Table Of ContentPublishing on the
World Wide Web
for Macintosh
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Publishing on the World Wide Web
for Macintosh
Greg Holden
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Publishing on the World Wide Web for Macintosh
©1995 Hayden Books, a division of Macmillan Computer Publishing
All rights reserved. Printed in the United States of America. No part of this book may be used or
reproduced in any form or by any means, or stored in a database or retrieval system, without prior
written permission of the publisher except in the case of brief quotations embodied in critical
articles and reviews. Making copies of any part of this book for any purpose other than your own
personal use is a violation of United States copyright laws. For information, address Hayden
Books, 201 W. 103rd Street, Indianapolis, Indiana 46290.
Library of Congress Catalog Number: 95-077736
ISBN: 1-56830-228-2
This book is sold as is, without warranty of any kind, either express or implied. While every
precaution has been taken in the preparation of this book, the publisher and author assume no
responsibility for errors or omissions. Neither is any liability assumed for damages resulting from
the use of the information or instructions contained herein. It is further stated that the publisher
and author are not responsible for any damage or loss to your data or your equipment that results
directly or indirectly from your use of this book.
97 96 95 4 3 2 1
Interpretation of the printing code: the rightmost double-digit number is the year of the book’s
printing; the rightmost single-digit number is the number of the book’s printing. For example, a
printing code of 95-1 shows that the first printing of the book occurred in 1995.
Trademark Acknowledgments: All products mentioned in this book are either trademarks of the
companies referenced in this book, registered trademarks of the companies referenced in this book,
or neither. We strongly advise that you investigate a particular product’s name thoroughly before
you use the name as your own.
Apple, Mac, and Macintosh are registered trademarks of Apple Computer, Inc.
Netscape is a trademark of Netscape Communications, Inc.
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Dedication
To my wife and partner in crime, Mary, Mrs. Polish-America of 1995, a great
writer and editor in her own right, who assumed all the housework and childcare
so I could get this book done, and who will, one day, get the attention she
deserves. With all my love.
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The Hayden Books
Team
Publisher Manufacturing Coordinator
David Rogelberg Paul Gilchrist
Managing Editor Production Manager
Pat Gibbons Kelly Dobbs
Acquisitions Editor Production Team Supervisor
Stacy Kaplan Laurie Casey
Development Editor Graphic Image Specialists
Kezia E. Endsley Becky Beheler, Todd Wendt
Technical Editors Production Analysts
Geoff Duncan, Michael Bishop Angela Bannon, Bobbi Satterfield
Interior Designer Composed in
Fred Bower Times and Franklin Gothic
Cover Designer
Sandra Stevenson Schroeder
Production
Angela Calvert, JenniferEberhardt,
Kevin Foltz, Joe Millay,
Erika Millen, Beth Rago,
Gina Rexrode, Erich J. Richter,
Christine Tyner, Karen Walsh,
Robert Wolf
Indexer
Chris Cleveland
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About the Author
A former newspaper reporter, Greg Holden is assistant director of publications
at the University of Chicago, where he has worked since 1983. He created his
first publications for the university using the Macintosh and Apple LaserWriter
in 1985. He has a master’s degree in English, and when he is not fooling with a
Mac he likes to write poetry, listen to music, and play with his two daughters,
Zosia, age 2-1/2, and Lucy, age 1.
He and his family live in an old house in Chicago that he has been rehabbing
for—well, for many years now. He is also a co-coordinator for the Chicago
branch of Jewel Heart, a Tibetan Buddhist meditation and study group.
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Acknowledgments
Although publishing on the Web does allow a degree of independence, no
publisher should work in isolation. It’s always best to assemble a team of
professionals to provide input, feedback, and support.
I could not have produced this book without the assistance of my own ad hoc
team:
My wife, Mary, who not only tolerated my frequent absences but who contrib-
uted to the chapter on copyright and copyedited the entire text.
Don Crabb, my tech editor, who forwarded my initial proposal to Hayden, and
then encouraged me every step of the way ([email protected]).
Roberta Baranowski (my boss), who granted my requests for “just one more day
off,” and under whose guidance I developed many of the publications skills
shared in this book.
Ann Lindner, who helped in ways too numerous to mention.
Tim Webster, who helped make scans, did a lot of research, provided technical
input, and never complained when I asked for one more favor.
John “The Usurper” Casler, Hypertext guru, who introduced me to the Web in
the first place and who wrote the HyperCard, AppleScript, and FileMaker scripts
([email protected]).
CyberFeminist Susan Soric, champion Web surfer, who had a knack for discov-
ering just the right detail exactly when I needed it, and who uses the Web
especially to help women survivors of the war in Croatia and Bosnia-
Herzegovina ([email protected]).
To the team at Hayden Books, who turned out to be just as nice to work with
as Don said they would be: publisher David Rogelberg, managing editor Pat
Gibbons, and especially my cheerleader/acquisitions editor Stacy Kaplan, and
my patient and vigilant development editor Kezia Endsley, who turned this into
an even better book than I originally envisioned.
