XML, PRISM and Asset Management. Bits, Bytes and Buckets

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1 XML, PRISM and Asset Management Bits, Bytes and Buckets

2 Today s Presenter Dianne Kennedy VP Media and Information Technologies, IDEAlliance Program Director, emedia Professionals Certification Program

3 A Bit of History Many years ago... IDEAlliance was the Graphic Communications Association or GCA GCA was part of Printing Industries of America and focused on printing and graphic arts technologies Important topics included the impact of the shift from manual to computerized processes Computer to Plate Impact of Computers on Publishing

4 In 1982 GCA developed Generalized Markup Language (GML) GCA then hosted the ISO WG that transformed these ideas into an ISO Standard This was eventually published as ISO 8879, Standard Generalized Markup Language (SGML)

6 The SGML Years

7 1996, A Decade of SGML

8 GCA hits the Internet

9 XML Introduced in 1997

10 XML Keynote Tim Berners Lee

11 2000 IDEAlliance not GCA!

12 2001 IDEAlliance Separates from PIA

13 Keeping Ahead of the Curve PIA s singular focus on printing limited the projects and scope for IDEAlliance members Print remains a major and viable delivery platform and is still important to IDEAlliance But even in the 1990s IDEAlliance leadership could see that technology was driving new, unimagined delivery for advertising and content Our mission to enable our members to embrace and profit from the next technology wave could not be fulfilled within PIA

14 So What is XML? Why is it critical to the future of our industry? What can XML do for you?

15 What is XML? XML is the language for the interchange of structured information on the Web XML provides a way for us to encode both structure and content XML can be used to code data from Document text Databases/data transactions Rich media objects XML has its roots in publishing

16 About Markup Markup is the codes that are inserted into document content to enable formatting In publications where layout is highly varied, markup tells publishing systems how each page will look But in publications where content is highly structured, we can use markup to specify both the data fields within the content as well as how the page will look. Markup can also be used to delimit fields from a database, such as in EDI transactions

17 SGML In 1986, ISO defined a standard for the encoding of structured information SGML (Standard Generalized Markup Language) SGML is a language to construct meaningful, machine readable markup languages SGML is used to construct tag sets for encoding document data

18 SGML defines <tags> SGML is used to write a markup tag set definition This definition specifies Tag names Tag order Tag frequencies

19 SGML Tag Markup In a document, SGML tags are marked by angle brackets SGML defines rigid rules for tag usage But tags can be used on any platform <name> <surname>kennedy</surname> <firstname>dianne</firstname> </name>

20 Many SGML Tag Sets Between 1986 and 1996, many SGML tag sets were developed Most tag sets were designed for use in a specific industry For example automotive service information uses an SGML tag set known as SAE J2008 Aircraft maintenance is documented using a tag set found within ATA Spec 2100

21 SGML is Hard and Expensive! Highly complex language Requires lengthy design phase Requires sophisticated specialized products parsers (validators) authoring tools rendering tools Steep learning curve for users Absence of mainstream software

22 Along Comes HTML HTML (HyperText Markup Language) is a markup language for content on the Internet (Web pages with hyperlinks) Uses syntax and cross platform compatibility of SGML But very simple! No rigid markup rules imposed as with SGML No special tools required Everyone uses the same simple tags

23 HTML Tools Browser (interprets tags and formats them on the screen) Editor (facilitates the creation of HTML tagged text)

24 Common HTML tags <header> is information about the page that does not show <body> is what appears on the screen <h1> to <h*> can be used in any order <p> is for paragraph <ul> with <li> is unordered (bulleted list with items) <table> is made of <tr> (table rows) and <td> (table data)

25 Style Tags Style tags include <strong>, <bold>, <I>, <u> added emphasis <font> let you change fonts, size and color Attributes were added to elements to control style as well bgcolor= #0000FF align= center

26 Is HTML Enough? HTML is a very simple tag set Tags do not indicate hierarchy, context, or content People began to want to search by navigating more complex document structures which are not part of the limited HTML tag set In addition there was a growing need to transmit complex data on the Web for clientside processing

27 Is HTML Style Spec Enough? While some people began to question the power of HTML to code data structures, others began to question the power of HTML style functionality Should more style tags be added to HTML? Or should a corresponding style language be developed?

