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Purpose of the Seasonal Catalog


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Becky Brasington Clark (Marketing Director, Johns Hopkins University Press) gave this presentation at an AAUP workshop, Not Your Father's Marketing, June 17, 2010.

Published in: Education, Business
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Purpose of the Seasonal Catalog

  1. 1. Purpose of the Seasonal Catalog<br /><ul><li>Historically, the seasonal catalog was a toolfor sales reps
  2. 2. Carried it or mailed it to booksellers, wholesalers, librarians
  3. 3. Those folks took data from the catalog and incorporated it into their buying systems</li></li></ul><li>Purpose of the Seasonal Catalog<br /><ul><li>Ancillary uses emerged
  4. 4. Collateral material showcasing the press (potential authors, university, funding sources)
  5. 5. Rights sales, media calls</li></li></ul><li>Catalog or Process?<br /><ul><li>The print catalog is anachronistic, but the process behind it is crucial
  6. 6. Seasonal catalog or selling cycle?
  7. 7. Redirect thinking toward process and purpose instead of printed result
  8. 8. Don’t do it “for the catalog.” </li></li></ul><li>Catalog or Process?<br /><ul><li>Seasonal catalog = printed object, metaphor for the process
  9. 9. List closing process and selling cycle are less tangible = metadata, sell sheets, approval plans, sales calls</li></li></ul><li>What have we created?<br /><ul><li>Is it still a useful selling tool?
  10. 10. Do we still need to print it?
  11. 11. Do we need to duplicate it online?
  12. 12. Or does the dissemination of metadata achieve most of our sales goals?</li></li></ul><li>Channel analysis is revealing<br />
  13. 13. Is it still a sales tool?<br /><ul><li>Most of our sales derive from other processes (metadata)
  14. 14. Independent bookstores still use it
  15. 15. Wholesalers, chains still refer to it
  16. 16. But perhaps the ancillary uses have become the primary uses</li></li></ul><li><ul><li>Printing fewer: from 25K to 10K</li></ul>…and that’s still too many<br /><ul><li>Europe has a much smaller catalog
  17. 17. Exploring electronic iterations, with caution
  18. 18. Not convinced that duplicating the print experience online makes sense</li></ul>Where does that leave us?<br />