03 making information pay 2011 -- kasdorf, bill (apex content solutions)

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Bill Kasdorf Vice President, Apex Content Solutions General Editor, The Columbia Guide to Digital Publishing Get Agile. Get Efficient. Best Practices for “Future Proofing” New Content

Transcript of 03 making information pay 2011 -- kasdorf, bill (apex content solutions)

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Bill KasdorfVice President, Apex Content SolutionsGeneral Editor, The Columbia Guide to Digital Publishing

Get Agile. Get Efficient. Best Practices for “Future Proofing” New Content

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ContentYou publish content, not books.

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Content

• What kind of content?• What pieces are meaningful? and marketable?• Who buys it? Why? (Then ask “how?”)• What chunks could you sell? or reuse?• What chunks will people want to point to?• How does one chunk relate to other chunks . . . across all the content you sell?The Goal: THOUGHTFUL CHUNKING

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Content

• What kind of content?• What pieces are meaningful? and marketable?• Who buys it? Why? (Then ask “how?”)• What chunks could you sell? or reuse?• What chunks will people want to point to?• How does one chunk relate to other chunks . . . across all the content you sell?The Goal: THOUGHTFUL CHUNKING

The answers are very different for:• Novels• Textbooks• Guidebooks• Reference books• Manuals• Cookbooks

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DesignDesign is not just decoration.

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Design

• Good typography is really implied “markup.”• Typography distinguishes components.• Layout is a navigation guide.• Its language is a centuries-in-the-making collection of book design conventions.• Design is based on semantic distinctions: What is this thing? How important is it? How does it relate to the other things around it?

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1Chapter Title

Chapter AuthorAuthor Identification

Here’s some text at the beginning of this chapter. Let’s make one more line’s worth.

Level One SubheadHere’s some more text. This author’s a pretty nice girl, but she doesn’t have a lot to say.

Level Two Subhead

The end.

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1Chapter Title

Chapter AuthorAuthor Identification

Here’s some text at the beginning of this chapter. Let’s make one more line’s worth.

Level One SubheadHere’s some more text. This author’s a pretty nice girl, but she doesn’t have a lot to say.

Level Two Subhead

The end. “Editorial” markup . . .

CNCT

CA

NI

H1NI

H2IT

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4 | C H A P T E R 5 | Drug Use and Abuse : General I s sues

U.S. SOCIETY

AND DRUG USE

Currently political and social forcesare contributing to the increased de-mand for drug treatment, just as thesesame forces pushed the growth oftreatment of heroin abuse. This recenttrend reaffirms the importance of social and politi-cal factors in how U.S. society deals with alcoholand other drugs use.

In 1986 the surge in demand for drug treat-ment, particularly in teh residential or inpatient set-ting, arose from two major sources: crack andAIDS. These worked in a political climate that wasstrongly in favor of eradicating drugs and drugabuse.

As you saw in Chapter 6, crack is the highly ad-dictive, cheaper form of cocaine. People start usingit are quickly hooked on it, and in the mid-1980speople who start using it are quickly hooked on it,again the media addicts looking for needles. Theseworked in a political climate that was strongly infavor of eradicating drugs and drug abuse. Theseworked in a political climate that was strongly infavor of eradicating drugs and drug abuse. Again,the media attention to AIDS and the general publicalarm and fears about AIDS sent addicts looking for

treatment when it is unlikely they oth-erwise would have done so.

■ The right of the federal governmentand other public and private em-ployers to conduct urine screens.

■ Some proposed legal penalties re-lated to selling or using drugs–re-

quirement of life sentences to drug dealers who areconvinced twice of selling drugs to teenagers.

■ The uproar resulting from the revelation thatDavid Ginsberg, a 1987 Supreme Court nominee,smoked marijuana.

Currently political and social forces are contribut-ing to the increased demand for drug treatment,just as these same forces pushed the growth oftreatment of heroin abuse. This recent trend reaf-firms the importance of social and political factorsin how U.S. society deals with alcohol and otherdrugs use. Currently political and social forces arecontributing to the increased demand. Political andsocial forces are contributing to the increased de-mand for drug treatment, just as these same forcespushed the growth of treatment of heroin abuse.This recent trend reaffirms the importance of so-cial and political factors in how U.S. society dealswith alcohol and other drugs use.

C O N T E M P O R A R Y I S S U E

many puncture holes on their backsides that it was difficult to find a fresh spot to givethem a new shot. (Hecht, 1985, p. 270).

It was not unusual in 1968 to see atheletes with their own medical kits, practicallya doctor’s bag in which they would have syringes and all their various drugs.

Side effects of anobolic steroids Then in 1977, two independent laboratories re-ported the discovery of binding sites for benzodiazepines and it was subsequentlyshown that although specific to benzodiazephines, these receptors are part ofwhat is now called the GABA-benzodiazepine receptor.

