where xml? where does xml fit into your workflow

Where XML?Where XML?Where does XML fit into your workflowWhere does XML fit into your workflow

Where XML?Where XML?Where does XML fit into your workflowWhere does XML fit into your workflow

Jabin WhiteJabin White

Exec. Director, Electronic ProductionExec. Director, Electronic Production

ElsevierElsevier

November 8, 2005November 8, 2005

SSP Fall Seminar: Embracing Technology and Process SSP Fall Seminar: Embracing Technology and Process Changes to Successfully Transform a Scholarly PublisherChanges to Successfully Transform a Scholarly Publisher

Jabin WhiteJabin White

Exec. Director, Electronic ProductionExec. Director, Electronic Production

ElsevierElsevier

November 8, 2005November 8, 2005

SSP Fall Seminar: Embracing Technology and Process SSP Fall Seminar: Embracing Technology and Process Changes to Successfully Transform a Scholarly PublisherChanges to Successfully Transform a Scholarly Publisher

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© Jabin White, Elsevier -- November 8, 2005

Where does XML fit into your workflow?Where does XML fit into your workflow?Where does XML fit into your workflow?Where does XML fit into your workflow?

Beginning of workflow

End of workflow

Right here

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© Jabin White, Elsevier -- November 8, 2005

Bad News, Good NewsBad News, Good NewsBad News, Good NewsBad News, Good News

• Bad News• General statements

are no more accurate (or funnier) than previous slide

• Specific inputs, outputs, and requirements of each workflow mean different XML solutions

• Good news• The answers today

are A LOT easier, and better, than 5-10 years ago

• Availability of tools, ubiquity of knowledge is a good thing

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© Jabin White, Elsevier -- November 8, 2005

AgendaAgendaAgendaAgenda

• But first, an observation• Basics of an XML workflow• Where does XML fit?• Considerations for making decision• Where does XML fit at Elsevier?• Conclusions

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© Jabin White, Elsevier -- November 8, 2005

But first, an observationBut first, an observationBut first, an observationBut first, an observation

• Talkin’ bout an evolution…– 1995: Should SGML be used in your

workflow?– 2000: Should SGML or XML be used in

your workflow?– 2005: Where does XML fit into your

workflow?’– 2010: ???

Basics of an XML WorkflowBasics of an XML WorkflowBasics of an XML WorkflowBasics of an XML Workflow

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© Jabin White, Elsevier -- November 8, 2005

Basics of an XML WorkflowBasics of an XML WorkflowBasics of an XML WorkflowBasics of an XML Workflow

• Ingredients– A Need– Tools– Some process changes

• (unless you are starting from scratch)

– Communication and patience

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© Jabin White, Elsevier -- November 8, 2005

Basics: A needBasics: A needBasics: A needBasics: A need

• Do you require this content to be used more than once?

• Is there intelligence that can be imbedded in the content?

• If your content is “one off” print and you are sure it will never be used again, the answer to XML may be “NO!”

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© Jabin White, Elsevier -- November 8, 2005

Basics: ToolsBasics: ToolsBasics: ToolsBasics: Tools

• DTDs and related technologies– Schema is an option, but DTDs are still better

for authoring• Author-submission tools, or conversion

processes• XML-aware editor(s)

– XMetal: $623; XML Spy $847; or Google “free XML editor”

– Don’t be fooled by “Save as XML”• CMS?

– Used to be a “nice to have,” but today, not so much

– Pay attention to Patti and Bob later

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© Jabin White, Elsevier -- November 8, 2005

• Depending on where XML is inserted, processes may change a lot or a little

• Careful consideration should be given (and planned for) to these changes

• Don’t underestimate the human impact of these process changes

• Impact on skill sets – people who didn’t do XML before may not want to

Basics: Process ChangesBasics: Process ChangesBasics: Process ChangesBasics: Process Changes

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Basics: Patience, Young SkywalkerBasics: Patience, Young SkywalkerBasics: Patience, Young SkywalkerBasics: Patience, Young Skywalker

• Rome was not built in a day, and they didn’t even use XML!

– Or did they? <question>Et tu, Brute?</question)

• Process changes require open lines of communication, and clear mission statement from the top– XML should be a priority of the

organization, not something it does because it feels it has to (this is getting better)

Where does XML fit?Where does XML fit?Where does XML fit?Where does XML fit?

