“Find your beach,” Corona suggests (forcefully, with beautiful people drinking ice-cold Coronas in beautiful places), and now we suggest the same. We’re not going to be as forceful, nor will we employ models to showcase our wares. Instead, our very-much-above-average books are the stars of this sale. We’ve started our first ever not-your-average beach books sale and we’d like you to find your beach so that you can sit down wherever you are with a beautiful Cornell University Press book in hand and disappear from the demands of your day, whatever those may be.
“Just do it” might be another campaign slogan we could appropriate. In other words, just do it and save big. Just do it and find your beach. Just do it and ignore all the other pressures of the day to immerse yourself in a way-above-average beach book.
And now that I’m into repurposing ad slogans, how about taking the Energizer bunny’s motto and encouraging you all to just do it, find your beach, and keep (and here’s where I’m being loose with the original) reading and reading and reading. But wait, there’s more. FedEx says to us all that we should use their service when there is no tomorrow; I’d suggest that if there’s no tomorrow, spending today reading above-average books might well be a better use of your time than shipping something. Disneyland is, of course, the happiest place on Earth. But surely, if you’ve just done it and found your beach and are reading and reading and reading because there is no tomorrow, then that would be the happiest place on Earth.
I could go on. No, really, I could. Instead, I encourage you to do all of the above because this sale won’t actually last forever and, I mean, 50 percent off is a really good reason to add volume to your TBR pile.
Martyn Beeny is Marketing Director for Cornell University Press. Have it your way. Think different. Impossible is nothing. Follow him on Twitter @MartynBeeny
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.
The work of the CUP team to acquire and publish this book is a perfect example of the way in which we are striving to help change the world one book at a time.
Mr. Kan’s book and lecture, part of the Distinguished Speaker Series from the Mario Einaudi Center for International Studies, focused on the events of the Fukushima nuclear disaster in 2011. From our perspective, Mr. Kan’s visit, the lecture, the packed house, and the seemingly never-ending line of eager book buyers waiting for a signed copy and photo opportunity with the former prime minister can only be seen as an unqualified success. Continue reading “A Dignitary Visits”→
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”→