Thinking inside the Box Publishing Journals with a University Press

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Thinking inside the BoxPublishing Journals with
a University Press

• Joseph J. Esposito
• (espositoj_at_gmail.com)
• SSP Conference
• San Francisco
• June 2007

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Topics

• The situation at Human Factors
• A methodology for assessing a publishing
  organization
• Crystal ball 5 years out
• When consolidation works, and when it doesnt
• What a university press can and cannot do
• Not the solution for all publishers

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Assumptions about Human Factors

• Small organization
• Membership receives some or all publications for
  free (as part of membership fee)
• Several markets academic libraries, industry,
  government
• No rich endowment to draw on

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Strategic Issues for Human Factors

• Membership creams off best customers (because
  they get publications for free)
• Lack of scale limits range of activity and
  effectiveness in marketplace
• Lack of capital inhibits investments in
  technology
• Diverse marketing channels strain marketing
  infrastructure
• Success of program could invite unwelcome
  competition from better-resourced publishers

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Survey of University Press Journal Operations

• Wide range, from 1 journal to 50 or more
• Profitability/(unprofitability) varies
• Some presses (5-10) have achieved some scale of
  operations (but none compare to Elsevier, Wiley
  Blackwell, et al)
• Larger journal programs all have online solutions
• Can manage print as well as digital eds.
• Part of academic, not-for-profit community

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Crystal Ball (5 Years Out)

• Academic libraries push print to the margin
• Increasing purchasing by library consortia
• Consortia show preference for digital
  aggregations (Big and Little Deals)
• Investment in technology soars
• Consolidation, consolidation, consolidation
• Niche channels outside libraries require focused
  effort
• Open access finds its place, but does not
  supplant user-pays publications

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Why Choose a University Press?

• Immediate benefit of scale of operations
  provides (almost) complete infrastructure
• Online solutions in place, but can also handle
  hardcopy
• Emerging opportunity to create and market
  aggregations (Little Deals)
• Good library relations for most part
• Part of NFP, academic community
• Potential for editorial cross-fertilization

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Is This Press Right for You?

• Society commitment to NFP sector?
• Experience with marketing aggregations?
• Related titles to bring to aggregations (of
  growing importance)?
• Flexible software to serve diverse channels?
• Flexible business arrangements?
• University commitment to its Press (critical)?

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What to Look for in a Deal

• Identified account manager bench strength
• Transparent and detailed financial arrangement
  good systems
• Availability of senior staff to meet with society
  leaders
• Unambiguous evidence of ability to work in print
  and online
• Editorial synergy (esp. for aggregations)
• Option to reserve some marketing rights
• 5-year mutual commitment

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Is Human Factors a Good Candiate for a University
Press?

• Benefit from library marketing
• Solves technology investment problem
• NFP alignment (Is this important?)
• Could benefit from editorial linkages, esp. for
  aggregations
• Almost certainly must retain marketing rights for
  industry and government
• Need to assess geographical footprint

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Recommendations

• Do not proceed without a publishing partner
• Prepare RFP submit to 2-3 university presses and
  2 commercial publishers
• Include in RFP a 5-year vision statement without
  platitudes. This is the single most important
  success factor.
• Identify metrics for success, both quantitative
  and qualitative
• Have proposals reviewed by experienced publishers
• Do not under any circumstances compromise the
  editorial integrity of your program