Publishing on the World Wide Web for Macintosh p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#I Publishing on the World Wide Web for Macintosh Greg Holden p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#III 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. p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#IV 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. p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#V 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, Jennifer Eberhardt, Kevin Foltz, Joe Millay, Erika Millen, Beth Rago, Gina Rexrode, Erich J. Richter, Christine Tyner, Karen Walsh, Robert Wolf Indexer Chris Cleveland p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#VI 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. p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#VII 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. p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#VIII 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 p4/v8 228-2 Publishing on the Web 7-14-95 angela FM Lp#3 page#X Table of Contents Foreword ..................................................................................... xxii Introduction ..................................................................................... 1 Goals of Online Publishing ..................................................... 3 Assumptions ............................................................................. 3 About the Web Site................................................................... 4 Book Conventions