28 (1996) What is Next? HTML is too flat for most business uses on the Web SGML is too difficult to implement People want a happy medium Some hierarchy Ability to add own content tags A robust way to specify style Still easy to use! (and affordable)

29 XML is the Answer XML (extensible Markup Language) Developed by W3C and SGML Communities Can provide extensibility to HTML by enabling content tagging Can be used to create data-rich tag sets Markup is more rigid than HTML but considerably less rigid than SGML XML is a language to create markup languages for the Web Easy to Use / Implement

30 With XML You can add content tags to your HTML <author> <affiliation> <pubname> Or You can design your own tags No style tags! XML is for content! Styles will be applied via cascading style sheets (CSS) or extensible Style Language (XSL)

31 HTML Vs. XML With HTML: <h1>understanding XML</h1> <p>by Dianne Kennedy <p>idealliance With XML: <article><title>understanding XML</title> <author>dianne Kennedy</author> <organization>idealliance</organization>

32 HTML Vs. XML HTML Very flexible tagging rules Fixed Tags Structure & style tags XML Tagging must be well formed Your Tags Structure & content tags

33 Client Side Interaction HTML is not rich in content Search is imprecise! Consumers can do little but view XML is rich in content Search is more precise; less searching required Consumers can apply processes on the client (individual PC) side Consumers can use data at home Makes Web more efficient for all

34 XML Rapid Adoption First Draft of XML at the IDEAlliance XML 97 Conference in December W3C Recommendation Feb 98 Support by mainstream software from Microsoft, Sun and IBM Dot-Com companies built on XML technology

35 XML is a Family of Standards XML: Coding Data HTML XSL/CSS: Format and Style XPointer/XLink

36 W3C Manages XML World Wide Web Consortium Develops standards for the infrastructure of the Web Academic/Industry Originally responsible for HTML

37 W3C Web Standards Core technologies -- Used by Applications XML: Extensible Markup Language XSL: Extensible Style Language CSS: Cascading Style Sheet Language XLink and XPointer and others

38 XML Tag Standards Vocabularies -- Special tag sets for special purposes MailXML: Mailing Logistics ICE: Information and Content Exchange AdsML: Advertising Markup Specification JDF: Job Description Format PRISM: XML for Magazines

39 IDEAlliance XML Specs

40 Three Kinds of XML XML for Text Content XHTML (xml coding for web pages) DocBook (tags for content of technical manuals) PRISM (tags for magazine articles) XML for Business Transactions AdsML (Ad Insertions) papinet (Paper Supply Chain) XML for Media XMP PRISM Image Metadata GWG Job Ticket

41 Content XML for Publishing Legal Publishing (LegalML) Technical Publishing (DocBook) Magazine Publishing (PRISM) Tags mark document structures such as <head, <body, <p, <table, <list Tags mark important content fields such as <warning, <partno, <cite, <judge, <author Tags facilitate discovery, aggregation, re-use, interchange and composition

42 XML for Publishing

43 Transaction XML XML is used to automate the supply chain by providing a standard mechanism to interchange data throughout the workflow <Invoice <InventoryStatus <DeliveryApptRequest <GoodsReceipt <RFQResponse

44 Transaction XML

45 XML for Media Each media type has its own format Most are not coded in XML But a new use for XML is to embed descriptive data right within the media object using Adobe s XMP Software can read the XML inside the media object to enable automated workflows, asset management, media aggregation and delivery

46 Impact of XML on the Web Initially the Web provided a publishing and one-way communication network With XML, the Web has become interactive XML is the basis for all e-commerce Key to this is the ability for applications to exchange data XML and the related standards allow this level of data interchange on the Web and between applications in an integrated media workflow

