Publishing SIG
NEWSLETTER
January 2001
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Publishing SIG
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January 2001 ACE Pub SIG Newsletter
The deadline for submitting entries to the ACE Critique and Awards Program is January 31, 2001. Most of you have probably received your Rule book but if not, check out the Web site at: http://www.aceweb.org/ca2001/c&e.html.
The non-member entry fee is $75 again this year. This offers entrants who have never been ACE members an easy way to join the organization: If you wish, your $75 entry fee can be used for a first-year membership (value of $50) plus one C&A entry. For more information, contact ACE Headquarters at 352/392-9588 or ace@gnv.ifas.ufl.edu.
Joining ACE
Joining ACE is as easy as clicking to http://www.aceweb.org/application97.html
If you know of anyone who would like to join ACE for the first time, we offer a special membership fee of $50, half of the usual fee. Regular membership is $100.
Library Survey
A few months ago I did a survey to our SIG membership asking about marketing to libraries. Some of you asked for the results, so I compiled them for this newsletter. The responses are quite interesting, particularly from Alyson Williams (forwarded by Diane Bowen), Julie Graddy (former ACE member) at Maupin House, Inc., and Amy Hartman from Kansas State University. If you don't feel like reading these now, I will also have these results posted on our Web site.
Survey Question: Has anyone done any marketing to libraries, and if so, how do you tap into them?
Sue Keller, University of Alaska Sea Grant.
We have built a database of libraries (to whom we send publication
announcements and catalogs) from targeted library lists we have purchased,
and from lists of Alaska libraries available to us from the state government.
Also we have purchased table space at American Library Association meetings
and other librarian meetings.
Julia Graddy, Publisher * Maupin House, Inc.
Library marketing can be done through distributors such as Quality.
They work slowly and pay even more slowly, selling only a few at a time
and tying up inventory. You don't get much money this way. Going to the
biggest library journals for reviews is a good way to get noticed. Getting
a review, though, can be tough.
Generally speaking, libraries prefer hard case books. And they love the acid-free paper.
State libraries (usually located in the state capital) often have mailing lists available for sale to the public which are not too expensive. You could try a sample mailing to libraries in one state to gauge the return.
There are library jobbers, and of course the wholesalers, such as Baker & Taylor, do serve libraries as well. They like to show demand, however, before they order.
Murr's Library Service , 4045 East Palm Lane, Suite 5, Phoenix, AZ 85005, attn: Greg Bruns, 1-888-273-0279 is a good guy and knows the territory well. You can pick his brain for more ideas.
Diane Nelson, Extension Communication Specialist, Iowa State University.
When we were fully staffed we did a quarterly list of our new publications
and sent it to all Iowa libraries. Twice several years ago we also took
displays of publications and
copies of our catalog to the state librarians
convention.
Jane Honeycutt, Louisiana State University.
We are required by law to send 25 or 35 copies to state library. We
don't sell our publications except for a handful, so we'd just send them
to others. I do know the Ag Summary is sent to all high school and university
libraries.
Brian Meyer, Iowa State University.
Every year we send a mailing of our college annual report to all libraries
in Iowa. It's simply that. We get current addresses from the State Library
of Iowa, which publishes a directory every year.
Frankie Gould, LSU AgCenter.
Actually we have contacted 4-5 libraries throughout the state -- Ones
that we feel cover the diverse audiences of Louisiana --- What we are proposing
are information Kiosks that we or a county faculty would have to maintain
with current literature -- preferably on topics that are of interest to
a broader audience --- ex: Gardening -- home improvement - food safety
--- flood/storm protection --- we have not implemented this project yet
-- ran out of money.
Judy Winn, Texas A & M.
We've not marketed for-sale items to libraries, but we did make an
effort to get Extension publications into libraries several years ago.
We got a list of libraries from the Texas Library Association and sent
each of them a copy of our CD that contained Extension publications. We
surveyed them later and found that about half of them were using it or
making it available to clients, and half weren't. At that time not all
libraries had public access computers with CD-ROM drives.
Lisa Jasa, Publications Editor,University of Nebraska.
We've done it a couple ways. When we were promoting a new web site
and story archive, I got a mailing list of all the libraries in the state
from the Library Commission. We sent posters, cards and somewhat personalized
letters to each and I followed up with phone calls to some of the libraries.
For an earlier project, I sent a story which was used in their newsletter to libraries. Since then we've had requests from several libraries for additional promotional materials for the site, which they used at local meetings.
We also send four copies of each of our Extension publications and newsletter to the State Library Commission, which archives them and makes them available on request to branch libraries.
Amy Hartman, Electronic Document Librarian, Kansas State University.
One of the things we've done here at Kansas State is to put most of
our extension and ag. research publications onto a CD-ROM, and make it
available for free to schools and libraries.
