Hiking Cascadilla Gorge with Ange

A few weeks ago, I received an email about the Cornell Library and Press Service and Recognition Awards. This is the first time we’ve participated in an official program like this.

A number of Cornell University Press staff nominated their colleagues. It was exciting to see staff appreciating each other in an open forum.

As we zero in on our second straight year of break-even performance, I nominate our entire staff. Their willingness to embrace change and innovation has produced outstanding results.

Everyone in Sage House has contributed to the Press’s success.

Continue reading “Hiking Cascadilla Gorge with Ange”

Hiking Cascadilla Gorge with Ange

A Book Lovers Dream: First time at BookExpo

We boarded the bus soaking wet. I was clingy tightly to my two bags full of books, catalogs, and other goodies, trying to protect them from the rain. We had just walked several blocks in the pouring rain, feet sore from roaming the Javits Center for hours. A memorable experience for my first-time visiting NYC. Nevertheless, it was a great day!

If you’re wondering why we were boarding a bus soaking wet with bags full of books, well, BookExpo. My colleague Sarah and I spent last Thursday attending the biggest book trade show in North America, a nice change in scenery from our typical Thursdays spent at Sage House. Neither of us had been to BookExpo before so we were both thrilled when we were given the opportunity to attend.

BookExpo was a book lovers dream.

IMG_3955Booths upon booths filled with stacks of books in every genre, many available for you to take and read. The best booths were inviting and modern, with couches and chairs for you to sit, talk, read, or even charge your phones like we did in a cool poetry booth.

We spent some time talking with other university presses and looking at their catalogs, and the types of books that they publish. We also met authors, sales people, and fellow marketers; we even ran into old high-school acquaintances. This event was a great place to meet people, and listen to other people in the industry. As fairly new members of the publishing world, Sarah and I found this experience invaluable.

Continue reading “A Book Lovers Dream: First time at BookExpo”

A Book Lovers Dream: First time at BookExpo

Book readers perceive HP inkjet print quality to be comparable to litho

Cornell University Press recently completed a research study around book readers’ perceptions and preferences, revealing compelling print quality attributes of inkjet-printed print-on-demand books. In this study, book readers were shown two side-by-side copies of the same book title, with one copy printed on an offset press and the other printed digitally on an HP PageWide Web Press. When asked about print quality comparisons, 40% expressed preference for the HP-printed copy, while just 33% preferred the litho print quality. The remaining 27% expressed no preference between the two.

No alt text provided for this image

Cornell University Press conducted the study, entitled “The Printing Challenge,” in partnership with HP Inc. at association conferences and book fairs in various U.S. cities between September 2018 and January 2019. Respondents to this survey were 109 event attendees who were qualified as book readers.

When asked about accessibility to book titles, 76% of respondents said it was somewhat or extremely important that a book they would want to read would be available globally and sourced from local printers. When asked about getting updated content in their books, 63% of respondents stated it was somewhat or extremely important that their desired book is easy to update and change after its original publishing.

In addition to the traditional model of buying high-volume offset-printed books for pre-sale inventory, Cornell University Press also publishes a variety of titles through its print-on-demand (POD) process. With this model, no inventory is held, but rather books are digitally printed on HP PageWide Web Presses by Cornell’s POD book supplier.

No alt text provided for this image

For this study’s comparison, both books were printed in monochrome (black) and both were printed with the same paper. The inside pages had a combination of text-only pages and pages with halftones images and line drawings.

No alt text provided for this image

 

When asked about where they buy their books, 45% of respondents say they prefer to buy books from Amazon, 15% from retail book chains, and 35% from independent book stores. As to why they prefer to buy books where they do, the largest group (31%) cited the ability to buy books whenever they wanted. Book reviews (35%) and word-of-mouth recommendations (24%) were the most popular means of learning about new book titles. The speed-to-market benefit of digital print was also evident in the responses: 69% of readers expect to get their book within five days of ordering it.

