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The Marketability eBulletin

Our free resources currently comprise the fortnightly eBulletin, and a searchable archive of almost 1000 original articles that have been edited and archived for their continuing relevance.

Welcome to our latest fortnightly eBulletin, posted here on 9 December 2014. In this issue:

NPG and Palgrave make Open Access survey results available free

Published to coincide with Open Access Week in October, this survey analysed responses from 30,500 authors of journal articles. Sam Burridge, MD of Open Research NPG/Macmillan, said: ‘As far as we know, this is the first time a publisher has made the detailed results of a survey of this size and scope completely open. It’s vital that decision-making in the academic publishing community is evidence-based, which is why we’re making it open access.’

Here’s a quick summary:

  • 24,800 respondents worked in science; 5,700 in humanities/social sciences (HSS)
  • 62% of science authors and 38% of HSS had published open access in the last 3 years
  • 63% of science and 31% of HSS authors had access to funding towards APCs (author processing charges)
  • 80% of authors from China publishing in NPG journals had a budget to fund the costs, compared to 56% of authors in the rest of the world
  • 45% of science authors had paid APCs of between $800 and $1,600; 37% of HSS authors had paid less than $800 (US)
  • The reputation and relevance of journals are the two most important criteria by which authors choose
  • Although the speed of submission to first decision by a journal is important too, speed of acceptance to publication, and option to publish immediately under OA ranked relatively low. (And yet they’re stressed by all the journals publishers in marketing messages.)
Fascinating stuff. Read more (and download) on The Bookseller website.

Our Academic Marketing Workshop is the place to be for more like this.


Brochure mailing this week; new seminars now on our website, booking open

Here’s a conundrum. You NEED to get a mailing out, but you know your data is suspect. Do you:

a)    Send it anyway, the timing is more important
b)    Clean the data and compromise the timing?

Well, for better or worse (and because of the cost of postage) we’ve gone for b), so our 2015 training workshops brochure mails this week, and we hope that if you receive one you’ll find it addressed accurately!

Also includes details of our two spring seminars: Digital Literacy Essentials and SEO Essentials for Small Companies. Booking is now open for these Febraury and March dates.

Request (or download) a brochure.


The tweet and the 10 second sell

Even if we don’t always do it, a differentiating one-liner for every title or product is a Good Thing, for us and for our customers. Discussing this on a course at Hachette last week someone likened it to writing a tweet for each title, as a great way to encourage us to ditch the clichés and fluff.

The week before on the ALPSP How to Make Content More Discoverable through SEO course attendees were asked to write copy for an AdWords campaign, another channel which really focuses the mind on absolute essentials and appropriate keywords. Which caused plenty of head-scratching as delegates drafted their ads, counted characters, and groaned.

If this has got you thinking, take a look at our Copywriting and Social Media Marketing Workshops.


On The Marketability Grapevine on Facebook

  • What do the UK political party leaders’ Christmas cards reveal, six months before a General Election?
  • Why bookselling is booming in Taiwan, great article.
  • Read something that hit the spot in this eBulletin? Click through and like the item or add a comment on Facebook.
  • Watch the Wall for postings of new jobs, or feel free to add to them.
Visit the Marketability Grapevine.


Tip of the week: Don't do campaigns to primary schools in December

Why? Because nativity plays are in full-swing so teachers are unlikely to be receptive to product messages. So obvious but ONLY if you stop to think about it.

Thanks to Rebecca Jones for sharing this on our Schools Marketing Workshop recently. If you could do with a round-up of the current schools market with loads of case examples to get you thinking, do consider joining us for the next one.



Marketability (UK) Ltd

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Tel +44 (0)20 8977 2741