47 Summary HTML alone was not enough XML has become the lingua franca of the Web Today s tools support XML off-the-shelf Structured data is key to moving the Web from a publishing platform to a transaction-based platform and now for today s social media IDEAlliance working groups define standard XML tag sets to enable digital workflow throughout the content-delivery supply chain

48 Introduction to PRISM XML and Metadata for Magazines

49 PRISM: XML for Magazines The IDEAlliance metadata framework for magazine and journal content PRISM also includes XML markup for articles to facilitate interchange PRISM is standards-based (RDF, XML, DC) PRISM consists of several vocabularies of metadata fields that describe digital assets for Management Aggregation Search

A Bit of History PRISM is an IDEAlliance initiative PRISM began work in 1999 The mission was to develop an XML metadata vocabulary for magazine and journal articles Developed by publishers,

50 A Bit of History PRISM is an IDEAlliance initiative PRISM began work in 1999 The mission was to develop an XML metadata vocabulary for magazine and journal articles Developed by publishers, integrators, software vendors and aggregators who were facing the same challenges A survey of other metadata initiatives was conducted to be sure that PRISM would provide unique value for article publication

51 Timeline PRISM WG Formed: 1999 PRISM 1.0: 2001 PRISM 1.1: 2002 PRISM 1.2 and PAM 1.0: 2003 PRISM 1.2 Modularized: 2004 PRISM 1.3: 2005 PRISM 2.0: Fall 2008 (multiplatform, multimedia delivery) PRISM 2.1: Spring 2009 (usage rights)

52 PRISM 2.0 and 2.1 Content delivery for magazine and journal articles is evolving from print to online and mobile delivery platforms PRISM 2.0 addressed delivery to multiple platforms PRISM 2.1 addressed the emerging requirement to describe rights across multiple delivery platforms

53 Wide Industry Participation PRISM is the collaborative effort of 50+ companies and 75+ individuals Adobe Systems American Medical Association Artesia CMP Media Condé Nast Dow Jones / Factiva Getty Images Hachette Filipacchi Media Hearst Publishing LexisNexis McGraw-Hill Companies Meredith Corporation The Nature Group Pinnacle Technology ProQuest Information Readers Digest Time Inc. US News & World Report Wolters Kluwer Health

54 PRISM Begins with Metadata Metadata is all around us We use metadata in our everyday lives! Just take a trip to the grocery store What if you saw this?

55 Labeling is Essential Labels are Metadata!

56 More Metadata You Use

57 Automation based on Metadata UPC Codes are scanned to ring up your purchase ISBN used to track book sales and organize libraries!

58 What the PRISM Spec Defines Metadata fields to describe magazine and journal article content Field name Namespace (domain) Field definition Frequency of Use Comments Values for this field

59 PRISM Specification Note: examples for each PRISM profile are also documented. PAM indicates if this field is included in the XML tag set for encoding article text content for aggregators.

60 PRISM Enabling Today s Media Workflows Basis for automating media workflows Basis for organizing assets in a DAM Automating feeds of news articles encoded in PRISM XML (PAM) to aggregators Time Inc. McGraw-Hill U.S. News & World Report Source Interlink Media

61 PRISM Enabling Online Search PRISM RSS Feeds for Article Discovery Used extensively by journal article aggregators to aide online search The Nature Publishing Group IngentaConnect IOP American Physical Society

63 Nature RSS/PRISM Feed

65 PRISM Profiles PRISM is built on XML and RDF and the use of PRISM metadata fields is very flexible PRISM is not just an XML tags set for articles PRISM metadata can be used in other ways There are 3 profiles for PRISM usage: Profile 1: XML coding for articles Profile 2: RDF/XML for online content feeds Profile 3: XMP for rich media management

