Our marketers aim to maximise the discovery, dissemination, use and sale of all online content published by Cambridge University Press and our partners.
With both printed and online content such as journals, books, databases and other publications, content is usually purchased by or through academic libraries and then read and used by students and researchers.
This means we must communicate with both libraries and readers in order to maximise the discovery and use of all publications. Our marketing strategy and teams are therefore configured to make this possible.
Communication with readers and researchers
These groups usually access journals, books and other publications via their university or other educational or research institution, either in print form, or online by logging into their institutional network.
They trust publications within their selected disciplines and discriminate accordingly between different authors, journals, editors, societies and publishers.
End-user marketers seek to communicate with readers and researchers about:
- discipline-specific developments
- the latest research
- journal articles within their subject of study
- books, book chapters and other digital publications within their subject of study
- journal and author news and editorial initiatives
- society events and conferences
- notable authors
- awards and accolades
When end-user marketers attract readers to digital content hosted on Cambridge Core, they generate measurable usage that helps to encourage and retain book and journals sales to academic institutions.
For authors and societies, this means more secure revenue from their journals and books and enhanced librarian awareness of their publications.
Communication with librarians
Libraries subscribe to journals and purchase books, ebook collections and other digital publications on behalf of readers and researchers. They often purchase content well in advance of its delivery, and are responsible for managing budgets to ensure their institution has access to relevant, high-quality content.
Increasingly libraries are examining usage patterns to inform their collection building decisions and to ensure value for money.
Library marketers communicate with libraries with information about:
- new books, journals and digital publications of interest
- new sales models
- the availability of Cambridge staff for meetings at library conferences
- developments in technology
- availability of bibliographic data to improve discoverability of content
- invitations to events and meetings
- market research activities
- usage statistics
- availability of resources to help them engage readers with content
The aims of librarians and publishers concerning maximising discoverability and usage are often closely allied. Communication with libraries, if done with consideration, can be beneficial to both parties.
In addition, when library marketers and librarians work together to drive discoverability and usage of content, this means wider dissemination and more opportunities for authors and societies to engage with the community.
Our goals for our partners
- Enhance your visibility and profile: Our tailored campaigns will help you to reach new readers, both within and beyond your immediate discipline. We reach librarians, university stakeholders and commercial interests with a stake in your field. Press releases for especially notable articles and books can reach the mainstream media and wider public sphere.
- Grow your readership and membership: Every user who discovers content is a potential reader or society member. Membership is never more than a click away from each journal article, and your readership and membership will grow together.
- Enhance discoverability: Books and articles are quickly and easily discoverable on Cambridge Core, where they attract a large volume of citations in a short timeframe and improve both profile and impact.
- Attract the best submissions to your journals: Whether through calls for papers in listservs or email campaigns, or supporting your editors at the over 900 conferences we attend annually, our team will work with you to draw the best possible work to your journal.
- Expand your journal's subscription base: We don't stop at attracting new readers. The measurable usage generated by your journal's web traffic will be used to lobby libraries to subscribe and renew to your journals for years to come.