Marketing

This category contains 257 posts

Why Do Publishers Want to Sell Direct?

University presses cite a number of reasons to sell books directly to end-users. The principal reason is to establish a relationship with the customer. But once that relationship has been initiated, what business purpose does it serve? Continue reading

This Is a Generic Brand Video, Now With Video

The perfect brand video comes to life. Continue reading

Does Creative Commons Make Sense?

Axiomatically more complicated than copyright, built to provide no legal cover, and possibly put in place by the technocrats in Silicon Valley, does Creative Commons make sense for the creative class? Continue reading

A Survey of University Presses

A survey of university presses on selling books directly from their Web sites shows that for most presses, sales hover around 1% of total volume, but a concerted effort to improve Web marketing could increase that figure to 3% or perhaps even more. Continue reading

SXSW Interactive: The Annual Pilgrimage

SXSW Interactive is over, but the impact is not. Why SXSW continues to be relevant to business and publishing. Continue reading

Everybody Wants a Netflix for Books

There will never be a “Netflix for books” if by that term one means a comprehensive collection. Book aggregations must serve the overarching needs of the publisher to generate revenue and are thus best viewed as simply one channel among many. Continue reading

This One Doesn’t Scale — One Big Reason Why Online Advertising Is Comparatively Limited

Online advertising fails to match print advertising in its scalability, slowing the transition to online for major journals and capping the potential for online subscription prices to be offset in a manner similar to print’s legacy business. Continue reading

Privacy and the University Press

As university presses become more involved with D2C marketing, they are going to confront the need for clearly articulated privacy policies. The time to put those policies in place is now. Continue reading

Marketing in the Stream

Social media presents a new set of marketing opportunities for publishers, the most important of which is a new paradigm for thinking about the world of digital media, which now is the world of the social stream instead of the world of cyberspace. Continue reading

When Professional Society Publishers Take an Independent Path

The Journal of Cultural Anthropology is now becoming open access. This points to one path a professional society can follow if it cannot derive significant income from library sales or if its membership is more interested in wider dissemination of material than the uses income from journals can be put to. Continue reading

Side Dishes by Stewart Wills

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The mission of the Society for Scholarly Publishing (SSP) is "[t]o advance scholarly publishing and communication, and the professional development of its members through education, collaboration, and networking." SSP established The Scholarly Kitchen blog in February 2008 to keep SSP members and interested parties aware of new developments in publishing.
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