These slides are from John J. McAdam as part of "Reimagining the University Press from Scratch, Part 2" at AAUP 2016 in Philadelphia, PA.

1. Mastermind
Discussion
Strengths, Weaknesses,
Opportunities, and Threats
(SWOT) in the
University Press Industry
John J McAdam
Author / Instructor / Business Planning Advisor
June 18, 2016

2.  Introduction(s)
 The Brewery Story
 University Press Research Facts
 SWOT Mastermind Discussion – participatory
› Strengths
› Weaknesses
› Opportunities
› Threats
 Next Steps Post Conference
 Discussion Summary & Challenge
Agenda
2

3. The Brewery Story
3

4.  Introduction(s)
 The Brewery Story
 University Press Research Facts
 SWOT Mastermind Discussion – participatory
› Strengths
› Weaknesses
› Opportunities
› Threats
 Next Steps Post Conference
 Discussion Summary & Challenge
Agenda
4

5.  2015 Backlists $/Front lists $ = 1.94x
 2015 e-Book Backlist $ / Front list $ = 3.8x
 Average Unit Sales per Title < 500
University Press Research Facts
2015 – 2012 Revenue (from AAUP)
95
100
105
110
115
120
2011 2012 2013 2014 2015
Average # Titles Published
Avg Titles Published
5

6.  Editorial Expense as % Sales = increasing
 Salaries + Wages + Benefits = increasing
 Sales and Marketing Methods $ Spend
1. Sales Commissions = flat
2. Travel & Entertainment = flat
3. Catalogs & Trade Adv. = flat to slight decline
4. Coop Advertising = increasing
5. Direct Mail = decreasing
6. Consumer Advertising = flat
7. Publicity = flat
8. Exhibits = flat (high $)
9. E-Marketing = increasing (low $)
10. Other Promotions = slight increase
 Marketing Compensation $/ Marketing Spend $ = 1.2 x
University Press Research Facts
2015 – 2012 Expenses from AAUP
6

7. University Press Research Facts
Inside the Information Industry (NAICS)
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Book Publishers Periodical
Publishers
Exclusive Internet
Publishers
Revenue (in millions, 2012)
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
1997 2002 2007 2012
Book
Publishing
Information
Revenue Trends (in Millions) by Year
• Revenue in Information is growing 4.5 times as fast as Book Publishing
• Recordings = flat growth
• Telecommunications = slow growth
• Broadcasting, Data Processing, and Data Hosting = fast growth
• Other Information Services = exponential growth
7

8.  Introduction(s)
 The Brewery Story
 University Press Research Facts
 SWOT Mastermind Discussion – participatory
› Strengths
› Weaknesses
› Opportunities
› Threats
 Next Steps Post Conference
 Discussion Summary & Challenge
Agenda
8

9. 9

10.  Introduction(s)
 The Brewery Story
 University Press Research Facts
 SWOT Mastermind Discussion – participatory
› Strengths
› Weaknesses
› Opportunities
› Threats
 Next Steps Post Conference
 Discussion Summary & Challenge
Agenda
10

11. Next Steps
 Get SWOT Mastermind Industry Results by emailing
john@pioneerbusinessventures.com with
AAUP16SWOT in the email headline
 Get a blank SWOT worksheet by emailing
SWOT@pioneerbusinessventures.com
 Complete a SWOT for Your Press while meeting with your
team
 Focus on your Strengths and pursue appropriate
Opportunities for your university press
 Need feedback, guidance, or an advisory sounding board?
› Email john@pioneerbusinessventures.com
› Schedule a free 30-minute feedback session
• Schedule at https://www.timetrade.com/book/T1HJK
11

12.  Introduction(s)
 The Brewery Story
 University Press Research Facts
 SWOT Mastermind Discussion – participatory
› Strengths
› Weaknesses
› Opportunities
› Threats
 Next Steps Post Conference
 Discussion Summary & Challenge
Agenda
12

13.  SWOT Mastermind University Press
Discussion Summary
 Challenge your press to innovate
 Wrap up
Discussion Summary & Challenge
13

14.  John J. McAdam
 Pioneer Business Ventures, Inc.
 74 Alexauken Creek Road
 Lambertville, NJ 08530
 (609) 460-4531 Desk
 (609) 460-4568 Fax
 Business Email: john@pioneerbusinessventures.com
 Schedule a free 30-minute feedback session
at https://www.timetrade.com/book/T1HJK
Questions and Answers
14