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© Jabin White, Elsevier -- November 8, 2005

• Repeat caveat against generalizing• But…• In general, human beings will do

better at inserting intelligence (although Ontology vendors will argue that one); machines will be cheaper on structural, pattern-matching stuff

• That being said…

When to go to XML?When to go to XML?When to go to XML?When to go to XML?

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© Jabin White, Elsevier -- November 8, 2005

The Case for Early XMLThe Case for Early XMLThe Case for Early XMLThe Case for Early XML

• Getting angle brackets in data early allows you to take advantage of other XML-based technologies earlier in the workflow

• Content and tags can be QC’d early, fewer changes toward the back end of the production cycle

• More timely delivery of files to web or elsewhere

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© Jabin White, Elsevier -- November 8, 2005

The Case for Late XMLThe Case for Late XMLThe Case for Late XMLThe Case for Late XML

• Smaller impact on current workflows• Fewer process changes• Ability to focus XML tags on “E” only

content delivery• Potentially cheaper (don’t have to

buy XML tools for earlier in the workflow or “round trip” pagination),

but this one is arguable

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© Jabin White, Elsevier -- November 8, 2005

The VerdictThe VerdictThe VerdictThe Verdict

• Haven’t you been paying attention???• No global answers, but a “framework” for

making your specific decision• The more costs absorbed during

“traditional” editing process, the better– If your traditional editing process can absorb all

the costs of XML, then send me a postcard, because you’ve reached Nirvana

• Ideally, your decision will be a *business* decision, not a technology decision

Considerations for Making Considerations for Making DecisionDecision

Considerations for Making Considerations for Making DecisionDecision

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© Jabin White, Elsevier -- November 8, 2005

Who tags?Who tags?Who tags?Who tags?

• Production has and always will drive *format* driven tagging– <Head>, <Para>, <List>, etc.– Recent trend is to outsource this

• Semantic, rich data tagging is done by subject-matter experts– This can happen early (authors) or later

(product-specific taggers), depending on your product requirements

– This is expensive, so you must have solid business reasons for doing this

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© Jabin White, Elsevier -- November 8, 2005

This just in …you get what you pay forThis just in …you get what you pay forThis just in …you get what you pay forThis just in …you get what you pay for

• Cheap and easy

• Moderate and moderate

• Difficult and expensive

• Little gain, little impact

• Some gain

• Short-term costs ($$ and pain), but huge long-term benefits

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© Jabin White, Elsevier -- November 8, 2005

Inve

stm

ent

(tim

e an

d m

oney

)

Gain (re-use, flexibility of data)

You get what you pay forYou get what you pay forYou get what you pay forYou get what you pay for

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© Jabin White, Elsevier -- November 8, 2005

• Post-print XML means no impact on current workflow

• Options are limited to “do more”• Not taking full advantage of

technology, may struggle to meet customer expectations– I call this the “Veruca Salt” effect – “But

Daddy, I want multi-purposed content now!”

Cheap and EasyCheap and EasyCheap and EasyCheap and Easy

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© Jabin White, Elsevier -- November 8, 2005

Difficult and ExpensiveDifficult and ExpensiveDifficult and ExpensiveDifficult and Expensive

• Up-front costs, in both time and money, can be daunting

• Transition of skill sets, watch employee morale

• Takes long-term view and patience in a short-term, sometimes ‘quarter by quarter’ world– Management wants you to press the

“XML Button” (see V. Salt reference on last slide)

Where does XML fit at Elsevier?Where does XML fit at Elsevier?Where does XML fit at Elsevier?Where does XML fit at Elsevier?

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© Jabin White, Elsevier -- November 8, 2005

Journals vs. BooksJournals vs. BooksJournals vs. BooksJournals vs. Books

• Journals are a known, repeatable process

• Costs to set up XML workflow can be amortized over the life of a journal

• Book people have a more “one off” mindset, so XML is more difficult– Not impossible, but more difficult– Conversations more about ROI

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© Jabin White, Elsevier -- November 8, 2005

Where does XML fit at Elsevier - BooksWhere does XML fit at Elsevier - BooksWhere does XML fit at Elsevier - BooksWhere does XML fit at Elsevier - Books

• Near the end of the workflow, and outsourced

• Post-print conversion still accounts for the bulk of book XML

• Projects with XML at the front are still viewed as “special”

• Bigger, non-title specific project to move to an XML-first workflow– The 80/20 rule

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© Jabin White, Elsevier -- November 8, 2005

Where does XML fit at Elsevier - JournalsWhere does XML fit at Elsevier - JournalsWhere does XML fit at Elsevier - JournalsWhere does XML fit at Elsevier - Journals

• At the beginning of the workflow, but outsourced

• Structural XML is done at suppliers via Elsevier XML DTD (public domain)

• Checked via Validation Tools (vTools) and submitted to central repository

• Repository feeds all outputs from that point forward (including print, all online versions, etc.)

