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From shrinking library budgets to consolidation of key accounts to the loss of retail space, the last year has been a struggle for many university presses. What tangible steps we should consider to minimize sales short falls? How do we improve our profitability as we look for new opportunities to increase demand for our books? This panel will consider how a university press can respond to changing markets by taking practical steps to improve sales from re–evaluating budgeting processes to changing production workflow to refocusing editorial programs. With more sales data available than ever before, how can we use information on emerging sales trends, pricing issues, and market shifts in the scholarly and university press field to improve our own sales? Even for presses weathering this unprecedented storm, this panel offers tangible suggestions for publishers of all sizes to further strengthen our bottom lines.Chair: Melissanne Scheld: Associate Director Sales & Marketing, CambridgePanelists: Fred Nachbaur, Director, Fordham; Lenny Allen, Director of Wholesaler & Pharmaceutical Sales, Oxford; Dan Kervick, Publisher Alley Reporting & Training Manager, Baker & Taylor
Citation preview
Growing Sales During
Difficult Times
Brother, Can You Spare A Purchase Order?
AAUP
June, 2010
AAUP Sales Through Q3 FY10
+3% over YTD F09 actual
+2.8% over budget
Returns down 2%
18.5% to 16.7% of sales
66 presses reporting
According to AAUP stats posted 4-14-2010
MELISSANNE SCHELDCambridge University Press
DAN KERVICHYankee Book Peddlar
FRED NACHBAURFordham University Press
LENNY ALLENOxford University Press
AAUP Annual Meeting 2010_______________________
Salt Lake City
University Press Publication Year
UP Publications by Month 2007
0200400
600800
10001200
14001600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
UP Publications by Month 2009
0
500
1000
1500
2000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
AAUP Annual Meeting 2010_______________________
Salt Lake City
Quarterly Sales Trends
Total Dollar Sales
$10,000,000$11,000,000$12,000,000$13,000,000$14,000,000$15,000,000$16,000,000$17,000,000$18,000,000
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Qtr
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AAUP Annual Meeting 2010_______________________
Salt Lake City
Quarterly Sales Trends
Academic Dollar Sales
$4,000,000$5,000,000$6,000,000$7,000,000$8,000,000$9,000,000
$10,000,000$11,000,000
1st
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AAUP Annual Meeting 2010_______________________
Salt Lake City
Relative UP Sales Share by Category, 2009
Subject Prefix
Total Unit Sales
Total Unit Sales %
Total Dollar Sales
Total Dollar Sales %
Academic Unit Sales
Academic Unit Sales %
Academic Dollar Sales
Academic Dollar Sales %
HIS 259,438 18.4% $10,387,368 17.1% 130,554 17.8% $6,057,156 16.8%
SOC 171,773 12.2% $6,594,830 10.9% 102,503 14.0% $4,295,181 11.9%
LIT 101,936 7.2% $5,209,043 8.6% 71,159 9.7% $3,907,650 10.9%
POL 130,308 9.2% $5,412,516 8.9% 76,176 10.4% $3,506,788 9.7%
SCI 83,973 6.0% $4,054,886 6.7% 39,734 5.4% $2,313,014 6.4%
PHI 66,332 4.7% $2,999,553 4.9% 39,357 5.4% $2,042,774 5.7%
LAW 41,237 2.9% $2,969,477 4.9% 26,254 3.6% $2,020,418 5.6%
REL 65,427 4.6% $2,779,445 4.6% 36,343 5.0% $1,777,874 4.9%
BUS 84,695 6.0% $3,215,886 5.3% 29,201 4.0% $1,420,001 3.9%
ART 49,154 3.5% $2,386,510 3.9% 26,932 3.7% $1,377,330 3.8%
MED 49,232 3.5% $2,603,998 4.3% 17,505 2.4% $924,138 2.6%
BIO 78,361 5.6% $2,430,601 4.0% 23,922 3.3% $859,080 2.4%
MUS 35,074 2.5% $1,481,122 2.4% 17,896 2.4% $852,517 2.4%
PER 32,896 2.3% $1,305,143 2.2% 18,855 2.6% $827,901 2.3%
PSY 29,722 2.1% $1,298,733 2.1% 14,754 2.0% $769,632 2.1%
LAN 24,492 1.7% $1,223,658 2.0% 13,544 1.8% $763,036 2.1%
LCO 19,853 1.4% $986,625 1.6% 11,076 1.5% $665,755 1.8%
EDU 31,662 2.2% $1,072,315 1.8% 17,679 2.4% $652,394 1.8%
TEC 14,666 1.0% $838,213 1.4% 7,946 1.1% $491,676 1.4%
NAT 39,618 2.8% $1,361,480 2.2% 11,943 1.6% $472,246 1.3%
Based on 2009 Sales
AAUP Annual Meeting 2010_______________________
Salt Lake City
Quarterly Sales Trends
Internet Dollar Sales
$1,000,000$1,200,000$1,400,000$1,600,000$1,800,000$2,000,000$2,200,000$2,400,000
1st
Qtr
200
7
2nd
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4th
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1st
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AAUP Annual Meeting 2010_______________________