66 PRISM Modules by Namespace Dublin Core Metadata PRISM Article Metadata Controlled Vocab. Metadata Usage Rights Metadata Image Metadata * Inline Markup Metadata PRISM Framework * In development

67 The Starting Place: DC Dublin Core serves as a starting point for PRISM PRISM recommends a subset of DC for use by magazine and journal publishers PRISM clarifies the usage of the DC fields in the context of Magazines

68 PRISM dc: Namespace dc:identifier dc:title dc:description and dc:subject dc:publisher dc:creator and dc:contributor dc:rights dc:type and dc:format

69 prism: Namespace New fields that provide more detail than the dc: namespace fields New fields particular to magazine and journal articles that don t appear in dc: Hence the namespace is prism:

70 Some prism:elements prism:alternatetitle prism:publicationname prism:issuename prism:copyright prism:coverdate prism:teaser prism:genre

71 Elements by Function As you can see PRISM is designed to mix & match metadata fields from different namespaces So for the same resource you can specify both dc: and prism: elements along with element from the rights language

72 Date Metadata prism:creationdate (date of authoring) prism:coverdate (date on cover) prism:coverdisplaydate (date string on cover) prism:embargodate (earliest date of use) prism:expirationdate (latest date of use) prism:modificationdate (date modified) prism:publicationdate (date actually published) prism:receptiondate (date aggregator received content)

73 Article Identification dc:identifier* dc:publisher dc:publicationname dc:source dc:creator dc:contributor prism:distributor prism:number prism:issueidentifier prism:issuename prism:edition prism:section prism:issn prism:eissn prism:volume prism:title

74 Content Intellectual Description dc:description dc:subject dc:type dc:language prism:teaser prism:genre dc:coverage (time) prism:location (geospatial) prism:person prism:organization prism:corporateentity prism:object prism:industry prism:event pim:keyword

75 Physical Description dc:format (MIME type) <dc:format>text/html</dc:format> prism:bytecount prism:wordcount prism:startingpage prism:endingpage prism:pagerange prism:presentationtype

76 Relationships dcterms:hasformat dcterms:haspart dcterms:hasversion dcterms:isformatof dcterms:ispartof dcterms:isversionof dcterms:references dcterms:isreferencedby prism:hasalternative prism:hascorrection prism:hastranslation prism:iscorrectionof prism:istranslationof prism:isrequiredby

77 Rights PRISM 1.* developed a rights language namespace (prl:) This was a very early attempt to capture/describe rights and was never implemented by publishers With PRISM 2.1, a new namespace with robust usage rights capabilities was developed The new rights namespace is PRISM Usage Rights (pur:)

78 Rights

79 PRISM Controlled Vocabularies Metadata fields can be given values in several ways: Natural Language Vocabulary (strings) Specialized Datatypes (integers, dates etc) Controlled Vocabularies (enumerated values) A Natural Language Vocabulary imposes no restriction on the terms that can be used. A Controlled Vocabulary is made up of predefined terms that have been designed to provide a constrained list of field values PRISM defines several CVs

80 Genre: Intellectual Content adaptation -- A resource that has been changed so as to be more suitable to a new or special application or situation. biography -- Written accounts of the lives of individuals. blogentry -- An online diary, a personal chronolog. column -- Editorial or syndicated column. excerpt -- A passage taken or selected from a magazine or journal article interactivecontent -- Content, such as crossword puzzles, financial calculators and applets, that invites a person to do something other than read or view the material

81 Presentation Type audio -- Sound based content infographic --A graphic that is heavily text oriented. May contain text superimposed over a photo, illustration, a map or a chart. photo --Any and all photographs, except those which are significantly modified for some artistic purpose, or those which are part of a larger montage of photos and/or images. table -- Condensed, orderly arrangements of data, especially those in which the data are arranged in columns and rows. video -- A format that captures moving visual images.