How did we get our mailing list? The American Library Association produces a book every year (ALA membership directory) that lists all of the libraries in the country by state, with information on addresses, phone numbers, key personnel, number of users, size of collection, budget, technology, etc. Most large libraries have a copy. I went through the Kansas section of it, contacted the libraries that looked like good prospects, and found many that wanted our material. (I found that letters got better responses than e-mails and phone calls.) I also got lists of public schools, and contacted the larger ones of those. I also asked our extension agents and other staff to suggest libraries that might want our material, and sent an announcement to the newsletter of our Kansas State Library: http://skyways.lib.ks.us./kansas/
We also make print copies of the material available, particularly to our own university library and to other large ones in the state. We invited librarians to visit our distribution center, and they were happy to pick up some of our free publications. County staff might want to invite their local librarians in to browse the material available and to chat.
We work closely with the library at our university, and they catalog some of our publications such that you can look up a publication, click on it, and *poof* get the whole publication online, rather than hunt for it in the boxes of agricultural documents in the basement. Once it is in one library online catalog this way, other libraries can look for these publications through OCLC, which is a network of library information.
Diane Blake Bowen, Communications Specialist, Texas A & M.
I e-mailed a copy of your request to Alyson Williams, a good friend
of mine who has 12 years of experience working in libraries.
"The most efficient (but probably not the fastest) way to market to libraries is to get one's book or serial reviewed by library journals. Here's a secret: the review does not have to be glowing. Just the fact that the publication was considered worthy of review is usually enough. Acquisitions librarians love having reviews to point to in case their selection choices are challenged.
Practices vary by institution. Some libraries make a point of acquiring small-press and alternative publications (but there are review entities for these pubs, I'm sure).
For public libraries, some of the review journals include Publishers Weekly, Kirkus, Library Journal, etc. There is a review publication strictly for reference works, another for academic libraries, several for children. There may also be regional review sources. (I'm pretty sure the Texas Library Journal reviews materials of a regional interest.)
My recommendation is to define the target audience (academic, public and/or special libraries), then contact an acquisition librarian (I'd just call, ask who that person is and ask to speak to them). Get a list of the review journals he/she is using to make acquisitions. Then submit an ARC (advanced review copy) or a copy of the publication for review.
Academic libraries respond to professors' requests, so if the work is scholarly, marketing to the professors should increase sales.
Sales literature/brochures will be responded to by special libraries (like what we have here at TWCC--I do look at sales literature--even faxes--about safety publications), but I imagine that sales literature probably doesn't do much for general acquisition librarians at the large institutions.
Direct marketing literature to public and academic libraries might work if review sources are cited, but I have to think that that's an expensive approach.
What I suggest is that she pose this very same question to a mailing list of acquisitions librarians. Here's a URL which might be useful: http://acqweb.library.vanderbilt.edu/acqweb/acqnet.html. Contact the list manager to see this same question can be posted."
Evie Engel Liss, Oregon State University.
Until July 1996, we routinely sent one copy of each new and revised
Extension publication that sold for less than $3.50 to a library mailing
list of nearly 300 libraries throughout Oregon (I think all Oregon libraries
are affiliated with the Oregon State Library, so we utilize a mailing list
they developed).
Because of the increased mailing and publication costs, we advised libraries that we no longer could share them without charge, provided information about how to order, and referred them to our Web site for viewing and/or ordering. In many cases libraries order copies and/or provide information about our Web site to their clientele. We also send each new catalog to a major mailing list that includes these libraries.
My experience is they want the publication only from a serials librarian angle--to get it into their system
Debby Weitzel, Colorado State University Cooperative Extension.
As a member of the Publishers Marketing Association (www.pma-online.org/programs.cfm),
you can submit a flyer to be incorporated into their monthly direct mail
packet that goes to acquisition librarians throughout the U.S. Flyers reach
public (2,600 names), school (K-12 Library- 3,250 names), university (College,
Jr. College & University --3,300 names), and corporate libraries. Will
also sell library lists for a discount if you are a member.
Conflict of Interest
I periodically get requests from an author (one in particular) to promote and sell publications out of our distribution center that were printed with a commercial printer, on which that author receives royalties. It's common for some of our faculty to have this type of arrangement and some have popular sellers in the marketplace. I thought it would be interesting to see if and how our membership handles this kind of request. Again, I posted a question to our SIG and the following are your responses. This survey will also be posted on our Web site.
Question: Do any of you have authors who publish publications with a commercial publishing house and then ask your distribution centers to either buy their publications from the publisher or promote and refer sales to the commercial publisher?
Debby Weitzel, Colorado State University Cooperative Extension.
In Colorado, our Academic Faculty and Admininstrative Professional
manual states, "Works created by Members without University resources are
the property of the Members (author) and the University will not administer,
finance, or provide other support as to these works." At the moment, we
and our legal counsel, interpret this to include sales and promotion.
Sue Keller, Alask Sea Grant, University of Alaska at Fairbanks.