1. By origin–An example within this system is drugs that come from plants, suchas the opiates, which are derived from the opium poppy. The “pure” (nonsyn-thetic) opitates include compounds such as morphine.

2. By action, according to similarity of drug effects for example, marijuana and at-rophine both increase heart rate.

3. By theraputic use, or according t similiarity in how a drug is used t reat or mod-ify something in the body.

“I could have easily gottenstoned [before coming tothis interview]; it wouldn’thave bothered me. It de-pends on the situation. Iwoldn’t like to smoke inthe middle of the day if Ihave things to do. Or Iwouldn’t smoke in themiddle of a class. Thingslike that”

DR I L L S E R G E A N T, D E S C R I B I N G

S M O K I N G T O N E W R E C R U I T S

(Cited in Krogh, 1991, p. 74)

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Herbal pr oducts , hor mones , and die tary supplements | 5

TA B L E 16-2 Summary of five major categories of models of the causesof substance-use disorders, and their implications fortreatment

Model Cause(s) Treatment

Moral The making of personal choices Punish legally or intervine to use alcohol and drugs in a spiritually.harmful way, when other choices could have been made.

American Disease Substance-use disorders are Identify those with the progressive, irreversible diseases disease, confront them to that are the products of a mix abstain from drugs and of physical and spiritual causes. alcohol.

Biological Genentic or physiological Advise people at risk for processes. problems of their risk status.

Counsel those at risk to avoid alcohol and drugs entirely.

F I G U R E 16-5 Selection of human brain showing inside of lefthemisphere

1In addition, cress-tolerance occus between drugs. They also potentiate one another. In fact ben-zodiazepines are commonly used to withdraw alcoholics from alcohol. Thus, substantial evidenceindicates a common mechanism of action for depresant drugs (Breese, Frye, Vogel, 1983).

Another exciting discovery has been the development of new drugs that are an-tagonistic at the benzodiazepine receptor. Depression is one of the most commonpsychiatric disorders in the United States. Depression oftern is classified as one oftwo major types–endogenous and exogenous. Lithium is the major drug used intreating the mood disorders of mania and manicdepressive illness. Lithium is theonly psychiatric drug that is an effective prophylaxis against disease recurrence.1

It is different to provide a complete definition of anxiety, given the wide array ofphenomena it encompasses. Then in 1977, two independent laboratories reportedthe discovery of binding sites for benzodiazepines and it was subsequently shownthat although specific to benzodiazephines, these receptors are part of what is nowcalled the GABA-benzodiazepine receptor. The “pure” (nonsynthetic) opitates in-clude compounds such as morphine. By action, according to similarity of drug ef-fects for example, marijuana and atrophine both increase heart rate.

relapseA term from physical disease,relapse means return to a previousstate of illness from one of health.As applied to smoking, it means thesmoker resumes smoking afterhaving abstained for some amountof time.

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74 Chapter 2 Work with Text

3. Press Page down to move forward one slide. Of course if you arealready on the last slide, this action has no effect.

4. Press Page up to move back one slide.5. Press Enter to add a new line. Your cursor moves to another line or

bullet point, depending on the slide’s layout. 6. Press Tab or use the Demote button. This demotes the bullet and the

text that you type will be indented.7. Press Shift+Tab or use the Promote button. This promotes the line

one level higher than the preceding line.

Result: You have just added text to your slide in the slide pane. Both the textand any formatting that is present are visible. To correct any mistakes,press the Backspace or Delete keys. Chapter 3, “Edit Text,” providesmore sophisticated ways to edit your text.

TIPS FROM A PRO: As you add text to your slides, try to use parallel construction.For example, use a series of verb phrases or a list of nouns. Just don’t mix themtogether. Look at the examples shown in Figure 2.4.

ADD TEXT IN NOTES PANE

CORE OBJECTIVE: Add speaker notes

How: Click in the notes pane to type comments. Notice that as you type previ-ous lines of text are not visible. If you want to see a larger section ofyour notes, just resize the pane.

Result: You now have notes at the bottom of your slide to help you rememberwhen you want to give the audience handouts, when to add that rele-vant anecdote, or when to ask a question of the audience (Figure 2.5).Your listeners cannot see them; they are only to help you. You learn howto print your notes in Chapter 8, “Print and Deliver.”

Figure 2.4 Parallel grammar Figure 2.5 Normal view with notes in the notespane

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75Task 3: Add Speaker Notes

TIPS FROM A PRO: If you want to make the text in any of the panes appear larger,use the Zoom button on the Standard toolbar. Click in the pane that you want toenlarge, click the drop-down arrow next to the button, and select the desired per-centage.

CORE OBJECTIVE: Add speaker notes

What: In Task 2 you learned how to enter notes in the notes pane, butPowerPoint offers two additional methods for entering speaker notes.

