Perspectives

Perspectives, insights, and research

C&E Perspectives

Author Experience (AX): An Essential Framework for Publishers

September 22, 2022  |  By , and

A seismic shift has taken place in scholarly publishing, putting authors forefront of marketing efforts. This is not just a shift in messaging. Marketing to authors requires new tools, techniques, and expertise. Publishers that are able to make this transition more rapidly are gaining a competitive advantage over those that move slower.  
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C&E Perspectives

8 Dimensions of Marketing Strategy

January 20, 2022  |  By

At the heart of all successful organizations is a well-planned and executed marketing strategy. While successful marketing strategies incorporate some tried-and-true practices and marketing disciplines, increasingly, they rely on understanding and harnessing marketing technology.
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From the Scholarly Kitchen

Market Consolidation and the Demise of the Independently Publishing Research Society

December 14, 2021  |  By

The last few years have been a period of rapid market consolidation in scholarly publishing. In addition to publishers acquiring smaller publishers, we are seeing an ongoing decline in the number of the independent society publishers as more and more continue to sign on with larger publishing partners.
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C&E Perspectives

To Centralize or Not to Centralize: That is Not the Marketing Structure Question

October 29, 2020  |  By

The optimal marketing structure is a critical component of a successful marketing function. It is also an intensely debated topic. The structural debate is often framed as a binary choice between a centralized structure and a decentralized structure. Since both centralized and decentralized structures have compelling advantages and notable drawbacks, organizations feel as if they are faced with an impossible choice. Fortunately, there is another, and much better, way forward.
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Hub-and-Spoke-Image

From the Scholarly Kitchen

The 360° Competitor

October 5, 2020  |  By

The recent announcement that Penguin Random House is pursuing an acquisition of Simon & Schuster points to an emerging paradigm, the publishing company that serves as a nexus for much of an industry’s activity. There are lessons here for STM publishing, too, as one can imagine Elsevier (or even ResearchGate) moving in this direction. A 360° competitor not only looks to its legacy customer base but also develops a strategy that radiates in all directions, becoming the partner of friends and rivals alike. Scale and imagination are prerequisites for this strategy, but the strategy also demands a willingness to unbundle the primary publishing platform and make it available to all comers.
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graphic of 360 degrees

Other Publications

The 12Ps of Marketing Technology

September 16, 2020  |  By

Marketing Technology (MarTech) is transforming how organizations market, optimize customer and user experience, and leverage data and analytics. With over 8,000 tools, the technology landscape is complex and MarTech projects are notoriously hard. Succesful marketing technology adoption requires discipline and a focused strategic approach. This article presents a framework for successful marketing technology adoption.
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C&E Perspectives

How Information Asymmetry Works Against Societies

August 20, 2020  |  By

A major element of the scholarly and professional publishing ecosystem is the publishing services agreement, or PSA. In a PSA a professional association or learned society signs an agreement with a larger publisher for journal publishing services. What many societies negotiating a PSA fail to see, however, is that the large publisher has access to a great deal more information about the publishing business than the society does. This essential asymmetry of information provides an enormous advantage to the large publisher in negotiations.
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Business people meeting in modern office on different floors

C&E Perspectives

When a Guarantee Is Not a Guarantee

August 18, 2020  |  By

Guaranteed revenues provide the cornerstone for many publishing services agreements (PSAs), the contracts that professional societies enter into with large publishers related to journal publishing. Societies looking to mitigate their risk and receive predictable revenues must be cognizant of guarantees that do not, in reality, do either of these things (or that do them poorly).
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Guarantee conditions of a contract are checked carefully with a magnifying glass

C&E Perspectives

Modern Marketing in 11 (Short) Tips

August 11, 2020  |  By

Marketing, as a discipline, has been undergoing profound change, and organizations that understand and embrace modern marketing have a substantial competitive advantage. In this post, Colleen Scollans, head of Clarke & Esposito’s Marketing & Digital Transformation Practice shares her eleven top tips for modern marketing design.
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13 tips image of semiconductors that says "Modern Marketing"

From the Scholarly Kitchen

Good vs. Evil? Finding the Right Mix of For-Profit and Not-for-Profit Services

July 21, 2020  |  By

This post was co-authored by Joe Esposito and Roger Schonfeld of Ithaka S+R.

Every day, choices are made, and positions advocated, about the best organizational forms for providing the various services needed for the academic enterprise. This is an important, and underexamined, issue for academia. As well-resourced as some universities are, they are not infinite in size, and, as a result, they have to prioritize their investments. When purchasing or developing scholarly communications services, library systems, and research workflow tools, individual universities seek cross-institutional scale, which can be achieved in a variety of ways, including open source software, institutional partnerships, consortia, and outsourcing to third-party organizations, both not-for-profit (NFP) and commercial in structure.
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