AAUP 2013: (Re)Branding the Journal (D. Gilroy)

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AAUP 2013: (Re)Branding the Journal (D. Gilroy)

  1. 1. BringingBringing ShofarShofar into theinto the twenty-first centurytwenty-first century A case study in journal rebrandingA case study in journal rebranding and best practicesand best practices
  2. 2. Backgroud:Backgroud: an opportunity foran opportunity for changechange  Multidisciplinary Jewish StudiesMultidisciplinary Jewish Studies journaljournal  Founded 1981Founded 1981  Slow growth until late 90sSlow growth until late 90s  Multidisciplinary, but developed nicheMultidisciplinary, but developed niche for modern and popular culturefor modern and popular culture
  3. 3. ShofarShofar leadershipleadership  Skewed older, editors fields outside ofSkewed older, editors fields outside of journaljournal’’s most-read fieldss most-read fields  Managing editor lacked publishingManaging editor lacked publishing backgroundbackground  Board unchanged for two decades,Board unchanged for two decades, many retired, little diversitymany retired, little diversity
  4. 4. GoalsGoals  Improve submissions in numbers andImprove submissions in numbers and qualityquality  Increase readership and profileIncrease readership and profile  Increase efficiencyIncrease efficiency  Improve reputation with readers,Improve reputation with readers, authors, external readers, etc.authors, external readers, etc.
  5. 5. Strategies: EditorialStrategies: Editorial  Change and energize editorial board,Change and energize editorial board, five-year rotation, international andfive-year rotation, international and diversediverse  Analyze access data to find ShofarAnalyze access data to find Shofar’’ss strengthsstrengths  Enforce peer review disciplineEnforce peer review discipline  Reduce acceptance rate and numberReduce acceptance rate and number of special issuesof special issues
  6. 6. Strategies: ProductionStrategies: Production  New cover lookNew cover look  New page layoutNew page layout  Switch from paper to electronicSwitch from paper to electronic workflowworkflow  Speed up submission to publicationSpeed up submission to publication
  7. 7. Strategies: MarketingStrategies: Marketing  Announce new content on listservsAnnounce new content on listservs  Constant Contact mailings toConstant Contact mailings to accumulated e-mail listaccumulated e-mail list  Facebook and twitter presenceFacebook and twitter presence  Redesign web pagesRedesign web pages  IndexingIndexing
  8. 8. ChallengesChallenges  Close friendships a problem forClose friendships a problem for changing board compositionchanging board composition  Resistance to reducing number ofResistance to reducing number of book reviewsbook reviews  Difference of opinion about peerDifference of opinion about peer review processreview process  Editors not understanding need forEditors not understanding need for changechange
  9. 9. Other concernsOther concerns  Acceptance rateAcceptance rate  Encouraging board recruitmentEncouraging board recruitment  Marketing to academic audienceMarketing to academic audience
  10. 10. Other concernsOther concerns  Acceptance rateAcceptance rate  Encouraging board recruitmentEncouraging board recruitment  Marketing to academic audienceMarketing to academic audience

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