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© Jabin White, Elsevier -- November 8, 2005

Capture and validate content(electronic submission, first validations on format,

peer review, acceptance by editor)

Components of the Elsevier journal workflowComponents of the Elsevier journal workflowComponents of the Elsevier journal workflowComponents of the Elsevier journal workflow

Core production processes(copyediting, tagging, images processing,

validation, issue compilation)

Prepare final e-product for distribution(e-product generation process:

input, i-conversion, downsampling, assembly, o-conversion, output)

Delivery of content and services via the web

1

2

3

4

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© Jabin White, Elsevier -- November 8, 2005

Journal Workflow – ProductionJournal Workflow – Production

LOGIN

MEDIACONV.

COPYEDIT

ELECTRONIC WAREHOUSE

SCANNING

CORRECT. ISSUECOMP.

ISSUECOMP.

AUTHORCORRECT.

PRINT

ELECTRONICPRODUCTS

PRODUCTS:

S100 S200 S300

From this point forward, all data in XML

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© Jabin White, Elsevier -- November 8, 2005

ce: Namespace = Common Element Pool

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© Jabin White, Elsevier -- November 8, 2005

Common Element PoolCommon Element PoolCommon Element PoolCommon Element Pool

• CEP is really SEP – Shared Element Pool

• Why have multiple content models for Author, List, Para, Reference???

CEPCEPJAJA

HS BookHS Book

eSerialeSerialMRWMRW

DrugDrug

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© Jabin White, Elsevier -- November 8, 2005

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© Jabin White, Elsevier -- November 8, 2005

Article in Article in printprint presentation presentation (PDF)(PDF)Article in Article in printprint presentation presentation (PDF)(PDF)

In-depth reading, note-taking

Portable

Serendipity

Print quality /resolution

Versatility in sizes

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© Jabin White, Elsevier -- November 8, 2005

Article in Article in presentation presentation (ScienceDirect)(ScienceDirect)Article in Article in presentation presentation (ScienceDirect)(ScienceDirect)

Searching, browsing, scanning, surfing, glancing, verifying

Speed

Restrictive screendimensions

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© Jabin White, Elsevier -- November 8, 2005

A sense of scaleA sense of scaleA sense of scaleA sense of scale• More than 7,000,000 journal articles (all in XML)

• More than 8 billion characters/bytes storage (8 terabyte)

• Books is just starting, mostly with eSerials and MRWs

• 2004 addition– 210,000 articles– 500,000,000 characters/bytes

• 2005 addition– 220,000 articles– 1,500,000,000 characters/bytes (FAT PDF and Books)

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© Jabin White, Elsevier -- November 8, 2005

ConclusionsConclusionsConclusionsConclusions

• Asking where XML is right in your workflow is like asking which flavor of ice cream is best

• However, general assumptions can be made, questions asked

• Use framework to ask and answer some basic questions about your organization’s needs, and its tolerance/patience for pain

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© Jabin White, Elsevier -- November 8, 2005

Conclusions, Part DeuxConclusions, Part DeuxConclusions, Part DeuxConclusions, Part Deux

• Use answers to these questions to formulate your business case, ROI

• Help is available• XML is a tool, to be applied where is

best appropriate for your organization and workflow

• Editing tools, knowledge, etc. are more ubiquitous, but expectations are higher, than 10 years ago

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© Jabin White, Elsevier -- November 8, 2005

Thank youThank youThank youThank you

• Questions?Contact info: Jabin White, Elsevier1600 John F. Kennedy Blvd, Suite 1800Philadelphia, PA 19103215-239.3231jabin.white@elsevier.comjabin@jabin.com

Slides available at http://www.jabin.com/presentations.html