In real estate, as we all know, it’s location, location, location. In the book world that location is the cover of the book and the websites on which the book is featured. In both cases, the prime real estate is where you find the descriptive copy for the book, in all its facets and aspects.
In design, use of space is crucial. It’s all about how you provide the information/content/user experience. What makes a design work is how accessible it is for its purpose. In the case of books, that design aspect applies particularly to how accessible the descriptive content is on the cover.
In politics, delivery of message is key. How a politician says what he or she wants his or her constituents to know, maybe perhaps even more than what is said, determines how well the message is received. In books, how we describe what’s in a book is tied closely to what we write, but delivery of that message is crucial. Continue reading “Doc Martyn’s Sage Marketing: Cover Copy”→
Two months ago, for the second consecutive year, I represented Cornell University Press at the AAUP Annual Meeting. The discussion panels, networking opportunities, and ambient air temperatures in Austin, TX, were extremely positive experiences.
First, who am I and why did I trek all the way to Austin?
I have been an acquisitions assistant at Cornell University Press for approximately two years, recently making the transition to assistant editor. I landed here after receiving a Ph.D. in molecular biology and genetics studying beetle horn development from Indiana University and completing two postdoctoral appointments researching butterfly wing patterning at Yale and Cornell Universities (true story). As my second postdoctoral appointment came to an end, I realized my passion was with editing and publishing rather than bench work. I had the experience to justify such a switch, having published my research in several academic journals (still ongoing!), edited and peer reviewed manuscripts on a regular basis, helped students and lab mates with their writing, and composed grants for my own funding. Thus, unbeknownst to me, I was already performing some tasks of an academic editor even before walking through the Cornell University Press lobby. Continue reading “Adventures in #Acquisitioning: AAUP 2017”→
At the recent Association of American University Presses (AAUP) meeting in Austin, TX, I finally got my hands on the print version of this report, which allowed me to actually read it all since I was no longer stuck behind a paywall. As we all know, it is fascinating. On so many levels.
I am pleased that The Chronicle took the time to compose this survey, send it out, and aggregate the responses, giving university presses a moment in the spotlight in a way that we do not often receive. I am saddened, though, by its overall approach. With a few exceptions, only directors or very senior editors responded (or were invited to). Questions posed were limited to subjects surrounding the acquisition of books. Responses seemed to gloss over the fact that we are businesses with marketing and sales teams.
As I read the questions and answers, I kept wanting to know what these wise and esteemed members of our community think about things other than writing quality, types of books, the acquisitions process, etc. I was struck that many of the responses were cautious—unwilling, perhaps out of fear or respect or something else, to push beyond the expected. While I criticize, I also understand. And yet I wished for something different. As such, I present here my responses to those same questions. I offer them from my perspective as a relatively short-term member of the community and as a marketing-and-business-first thinker. I expect and hope that my responses will elicit criticism, consternation, consideration, creativity, and more conversation. I look forward to, as some of us noted on Twitter during AAUP, a continued conversation. Hopefully that discussion will focus, at least partly, on the future of the university press so that this attention from The Chronicle does not simply fade into the ether now that we have returned to our campuses. Continue reading “Doc Martyn’s Sage Marketing: A Marketing Response to The Chronicle’s Report on the Future of Scholarly Publishing”→
I spend quite a bit of time thinking about the future of marketing books. The possibilities of what we can or might do fascinate me because that’s where the fun in marketing books really lies.
Which brings me to seasonal catalogs: the traditional linchpin of book marketing. Confining our book releases to two artificial seasons (for some reason we couldn’t even keep in line with nature and do four) seems archaic to many people. The artifice of the seasons and their accompanying catalogs have long been derided as old-fashioned and unnecessary in the modern Edelweiss, endless media, perpetual publishing and buying model. Even though almost all university presses continue with the seasonal model, some have done away with the printed version of the seasonal catalog entirely.
What if we’re missing the real revolution of Print on Demand?
Think about it. With POD we could:
Make almost real-time edits and updates to a book
Feed content from a blog or website straight into a book
Create a system for marginalia printed in a book
Change content based on critique
Change a cover to suit audience taste more easily
Personalize every copy of a book
Why would we want to use print books in this way? Isn’t it better to simply allow digital platforms to handle this kind of change? On some level, absolutely. Print books can’t do what digital ones do; they can’t be changed or edited in real time. But what if we tried to mimic the digital experience as closely as we can in print books? How would that affect how we perceive the printed book? In other words, it’s time to flip the print-to-digital paradigm on its head and see if we can apply some digital-like assets to a printed product. Continue reading “DOC MARTYN’S SAGE MARKETING: Shifting the POD Paradigm”→