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Ren é e Tambeau. Director of Sales and Marketing Wayne State University Press. The Basics of Wayne State University Press. 35-40 books published annually (of which 3-10 are distributed titles) Annual Revenue of $1,000,000–$1,400,000 (books)

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Renée Tambeau

Director of Sales and Marketing

Wayne State University Press


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The Basics of Wayne State University Press

  • 35-40 books published annually (of which 3-10 are distributed titles)

  • Annual Revenue of $1,000,000–$1,400,000 (books)

  • Journal revenue adds an additional $350,000–360,000


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WSU Press Staff

Staff of 16 full-time employees,

3 part-time employees,

1–2 interns


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Marketing Staff

  • Marketing Staff consists of:

    • 1 Marketing & Sales Manager

    • 1 Promotions & Direct Mail Manager

    • 1 Exhibits & Advertising Manager


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Marketing Budget

  • Marketing Budget (without salaries) = approximately $100,000

    • Advertising

    • Awards (nomination fees and marketing is charged unit cost for books)

    • Catalogs and Direct Mail

    • Co-op

    • Exhibits

    • E-marketing

    • Publicity

    • Review Copies (marketing is charged unit cost for books/hard budget to forecast)

    • Sales (sales reps commissions)




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Advertising

  • Negatives include:

    • Hard to track ROI

    • Expensive (usually need to place ads multiple times to have impact on buyers)

    • Done primarily to please/pacify authors

    • Hard to build and distinguish brand to an overwhelmed/oversaturated market

    • Viewed with skepticism (versus the perceived objectivity of a review)


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Advertising

  • Positives include:

    • Ads increase visibility for books and Press as a whole

    • Ads work when selling to sellers

    • Ads work when you have a specific journal in a very specific subject area

    • Ads are good tools for acquisitions

    • Happy authors


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Direct Mail vs. E-marketing

  • Technology is changing how people look for information

  • Cost savings of e-marketing (no printing costs, no postage) is clear advantage

  • When appropriate, e-marketing pieces can be reused—placed on Web site, given to author to forward

  • E-marketing is quicker and easier to tailor for various groups if needed


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Direct Mail vs. E-marketing

  • Constant Contact (or other programs) can be used to cheaply and effectively remind people you exist and showcase your most recent “products”

  • Constant Contact allow you to track what the most popular links are so you can see area of interest


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Direct Mail vs. E-marketing

  • Direct mail is still viable and useful. We take catalogs and direct mail pieces to author events, exhibits, conferences, ect. Because of a limited budget, we typically promote several books in the same subject area on one piece.



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Direct Mail vs. E-marketing

  • We print large amounts of our Web site postcard, which promotes the Press as a whole, but can be tailored to a special sale offer, a special event, etc.


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Mailing Lists

  • In-house lists from previous buyers (no rental fee, building off a base that already is interested in/familiar with WSUP titles)

  • In-house lists that we’ve cobbled together from various sources (often times interns keying in from membership directories)

  • Rent lists from list brokers, subject area societies/organizations

  • Author-provided lists


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Seasonal Catalogs

  • Decreased seasonal catalog quantity considerably when subsidy was cut and became more conservative with uses; used primarily as a sales tool; currently print approximately 5000-7500 to cover accounts, select media, authors included in catalog, acquisitions use for potential authors.

  • Mail out approximately 5000-6000


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Subject Catalogs

  • Subject area catalogs allow us to highlight several titles in a series/subject area; currently print approximately 3000-5000 (depending on the subject area) and send to logical lists (Jewish Studies catalog gets sent to Association for Jewish Studies and Association for Jewish Libraries, etc.; Film Studies catalog gets sent to Society for Cinema and Media Studies). Also used by acquisitions as a selling feature for the Press to potential authors.

  • Mail out approximately 80% - the other 20% taken to conferences, sent to authors, used for other promotional opportunities


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Developing a Marketing Plan

  • look at fiscal year budget & books

  • varies depending on academic or general interest title

  • varies if we get additional funding for promotion

  • authors — valuable resource


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Get authors to:

  • In part, do your research for you

  • Visit bookstores to encourage them to stock the book or set up author events

  • Contact friends, families, professional organizations, colleagues, etc. when book is published

  • Demand that their university’s library order the book

  • Encourage colleagues and others to write reviews of their books on Amazon and other sites

  • Contact producers of local shows to pitch book

  • Encourage colleagues to use book as course adoption (if appropriate)


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Typical Marketing Plan for Academic Book

  • Advertisements (appropriate subject area journals–usually one or two ads, often times placed with other similar subject titles)

  • Award nominations (costs are usually nominal, make authors happy, and can be utilized for additional promotion opportunities if books win)

  • Catalogs and direct mail and/or course adoption mailers (always included in the seasonal catalog, placed in appropriate subject area catalogs and direct mail pieces)


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Typical Marketing Plan for Academic Book

  • Conferences and exhibits (depending on the book, can be sent to 5-20 conferences, focus more on scholarly meetings)

  • Publicity efforts if appropriate (typically not appropriate for academic books unless timely/interesting subject or important author)

  • Review copies sent (approximately 3% of print run)


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Typical Plan for a General Interest Book

  • Same as academic book, but more review copies sent out, more promotion, more advance marketing efforts prior to publication to build a “buzz” (galleys, press kits, etc.)


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Typical Plan for a General Interest Book

  • Author events (schedule book signings/readings, interviews, etc.). The Press does not pay for author tours unless we have money come in specifically for marketing efforts

  • Advertisements (appropriate subject area journals–usually two or three ads)

  • Award nominations (costs are usually nominal, make authors happy, and can be utilized for additional promotion opportunities if books win)

  • Catalogs and direct mail and/or course adoption mailers (always included in the seasonal catalog, placed in appropriate subject area catalogs. Direct mail pieces such as postcards typically done)

  • Conferences and exhibits (depending on the book, can be sent to 10-25 conferences, sent more often to trade shows)

  • Publicity efforts (typically advance galleys, press kits, etc.)

  • Review copies sent (approximately 5% of print run)


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Thank you!

Period for questions at the end of the presentations.


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