<http://schema.org/bookFormat>
"http://schema.org/Hardcover"^^<http://www.w3.org/2001/XMLSchema#string>
<http://books.simonandschuster.com/Proof-of-Heaven/Eben-Alexander/9781451695182?intcmp=ihp_bb&cp_date=ihp_bb_t2_121112_heaven_cover>