We do sell publications published by outside agencies and companies.
We do this (1) if we really like the product, and/or (2) believe that distributing
it will help us fulfill our mandate to educate the public about wise use
of marine resources, (3) it is authored by one of our talented extension
agents, (4) it has photographs taken by our staff members, (5) it is a
perfect companion to one of our products, (6) we get a very good price
on it, (7) our clients are clamoring for such a product.
Barbara Hartsinger, South Dakota State.
SDSU doesn't (sell) either.
Judy Winn, Texas A & M University.
I'm sure we'd never consider promoting a product produced by an outside,
commercial entity. We'd certainly never stock and sell such an item. But
the fact is, Texas Extension wouldn't promote/sell this book (book in question
at Colorado), even though it was published by the Texas A&M University
Press. Actually, the TAMU Press has in the past promoted a few selected
Texas Agricultural Experiment Station research publications, but not the
other way around.
Most university presses collaborate with others so they'll have larger catalogs. If Colorado has a university press, you might suggest that the author collaborate with A&M Press (publisher of book in question) to promote the book in their catalog.
Ivar Nelson, Publications Supervisor, College of Agriculture, University
of Idaho.
I think we are moving to include in our inventory and catalog not only
from other CES and agency publishing groups but also from any source, including
commercial, that is publishing something our Extension people want to use
and sell. If this is a national trend, it could mean less publishing by
each state and more distribution of other's material.
We would have no problem with someone from the college suggesting to us to distribute or sell a book or publication which they have produced with someone else.
I think another trend we will see soon is for college publication units to provide royalties to some of their authors. As the university community explicitly allows its faculty to make money on the side from all types of activities, their doing it from royalties from us might not be any different. It will depend on what the definition of their work for the university is, and if that is differentiated from their authorship.
Kathy Reiser, University of Illinois.
One of our hort people co-authored Perennials for the Landscape book
and was recently asked if we'd carry it in our distribution center.
No final decision has been made, but I'm leaning against carrying it. (The decision is partly, but not entirely, mine to make.) It's a lovely book and I'm sure it's as research-based and "programmatically sound" as any U of I Extension publication we do carry. And yes, we do charge for our publications on a cost-recovery basis. At the same time, I'm concerned that selling a commercially produced book would set a dangerous precedent.
I should note that our warehouse handles two distinct types of materials: the usual kind (Extension pubs and research bulletins), which our Ag Communications shop owns ... and "personal stock," which is owned by individual faculty members.
Here's how "personal stock" works in Illinois: The faculty members own the (usually self-published) materials, and we simply warehouse and distribute them in exchange for a handling fee that covers the cost of moving/maintaining/tracking the inventory, operating an 800 order line, and so on; any sales proceeds from personal stock items go into the faculty member's university account. Some personal stock materials are available to the public, and some are available only to people authorized by the faculty member. Of course, we do limit personal stock to materials that relate to our mission as a land-grant and their mission as faculty members. So far, nobody's asked us to carry anything that doesn't qualify.
I don't think any of our current personal stock titles were published commercially ... but if we did go ahead and start offering the perennials book, it would be as personal stock. And the proceeds would have to go into a university account ... which means the arrangement would have to pass muster with the accounting and auditing folks. I can't imagine that they'd accept an arrangement whereby the author or commercial publisher got royalties.
What I'd like to do is let the Illinois Union Bookstore know we've been getting requests for the book ... and begin referring callers there. IUB is a quasi-commercial bookstore run by the student union ... but somehow it's in-house commercial and thus seems more acceptable! I would definitely draw the line at actively promoting the commercial book through Extension catalogs and flyers and such. Referring incoming calls is one thing, but expending university resources to advertise a commercial pub is quite another!
Jane Brown, Coordinator, Educational Media, Purdue University.
Our distribution center is supported by the departments and those charges
are based on the volume that a department uses the distribution center,
i.e., if XXX Dept represents 23% of the volume distributed out of the center,
then XXX dept pays for 23% of the operating cost. So, for that reason,
if the item has a trackable number for the database, then it can be distributed
out of the center as long as XXX department has no objection to paying
the "freight" for that individual.
Kurt Brown, Land Tenure Center, University of Wisconsin.
At the Land Tenure Center, we have our own, non-profit publication
series. Some of our authors also publish with commercial publishers (university
presses usually). Once we were asked if we would promote or buy a quantity
of the publications and we declined. We have, however, promoted and bought
some titles when it was in our interest to do so, in other words, when
the author/editor was one of our staff. So, I'd guess you'd say our policy
is to be self-serving.
Evie Engel Liss, Extension & Station Communications, Oregon State
University.
Oregon's Extension publications are produced in support of existing
educational programs. In one or two cases, we have stocked items only after
they underwent our standard publishing review process and were given an
Oregon publications number/identification.
Debby Weitzel, Publishing SIG Chair
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