The Scholarly Kitchen

What’s Hot and Cooking In Scholarly Publishing

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Archives: Marketing and Advertising

Identity Crisis — Does Print Need to Die for Online to Flourish?

The bias against printing has a technological basis and some business rationale, but are we underserving our role as “content marketers” by shutting down this option out of hand?

  • By Kent Anderson
  • May 20, 2014
  • 20 Comments

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.

  • By Kent Anderson
  • Mar 17, 2014
  • 14 Comments

Putting Freemium Marketing into Context

This is a slide presentation on freemium marketing, which was delivered at the 2013 SSP conference. The key argument is that freemium marketing is a form of product sampling, which must be integrated into the overall marketing plan.

  • By Joseph Esposito
  • Jun 19, 2013
  • 5 Comments

The Demand for Convenience — Attention Scarcity Reverses the Equations of Publishing

Convenience is a major driver of content usage. But what other changes are afoot that feed into this amorphous concept of “convenience”?

  • By Kent Anderson
  • Jun 7, 2011
  • 9 Comments

Slicing and Dicing — Do Distinctions Between Users' Technologies Make Sense Anymore?

Does thinking about technology as something new and different gerrymander strategies and initiatives in unhelpful ways? Maybe we need to accept that the future has arrived for our users.

  • By Kent Anderson
  • Apr 21, 2011
  • 5 Comments

Lessons for Publishers: Listen, Learn, and Experiment

In less than a minute, essential advice for survival today and success tomorrow.

  • By Kent Anderson
  • Apr 30, 2010
  • 3 Comments

Will Ad Targeting Lead to a Lesson in Moderation?

Targeting ads isn’t logically sustainable. But will the direct marketing mindset concede its limits in the advertising age?

  • By Kent Anderson
  • Jan 11, 2010
  • 11 Comments

Online Advertising — Are Publishers Squandering the Opportunity?

Image via Wikipedia Jim Spanfeller, who is leaving his role of CEO of Forbes.com, recently wrote a provocative piece about online advertising entitled, “Publishers Are Killing Web Advertising’s Potential With Misguided Pricing.” His compelling complaints have to do with publishers […]

  • By Kent Anderson
  • Sep 1, 2009
  • 6 Comments

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The mission of the Society for Scholarly Publishing (SSP) is to 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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