Publishing and communication strategies
David Green and Rod Cookson
This chapter details publishing and communication strategies within the context of the digital technology revolution. The major focus is on scientific and academic journals publishing but the chapter also discusses the little-detailed tradecraft involved in the historical strategic development of particular product types against a backdrop of wider market evolution. Illustrative case-study exhibits are presented detailing the strategic development of selected products and markets, as well as to explain the powerful Network Effects that underline the success of journals that work to more closely match their communities.