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Why marketing matters
Carma Schilpp


Marketing is one of the core ingredients of a journal's success, but because much of it is carried out behind the scenes, some parts can go unnoticed.

"Editors may be aware of direct (e)mail campaigns carried out to increase the subscription base of their journal," says Carma Schilpp, Director of Periodicals Marketing. "But the marketing team is responsible for a wide variety of activities, ranging from market research and advertising to conference attendance and PR.”

An example of successful media coverage is the publication of a Press Release in early June, announcing publication of research that described a study on very little damage in the brain of a 114-year-old woman, published in Neurobiology of Aging. The news garnered widespread media attention, including a number five spot on Yahoo's homepage on June 8.

Increasing and maintaining the visibility of journal titles also includes close collaboration with our global sales teams and local sales offices to ensure the journal finds its way to as many institutional libraries as possible.

"We try to share as much information as possible with editors, for example on the most downloaded articles or the results of readership surveys we've carried out", Schilpp continues. "This feedback can provide editors with valuable insights into what readers are looking for and may even result in a refocus of editorial direction."
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