Working in publishing can feel a little like spinning plates. You’re madly dashing from plate to plate trying to keep them all in the air with some plates needing more attention than others, and learning which plates need that extra tlc is a very important part of the job.
I’m going to be making this post into two parts, due to the fact that the length is getting rather out of hand. We’ll use this first one to explain how publishing helps me decide what to prioritise using examples from the wonderful Oxford University Press, who publish around 6000 titles a year across Academic, Education, and English Language Teaching. This means that as marketers we have to know where to put our money and which audiences to target when we spend it, and how to correctly harness the free channels that we use to get our books seen by the right audience. With academic publishing your looking at a much smaller marketing budget, or no budget at all for some books so harnessing organic social media reach and email is vital.
Fortunately, in Academic at least, they’ll tell you which books you should be spending time on and pushing to your audience. These classifications have names, Trade, Impact, and Monograph, and we use them to explain what market we’re aiming for when we’re marketing the book e.g. monographs are usually bought by libraries and researchers rather than the general consumer. I’m going to try my best to explain how we use these classifications in my department, and give you just a few examples of each book to shed a little light on academic marketing.Continue reading “Prioritising in a Publishing: Trade, Impact, and Monograph”