This episode of SSP’s Early Career Development Podcast serves as a primer on the marketing role within scholarly publishing- what marketing professionals do, how they amplify the customer voice through products and services, and the various contexts and conversations this work can happen within.
COVID-19 and the anti-racist movement are driving publishers to respond to and engage with readers in new and innovative ways but will these continue? This two-part guest post by Kasia Repeta features calls to action from across the publishing community.
Find out how Ripeta, ResearchFish, Publons, Morressier, Quartzy, Zanran, Quertle, Citavi, Writefull, Gigantum and Kudos got their names.
How much privacy are you willing to relinquish for convenience? How much effort are you willing to expend for security? This month we asked the chefs: Where Is The Balance Between Security, Authentication, Marketing, and Privacy?
Annual reports from publishing organizations always have a marketing slant, even when they are required filings with governmental bodies. But some are more marketing-oriented than others, and should not be mistaken for transparency, but rather tend toward rationalization. eLife’s recent report, challenging others to be as transparent, is itself opaque and purposeful.
On an academic campus, the consumer of licensed scholarly information products is usually not the buyer and does not make purchasing decisions. If your sales reps aren’t careful about respecting that distinction, they can get themselves into hot water fast.
Kent Anderson returns to update his essential list of just what it is that publishers do.
Everybody’s doing content marketing well – except publishers, who too often confuse it with marketing content. Charlie Rapple shares thoughts on getting it right.
Demonstrating the value of scholarly research is increasingly critical to academic success. This interview with Oxfam’s Deborah Hardoon shows that there’s much we can learn from organizations outside of academia about maximizing research impact .
Fifteen years later, the authors of the “Cluetrain Manifesto” attempt a relevant update, with 112 new “clues.” Yet, they miss the biggest clue of all — the Internet is no longer sacred and its users know it.
Revisiting Joe Esposito’s 2011 post on the challenges and the strategies for moving textbooks into the digital era.
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?
Does the rise of altmetrics mean a shift in the journal publishing landscape where marketing and publicity efforts surrounding articles take precedence?
Webinars can serve many roles — B2B, B2C, promotion, education. As they proliferate, the special mix of work and benefit webinars represent will come under scrutiny, and your ability to plan well to grow in this area may be tested.
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.