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Publishing and Publishers

Publishing and Publishers. A. J. Ayer: "If I had been someone not very clever, I would have done an easier job like publishing. That's the easiest job I can think of.” Cyril Connolly:

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Publishing and Publishers

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  1. Publishing and Publishers • A. J. Ayer: • "If I had been someone not very clever, I would have done an easier job like publishing. That's the easiest job I can think of.” • Cyril Connolly: • “As repressed sadists are supposed to become policemen or butchers, so those with an irrational fear of life become publishers.”

  2. Henry Oldenburg First Journals: 1665

  3. Journal Growth 1665-2001 Data from Ulrich’s International Periodicals Directory on CD-ROM Summer 2001 Edition Total number of active refereed learned journals in 2001: 14,700

  4. Main Cause of Journal Growth More researchers  more journals

  5. Starting New Journals • Proposals come from scholars • Only 1 in 20 lead to a new title • Key questions a publisher asks • is there an identifiable critical mass of authors? • is there an adequate journal already? • are the authors concentrated in a new area or scattered among several old ones? • who will be the readership?

  6. Reasons for Saying “No” • Too few papers will be submitted • Area of coverage does not represent a real sociological grouping of researchers • Area is too young or too diffuse • Existing titles already satisfy authors’ needs • Readership is too interdisciplinary to influence institutional buying decisions • Growth of new area too slow to be viable • Financial benefits low compared to risks

  7. New Journal Breakeven Time surplus 7 years 0 time loss

  8. Setting Up An Editorial Office • First, … find your Editor! • Researcher working in the field • Recognised authority with administrative flair • Setting up an editorial office • agree scope of journal and nature of support • find location and negotiate lease • supply equipment, material and staff • help create referee database • Support costs: typically 10-15% of income

  9. Establish The Editorial Board • With Editor(s), identify key members of research community to be served by the journal: the academic “Great and the Good” • Persuade them of the virtue of the title • Get them to submit some papers for the inaugural issue, or encourage other good authors to submit and/or review

  10. Actions to Launch • Send out a call for papers • Decide on cover design and appearance of pages with Editor(s) • When enough papers received, assemble inaugural issue • Promote existence to libraries and potential readers through direct mail campaigns and free sample issues at conferences • Launch and monitor paper flow and subscriptions

  11. proofing author submission reader editor referee Publishing Cycle PUBLISHER finalized journal issues accepted mss AGENT LIBRARY JOURNAL Editorial Office research community peer review process

  12. proofing author submission reader editor referee Publishing Cycle: Acquiring Content PUBLISHER finalized journal issues accepted mss AGENT LIBRARY JOURNAL Editorial Office research community peer review process

  13. What Does The Journal Editor Do? • Is the public face of the journal • Decides on what type and standard of paper will be published • Sets policy in consultation with the editorial board and the publishers’ editor • Runs the peer review process supported by an editorial office funded by the publisher

  14. Peer Review • A methodological check on the soundness of argument, supporting data and cited references of a submitted paper • Carried out by two or more anonymous academics selected by the journal Editor who work in the same field as the paper (“the reviewers”) • Reviewers peer review without payment but the costs of administering the selection of reviewers, postage and document costs are borne by the journal • On average 30% more papers are reviewed than the number published

  15. What Does The Publisher Do? • Editorial management • monitor editorial office efficiency and efficacy • time for reviews, responsiveness to authors • monitor key success indicators • copyflow, subscription levels, quality indicators, author satisfaction • monitor research trends • include where relevant:special issues, invited papers, conference issues • take action • does journal need to expand? • does editor need replacing?

  16. What Does The Publisher Do? • Business management • control costs and set financial goals • review subscription development • review production costs and set page budgets • set guide price • close a failing journal

  17. PUBLISHER finalized journal issues accepted mss AGENT proofing author LIBRARY submission JOURNAL Editorial Office reader editor research community peer review process referee Publishing Cycle: Manufacturing

  18. Manufacturing The Journal • Production • work flow management • file conversion, typesetting and editing • supplier management • Electronic hosting • secure online host, 24/7/365 • scalable • access and entitlements • disaster recovery

  19. proofing author submission reader editor referee Publishing Cycle: Promotion & Sales PUBLISHER finalized journal issues accepted mss AGENT LIBRARY JOURNAL Editorial Office research community peer review process

  20. Promotion, Distribution and Sales • Promotion and marketing • Direct mail and web brochures and leaflets • Exhibitions and advertising • Information on products and prices in general

  21. Promotion, Distribution and Sales • Sales • Account managers seek prospects • Licence deals agreed with individual libraries and consortia • After sales service and customer support • Distribution and fulfilment • Access and entitlements • Electronic and paper • Invoicing and cash collection • Monitoring of claims

  22. Magazines versus Journals Content types and business models advertising Editorial Letters News, views, commentary Book reviews Review papers Short papers Archival papers classifieds Journalistic/unrefereed Submitted/refereed ads ads

  23. Magazines versus Journals New Scientist, Scientific American Magazine model: personal sale to individuals, very high circulation, very high advertising revenue advertising Editorial Letters News, views, commentary Book reviews classifieds Journalistic/unrefereed ads ads

  24. Magazines versus Journals Nature, Science, BMJ, Lancet etc. Hybrid magazine/research journal model: personal sales predominate, high circulation, high advertising income advertising Editorial Letters News, views, commentary Book reviews Review papers Short papers Archival papers classifieds Journalistic/unrefereed Submitted/refereed ads ads

  25. Magazines versus Journals Archival Research Journals Research journal model: institutional sales, low circulation, no advertising Review papers Short papers Archival papers Submitted/refereed

  26. Economics of Journal Publishing

  27. Economics of Journal Publishing • Each research area has a limited number of institutions that support it (its “institutional market”) • Institutional sales for a journal rarely exceed the size of its institutional market • high prices can put buyers off, but very low ones will not attract customers to buy more than one copy each • Thus, the more general the subject of the journal the larger its circulation, and vice versa • High circulations mean lower price, lower circulations higher price • Specialized titles will always be more highly priced than general ones

  28. Web = Publishing for Free? • Web is a distribution medium • Production costs are made up of two components: • cost to create the first copy (85-90%) • cost to duplicate and distribute (10-15%) • Copying and distribution become virtually zero, but authentication, licensing and management become more complex

  29. First Copy Costs • Estimated by Odlyzko and others at an average of $4000 per article • Has several components • peer review costs for ALL submissions • technology • brand identity management • organization costs • Users want the functions: first copy cost have to come from somewhere

  30. Alternative Business Models • Any alternative must raise $4000 per paper to be self-sustaining • Payment options • Authors pay (page charges) • Authors’ institutions pay • Authors’ granting bodies pay • Readers pay • Readers’ agents (library) pay • National authorities pay (eg, NESLI) • Tolls and tariffs • Advertising • Telecommunication access charges

  31. Electronic Publishing • Requires 24-7-365 reliability and customer service • ScienceDirect • 1,500 journals (1,947 if archive of discontinued merged etc. titles included) • 5 m full text article, 60 m abstracts • 140 m full article downloads by users in 2003, rising from 86m in 2002 • Estimated 5.5 m users at more than 4,000 institutions worldwide • Not something you do in your toolshed!

  32. Platform Reliability Platform Availability

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