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Cambridge University Press The Marketing Plan
The Basics <ul><li>1700 books published per year, cloth/PB </li></ul><ul><li>F07 academic sales: $49 million (US only) </l...
Sales by discount <ul><li>20% long discount: Trade and Ac Trade </li></ul><ul><li>80% short discount </li></ul><ul><ul><li...
Sales by Channel, F04-F07 <ul><li>Wholesalers 46% 38% </li></ul><ul><li>Internet 18% 25% </li></ul><ul><li>College Booksto...
Marketing by channel <ul><li>3 years ago, 1 marketing department, now: </li></ul><ul><li>HSS Academic $1.1 million </li></...
Marketing Activities <ul><li>Direct mail </li></ul><ul><li>Advertising </li></ul><ul><li>Publicity/Review copies </li></ul...
Typical Marketing Plan Monograph <ul><li>Advertising: as many as 25 journals per book  </li></ul><ul><li>Catalogs: 4 or so...
Typical Marketing Plan Trade <ul><li>Direct Mail: limited </li></ul><ul><li>Advertising: NYRoB, Atl Monthly, Harpers, The ...
Typical Marketing Plan College <ul><li>Direct mail: 4-c single title brochure, or cluster brochure – less and less paper D...
Catalogs <ul><li>2 Trade catalogs per year – long discount </li></ul><ul><ul><li>Print 6600 </li></ul></ul><ul><ul><li>500...
Mailing Lists <ul><li>MDR, MKTG, F1RSTMARK, Thomson Scientific, societies such as APSA, etc </li></ul><ul><li>T McElwee li...
In sum… <ul><li>The goal remains the same: find your audience and drive them to your books  </li></ul><ul><li>Most element...
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AAUP 2007: Marketing Plan (L. Murphy)

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AAUP 2007: Marketing Plan (L. Murphy)

  1. 1. Cambridge University Press The Marketing Plan
  2. 2. The Basics <ul><li>1700 books published per year, cloth/PB </li></ul><ul><li>F07 academic sales: $49 million (US only) </li></ul><ul><li>Size NY staff: 164 (incl ELT and Journals) </li></ul><ul><li>Academic sales & marketing staff: 40 </li></ul><ul><li>Marketing budget: $3.25 million </li></ul>
  3. 3. Sales by discount <ul><li>20% long discount: Trade and Ac Trade </li></ul><ul><li>80% short discount </li></ul><ul><ul><li>Monographs </li></ul></ul><ul><ul><li>Scholarly reference </li></ul></ul><ul><ul><li>Medical </li></ul></ul><ul><ul><li>College </li></ul></ul><ul><ul><li>Professional </li></ul></ul>
  4. 4. Sales by Channel, F04-F07 <ul><li>Wholesalers 46% 38% </li></ul><ul><li>Internet 18% 25% </li></ul><ul><li>College Bookstores 12% 17% </li></ul><ul><li>Retail Bookstores 6% 9% </li></ul><ul><li>Wholesale is not shrinking, other segments are growing </li></ul>
  5. 5. Marketing by channel <ul><li>3 years ago, 1 marketing department, now: </li></ul><ul><li>HSS Academic $1.1 million </li></ul><ul><li>STM Academic $1.1 million </li></ul><ul><li>Library $300,000 </li></ul><ul><li>Trade $550,000 </li></ul><ul><li>College $200,000 </li></ul>
  6. 6. Marketing Activities <ul><li>Direct mail </li></ul><ul><li>Advertising </li></ul><ul><li>Publicity/Review copies </li></ul><ul><li>Exhibits </li></ul><ul><li>Co-op </li></ul><ul><li>E-marketing – only new element </li></ul>
  7. 7. Typical Marketing Plan Monograph <ul><li>Advertising: as many as 25 journals per book </li></ul><ul><li>Catalogs: 4 or so subject catalogs, not in trade catalog </li></ul><ul><li>Conferences: 350 per year, 200 staffed, 150 coop, sales still strong </li></ul><ul><li>Publicity: 20-40 review copies sent out </li></ul><ul><li>E-marketing: blasts, alerts </li></ul><ul><li>Co-op: limited </li></ul><ul><li>Traditional book marketing </li></ul>
  8. 8. Typical Marketing Plan Trade <ul><li>Direct Mail: limited </li></ul><ul><li>Advertising: NYRoB, Atl Monthly, Harpers, The Nation, Chronicle HE, CS Monitor, e.g. </li></ul><ul><li>Exhibits: BEA, BEC, regional meetings </li></ul><ul><li>Publicity: Very important. 140-200 review copies to traditional outlets, now trying to get onto blogs. Select galleys </li></ul><ul><li>Co-op – when possible </li></ul>
  9. 9. Typical Marketing Plan College <ul><li>Direct mail: 4-c single title brochure, or cluster brochure – less and less paper DM </li></ul><ul><li>Web adoption bookfair – up to 15% clickthru </li></ul><ul><ul><li>9 this season </li></ul></ul><ul><li>Heavy author collaboration </li></ul><ul><li>Sampling, up to 400 review copies </li></ul><ul><li>Dedicated tele-sales </li></ul><ul><li>Advertising: conference catalogs, limited </li></ul><ul><li>Moving much more towards online marketing </li></ul>
  10. 10. Catalogs <ul><li>2 Trade catalogs per year – long discount </li></ul><ul><ul><li>Print 6600 </li></ul></ul><ul><ul><li>500 per rep </li></ul></ul><ul><ul><li>2500 mailed </li></ul></ul><ul><ul><li>media </li></ul></ul><ul><li>2 Academic catalogs – short discount </li></ul><ul><ul><li>10 per rep, then POD </li></ul></ul><ul><ul><li>Select accounts only </li></ul></ul><ul><li>No College catalogs </li></ul><ul><li>Fewer comprehensive FL/BL catalogs </li></ul>
  11. 11. Mailing Lists <ul><li>MDR, MKTG, F1RSTMARK, Thomson Scientific, societies such as APSA, etc </li></ul><ul><li>T McElwee lists of profs </li></ul><ul><li>In-house, just library and college </li></ul>
  12. 12. In sum… <ul><li>The goal remains the same: find your audience and drive them to your books </li></ul><ul><li>Most elements look remarkably similar to the way they’ve looked for years, </li></ul><ul><li>E-marketing makes getting to niche markets much easier </li></ul><ul><li>Objective is to determine which elements of the marketing plan drive sales, which do not, and update plan accordingly </li></ul>

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