Established in 1869 in Ithaca, New York shortly after the founding of Cornell University, Cornell University Press is known as America’s first university publishing enterprise. The press publishes a broad range of nonfiction titles, with particular strengths in sciences, classics, geography, higher education, history, and urban studies.

HP is the world’s leading manufacturer of inkjet presses for the book publishing market and volume continues to grow. Estimates are that PageWide Web Presses account for 3% of all the world’s printed books.

 


 

This post was published by Global Marketing & Business Development Leader David J. Murphy. You can find the original LinkedIn article here.

Book readers perceive HP inkjet print quality to be comparable to litho

A Look at the List – Michael McGandy

As we move towards our new season of books (those publishing between March and August this year), we asked our acquiring editors to give us a little preview of their list. Here’s the third entry in the series, from Three Hills Editorial Director Michael McGandy.

ss19coverforblog

Continue reading “A Look at the List – Michael McGandy”

A Look at the List – Michael McGandy

We Were the First

 

We were the first. Not many get to say that. Well, we do! CUP is 150 years old. So we were around before all the other university presses.

From a marketing perspective this should be a dream. Easy hook, lots of promotion, and so on. But do readers even care? Do they know or want to know that we’ve been doing this publishing thing since 1869? Do authors? What about vendors and other stakeholders? Somehow, I struggle to believe Amazon is going to see we’re 150 years old and immediately order thousands more books!

Regardless, over the past year or so, the marketing team has been brainstorming and planning how to make people take notice of the fact that CUP is the first university press to the sesquicentennial mark. Colleagues from other departments have joined in and we’ve enlisted help from a variety of people on campus. We’ve got the main stuff covered: parties, events, logos, etc. We’ll use those things to let influencers on campus and in the University Press world know about the amazing things we’re doing. But what about the outsiders? Those who might not care so much? Time to get creative. It’s a once-in-a-lifetime opportunity to tell people our story and, perhaps most importantly sell some more books.

150th logo basic white on red flat

Being 150 years old is also an excuse to experiment, to push out some wild and wacky marketing campaigns that perhaps only tangentially use the 150th as their foundation. Videos, podcasts, blogs—content, in other words—will revolve around the 150th but won’t be consumed by it. This catalogue is full of 150th stuff but it’s not the main purpose of the catalogue, obviously! Our new website launched just in time for the 150th and we’ll use the confluence of these two things to move boldly into a content-marketing strategy more suited to the next 150 years (Weeks? Hours?) rather than what’s been done by book publishers for the past 150.

So, we’re 150! Yay, us. And we’re telling you all about it. Lucky you. But, really, from the marketing side of things, this milestone anniversary is all about being the first again. First to try new things. First to change. First to experiment. First to tear it all up and start again. And again. And again. We’re going to the be first to try a whole bunch of crazy things in scholarly book marketing and we hope you enjoy at least one or two of them.

Martyn Beeny is Marketing and Sales Director. He likes coming first; it’s a winning thing. This post was first published in the Spring/Summer 2019 Cornell University Press Catalog.

We Were the First

150 Notable Books: The First Books of Cornell University Press

Every press has to start somewhere and produce its very first book. Tracking this book down for Cornell University Press, however, is an impossible task. In late 1869, America’s first university press was mainly a printing house. We produced lecture notes for professors, university documents, and student newspapers on a large steam-driven Hoe printing press. Most of these items were short, ephemeral, and any records vanished long ago. We do not know the name of the first item to roll off the press.

The publication chosen to represent the first book by Cornell University Press, and to be the first entry on our list of 150 notable books, is the 1869-70 University Register. This annual publication contained much of the information you would find on a modern university website. It was a directory of staff and students, a listing of fields of study and graduation requirements, and a description of the university’s founding, mission, and many fine amenities.