82 Platform Type mobile -- Text and images delivered to a mobile device, such as a cell phone. other -- A type not listed in this controlled vocabulary. Use is not recommended. print -- Text and static images delivered as print on paper or other printable substrate. recordablemedia -- Delivered on a recordable media such as CD or DVD. broadcast -- TV, Radio, PodCast (streaming audio and video). web -- Viewable on a website with a browser.

83 Roles artist --A person (e.g., a painter) or organization that conceives, and perhaps also implements, an original graphic design or work of art. chef -- The person who creates a recipe or prepares food. commentator -- A person or organization who provides interpretation, analysis, or a discussion of the subject matter on a recording, motion picture, or other audiovisual medium. correspondent --A person or organization that was either the writer or recipient of a letter or other communication.

84 XML for Articles PRISM Aggregator Message (PAM) XML coding for the article content Based on XHTML Metadata for the article content is also coded Out of Line (in a header) In Line (with the body of an article) Constrained by an XML DTD/XSD

85 PAM Message

86 Built on XHTML PRISM metadata falls within <xhtml:head dc:identifier pam:status prism:publicationname prism:coverdate prism:volume prism:number dc:creator

87 Body Tagging XHTML tags are used for the body A class= attribute is added to specify what each element is in PRISM terms Caption Byline Dateline Credit Deck Footnote Lead-in Pull Quote Sidebar

88 Inline Markup In addition to XHTML tags, pim: markup may be used to tag significant content: pim:event pim:location pim:person pim:object pim:industry pim:organization pim:keyword pim:quote <p class= lead-in >During the <pim:event>toronto Film Festival</pim:event>, <pim:keyword>films</pim:keyword> from 17 countries were shown.</p>

89 PRISM Adapting to Change For several years publishers have worked with parallel departments delivering to different media platforms Print production/editorial Web production/editorial Now publishers are combining departments in order to feed a number of media platforms simultaneously PRISM 2.0 was designed to facilitate this new cross-platform publishing model

90 Online Content Metadata PRISM 2.0 adds metadata specific to online content prism:killdate prism:channel prism:subchannel1 prism:subchannel4 prism:url

91 Print Mobile Web Broadcast Recordable Media PRISM Platforms

92 Platform Specific Metadata Teaser Alternate Title Origin Dates such as Publication Date, Embargo Date / Expiration Date

93 On the Horizon PRISM Image Metadata Basis for DAM for image management XMP for image aggregation and distribution Q PRISM Video Metadata Extension of Image Metadata work Utilizing existing standards in video sector PRISM Recipe Metadata PRISM Marketing Collateral Metadata PRISM Ad Content Metadata Mechanism to link Ads to article content for next-generation electronic delivery platforms for magazines

94 The Next Big Thing At CES 2010 earlier this month, 30 new electronic publishing platforms were shown Publishers are joining forces to address emerging distribution models and identify standards eink with touch screens Hybrid eink / LCD and more PRISM WG is proactively committed to adapting PAM as the epub format for new displays because it was designed to support complex layout / content relationships of magazine articles. You can learn more from Kin wah Lam tomorrow.

95 Learning More Go to All specs can be downloaded Recorded webinars are available A new FAQ provides answers to the most commonly asked Questions

96 XML for Media Introducing XMP

97 XML for Rich Media XML is a natural for coding text content and for transactions processing But applying XML coding for media assets is not straight forward Each media type has its own format (not usually text/xml) But XML can be embedded within rich media if the method is standardized so that: Software can write XML to the media object in a standard format Software can read the XML inside each media object XML written into your files means that your files are now Intelligent Content

Managing Content According to a recent survey 80% of organizational data is unstructured and 90% is unmanaged Its like walking into a grocery store where all labels

98 Managing Content According to a recent survey 80% of organizational data is unstructured and 90% is unmanaged Its like walking into a grocery store where all labels have been stripped and nothing is organized on shelves and in bins Even if the grocery store is unorganized, having labels on all the cans is a great starting point

99 Intelligent Content While we cannot code all assets in XML, at least we can label them XMP provides a XML-based labeling technology for digital media assets Once labeled, each media asset becomes Intelligent Content It s as if your files could talk

