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Leland, David C.P.
, Electronic Production Manager , Elsevier Science Ltd., London England
Email: david.leland@eslo.co.uk
Web site:www.elsevier.com
David Leland was educated as a lawyer and having commenced his studies in computing back in the days of punch cards, he has been involved in the integration of hardware and software systems and networks for twenty years. His speciality has been Internet technologies and structured language for the past five years, having led technological processes in language localisation and content syndication.
The journal publishing industry is deeply rooted in paper products with the layout performed using graphical layout programs. This market is universally turning towards the internet, which is becoming the content delivery meduim of choice.
In order to fill websites with content, publishers used to start with their print purposed content, which was extracted and converted into mark-up, usually SGML. This would be stored as SGML, and then converted to HTML for the web sites.
Increasingly sophisticated end-users have driven the publication market towards immediate delivery of content to the web. Now that's been expanded to be WAP, PDA, email alerts etc.
The problem facing organisations is both technical and business practice, and in many instances focuses on the workflow. The changes in the workflow that are needed to implement a content management system can change the employment picture at the company at the same time as the technical implementation is posing serious problems. If the technicians can talk to the business side better, there will be fewer problems,
Presentation will give overview of the workflow, process and architecture. The workflow alterations will be explored, as well as approaches to business-side problems. Additionally, we will drill down into technical detail for areas such as XML document conversions, XML data storage in content repository, and metadata enrichment and data retrieval operations.
The starting point is with a publisher, doing a good business, having a lot of circulation.
Printed page is physical, technology harks back to Gutenberg.
Distribution is physical paper, entitlement management requires human intervention.
Author / Editor/Peer review exchanges, articles created in MSWord, track with CAP workflow, generate pii number
The nineties come, technology improves for delivery of content, and they build a few websites that have content from their print titles.
Then the market gets more experienced, and the technology gets better, and they can do more things with their content.
Publishers find that they have more content than they realised, and need to marry the existing content to the current content to make a consistent offering.
They realise they need to structure the content so that it can be used and repurposed for all these new products and services.
They realise that repurposing requires separation of content from presentation.
SGML was good, but publishers need to use a content management system that handles XML, and is more flexible for repurposing and reuse.
Meets needs of clients, does not just give the clients whatever the company wants to give them.
Keeps pace with technology to add value to content offerings.
Pushes market competition with quality and functionality of offerings.
Articles will be made available as soon as they are approved for publication
Articles will be available for viewing continuously through the Author - Editor workflow
Meets the needs of the community and contributor for advanced exposure of research.
Metatagging is controlled and optimised for the search technology
Content Repository structure must be optimised to the data structure
Workflow of the Author - Editor procedures for an original research journal article.
Content data is separated from form, and resides in a database.
Products and services can be created, repurposing the data as needed.
Content data is structured to a very granular level, the content model is very detailed.
Data transformations can be tailored to the business needs - business not limited by technology.
Data coming into the content management system starts out as MSWord files.
Transformed using object-oriented programming functions such as C++ and Perl.
The output is written in ASCII text format in the XML structure
Content tracked from entry into system, until it\031 s delivered to the end user
Assignment of article identification numbers to be picked up from external tracking system.
New products and services will be brought on line as the market\031 s needs evolve
New products and services will be brought on line as the market\031 s needs evolve
Data management for the various products and services that Elsevier Science makes available
Data access may be done by database calls in SQL or XQuery, which return data to a staging area.
Various products are quite different, the form and structure of the data will be different.
The data for each product goes through different transformations.
Lowered costs of implementation, licensing, maintenance and administration
Dynamic content service allows for personalisation and momentary updating
Greater flexibility and ability to tailor page service to user needs
Web page templates on staging server pull content into layout page
Web page full of content is published to the web server as flat pages
No information about user is incorporated into the page that\031 s served.
Emails require both mark-up and text feeds, narrative content stripped of citations and linkages.
pdf files will be full content, including citations, images and tables.
Database feeds will be full content, converted to SGML for backwards compatibility in first phase, with XML alone used in later versions.
Web feed will take full feed, and will convert to HTML for loading onto web sites.
WAP feed will take narrative content and tables, with citations.
Web page template on production server awaits page call to be filled and served
Different page served - depends on current content, and on profile of user
Personalisation possible, based on login, cookie or IP address.
Profiles kept in central repository enable continuous access to all varieties of content.
Usage tracking facilitated, and it makes targeted marketing easier as well.
Has built-in redundancy aspect - the staging server is a backup for production.
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