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AAUP Growing Sales Slides
 

AAUP Growing Sales Slides

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From shrinking library budgets to consolidation of key accounts to the loss of retail space, the last year has been a struggle for many university presses. What tangible steps we should consider to ...

From shrinking library budgets to consolidation of key accounts to the loss of retail space, the last year has been a struggle for many university presses. What tangible steps we should consider to minimize sales short falls? How do we improve our profitability as we look for new opportunities to increase demand for our books? This panel will consider how a university press can respond to changing markets by taking practical steps to improve sales from re–evaluating budgeting processes to changing production workflow to refocusing editorial programs. With more sales data available than ever before, how can we use information on emerging sales trends, pricing issues, and market shifts in the scholarly and university press field to improve our own sales? Even for presses weathering this unprecedented storm, this panel offers tangible suggestions for publishers of all sizes to further strengthen our bottom lines.

Chair: Melissanne Scheld: Associate Director Sales & Marketing, Cambridge

Panelists: Fred Nachbaur, Director, Fordham; Lenny Allen, Director of Wholesaler & Pharmaceutical Sales, Oxford; Dan Kervick, Publisher Alley Reporting & Training Manager, Baker & Taylor

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    AAUP Growing Sales Slides AAUP Growing Sales Slides Presentation Transcript

    • Growing Sales During Difficult Times Brother, Can You Spare A Purchase Order? AAUP June, 2010
    • AAUP Sales Through Q3 FY10
      • +3% over YTD F09 actual
      • +2.8% over budget
      • Returns down 2%
      • 18.5% to 16.7% of sales
      • 66 presses reporting
      • According to AAUP stats posted 4-14-2010
      • MELISSANNE SCHELD
      • Cambridge University Press
      • DAN KERVICH
      • Yankee Book Peddlar
      • FRED NACHBAUR
      • Fordham University Press
      • LENNY ALLEN
      • Oxford University Press
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City University Press Publication Year
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Quarterly Sales Trends
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Quarterly Sales Trends
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Relative UP Sales Share by Category, 2009
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Quarterly Sales Trends
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Quarterly Sales Trends
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City Quarterly Sales Trends
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City University Press Advanced Academic Cloth Philosophy 9/2007- 8/2009
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City University Press Advanced Academic Cloth Philosophy 9/2007- 8/2009
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City All Presses Press Advanced Academic Cloth Math 9/2007- 8/2009
    • AAUP Annual Meeting 2010 _______________________ Salt Lake City All Presses Press Advanced Academic Cloth Math 9/2007- 8/2009
    • Series Evaluations
      • Series questionnaire for acquiring editor at the press
      • Series questionnaire for series editor(s)
      • Financial report of series
      • Discussion at board meeting
      • Review by outside scholars
      • Decision made
    • University Mission
      • Talk to scholars on your campus
      • Meet with department heads, chairs and directors
      • Take the lead
      • Raise the profile of the press
    • Establish an Imprint for Regional Books
      • Differentiate from academic monograph and edited collections
      • Brand and market the books to a general interest audience
      • New and reprints of regional books
      • Same vetting process
      • Much more accessible and warrant a trade imprimatur
    • Budgeting
      • Critical to create title budgets
      • Proposal stage, seasonal launch stage, print stage
      • Small print runs
      • Title by title sales projections
    • Creative Models
      • Digital printing versus sheet fed
      • Born POD/Digital
      • Hardcover only for specialized monographs
      • Price increases
      • Different paper stock
    • XML Workflow
      • Front-end workflow is optimal
      • Most neutral file
      • Build infrastructure
      • Little return on investment yet in first year
      • Cut print advertising and direct mail
    • Emarketing
      • Online seasonal catalog
      • Press blog -- FordhamImPRESSions.com
      • Revamp website to be more dynamic and current
      • Send eblasts for every new book published
      • Themed campaigns
      • Electronic course adoption campaigns
      • Social Networking – Facebook, Twitter
    • Sales in a Cold Climate Lenny Allen Oxford University Press June 18, 2010
    • Account Review
      • Review your account base regularly
      • Mine your existing database or prospect for new accounts?
      • Analyze profitability and minimize time wasters
    • Account Management
      • Use the tools that accounts make available
      • Ensure your buyer has the right information
      • Don’t be afraid to second guess your buyers
    • Focus on Adoption
      • College enrollment rates are at an historical high, with 70% of the members of the high school graduating class of 2009 being enrolled in college by October 2009 1
      1. Rampell, Catherine. “College Enrollment Rate at Record High.” The New York Times Economix Blog , April 28, 2010, Business section, online.
    • Think Like an Editor…
      • … Or a marketer,
      • But avoid thinking like a salesperson.