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COMPETITIVE STRATEGIES FOR REPOSITIONING YOUR JOURNAL
Diana L. PesekJournals Manager
April 9, 2013
PSUP JOURNAL PROGRAM
In 2011, PSUP published 13 journals In 2013, PSUP will publish 30 journals
REVIEW OF JOURNAL PROGRAM
Journals Publishing On Time Journals Not Publishing On Time
Reasons Consequences
REPOSITIONING CASE STUDY
History
1946 – Journal started by State University of Iowa 1949 – Acquired by The University of Chicago Press 1961 – Acquired by Penn State University Press
REPOSITIONING CASE STUDY
Journal Characteristics
Respected journal in the field of higher education
Good subscriber retention On time publication 10% acceptance rate – attracted submissions
from senior faculty
REPOSITIONING CASE STUDY
Changes in the Journal
Started publishing erraticallyNo longer attracted appropriate submissionsFocus of articles too narrowWhere junior faculty publishedSubscriber base started to erodeOlder articles accessed more frequently
REPOSITIONING CASE STUDY
Questions
Why didn’t the journal publish on time? Was late publication attracting the wrong
type of manuscripts? Did lateness cause the journal to have too
many rejections and not enough acceptances?
Was the editor contributing to the problem?
REPOSITIONING CASE STUDY
Process
2011 – PSUP Co-sponsored a Colloquium Invited thought leaders in the field of higher education
from around the country Day 1 devoted to general discussions of the field of
higher education – current and future trends Day 2 devoted to analyzing the Journal
Mission Strategy to attract appropriate content Suggestions for new editor and editorial board
REPOSITIONING CASE STUDY
Next Steps
Appointed new editor and editorial board Updated Mission Statement Editor prepared to invite content for 18
months
REPOSITIONING CASE STUDY
Branding
New Cover Design New Text Design Designed Editor Business Cards Updated Website and Editorial Manager with
new Design New Marketing Promotional Materials
REPOSITIONING CASE STUDY
Publicity News Release
NewsWise Chronicle of Higher Education
Mailing List Future Contributors Advisory Board Department Heads University Presidents, Provosts, Deans, Assistant
Deans, Administrators Association Presidents and Executive Directors Political Personnel Media Personnel
REPOSITIONING CASE STUDY
Marketing
Mail Hard Copy – included press release Exchange Ads Ads in PSUP print journals Ads on JSTOR Conference Exhibits