2014 PressxPress: New Directions in Collaborative Marketing
The cooperative spirit is alive and well in AAUP. From the 2001 launch of Books for Understanding to grant-backed multi-press series to brand new projects like UPinSpace.org, member presses have used experiments in collaborative marketing to promote their brands and increase the discoverability of new titles. How can these brand alliances be used as an effective tool to market university press books? How does this form of collaboration serve the mission of a university press? And what new methods of cross-promotion remain unexplored? This panel will examine the opportunities and challenges to establishing effective and mutually beneficial brand partnerships.
Chair: Danny Bellett, Publicity Manager, Penn State University Press
Panelists: Brenna McLaughlin, Director, Marketing and Communications, AAUP
Katie Hope, Marketing Director, MIT Press
Joe Esposito, President, Processed Media
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