CUP first

The director of the press, Willard Fiske, wrote a letter to President A. D. White in August 1869 about his work on the register. He described the contents, gave an estimate for completion of proof pages, and explained his plans for raising money to pay for the publication by including a page of advertising—just as most of the British university presses were doing. Despite all the trappings of modern technology that surround publishing today, these basic elements have remained the same: develop the best possible book, produce it on deadline, and figure out how to pay for it!

In contrast to the unknown first publication from CUP, Comstock Publishing was formed in 1892 for the specific purpose of publishing a particular book. As the twenty-fifth anniversary of the inauguration of the university approached, two professors, John Henry Comstock and Simon Henry Gage, felt this would be a good opportunity to honor their former professor and mentor, Burt Green Wilder. Wilder, a Harvard medical school graduate and former Civil War surgeon, had been a professor of neurology and vertebrate zoology at Cornell since its earliest days.

Comstock and Gage contacted several of Wilder’s former students and asked them to contribute to a Festschrift, a contributed volume of essays meant to honor a respected academic—and the first such book published in the United States. The result was the Wilder Quarter-Century Book, a book of nearly 500 pages, with many plates and engravings. Contributors, in addition to Comstock and Gage, included Anna Botsford Comstock (naturalist and first woman professor at Cornell), David Starr Jordan (first president of Stanford University), Leland Ossian Howard (USDA entomologist), Theobald Smith (pioneering bacteriologist), John Caspar Branner (geologist and discoverer of bauxite), and William Russell Dudley (head of the botany department at Stanford).

These two first publications bookend (if I may) the educational journey at Cornell. The first CUP book introduced prospective students to the university and its many opportunities. And the first Comstock book showcased the many achievements of former Cornell students, out in the world, discovering and disseminating knowledge.

page from Comstock first

Karen Laun is the self-proclaimed press historian and an enthusiast of all things old and dusty. In her spare time she is a Senior Production Editor and also works in the ultramodern world of e-books as Digital Publishing Editor.

150 Notable Books: The First Books of Cornell University Press

SAY WHAT YOU WANT! #SWYW

Pay What You Want is over. Done and dusted. But it was great. We were able to bring customers together with their wish-list books at a price they could afford and continue to spread knowledge far and wide at the same time. And this month, we are doing something different.

Say What You Want is the name we have chosen for our new marketing campaign. The goal: to get to know our customers better, understand their needs and preferences and prepare to better cater to them in the future; to help professors in their mission to motivate and support students; and last but not least, to make sure that our authors’ experience with Cornell University Press as their publisher is one they are delighted with.

How it works: we have designed three different surveys,

  1. Our survey for customers and the general reader
  2. Our survey for professors
  3. Our survey for Cornell University Press authors

How to participate: Click on the corresponding link above and submit your responses, follow @CornellPress on Twitter and Facebook, OR visit our website and subscribe to our mailing list! The questions are short and simple, with a majority in multiple-choice format that reflect how much we value everybody’s time.

What’s in it for you: as a thank you present, you’ll get a 50 percent off discount code that can be used in our website to purchase any of our books. And here’s the icing on the cake: every participant will also be entered in a raffle for a chance to win $250 in #CornellPress titles of their choice!

I can’t wait to dig into the results and find out about the latest trends in reading and our customers’ preferences when it comes to books. What formats do they prefer? Do they listen to audiobooks while they commute, or maybe while doing laundry? How important is a title? And when it comes to professors, what are their main concerns regarding course adoption? How can we provide suitable materials for their students? Are our authors content with the way we are doing things at Cornell University Press? How can we improve?

In the competitive, forever evolving world of publishing, it is our belief that we have to be willing to take the next step and be flexible enough so that we can adapt to new environments, our consumers’ lifestyles, striving to improve our offer in order to meet their expectations and desires. Granted, surveys may not be the most ground-breaking and innovative marketing tool, but they have proved to be reliable, efficient, and if implemented successfully, of great use.

 


About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. She will take any survey as long as the reward is tempting enough and would love to take part in the #SWYW promotion!

SAY WHAT YOU WANT! #SWYW