Concurrent 4C: Marketing to Individuals: Insights from Pioneers
Scholarly publishers traditionally rely on library sales, but evolving purchasing models such as demand driven acquisitions prefer single title purchases to packages. Lessons from trade publishers in marketing to individuals have been adapted by innovators who will share their expertise. Attendees will learn new methods for promoting sales to individuals using social media, enhanced discovery and library platforms. Two speakers will describe authors use of blogging and social media to market hybrid OA and for fee monographs. Several programs, including offering sales directly to users of library ebook packages will be described. An active blogger and reviewer will share her insights into the demands and benefits of these social media. Finally, a librarian will distill her research into library systems that support user purchases and which sales channels are involved. Bring your questions and join the discussion!
Moderator: October Ivins, Ivins eContent Solutions
