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AAUP 2016: Reimagining the University Press from Scratch, Part 2 (J. McAdam)

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AAUP 2016: Reimagining the University Press from Scratch, Part 2 (J. McAdam)

  1. 1. Mastermind Discussion Strengths, Weaknesses, Opportunities, and Threats (SWOT) in the University Press Industry John J McAdam Author / Instructor / Business Planning Advisor June 18, 2016
  2. 2.  Introduction(s)  The Brewery Story  University Press Research Facts  SWOT Mastermind Discussion – participatory › Strengths › Weaknesses › Opportunities › Threats  Next Steps Post Conference  Discussion Summary & Challenge Agenda 2
  3. 3. The Brewery Story 3
  4. 4.  Introduction(s)  The Brewery Story  University Press Research Facts  SWOT Mastermind Discussion – participatory › Strengths › Weaknesses › Opportunities › Threats  Next Steps Post Conference  Discussion Summary & Challenge Agenda 4
  5. 5.  2015 Backlists $/Front lists $ = 1.94x  2015 e-Book Backlist $ / Front list $ = 3.8x  Average Unit Sales per Title < 500 University Press Research Facts 2015 – 2012 Revenue (from AAUP) 95 100 105 110 115 120 2011 2012 2013 2014 2015 Average # Titles Published Avg Titles Published 5
  6. 6.  Editorial Expense as % Sales = increasing  Salaries + Wages + Benefits = increasing  Sales and Marketing Methods $ Spend 1. Sales Commissions = flat 2. Travel & Entertainment = flat 3. Catalogs & Trade Adv. = flat to slight decline 4. Coop Advertising = increasing 5. Direct Mail = decreasing 6. Consumer Advertising = flat 7. Publicity = flat 8. Exhibits = flat (high $) 9. E-Marketing = increasing (low $) 10. Other Promotions = slight increase  Marketing Compensation $/ Marketing Spend $ = 1.2 x University Press Research Facts 2015 – 2012 Expenses from AAUP 6
  7. 7. University Press Research Facts Inside the Information Industry (NAICS) $0 $20,000 $40,000 $60,000 $80,000 $100,000 Book Publishers Periodical Publishers Exclusive Internet Publishers Revenue (in millions, 2012) $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 1997 2002 2007 2012 Book Publishing Information Revenue Trends (in Millions) by Year • Revenue in Information is growing 4.5 times as fast as Book Publishing • Recordings = flat growth • Telecommunications = slow growth • Broadcasting, Data Processing, and Data Hosting = fast growth • Other Information Services = exponential growth 7
  8. 8.  Introduction(s)  The Brewery Story  University Press Research Facts  SWOT Mastermind Discussion – participatory › Strengths › Weaknesses › Opportunities › Threats  Next Steps Post Conference  Discussion Summary & Challenge Agenda 8
  9. 9. 9
  10. 10.  Introduction(s)  The Brewery Story  University Press Research Facts  SWOT Mastermind Discussion – participatory › Strengths › Weaknesses › Opportunities › Threats  Next Steps Post Conference  Discussion Summary & Challenge Agenda 10
  11. 11. Next Steps  Get SWOT Mastermind Industry Results by emailing john@pioneerbusinessventures.com with AAUP16SWOT in the email headline  Get a blank SWOT worksheet by emailing SWOT@pioneerbusinessventures.com  Complete a SWOT for Your Press while meeting with your team  Focus on your Strengths and pursue appropriate Opportunities for your university press  Need feedback, guidance, or an advisory sounding board? › Email john@pioneerbusinessventures.com › Schedule a free 30-minute feedback session • Schedule at https://www.timetrade.com/book/T1HJK 11
  12. 12.  Introduction(s)  The Brewery Story  University Press Research Facts  SWOT Mastermind Discussion – participatory › Strengths › Weaknesses › Opportunities › Threats  Next Steps Post Conference  Discussion Summary & Challenge Agenda 12
  13. 13.  SWOT Mastermind University Press Discussion Summary  Challenge your press to innovate  Wrap up Discussion Summary & Challenge 13
  14. 14.  John J. McAdam  Pioneer Business Ventures, Inc.  74 Alexauken Creek Road  Lambertville, NJ 08530  (609) 460-4531 Desk  (609) 460-4568 Fax  Business Email: john@pioneerbusinessventures.com  Schedule a free 30-minute feedback session at https://www.timetrade.com/book/T1HJK Questions and Answers 14

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