Read more
This book analyzes the dynamic growth of the scholarly publishing industry in the United States during 1939-1946, a critical period in the business history of scholarly publications in STM and the humanities and the social sciences. It explains how the key publishing players positioned themselves to take advantage of the war economy and how they used different business and marketing strategies to create the market and demand for scholarly publications. Not only did the atomic threat necessitate a surge in scholarly research, but at the same time scholarly publishing managers prepared for the dramatic shift by anticipating the potential impact of the GI Bill on higher education, creating superb printed products, and by becoming the brand, the source of knowledge and information. The creation of strategic business units and value chains as well as the development of marketing targeting strategies resulted in brand loyalty to certain publishers and publications but also accelerated thegrowth of the US scholarly publishing industry. Business historians and marketing professors interested in the business strategies of scholarly publishers during World War II will find this book to be a valuable resource.
List of contents
1. Introduction to Scholarly Journal and Book Publishing Industry in the U.S..- 2. The Impact of the Depression and Nuclear Research on Universities, Research, and Scholarly Publishing: 1929-1941.- 3. The Impact of World War II on American Society and Scholarly Publishing: December 7, 1941-1942.- 4. The War and Its Impact on Research: 1943-1945.- 5. 1946: A Turning Point in the Growth of Scholarly Publishing.
About the author
Albert N. Greco is Professor of Marketing at the Gabelli School of Business at Fordham University, USA. He has authored or edited 25 books, mostly in relation to the book and scholarly journal industries, though he has also written extensively on the newspaper, magazine, information, and radio sectors.
Summary
This book analyzes the dynamic growth of the scholarly publishing industry in the United States during 1939-1946, a critical period in the business history of scholarly publications in STM and the humanities and the social sciences. It explains how the key publishing players positioned themselves to take advantage of the war economy and how they used different business and marketing strategies to create the market and demand for scholarly publications. Not only did the atomic threat necessitate a surge in scholarly research, but at the same time scholarly publishing managers prepared for the dramatic shift by anticipating the potential impact of the GI Bill on higher education, creating superb printed products, and by becoming the brand, the source of knowledge and information. The creation of strategic business units and value chains as well as the development of marketing targeting strategies resulted in brand loyalty to certain publishers and publications but also accelerated thegrowth of the US scholarly publishing industry. Business historians and marketing professors interested in the business strategies of scholarly publishers during World War II will find this book to be a valuable resource.
Additional text
“This readable and informative book is unique in format, containing five chapters, each with individual abstract and salient key words for easy reading and readily digestible themes covered by successive chapters. ... The Growth of the Scholarly Publishing Industry in the U.S: A Business History of a Changing Marketplace, 1939-1946 is a very readable work, with insights and connections valuable to the examination of scholarly publishing.” (Jean-Pierre V. M. Herubel, Publishing Research Quarterly, Vol. 35 (3), September, 2019)
Report
"This readable and informative book is unique in format, containing five chapters, each with individual abstract and salient key words for easy reading and readily digestible themes covered by successive chapters. ... The Growth of the Scholarly Publishing Industry in the U.S: A Business History of a Changing Marketplace, 1939-1946 is a very readable work, with insights and connections valuable to the examination of scholarly publishing." (Jean-Pierre V. M. Herubel, Publishing Research Quarterly, Vol. 35 (3), September, 2019)
