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  • Print publication year: 2013
  • Online publication date: March 2013

6 - Marketing and sales

Summary

Introduction

One might think that “everybody knows the important journals in their field,” but marketing is an absolutely crucial function in journal publishing – not only for the publisher but for the author, reader, and buyer (the librarian) as well. “Marketing” entails a wide range of activities well beyond what the “marketing department” does, and requires support from editorial, fulfillment, production, technology, and accounting departments.

When a product manager emails authors about a new feature in an online journal; when an editor conducts a workshop for young scholars on how to get published in a journal; when a customer-service representative helps restore access to an IP range that had been shut off; when the IT group sends metadata to a library search engine; when an indexer lists keywords for the article abstract; when a programmer optimizes a web page for better search engine results – they are all helping to market the journal. This chapter discusses marketing in this broadest sense: an interrelated set of activities that promotes the brand (of the journal and the publisher) while maximizing the discoverability of each individual article.

“Brand” refers to the “identity” of a product, service, or company in the eyes of its customers – or the identity that the company would like the customer to perceive. In the journal world, the publisher’s brand matters to the Editors-in-Chief who are recruited to manage a journal, but the brand known to authors is almost always that of the journal rather than the publishing company. The reputations of the Editor-in-Chief and Editorial Board are an integral part of that brand for most authors.

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The Handbook of Journal Publishing
  • Online ISBN: 9781139107860
  • Book DOI: https://doi.org/10.1017/CBO9781139107860
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References
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Scott, David Meerman, 2006, Marketing your content in a micro-segmented online world, Presentation at Society for Scholarly Publishing Annual Conference ()
Tenopir, Carol, Allard, Suzie, Bates, Ben, Levine, Kenneth J, King, Donald W, Birch, Ben, Mays, Regina, and Caldwell, Chris, 2010, Research publication characteristics and their relative values, London, Publishing Research Consortium ()
Ware, Mark, and Mabe, Michael, 2009, The STM report, London, International Association of Scientific, Technical & Medical Publishers ()
Further reading
Rapple, Charlie, 2011, Researching and implementing a new tiered pricing model, Learned Publishing 24: 9–13 ()
Scott, David Meerman, 2011, The new rules of marketing and PR, 3rd edn, Hoboken, NJ, John Wiley & Sons