Events

Training
Tuesday 23 March 2021

Introduction to Journals Marketing - Virtual classroom - 23 & 24 March

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Date and Time: 23 & 24 March Online, 9:00-12:00 EDT (New York), 14:00-17:00 GMT (UK), 15:00-18:00 CET (Central Europe)

Overview

An essential introduction to the changing and challenging role of promoting journals in today’s market. As international higher education struggles with the impact of Covid-19 this makes it even more crucial that our marketing is well-judged and focused specifically on what researchers and librarians want to know. Includes 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 their 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.

This is an established course developed for face-to-face training which has now been adapted to run online in two three hour sessions on consecutive days. A practical marketing plan activity gives plenty of opportunity to apply principles discussed to a real-life scenario. This is briefed ahead of the course and all participants are required to have given this some thought before the course.

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 wiill 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. This online-adapted course is a perfect opportunity for journals marketers outside the UK to exchange ideas and discussion with their peers based in different locations.

Delegate comments

"Rachel's program was well organized and perfectly presented. We had just the right amount of time for prep, group discussion, and activities. I loved the 9 a.m.-noon ET format over two days. This kept our attention but also left enough time in the day to answer all of the emails and projects that accumulated while unavailable to our coworkers. "
Rory Williams, Rockefeller University Press

"I thought Rachel was a really fantastic tutor, very informative and provided lots of helpful advice and tips for those new to marketing.    I also thought she did a fantastic job at turning the course into an online option"
Alice Plane, British Ecological Society

"The notes on the marketing channels and where people are getting their information was helpful. This would help me contribute ideas to potential future marketing plans."
Hannah Vick, American Chemical Society

Tutor

Rachel Maund, Marketability

Rachel MaundRachel Maund is an international publishing consultant, specialising in marketing training, with almost 40 years’ of practical experience. As well as devising and delivering publishing-specific training, Rachel still actively conducts marketing campaigns for publishing clients. She founded Marketability in 1999 after 18 years working in international sales and marketing roles within academic, STM and professional publishing (including Taylor & Francis and Elsevier). 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 and Mexico, as well as in Europe.


 

Early Bird rates for members - Book by 23 January 2021

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 early bird            £225 (+VAT where applicable)
Members full price             £275 (+ VAT where applicable) 
Non Members full price     £475 (+VAT where applicable
Academic rates are available, please contact Melissa.marshall@alpsp.org

Our virtual training will be held over several afternoons (generally two) using Zoom Meetings, with sessions not longer than 3 hours (and with breaks built in). The courses have been designed to be as interactive as possible, with small group breakout sessions, pre-course work, polls, Q&A, and with plenty of time built in for networking and discussion with the tutors and delegates throughout. Helpful information for delegates attending here .

How to book
If you have any questions about this please email Melissa Marshall or any of the ALPSP team.
Any discounts will be applied at checkout.

*In order to take advantage of the early bird discount for ALPSP members, you must (i) make a booking by 23 January 2021 and (ii) be an ALPSP member on the date of the event. In the event that you cancel your membership prior to the event, you agree to pay ALPSP the difference between the discounted price and the full price for the event.

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Upcoming Dates for this event

  • Tue 23 Mar 2021
  • Tue 23 Mar 2021
  • online, ,