100 If your files could talk You would know where they ve been Store production history Whether it s appropriate to use them Usage rights, credit lines, rights owner They could tell you what happened to them I ve been cropped, rasterized, dithered Who their relatives and friends are I m related to or derivative of this licensed file Where they are going What expected next in the workflow

101 XMP Does All This!

102 A Bit of History XMP introduced by Adobe Systems in 2001 Extensible Metadata Platform Extensible: Easy add new metadata properties Metadata: Data about data Platform: Based on W3C technologies ie. cross platform, interoperable

103 Open Standard Metadata XMP is all about embedding metadata fields into rich media assets XMP was designed by Adobe and built on open standards from the Web community XML for encoding metadata fields RDF for relating and addressing metadata fields XMP has been made freely available to the public by Adobe and can be considered to be an open standard

104 The Value of Embedding Metadata In premedia workflows, embedded metadata means that each media asset is self describing Information about your media assets is independent of the systems that created or store the assets This allows you to find, manage and aggregate media assets across systems and platforms It enables workflow automation

105 Some Points of Clarification Be sure to distinguish XMP from XMP vs. Metadata Mechanism to embed XML/RDF metadata in media assets vs. the fields themselves XML vs. PRISM Mechanism to embed XML/RDF metadata in media assets vs. PRISM defined metadata fields for specific uses XMP vs. XML Mechanism to embed XML/RDF metadata in media assets vs. tagged structured content XMP vs. JDF XMP metadata describes print workflows vs. JDF prescribing workflows Embedded vs. External

106 What XMP Doesn t Give You Structured data hierarchies; XMP is not XML! Data presentation format; XMP is not a stylesheet! A mechanism for enforcing metadata field requirements A mechanism for enforcing controlled vocabulary usage Data security (not out of the box) / security issues

107 Key Elements of XMP Packet/Envelope Definition XML structure for storing information Framework Defines where XMP is embedded and it can be accessed Specification of Some Basic Metadata Fields Metadata field definition / schemas Custom Panels Human interface to enter and view metadata Development tool (SDK) Freely available, open source licensed tools to assist those implementing XMP workflow tools

108 XMP Packet

109 The XMP Framework Allows metadata to be combined from master document and its sub-components. Documents are structured each sub-component has its own metadata. XMP framework preserves this.

110 XMP Schemas Available Adobe Schemas Dublin Core Photoshop (IPTC subset) EXIF Basic XMP Rights Management Media Management Job Ticket Management Camera Raw metadata edits Photoshop History Other XMP Schemas IPTC (News Images) DNG - Digital Negative Format DISC - Digital Image Submission Criteria PLUS - Picture Licensing Universal System AdsML Advertising Submission Standards Ghent Work Group Job ticket PRISM Article Description PRISM Image Metadata

111 Custom Panels Human interface with metadata Standard across Adobe CS Tools Pours metadata into XMP Packet Supports Namespaces for fields Facilitates interoperability across specifications

112 XMP File Formats

113 XMP Schemas Human readable, not machine processable Property (name of metadata field) Definition Value Type (boolean, date, text, etc.)

114 XMP Toolkit Adobe has also made an XMP toolkit freely available so tools and applications can be built to support XMP Version 4.4 of the Adobe XMP Toolkit SDK provides all of the documentation and libraries for working with the XMP data model. Specifically there are two libraries, XMPCore and XMPFiles The toolkit is available in C++ with project files for Windows Vista/XP and Mac OS X 10.4/10.5 using Xcode 2.4 or higher

115 XMP Resources IDEAlliance provides XMP Resources at Webinars including a number of case studies are available

PRISM Basic Metadata Specification

- Publishing Requirements for Industry Standard Metadata Version 3.0 PRISM Basic Metadata Specification October 4, 2012 Copyright and Legal Notices 2001 2012 International Digital Enterprise Alliance,