Events

Introduction to Journals Marketing - Virtual Classroom

This course may run again in 2020. To register your interest please email melissa.marshall@alpsp.org 

30 April, Online at 8:00-13:00 EDT (New York), 13:00-18:00 BST (UK), 14:00-19:00 CEST (Central Europe)**

Overview

An essential introduction to the changing and challenging role of promoting journals in today’s market, which starts by considering the context in which we are striving to get noticed, including competing with free online resources, declining academic library budgets, and the shift away from journals and on to articles. How does all of this impact on the marketing we should be doing? How do we engage with audiences with so many demands on the attention? We also discuss the sector’s increased emphasis on author and society relationships and on ‘input marketing’ – encouraging high quality submissions and therefore marketable content.

Programme

• The challenging market for journals: key issues to be aware of, changing models and channels, the roles of authors and societies, of publishers and intermediaries
• Marketing plans: key stages of planning and implementing a promotional plan (setting objectives, identifying the market and appropriate strategies). Selling your plan to editorial boards
• Marketing channels part 1: working with editorial boards, societies and libraries
• Marketing channels part 2: key tactics in the marketing mix, including search engine optimization (SEO), social media, email marketing, publicity and conferences
• Monitoring results and how to measure success.

What will you learn?

Understand how the marketing mix works most effectively in journals marketing; review and discuss hot topics affecting journals publishing and marketing today; understand the benefits of a good marketing plan, both for sound decision-making and personal time management; develop confidence in working more proactively with in-house and external editors; and apply all you’ve learned in a practical planning case study exercise with other participants.

Who should attend 

Those with new responsibility for marketing journals, whether in a large publishing house where journals are only part of the activity, or a small association publishing primarily for its membership. The contemporary nature of the course also makes it an excellent refresher on best practice in promoting journals today. Editorial staff at society journals wanting a good overview of marketing either to contribute to it directly, or to work more effectively with marketing counterparts at their publisher.

Delegate comments

"Really worthwhile day. Engaging tutor, stimulating subject matter." Will Strange, British Society for Immunology

"Brilliant course, really kept me engaged throughout and I came out with so many ideas and notes." Carla Owen, The IET

Tutor

Rachel Maund, Marketability

Rachel is an international publishing consultant,specialising in marketing training, with over 30 years' practical experience. Rachel conducts marketing campaigns for publishing clients. Rachel founded Marketability in 1999 after 18 years working in international sales and marketing roles within academic, STM and professional publishing (including Taylor & Francis, Elsevier, Ashgate, and Gower Publishing). She runs most of Marketability’s marketing courses and also tutors for the other UK training providers –  Publishing Training Centre, Publishing Scotland, Publishing Ireland, and ALPSP. She works regularly with companies and publishing associations internationally, notably in Singapore, China, Australia, the US, Mexico, Russia and the UAE.

Not an ALPSP member?  Want to take advantage of the reduced member rates? Click here to find out how your organization can join ALPSP

Members                         £250.00 (+ VAT where applicable) 
Non Members                 £350.00 (+VAT where applicable)
Academic rates are available, please contact Melissa.marshall@alpsp.org

This training will be delivered in a virtual classroom. **Times may be subject to slight changes. Helpful information for delegates attending here.
Contact: Melissa Marshall T: +44 (0)1622 871035 E: Melissa.marshall@alpsp.org

How to book
Please note that you will need to log in to your account or register a new account to book a place on this training course. If you have any questions about this please email Melissa Marshall or any of the ALPSP team.
Any discounts will be applied at checkout.

2004IJM

Good presentation - with little snippets of 'fun'. Especially good for journal marketeers no matter whether one has been doing this for a long time.

Pat Theseira, Taylor & Francis