Why: More options means greater flexibility. You aren’t limited to one view toenter notes—add them in every view!

ENTER NOTES IN SLIDE SORTER VIEW

How: Here you don’t need to page from slide to slide; you can enter notes forall your slides in one convenient location.

1. Use the mouse to select the slide.2. Click the Speaker Notes button.3. Enter your notes in the Speaker Notes dialog box, as shown in Fig-

ure 2.6.4. Repeat steps 1-3 to type notes for additional slides.

Result: The notes appear in the space at the bottom of the slide just as those youentered in the notes pane but you can’t see them unless you go to one ofthe other PowerPoint views.

TASK 3 Add Speaker Notes

Figure 2.6Entering speakernotes in Slide Sorterview

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SemanticsSemantics supercharge your content.

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Semantics

• What are the pieces called?• How do your users/customers describe them?• Who knows best? Authors? Acq/devel editors? Copyeditors? Mktg/sales? [All of the above!]• There’s a place for both flexibility and rigor: keywords, controlled vocabularies, taxonomies, ontologies: make them fit your needs.

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Example: Cookbook content

Disaster ingredients:1 Optimisitchomebuyer3 Greedybankers2 Irresponsibleratingagencies Unrealisticexpectations

directions:1. Barrageoptimistichomebuyerwithtoo-good-to-be-trueoffers.2. Rewardbankersbasedonmakingthedeal,evenifit’sabadone.3. Ignorehomebuyer’slikelyinabilitytopay.4. Overvalueproperty.5. Issuemortgage.6. Simmeruntilitblowsupinyourface.

Could you tag this with a standard model? Sure.

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Example: Cookbook content

Disaster ingredients:1 Optimisitchomebuyer3 Greedybankers2 Irresponsibleratingagencies Unrealisticexpectations

directions:1. Barrageoptimistichomebuyerwithtoo-good-to-be-trueoffers.2. Rewardbankersbasedonmakingthedeal,evenifit’sabadone.3. Ignorehomebuyer’slikelyinabilitytopay.4. Overvalueproperty.5. Issuemortgage.6. Simmeruntilitblowsupinyourface.

<ingredient> <step><sequence><qty>

<recipe> <ingredients> <directions> But this is more useful.

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This .jpg image from Corbis is loaded with keywords!

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WorkflowDon’t throw out useful stuff.

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Workflow

• Capture semantics at all stages.• Refine semantics at the right stage —e.g., PE or CE can make terms consistent.• Designers & typesetters have to tag every component that needs to be distinguished.• Use consistent terminology throughout the workflow—Word styles in copyediting, InDesign styles for comp, class attributes in your HTML.

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XMLXML future-proofs your content.

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XML

• It’s a non-proprietary language designed for people and computers to understand and use.• XML can use any vocabulary at any stage —for consistent markup and metadata.• Optimizetofittheperson, tools, & purpose —doesn’t have to be the same form at all stages: simple for copyediting, more detail for comp, richer & more hierarchical for archive/interchange.

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StandardsStandards leverage collective experience.

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Standards

• You aren’t as unique as you think you are! —Don’t reinvent wheels!• Others have found the “gotchas.”• Speak a common language with others like you.• We’re at a major inflection point for standards: —DocBook, TEI, & NLM now easier to implement —EPUB 3.0, ONIX 3.0, DAISY 4, nextPub —HTML5, CSS3, Microformats

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MetadataMetadata is the essential lubricant.

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Metadata

• Metadata answers questions about your books: —Productidentification,subjects,authorship —Descriptions, excerpts, prizes, reviews —Status, rights, territories, sales restrictions —Physical and technical details• All of this is in ONIX 3.0.• Can be in a database, in the book, or both.• Expands and updates for the life of the book.

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Work SmartDon’t think you can buy the solution.

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Work Smart

Common mistakes:• Buying a CMSbeforefiguringoutyour semantics and workflow issues.• Buying a lot of XMLbeforefiguringoutyour semantics and workflow issues.• Trying to use one XML model for everything.• Losing content intelligence between silos.• Thinking it’s just too hard. (It’s not!)

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Work Smart

Common mistakes:• Buying a CMSbeforefiguringoutyour semantics and workflow issues.• Buying a lot of XMLbeforefiguringoutyour semantics and workflow issues.• Trying to use one XML model for everything.• Losing content intelligence between silos.• Thinking it’s just too hard. (It’s not!)

Most of what I’ve recommended can be done by your existing staff and vendors with commonly available tools & technologies:• Word, Excel, InDesign• Filemaker or Access• XML, oXygen, XSLT• Open Source or Vendor tools• STANDARDS!

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Thanks!

Bill KasdorfVice President, Apex Content Solutions

[email protected]

+1 734 904 6252