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Online journal marketing strategies

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Publishers and learned societies in the scientific marketplace are faced with new challenges as they move their existing journals from the traditional print format and distribution to an electronic environment. Many of the traditional marketing approaches need to be modified to reflect new features and benefits that online publications offer. In addition, the electronic environment, specifically the World Wide Web (WWW) offer different types of opportunities beyond traditional marketing channels. The following paper will cover several different aspects of marketing electronic journals: traditional marketing considerations; translating traditional methods into electronic marketing strategies; and an emerging marketing channel referred to as the virtual community.

Document Type: Research Article


Publication date: 1998-01-01

More about this publication?
  • Editor in Chief: Pippa Smart
    North American Editor: Judy Luther

    Learned Publishing is the journal of the Association of Learned and Professional Society Publishers, published in collaboration with the Society for Scholarly Publishing. The journal is published quarterly in January/April/July/October.

    Learned Publishing articles are available free online to members of ALPSP and SSP.
    ALPSP members: log in to If you do not have a password contact
    SSP members: log in to the Member Center using your membership username and password. Further information

    Learned Publishing will be moving to Wiley-Blackwell as of January 1, 2016. Please contact the publisher at for information on how to continue access to this title.
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