My two tech editors, Geoff Duncan and Mike Bishop; they not only kept me
from looking bad, but I benefited immensely from their experience. Geoff, in
particular, provided tons of useful advice and cautionary statements that en-
riched the text considerably.
Last but not least, thanks to my parents, and to my two gurus—my spiritual
teacher, Gelek Rinpoche, and my writing teacher, Molly Daniels.
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Contents at a Glance
Foreword ....................................................................................................... xxii
Introduction ............................................................................................................1
Part I: Why You Should Publish on the World Wide Web 10
1 Why You Should be Publishing on the World Wide Web.......13
2 Strategies for Publishing on the Web: Case Studies.................27
Part II: How to Publish on the Web 70
3 How to Get Published on the World Wide Web
Right Now......................................................................................73
4 Basic HTML for Web Publishers: Reference Information .....113
5 Advanced HTML........................................................................181
6 HTML 3.0: New Tools for Web Authoring ..............................219
7 HTML Authoring Assistants.....................................................239
8 Preserving Your Publication with
Portable Document Software.....................................................271
Part III: Making Your Web Page Look
and Read Professionally 292
9 Painless Writing for the Web: Style and Content....................295
10 Copyediting, Proofreading, and Presenting
Your Web Documents.................................................................323
11 Organizing Your Web Site..........................................................341
12 Designing Pages for the Web.....................................................367
Part IV Things to Consider When Going Online 402
13 Advertising on the Web..............................................................405
14 The Web as a Marketing Tool....................................................419
15 Copyright and Security..............................................................439
16 Visions of the Future...................................................................455
Part V Appendixes 466
A An Extremely Abbreviated History of the Internet................469
B A Brief History of the World Wide Web ..................................473
C How to Choose and Internet Provider.....................................477
D Web Browsers for the Macintosh..............................................483
E HTML Elements..........................................................................487
F ISO-Latin 1 Character Entities...................................................495
G Glossary........................................................................................505
Index ........................................................................................................517
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Table of Contents
Foreword..................................................................................... xxii
Introduction.....................................................................................1
Goals of Online Publishing.....................................................3
Assumptions.............................................................................3
About the Web Site...................................................................4
Book Conventions....................................................................5
A Note about Accuracy...........................................................7
A Note about URLs..................................................................7
Part I Why You Should Publish on the
World Wide Web 10
1 Why You Should Be Publishing on the World Wide Web.......13
The Audience..........................................................................14
Ten Advantages of Going Online.........................................15
The Web versus Commercial Services.................................16
Some Disadvantages..............................................................18
How to Become an Information Provider...........................18
Why Do You Want to Do This? .....................................19
The Money Question......................................................20
Staff Considerations: What’s a Webmaster?................20
The Importance of Maintenance...................................21
Getting Connected..........................................................22
Implications for Publishing ..................................................24
Experience the Web................................................................25
2 Strategies for Publishing on the Web: Case Studies.................27
Assessing Your Goals.............................................................28
Evaluating Publications Strategies ......................................28
Case Studies............................................................................29
Catalogs and Databases: Two Options.........................29
A Not-So-Successful Story.............................................33
Newspapers on the Web........................................................34
Strategy One: Provide a Condensed
News Summary........................................................34
Strategy Two: Be More Comprehensive/More
Immediate than a Newspaper................................36
Strategy Three: Design a News Service
for the Web................................................................38
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Online Options for Magazines.............................................39
Option One: Complement Your
Other Publications...................................................40
Option Two: Provide Exciting Content
and Design................................................................41
Online Strategies for Colleges and Universities................44
The Problem: Coordination...........................................44
The Coordinated Approach...........................................45
The Phoenix Project, the University of Chicago.........46
A Student Magazine: the Online Bucknellian.............47
University of Chicago Magazine..................................50
Oberlin Alumni Magazine.............................................51
Virtual Shopping on the Web ...............................................51
A Web Site for a Small Business....................................51
Useful, Well-Organized Content:
A Big Business’s Web Site.......................................53
Turn Your Hobby into a Business on the Web ............55
Strategies for Book Publishers on the Web..................56
Discount Purchases.........................................................57
Home Pages for Member Bookstores...........................58
A Resource for Buyers and Small Booksellers............60
Pointers to Resources: Museums and
Libraries on the Web................................................61
Networking with Personal Home Pages.............................63
Home Pages for Clubs....................................................64
A Personal Home Page...................................................65
Review: Greg’s Top 25 Web
Publications Strategies ...................................................67
Part II How to Publish on the Web 70
3 How to Get Published on the World Wide Web
Right Now......................................................................................73
Basic HTML: A Step-by-Step Tutorial.................................74
Step 1: Setting Up Your Workspace..............................75
Step 2: Creating Your HTML Document......................78
Step 3: Naming Your HTML Document......................79
Step 4: Previewing the Results......................................80
Step 5: Modifying Your HTML Document..................81
Step 6: Inserting Paragraphs and Line Breaks............82
Step 7: Organizing Your Document
with Headings..........................................................85
Step 8: Adding Emphasis with Styles ..........................88
Step 9: Organizing with Lists........................................90
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