Launching a new journal is both exciting and challenging. Along with the excitement comes the task of creating a strategic and effective marketing plan to ensure a successful launch.
For those without marketing experience, this can seem overwhelming. In this blog, we share our tips on how publishers, societies, and academic institutions can optimize the launch of a new journal.
Why Do I Need to Think About Marketing When Launching a Journal?
Marketing is crucial when launching a new journal because it ensures your publication gains visibility, reach, and prominence within your subject area. A well-thought-out marketing plan can significantly contribute to the journal’s success by:
- Enhancing its impact in your niche
- Disseminating key messages aligned with your strategy
- Increasing the visibility of your journal and its articles
- Sparking discussions around your journal, articles, and related topics
1. Define Your Strategy
Before you begin, outline your strategy with clear objectives for where you want the journal to be in one year, three years, or five years. Whether your goals are to maximize awareness or attract high-quality submissions, setting specific priorities—such as reach, impact, discoverability, quality, or accessibility—is essential.
Here are a variety of examples for both launching a journal and ongoing objectives. Each example is specific, includes a deadline, and is measurable:
- Launch [Journal] on June 1, 2024, targeting the global chemistry research community.
- Reach an audience of over one million across social media during the 2024 launch campaign on Facebook, Twitter, and LinkedIn.
- Achieve a unique click-to-open rate above the industry average of 15% for the launch email sent on June 1, 2024.
- Secure [XX] submissions to [Journal] in June 2024.
- Increase submissions from the US by 10% in 2024.
- Publish 20% more articles in [Journal] in 2024 compared to 2023.
2. Identify Key Messaging and Audience
Determine your journal’s scope and identify the niche it will serve. Consider the following to guide your messaging and target your audience effectively:
- What is the primary challenge your journal addresses?
- Who are the stakeholders (researchers, authors, readers, librarians, funders, internal staff, and the public)?
- Align your key messaging with your strategy to stay focused.
- Tell the story of your journal to engage, inspire, and motivate your community.
- Communicate clearly to a global audience to make your journal memorable.
- Use the best tools and platforms to reach your audience effectively.
3. Select Your Marketing Mix
Choose marketing activities that suit your audience and objectives. Here are a few to consider:
- Discoverability: Ensure your journal homepage and articles are search engine optimized and accessible.
- Printed Collateral: Use traditional marketing materials like posters and flyers at events, but consider their environmental impact.
- Online Media: Utilize digital marketing for better interaction and measurable results. Social media accounts specific to the journal or subject can be effective.
- Promotions: Use promotional items at events and encourage sign-ups to alerts and newsletters.
- Email Campaigns: Target relevant and engaged contacts with your email campaigns to avoid spamming.
- Digital Banners: Use digital advertising and social banners to reach your audience, ensuring they have clear calls-to-action.
- Email Signatures: Include links to your social media profiles and journal homepage in email signatures.
- Press Releases: Create press releases to inform the media about your journal launch.
4. Track Results and ROI
Measuring the results of your marketing activities is crucial. Identify what works and what doesn’t, and be prepared to adapt your approach.
Launching a new journal requires careful planning and strategic marketing to ensure its success. By defining clear objectives, identifying key messaging points, selecting an appropriate marketing mix, and tracking your results, you can maximize the impact of your journal in your chosen niche.