Salt Lake City
Quarterly Sales Trends
Chain Dollar Sales
$0$100,000$200,000$300,000$400,000$500,000$600,000$700,000$800,000
1st
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2nd
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3rd
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AAUP Annual Meeting 2010_______________________
Salt Lake City
Quarterly Sales Trends
Total Int'l Dollar Sales
$1,000,000$1,200,000$1,400,000$1,600,000$1,800,000$2,000,000$2,200,000$2,400,000
1st
Qtr
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7
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AAUP Annual Meeting 2010_______________________
Salt Lake City
Academic Unit Sales
0
20
40
60
80
100
120
140
160
180
$1
5
$2
0
$2
5
$3
0
$3
5
$4
0
$4
5
$5
0
$5
5
$6
0
$6
5
$7
0
$7
5
$8
0
$8
5
$9
0
$9
5
$1
00
$1
05
$1
10
$1
15
$1
20
$1
25
$1
30
$1
35
$1
40
$1
50
$1
55
$1
70
$1
75
$2
15
University Press Advanced Academic Cloth Philosophy 9/2007- 8/2009
AAUP Annual Meeting 2010_______________________
Salt Lake City
Academic Dollar Sales
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$1
5
$2
0
$2
5
$3
0
$3
5
$4
0
$4
5
$5
0
$5
5
$6
0
$6
5
$7
0
$7
5
$8
0
$8
5
$9
0
$9
5
$1
00
$1
05
$1
10
$1
15
$1
20
$1
25
$1
30
$1
35
$1
40
$1
50
$1
55
$1
70
$1
75
$2
15
University Press Advanced Academic Cloth Philosophy 9/2007- 8/2009
AAUP Annual Meeting 2010_______________________
Salt Lake City
Academic Unit Sales
0
20
40
60
80
100
120
140
$20
$30
$35
$40
$45
$50
$55
$60
$65
$70
$75
$80
$85
$90
$95
$100
$105
$110
$115
$120
$125
$130
$135
$140
$145
$150
$155
$160
$165
$170
$175
$180
$185
$190
$195
$200
$205
$210
$215
$220
$225
$230
$240
$250
$260
$265
$270
$280
$295
All Presses Press Advanced Academic Cloth Math 9/2007- 8/2009
AAUP Annual Meeting 2010_______________________
Salt Lake City
Academic Dollar Sales
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$20
$30
$35
$40
$45
$50
$55
$60
$65
$70
$75
$80
$85
$90
$95
$100
$105
$110
$115
$120
$125
$130
$135
$140
$145
$150
$155
$160
$165
$170
$175
$180
$185
$190
$195
$200
$205
$210
$215
$220
$225
$230
$240
$250
$260
$265
$270
$280
$295
All Presses Press Advanced Academic Cloth Math 9/2007- 8/2009
Series Evaluations
•Series questionnaire for acquiring editor at the press
•Series questionnaire for series editor(s)
•Financial report of series
•Discussion at board meeting
•Review by outside scholars
•Decision made
University Mission
•Talk to scholars on your campus
•Meet with department heads, chairs and directors
•Take the lead
•Raise the profile of the press
Establish an Imprint for Regional Books
•Differentiate from academic monograph and edited
collections
•Brand and market the books to a general interest
audience
•New and reprints of regional books
•Same vetting process
•Much more accessible and warrant a trade imprimatur
Budgeting
•Critical to create title budgets
•Proposal stage, seasonal launch stage, print stage
•Small print runs
•Title by title sales projections
Creative Models
•Digital printing versus sheet fed
•Born POD/Digital
•Hardcover only for specialized monographs
•Price increases
•Different paper stock
XML Workflow
•Front-end workflow is optimal
•Most neutral file
•Build infrastructure
•Little return on investment yet in first year
•Cut print advertising and direct mail
Emarketing
•Online seasonal catalog
•Press blog -- FordhamImPRESSions.com
•Revamp website to be more dynamic and current
•Send eblasts for every new book published
•Themed campaigns
•Electronic course adoption campaigns
•Social Networking – Facebook, Twitter
Sales in a Cold Climate
Lenny AllenOxford University PressJune 18, 2010
23
Account Review
Review your account base regularly
Mine your existing database or prospect for new
accounts?
Analyze profitability and minimize time wasters
24
Account Management
Use the tools that accounts make available
Ensure your buyer has the right information
Don’t be afraid to second guess your buyers
25
Focus on Adoption College enrollment rates are at an historical high, with 70% of the members of the high school graduating class of 2009 being enrolled in college by October 20091
1. Rampell, Catherine. “College Enrollment Rate at Record High.” The New York Times Economix Blog, April 28, 2010, Business section, online.
26
Think Like an Editor…
…Or a marketer,
But avoid thinking like a salesperson.
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