Publishing Process and

1

• Publishing Process and
• Experiences in Publishing
• Peter J Danaher
• Department of Marketing
• University of Auckland

2
Outline

• Why publish?
• Research process
• Format for a paper
• Getting the submission right
• Insights from the trenches
• Getting the revisions right
• How its done at JM

3
Why Publish?

• Requirement for DEETYA or PBRF (publish or be
  damned)
• Personal satisfaction (pure pleasure)
• Establish a reputation and build a career
  (promotion)
• Build knowledge (save the world)

4
How Does it Work?

• Do some research
• Write it up
• Send it to a journal
• Editor rejects the paper or invites a revision
• You revise and resubmit (possibly several times)
• Paper is accepted
• Paper is published

5
Thats Easy Whats All the Fuss About?

• Doing top-quality research is hard
• Writing a 30-50 page paper is a challenge
• Top journals (JM, JMR, JCR, MKT SCI) accept only
  10 of papers
• Review process is slow and frustrating
• Reviewers generally less knowledgeable about your
  work than you are

6
What Makes Me Such a Smarty Pants?

• Published over 50 refereed articles
• JMR (5)
• Marketing Science (2)
• Journal of Marketing (1)
• JASA (1)
• JAR(6)
• Plus, JR, IJRM, EJM, JAMS and Marketing Letters

7
What Makes Me Such a Smarty Pants?

• Editorial Board member for the Journal of
  Marketing
• Associate Editor for the Journal of Service
  Research, Journal of Interactive Advertising and
  the Australasian Marketing Journal.
• Ad hoc reviewer for Journal of Marketing
  Research, Marketing Science, Management Science,
  International Journal of Research in Marketing,
  Journal of Interactive Marketing, Journal of
  Forecasting

8
Paper format

• Abstract
• Introduction
• Literature Review
• The Model/Theory
• Hypothesis Development (if appropriate)
• Data description
• Data analysis/results
• Discussion
• Conclusion and future research
• References

9
Publishing from a PhD

• PhD work could be the best you ever do
• 3 years of effort
• Fewest distractions
• Plan to publish 3 articles from your PhD
• Build this into the structure of your PhD
• PhD is only the first step in publishing. Its
  not the end of the road, rather, the beginning

10
What Are the Secrets?

• Submission
• Target the right journal were previous key
  papers published in this journal?
• Format your paper to that used by the target
  journal (including references)
• Get feedback before you submit the paper
• Make the Abstract and Introduction exciting and
  get your point(s) across
• Have something to say and communicate this

11
What Are the Secrets?

• Submission
• Suggest/nominate reviewers (e.g., JM, JMR and Mkt
  Sci all ask for this)
• Look at the Editorial Board members, some will be
  reviewers
• Equally, gives names of those who may be
  antagonistic
• Talk the paper up a little in the covering letter
• Check spelling and grammar
• Attention to details such as section numbers,
  equations, notation, etc.

12
Revisions yuk!

• Submitting the paper is only the beginning
• Dont spend too much time perfecting the original
  paper
• Revisions are inevitable
• Put as much effort into the revision as the
  original submission
• Turn it around quickly

13
Revision Secrets

• Dont ignore the reviewers or editor no matter
  how stupid they are
• Tailor your revision notes around the reviewer
  comments
• Number the responses or keep them in the same
  order as the reviewer comments
• Repeat the reviewer comments then respond to them
• Help the reviewer navigate through the revised
  paper by telling him/her where the changes are

14
Revision Secrets

• Dont forget to also respond to the editor
• If you disagree with a reviewer, explain this
  separately to the editor. This is a neutral
  person
• Make copies of reviewer responses for editor and
  each reviewer. Its amazing how often paperwork
  gets mixed up in the review process

15
Comments from the JM editor, Ruth Bolton

• Normally sends a paper to 3 reviewers, one of
  them an author-nominated reviewer and one not a
  specialist in the topic
• Will decide on outcome after at most 2 revisions
• No third revisions, no appeals unless a paper is
  new
• Recognizes that review process is noisy
• Believe it or not, feels bad about 90 of papers
  being rejected

16
Conclusion

• Research - the old adage of 10 inspiration and
  90 perspiration still applies
• Editors and reviewers are on the lookout for good
  ideas, but dont dismiss the details
• Maintain the required hygiene
• Work on your writing
• Dont give up