I am still studying the website you mentioned. From what I can see is that the xml file is structured in a way that in goes under 1 huge element. The figure isn't very clear to start with so this is what i'm guessing.

example:

<story>

<author>

<title>

<author>

<title>

</story>

something like that…

I don't really have a proper xml editior and I have work it off from an excel files using an add on to convert it to xml. So each data row creates a new element.

example:

<row>

<item>

<description>

<price>

</row>

<row>

<item>

<description>

<price>

</row>

and so forth

What should I do? plus I intend to add graphics to each item.