On our way to IPTC rNews 1.0 - Inception and Design of a Standard

1 rNews Embedded Data For The News Industry

Hello! § Stuart Myles – @smyles Lead of the IPTC
Semantic Web WG & Deputy Director of Schema Standards, The Associated Press § Evan Sandhaus – @kansandhaus Lead Architect, Semantic Platforms, The New York Times Company § Andreas Gebhard – @agebhard Managing Editor, Getty Images 2

4 ...And 50 Others

STORY PHOTO Story components which are obvious to a person…

STORY PHOTO ...are not so obvious to a machine.

The Problem of Structured Data § Modern Web Sites Built
with 3 Tier Architecture • Data Tier: Database Where Content Lives. • Presentation Tier: HTML Document that is sent to user. • Logic Tier: Software that reads from the Data Tier and outputs the Presentation Tier. 8 Data Tier Logic Tier Display Tier

The Problem Of Structured Data: Continued 9 Label Type Value
id number 1248069162607 Headline text New Web Code Draws Concern... Byline text By TANZINA VEGA Date date 20101010 Body text In the next few years, a powerful... Length number 1123 Tag text Privacy Tag text Computers and the Internet Tag text Web Browsers <html> <head> <title> New Web Code Draws Concern... </title> </head> <body> <div> New Web Code Draws Concern... </div> <div> By TANZINA VEGA </div> <div> October 10, 2010 </div> <div> In the next few years, a powerful... </div> </body> </html> Data Tier Display Tier Logic Tier § Content very well structured on Data Tier, but all of this structure is lost in translation to presentation tier.

The Problem Of Structured Data: Continued 10 <html> <head> <title>
New Web Code Draws Concern... </title> </head> <body> <div> New Web Code Draws Concern... </div> <div> By TANZINA VEGA </div> <div> October 10, 2010 </div> <div> In the next few years, a powerful... </div> </body> </html> Display Tier = ? § Search engines, social networks, aggregators and other sites only see the Display Tier, and cannot leverage the underlying structure of the data.

Semantic Markup Standards 11 Microformats RDFa Microdata JSON § First
§ Simple § Rigid § Official § Complex § OpenGraph § Unofficial § Flexible § Schema.org § Official § Developers § External

12 rNews

rNews Deﬁned rNews is a data model for embedding machine-readable
publishing metadata in web documents and a set of suggested implementations. 13

rNews is a data model 14 ImageObject VideoObject AudioObject Article
Comment Organization Person Location NewsItem comment associatedMedia Concept about PostalAddress address address mentions address creator editor contributor provider copyrightHolder accountablePerson creator editor contributor provider copyrightHolder sourceOrganization name associatedArticle Geo Coordinates geo Coordinates

for embedding machine-readable publishing metadata in web documents 15 Headline
Byline Tags Creator ...

and a set of suggested implementations 16 RDFa Microdata JSON
Today Very Soon Maybe?

rNews - Working Example 17

18 1 2 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 <!DOCTYPE4html4PUBLIC4">//W3C//DTD4XHTML41.04Transitional//EN"44"http://www.w3.org/TR/xhtml1/DTD/xhtml1>transitional.dtd">44 <html> <head></head> <body> 444<div> 4444<div> 4444444<div>Allies4Are44Split...</div> 444444<div>NATO4Takes44Command</div> 444444<div> 44444444<img44src="img/libya_sample_reuters.jpg"/> 44444444<div>Credit:4Goran4Tomasevic/Reuters</div> 444444444<div>Rebel4fighters44take...</div> 444444</div> 444444<div>By4STEVEN4LEE44MYERS</div> 444444<div>WASHINGTON44|4March424,42011</div> 444444<div> 44444444<p>Having44largely4succeeded...</p> 444444</div> 444444<div> 44444444<p><a44href="http://www.nytimes.com/content/help/rights/copyright/copyright>notice.html"> 44444444444©4Copyright442011 444444444</a><span>The4New4York44Times44Company</span></p> 44444444<p><a44href="http://www.nytimes.com/ref/membercenter/help/agree.html"> 44444444444Disclaimer 444444444</a></p> 4444444</div> 4444</div> 44444<div> 444444<div> 44444444<div>Section</div> 44444444<div>World</div> 444444</div> 444444<div>Tags</div> 4444444<div> 44444444<div> 4444444444<div>People</div> 4444444444<div>Qaddafi,4Muammar44el></div> 44444444</div> 444444</div>444444 444444<div> 44444444<div>Discussion44(3)</div> 44444444<div> 4444444444<div>So4the4question44is..."</div> 4444444444<div> 4444444444<a44href="http://timespeople.nytimes.com/view/user/27242827/activities.html">Chuck</a></div> 4444444444<div>March425th,44201148:274am</div> 44444444</div> 444444</div> 4444</div> 444</div> </body> </html>

