynamic
data, throughout the full lifecycle of the product
• ONIX as an XML message is only one part of this
framework, and the same data could in principle be
exchanged via other types of message or data format
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<Contributor>
<SequenceNumber>1</SequenceNumber>
<ContributorRole>A01</ContributorRole>
<NameIdentifier>
<NameIDType>16</NameIDType>
<IDValue>0000000121479135</IDValue>
</NameIdentifier>
<NamesBeforeKey>Maj</NamesBeforeKey>
<KeyNames>Sjöwall</KeyNames>
<BiographicalNote textformat="05"><p>Maj Sjöwall is a poet. She lives in Sweden.</p> </BiographicalNote>
</Contributor>
xml
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"Contributor" : [
{ "SequenceNumber" : 1,
"ContributorRole" : [ { "value": "A01" } ],
"NameIdentifier" : [
{ "NameIDType" : "16",
"IDValue" : "0000000121479135" }
],
"NamesBeforeKey" : "Maj",
"KeyNames" : "Sjöwall",
"BiographicalNote" : [
{ "textformat" : "05",
"value" : "<p>Maj Sjöwall is a poet. She
lives in Sweden.</p>" }
]
},
json
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predicate
subject object
ld
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predicate
role A01
from List 17
book
contributor
"Sjöwall, Maj"
isni:0000000121479135
name type 01
from List 18
subject object
ID type 16
from List 44
ld
isbn:9780007232833
ID type 15
from List 5
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"Sjöwall, Maj"
"Wahlöö, Per"http://purl.org/vocab/
relationship/lifePartnerOf
"McBain, Ed"
http://purl. org/vocab/ relationship/
influencedBy
"Mankell, Henning"
http://purl. org/vocab/relationship/ influencedBy
http://vocab.org/relationship/.html
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• EDItEUR ONIX 3.0 Specification, global
implementation and best practice guidelines,
and various XML tools
• http://www.editeur.org/93/Release-3.0-Downloads/
• EDItEUR ONIX 2.1 Specifications and tools
• important notes on using 2.1 after sunset
• http://www.editeur.org/15/Archived-Previous-Releases/
• codelists are a vital part of the framework
• http://www.editeur.org/14/Code-Lists#code lists
• technical support mailing list
• http://groups.yahoo.com/group/ONIX_implement/join
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• Thema subject scheme 1.2
• note important link to Amazon browse tree (in EU)
• http://www.editeur.org/151/thema (all resources)
• http://editeur.dyndns.org/thema (interactive browser)
• http://groups.yahoo.com/group/thema_implement/join
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IDPF and W3C
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EPUB 3.0
• e-book content standard developed by IDPF
• the ‘master format’ for most e-book production
systems
• the distribution and consumption format for
most non-Kindle e-books
• the preferred accessible format for print-
impaired readers, superseding DAISY
• EPUB for education (formerly EDUPUB)
• extends beyond books
• eg EPUB in Google Docs
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EPUB 3.1
• very conservative update, back-compatible
• tightens up Specification where there was
ambiguity, deprecates some old / unused
features, final version that includes NCX
• extends support for resources outside the book
(eg remote fonts or datasets)
• improves alignment with current versions of
‘open web platform’ (HTML, CSS, SVG etc),
fewer EPUB-specific extensions
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EPUB 3.1
• simplifies embedded metadata, prioritises
remote metadata
• introduces Accessibility Specification 1.0
• accessibility information embedded in the e-book
• alignment with requirements of WCAG 2.0 A or AA
• IDPF ratified this version in early January
• …and work continues on EPUB 3 successor
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meanwhile…
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IDPF combined into W3C
• proposal for combination of IDPF and W3C
outlined at IDPF conference May 2016
• much discussion… for this was an existential
question for the IDPF
• both organisations have done valuable work
• put to IDPF member vote in October 2016
• 88% of members voted in favour of combination
• combination effected late January 2017
• …and work continues on EPUB 3 successor, now
wholly within the W3C
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Why?
• EPUB is already entirely dependent on W3C
standards in order to advance (HTML, CSS etc)
• an e-book is ‘a website in a box’, e-book readers are
built on web browser technology
• W3C was independently pursuing a format for ‘a
website in a box’
• duplication of work between EPUB 3 successor and
W3C’s PWP (packaged web publication) – and the
most active contributors worked on both
• combination avoids potentially destructive fork
• resourcing and financial pressures on IDPF
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Potential drawbacks
• W3C is perceived as slow (or perhaps rigorous)
• and expensive to engage with
• not focussed primarily on publishing
• risk that publishing industry cedes control of a
standard critical to its future
• mitigation
• continuity – IDPF’s Bill McCoy now W3C staffer
• transitional membership arrangements
• encourage full engagement
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Getting involved
• Dave Cramer: ‘standards are set by those who
turn up’
• W3C Publishing Community Group
• tasked with continuing support for EPUB 3.x
• Publishing Business Group
• advising on requirements and prioritisation
• Publishing Working GroupDigital Publishing Interest Group
• tasked with continuing work on EPUB 3 successor
• CSS WG, Annotations WG, ARIA WG…
free
$
$$
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Publishing @ W3C
• http://www.w3.org/publishing
• EPUB Summit Brussels, presentation by Liisa
McCloy-Kelley and Ivan Herman http://bit.ly/2opD0j1
• for further details contact
• Publishing@W3C Champion Bill McCoy
<[email protected]>, or Publishing@W3C Technical
Lead Ivan Herman <[email protected]>
did you
know you can
open EPUBs
in Edge?