Events

Training
Wednesday 20 April 2016

Introduction to Journals Marketing

This course will be running again in 2017. Please contact Melissa Marshall for dates. For in-house enquiries (members only), please contact Amanda Whiting

Overview

An essential introduction to the changing and challenging role of promoting journals in today’s market, reflecting the sector’s increased emphasis on author and society relationships and on ‘input marketing’ – encouraging high quality and therefore marketable content. Delegates will discuss a variety of promotional channels and put their decision-making to the test by working on a case study.

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), PPC advertising, social media, email marketing, publicity and conferences
  • Monitoring results and how to measure success

By the end of the course delegates will be able to

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 (Level 1 course)

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.

Tutor

Rachel Maund, MarketabilityRachel Maund

 Rachel is an international publishing consultant specialising in marketing training, with over 30 years’ practical experience. When not training or consulting, 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 and 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.

Delegate Comments

"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

"Excellent group size so you get your particular questions answered and a good idea of how other companies work." Rebecca O'Brien, Cambridge University Press

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

Everything clear and concise with more indepth information to take away and read. Really useful and interesting discussions generated.

Emma Barnes, Earthscan

This course will commence at 09:30 (registration, with tea/coffee, from 09:00) and end at approximately 17:00.
Members           £365.00 (+ VAT where applicable)
Non Members   £530.00 (+VAT where applicable)
Venue: 41 Portland Place, London, W1B 1PR, T: +44 (0)871 222 4832 (Map)
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.
(1604IJM)

Upcoming Dates for this event

  • Wed 20 Apr 2016
  • Wed 20 Apr 2016
  • 41 Portland Place, Academy of Medical Sciences, London