HTML 5 Microdata 19 <!DOCTYPE HTML> <html itemscope itemtype="http://schema.org/NewsArticle" >
<head> ! <style type="text/css">@import url(css/iptc_times2.css);</style> ! <meta itemprop="dateCreated" content="2011-03-23"/> ! <meta itemprop="description" content="The questions about the command..."/> ! <meta itemprop="inLanguage" content="en-US"/> ! <meta itemprop="thumbnailUrl" content="http://graphics8.nytimes.com/images/common/icons/t_wb_75.gif"/> ! <meta itemprop="genre" content="Current"/> ! <meta itemprop="id" content="1248069687395"/> ! <meta itemprop="version" content="2"/> ! <meta itemprop="publishingPrinciples" content="http://www.nytco.com/press/ethics.html"/> ! <meta itemprop="wordCount" content="879"/>! </head> <body> ! <div style="height:900px" class="article"> ! ! <div class="a_column"> ! ! ! <div itemprop="headline" class="headline">Allies Are Split on Goal and Exit Strategy in Libya</div> ! ! ! <div itemprop="alternativeHeadline" class="rider">NATO Takes Command</div> ! ! ! <div itemprop="associatedMedia" itemscope itemtype="http://schema.org/ImageObject"> ! ! ! ! <img itemprop="URL" class="image" src="img/libya_sample_reuters.jpg"/> ! ! ! ! <div class="image_credit">Credit: ! ! ! ! ! <span itemprop="creator" itemscope itemtype="http://schema.org/Person"> ! ! ! ! ! ! <span itemprop="name">Goran Tomasevic</span> ! ! ! ! ! </span> ! ! ! ! ! / ! ! ! ! ! <span itemprop="sourceOrganization" itemscope itemtype="http://schema.org/Organization"> ! ! ! ! ! ! <span itemprop="name">Reuters</span> ! ! ! ! ! ! <meta itemprop="tickerSymbol" content="NYSE TRI"/> ! ! ! ! ! </span> ! ! ! ! </div>

RDFa 20 <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML+RDFa 1.0//EN" "http://www.w3.org/MarkUp/DTD/xhtml-rdfa-1.dtd"> <html
xmlns:rnews="http://dec.iptc.org/rnews/0.1/"> <head> ! <style type="text/css">@import url(css/iptc_times2.css);</style> </head> <body> ! <div class="article" style="height:623px"> ! ! <div class="a_column"> ! ! ! <div property="rnews:headline" class="headline">Allies Are Split on Goal and Exit Strategy in Libya</div> ! ! ! <div class="rider">NATO Takes Command</div> ! ! ! <div class="main_image"> ! ! ! ! <img class="image" src="img/libya_sample_reuters.jpg"/> ! ! ! ! <div class="image_credit">Credit: Goran Tomasevic/Reuters</div> ! ! ! ! <div class="image_caption"> ! ! ! ! ! Rebel ﬁghters take cover during a shelling near Ajdabiyah, Libya on Thursday. ! ! ! ! </div> ! ! ! </div> ! ! ! <div rel="rnews:createdBy" class="byline">By ! ! ! ! <span about="http://demo.iptc.org/per/steven_lee_myers" typeof="rnews:Person"> ! ! ! ! ! <span property="rnews:name">STEVEN LEE MYERS</span> ! ! ! ! </span> ! ! ! </div> ! ! ! <div class="publication_date"> ! ! ! ! <span property="rnews:dateline">WASHINGTON</span> ! ! ! ! | ! ! ! ! <span property="rnews:dateCreated" content="2011-03-24">March 24, 2011</span> ! ! ! </div>

The Way to rNews

The Way To rNews § June: Genesis of rNews -
Evan at SemTech 2010 § November 5 - Rome: chartered § internal discussions about NYT draft § March 9 - Dubai: rNews 0.1 § lots of feedback, changes and additions § June 9 - Berlin: rNews 0.5 § June 28: rNews 0.6 § September 6: rNews 0.7 [aligned w/ schema.org] § October 7 - Vienna: rNews 1.0 22 2010 2011

23 Engaging Our Community

Feedback we incorporated... § In Person • 3 Meetups: New
York, Berlin, London • Over a dozen one-on-one meetings with leading media and technology companies. § Online • Rnews.org forum • Numerous Blog Posts § In The Standard’s Community • W3C Community Group • Media Standards Trust 27

Feedback we incorporated... 28 point circle elevation polygon box line
Geo Coordinates Location latitude longitude altitude

Feedback we incorporated... 29 Person editor NewsItem

rNews Beneﬁts Or Why You Should Care About rNews

Beneﬁt #1: Better Links 31 With Structured Data No Structured
Data

Beneﬁt #2: Better Analytics 32 Javascript can extract richer news
metadata Analytics per item, not just per page

33 Beneﬁt #3: Better Ad Placement Leverage metadata not just
text Avoid unfortunate juxtapositions

rNews as a news API 34 Level the Playing Field
Encourage Open Innovation

How Can You Help Us Get to rNews 1.0? §
Check out the rNews 0.7 spec § Mark up some pages using rNews § Extract rNews properties using your favourite distiller § Dream up The Next Metadata Killer App™ Let us know what you think Let us know how we can help @smyles • @agebhard • @kansandhaus 36

37 rNews Thank You

On our way to IPTC rNews 1.0 - Inception and De...

On our way to IPTC rNews 1.0 - Inception and Design of a Standard

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