Cambridge University Press

1
Cambridge University Press

• The Marketing Plan

2
The Basics

• 1700 books published per year, cloth/PB
• F07 academic sales 49 million (US only)
• Size NY staff 164 (incl ELT and Journals)
• Academic sales marketing staff 40
• Marketing budget 3.25 million

3
Sales by discount

• 20 long discount Trade and Ac Trade
• 80 short discount
• Monographs
• Scholarly reference
• Medical
• College
• Professional

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Sales by Channel, F04-F07

• Wholesalers 46 38
• Internet 18 25
• College Bookstores 12 17
• Retail Bookstores 6 9
• Wholesale is not shrinking, other segments are
  growing

5
Marketing by channel

• 3 years ago, 1 marketing department, now
• HSS Academic 1.1 million
• STM Academic 1.1 million
• Library 300,000
• Trade 550,000
• College 200,000

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Marketing Activities

• Direct mail
• Advertising
• Publicity/Review copies
• Exhibits
• Co-op
• E-marketing only new element

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Typical Marketing PlanMonograph

• Advertising as many as 25 journals per book
• Catalogs 4 or so subject catalogs, not in trade
  catalog
• Conferences 350 per year, 200 staffed, 150 coop,
  sales still strong
• Publicity 20-40 review copies sent out
• E-marketing blasts, alerts
• Co-op limited
• Traditional book marketing

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Typical Marketing PlanTrade

• Direct Mail limited
• Advertising NYRoB, Atl Monthly, Harpers, The
  Nation, Chronicle HE, CS Monitor, e.g.
• Exhibits BEA, BEC, regional meetings
• Publicity Very important. 140-200 review copies
  to traditional outlets, now trying to get onto
  blogs. Select galleys
• Co-op when possible

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Typical Marketing PlanCollege

• Direct mail 4-c single title brochure, or
  cluster brochure less and less paper DM
• Web adoption bookfair up to 15 clickthru
• 9 this season
• Heavy author collaboration
• Sampling, up to 400 review copies
• Dedicated tele-sales
• Advertising conference catalogs, limited
• Moving much more towards online marketing

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Catalogs

• 2 Trade catalogs per year long discount
• Print 6600
• 500 per rep
• 2500 mailed
• media
• 2 Academic catalogs short discount
• 10 per rep, then POD
• Select accounts only
• No College catalogs
• Fewer comprehensive FL/BL catalogs

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Mailing Lists

• MDR, MKTG, F1RSTMARK, Thomson Scientific,
  societies such as APSA, etc
• T McElwee lists of profs
• In-house, just library and college

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In sum

• The goal remains the same find your audience and
  drive them to your books
• Most elements look remarkably similar to the way
  theyve looked for years,
• E-marketing makes getting to niche markets much
  easier
• Objective is to determine which elements of the
  marketing plan drive sales, which do not, and
  update plan accordingly