Transcript of "04092013 competitivestrategies dianapesek"
COMPETITIVE STRATEGIES FORREPOSITIONING YOUR JOURNALDiana L. PesekJournals ManagerApril 9, 2013
PSUP JOURNAL PROGRAM In 2011, PSUP published 13 journals In 2013, PSUP will publish 30 journals
REVIEW OF JOURNAL PROGRAM Journals Publishing On Time Journals Not Publishing On Time Reasons Consequences
REPOSITIONING CASE STUDYHistory 1946 – Journal started by State University of Iowa 1949 – Acquired by The University of Chicago Press 1961 – Acquired by Penn State University Press
REPOSITIONING CASE STUDYJournal Characteristics Respected journal in the field of higher education Good subscriber retention On time publication 10% acceptance rate – attracted submissionsfrom senior faculty
REPOSITIONING CASE STUDYChanges in the JournalStarted publishing erraticallyNo longer attracted appropriate submissionsFocus of articles too narrowWhere junior faculty publishedSubscriber base started to erodeOlder articles accessed more frequently
REPOSITIONING CASE STUDYQuestions Why didn’t the journal publish on time? Was late publication attracting the wrong type ofmanuscripts? Did lateness cause the journal to have too manyrejections and not enough acceptances? Was the editor contributing to the problem?
REPOSITIONING CASE STUDYProcess 2011 – PSUP Co-sponsored a Colloquium Invited thought leaders in the field of higher education fromaround the country Day 1 devoted to general discussions of the field of highereducation – current and future trends Day 2 devoted to analyzing the Journal Mission Strategy to attract appropriate content Suggestions for new editor and editorial board
REPOSITIONING CASE STUDYNext Steps Appointed new editor and editorial board Updated Mission Statement Editor prepared to invite content for 18 months
REPOSITIONING CASE STUDYBranding New Cover Design New Text Design Designed Editor Business Cards Updated Website and Editorial Manager withnew Design New Marketing Promotional Materials
REPOSITIONING CASE STUDYPublicity News Release NewsWise Chronicle of Higher Education Mailing List Future Contributors Advisory Board Department Heads University Presidents, Provosts, Deans, AssistantDeans, Administrators Association Presidents and Executive Directors Political Personnel Media Personnel
REPOSITIONING CASE STUDYMarketing Mail Hard Copy – included press release Exchange Ads Ads in PSUP print journals Ads on JSTOR Conference Exhibits