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Scholarly Serials Marketing: Contemporary Tools for Traditional Content

Tuesday, November 16, 2004, PALINET Headquarters, Philadelphia, PA

Today, effective marketing of scholarly serials hinges on successful use of both standard practices and novel approaches. In this seminar, industry experts will guide attendees through four essential parts of a substantial, contemporary marketing program – doing the research, managing to librarians’ expectations, remembering the basics, and applying the latest technologies.

The seminar will provide:

  • Substantial analysis of the global scholarly publishing market
  • Specifics on academic librarians’ serials purchasing criteria and the impact of open access publishing on purchasing
  • Sound advice on successful pricing of consortia deals
  • High-impact and sensible communication strategies
  • Realistic concepts for low-budget marketing
  • Review of RSS technology and its potential in scholarly publishing.

This seminar will be particularly helpful to non-profit society publishers and anyone looking to refresh their toolkit for successful marketing in today’s challenging environment.

Seminar Managers and Moderators

  • Barry Bealer, President and CEO, Really Strategies, Inc.
  • Priscilla Markwood, Manager, Industry Relations, Cadmus Communications


  • Becky Haines, Director of Publications, American Roentgen Ray Society
  • Chris Beckett, Director, Scholarly Information Strategies
  • David Charles, Institutional Sales & Licensing, Europe
  • M.J. Tooey, Executive Director, Health Sciences and Human Services Library, the University of Maryland Baltimore
  • Sara Girard, Head of Marketing, Journals, Nature Publishing Group
  • Todd Carpenter, Director of Business Development, BioOne


Barry Bealer, President/CEO, Really Strategies, Inc. Since co-founding Really Strategies Inc., Barry has served as president and CEO of the company, based in Lansdale, Pa. Under Barry’s leadership, Really Strategies has grown into a full service firm that helps publishers bring strategy, content, and technology together. As a recent recipient of the Philadelphia 100® Award, Really Strategies has been named one of the fastest growing, privately-held companies in the Philadelphia region. Barry is also an active member of the Software and Information Industry Association content division’s board of directors and the education committee of the Society for Scholarly Publishing.

Becky Haines, Director of Publications, American Roentgen Ray Society, has been in scholarly publishing for more than 25 years, both as a vendor and, more recently, as a publisher. In her current role, Haines happily collaborates with an existing, internal marketing group to produce a successful marketing program for ARRS. In her prior positions she found herself – as many small publishers do – marketing by necessity and struggling for recognition of its importance within the society. Haines recently spoke on the subject of journal marketing at a SNAP meeting and has done public-private consortia building with a variety of anesthesia-related organizations, whose unique cooperation led to the development of a joint lexicon and base of communication for their complex data.

Chris Beckett, Director, Scholarly Information Strategies, has more than 25 years of experience as a manager and provider of information products and services. He founded his first consultancy in 2002 to help publishers, intermediaries, and libraries develop and deliver electronic products and services. He has considerable senior executive experience in product development, sales, and marketing for industry intermediaries including Vice-President Library Services for Ingenta, International Publisher Sales Director for Ingenta, and Sales and Marketing Director of CatchWord. Prior to working at CatchWord, Beckett held a number of senior management positions at Blackwell’s Information Services including General Manager of Blackwell’s Online Bookshop, which he founded, and was a member of Blackwell Information Services Executive Board.

David Charles’ agency, E-Licensing, has been providing online sales services for US non-profit society publishers since 2003. Previous to that he occupied sales management positions at Lippincott Williams & Wilkins, WB Saunders, and Academic Press.

M.J. Tooey, Executive Director of the Health Sciences and Human Services Library at the University of Maryland Baltimore. The immediate past president of the Medical Library Association, she received her Master’s degree from the University of Pittsburgh and is a distinguished member of the Academy of Health Information Professionals.

Priscilla Markwood, Manager, Industry Relations, Cadmus Communications, whose experience includes a soup-to-nuts managing editor role with a non-profit society, where she managed two successful STM publications for 10 years. She knows first-hand the difficulties of navigating the increasing complexities of STM publishing. In her new role with Cadmus Communications, she brings educational resources to colleagues and customers.

Sara Girard, Head of Marketing, Journals, Nature Publishing Group, has been in circulation and direct marketing for eleven years, nine with NPG. She won a Circulation Excellence award from FOLIO magazine and is a member of DMCNY and SSP. In her current role, Girard is responsible for the circulation and promotion of 17 titles, including the flagship journal Nature.

Todd Carpenter, Director of Business Development with BioOne, an online aggregator of scholarly journals in the biological sciences. Todd directs content development, publisher relations, and sales. Before joining BioOne, Todd had been the Journals Marketing Manager at The Johns Hopkins University Press. He has also held marketing management positions at the Energy Intelligence Group and The Haworth Press.