Journal Sales Channels• With the advent of the internet and online journals, the international

library market has increased in complexity and opportunity • There have been many changes in the way that libraries buy journals,

which journals they buy, and how journals are used• Publishers now use a wider variety of sales channels and strategies to

reach the broadest possible range of customers and readers, including– Careful management of traditional full-rate journal subscriptions –

in print and online formats; – Selling/licensing access to the title as part of a Collection of online

journals to individual libraries or library purchasing groups (consortia);

– Licensing existing subscriptions for multiple years with price caps – Licensing the title to third party content aggregators, such as

EBSCO Publishing and Ovid; – Philanthropic donated access in the developing world; – ‘Just in time’ pay-per-view sales of individual articles online.

Circulation make-up of a journal

Single article sales to non-subscribers through web

Subscriptionsinstitutional customers

Library Consortia Collection Licensing

Licensing via EBSCO

Licensing viaOvid

Philanthropic access in developing countries

Some online pricing models• Online and print bundled

– One price includes both online and print (online can’t be “free” because of VAT)

– % increase on base print price for online– % increase for online for extra benefits/features– Electronic price is base; % supplement for print

• Electronic only– Same price as print– Less than print-only price (e.g. 95%)– More than print-only price– Pricing based on size or type of institutions– Pricing according to usage (not yet but may well come)

• Part of consortia/online collection package

Site licences• Define/limit through contract rather technology who

can access an online journal• Principle is that everyone on a site can access an online

journal wherever they are on the site• Issues– Single site or multiple sites?– Off-site users?– Walk-in users?– Limit to concurrent users?– Can the content be downloaded and stored? Copied? Put

in course packs? Supplied to other libraries for a fee?– What about access to content if subscription cancelled?

Libraries purchasing as a consortium• Price for a package of journals (e.g. publisher’s entire

offering – the “Big Deal”) negotiated with a consortium of libraries (state, region, country)– All members have access online to the whole package– They decide within the consortium who pays what– Charge by publisher usually based on existing

subscriptions within the consortium plus a top-up– Usually libraries cannot cancel existing print

subscriptions• Publishers have to work out how to allocate revenue to

journals• Big deals provide librarians with simplicity (which they

like) but inflexibility (which they don’t like)

Circulation maintenance

• No longer just about renewing individual subscriptions either direct with libraries or via subscription agents

• The larger publishers employ large sales teams and account managers to work directly with libraries such that the publisher can renew and expand existing site licences.

What does a publisher offer a society?

• Marketing synergies• Wider availability through inclusion in collection/license sales deals• Online pricing models • Online access technology• Investment in technology• High-profile online platform• Linking technology• Market intelligence• Library advisory board• Rights management• Economies of scale in overhead costs• Purchasing power: manufacturing, electronic editorial office• Publishing expertise

Taking over a journal: the issues• Agreeing contract terms: can hold up all other activities• Copyright and ownership: title, content, subscriber lists, back files,

stock• Uninterrupted access: print and online

– Transfer of subscription records– Renewal notices– Continuing electronic access rights

• Integrity of subscription records• Taking over the electronic back files• Transfer of editorial office• Transfer of production files, especially work-in-progress• Communicating new details to libraries, subscription agents, third-

party licensees

Publisher Marketing

• To win subscribers: libraries and individuals • To keep subscribers• To build up readership/usage and support future sales (both

for the individual titles and collection deals)• To attract papers• To support and enhance a journal’s

reputation• To carry out market research• To analyse circulation, readership

and authorship• To support sales activities

Marketing: the tools• Direct marketing: mailing brochures, email marketing,

telemarketing• Catalogues and price lists• Promotion at conferences: on stands; in delegates’ packs;

receptions; editor presence• Trial subscriptions• Advertising in other publications• Getting journals indexed• Getting links to homepages• Special deals with related associations• Press releases• Promotional materials for libraries

Marketing

• Where do you find new readers and authors?– Bought-in mailing lists– In-house lists (e.g. subscribers to related journals,

book buyers, e-mail requesters)– Delegates at conferences– Members of related societies– Authors in other journals– Lists from editorial board members

The online journal

• Publisher platforms– nature.com– Science Direct– Springer Link– Wiley InterScience

• Aggregators and gateways– HighWire– JSTOR (back issues)

Promoting online journal features• Publication before print

– Elsevier – Articles in Press– Springer – Online First– Wiley – EarlyView

• Table of Contents alerts• Searching and browsing• Information about journal and

society• HTML for onscreen reading• PDF for printing• Free content• Facility to buy single articles• Free access to abstracts

Online issues for libraries

• Licences and pricing models• The Big Deal: good or bad?• Administration of online catalogues and links (including

changing and disappearing URLs)• Linking software: the “appropriate copy”• Usage statistics: COUNTER• Archiving: who is responsible?• The changing role of the librarian

Online issues for publishers and societies

• Changing business models– Can we get the pricing right?– Will online access mean print cancellations and less

revenue?– How should circulation be reported and measured?

• Do we need to provide 24/7 support?• Will the individual journal lose brand recognition?• If the journal is the main member benefit, how will societies

attract members?• Will low-used journals be cancelled?