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 Subscriptions institutional customers Library Consortia Collection Licensing Licensing via EBSCO Licensing via Ovid 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, 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, 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?