Publishing Your Book with SIAM
Chapter 7
Marketing Your Book
Upon receipt of your manuscript for final review, your developmental editor will send you a copy of SIAM’s standard marketing questionnaire. We ask that you complete this questionnaire as carefully and thoroughly as possible because we use it to create marketing copy and develop a promotional plan for your book. Our intent is to give your book international visibility and distribution. This chapter will give you an overview of the various ways SIAM markets its books.
7.1 Book Promotions
Our promotions (e.g., brochures, flyers, and announcements) usually consist of new books and related backlist publications. Major promotions are done at least three times each year to all SIAM members and nonmember customers who have purchased SIAM books in the past as well as to lists from other societies and publishers and to appropriate organizations. The major promotions typically mail to 40,000 to 50,000 domestic and international individuals. Focused promotions are done on a continual basis in the form of conference exhibits, special flyers, textbook promotions to select faculty, individual book flyers to targeted audience, space ads, and other efforts aimed at maximizing the visibility of each book.
A section called Inside SIAM is included in most issues of SIAM News. This newsletter provides information on SIAM books, conferences, journals, and membership. The page devoted to books may focus on a particular series or subject area. Information about the series or subject is provided in addition to a list of pertinent SIAM titles. We always take the opportunity to announce new or forthcoming titles in this section. Inside SIAM is substituted three times a year by SIAM Book Spectacular and the Spring and Fall Bookmart, both of which are described below.
The SIAM Book Spectacular comes out every January and is included in the January/February issue of SIAM News. This promotion is an opportunity to announce new titles, promote current ones, and offer a discount on a select number of books. It can be accessed on our Web site, where it is referred to as the Winter Book Sale.
Bookmart is included in the April and October issues of Inside SIAM. Bookmart is an opportunity for SIAM to announce new titles and re-introduce current ones. A select number of books are offered at sale prices. The list of sale books can be accessed electronically on our Web site.
Math News You Can Use is a 4-page newsletter mailed in April and October to an international group of department heads, librarians, and professionals who teach mathematics or compile mathematics-related materials for colleges, universities, and organizations. This newsletter contains articles about recent SIAM events and projects and information about our books. Anyone involved in mathematics education will find the information useful.
7.2 Textbook Promotions
Books appropriate for classroom use are heavily marketed to department chairs and to targeted lists for appropriate courses. Examination copies are provided to department heads and instructors for course adoption consideration. Follow-up letters are sent to determine how the book was used.
7.3 Print Catalog
Each year a comprehensive, up-to-date catalog is produced and mailed to more than 25,000 SIAM members, agents, bookstores, and individuals who have expressed interest in SIAM books.
7.4 Online Catalog
If you go to our online catalog you will find categories for New Books and Forthcoming Books. Within these categories you can access information about each of the listed titles. Orders for forthcoming books can be placed, and the books will be shipped upon publication. To find books of interest, you can search for books by author, title, and book series, and the Search the Book Catalog feature allows you to also search by key word, order code, or ISBN. Our online catalog is constantly updated to reflect the newest publications as well as to provide customers with access to our backlist.
The homepage of our Web site contains a Book of Interest feature. If you click on the icon, it will take you to a page that has information about the content, author(s), and purchasing for the book shown. The book that is featured—always a recent publication—changes frequently for maximum exposure.
7.5 Electronic Advertising
We send announcements of new books to appropriate e-mail bulletin boards and forums that our authors list on the marketing questionnaire. We also have a Book Alerting Service—a list of people interested in electronic notification about our new titles. Those who complete the electronic form, indicating their areas of interest, receive e-mail announcements of new books in those categories.
7.6 Space Ads
SIAM runs space ads in our own publications (SIAM News, SIAM Journals, Conference programs, and Activity Group newsletters) and in appropriate publications of other societies and publishers. Ads are placed based on SIAM’s experience with previous books on similar topics, the target markets for the book, and the author’s suggestions.
7.7 Announcements
With the publication of each SIAM book, we contact agents and e-retailers with key book information, including a content summary, so the book can be added to all appropriate databases and Web sites. We also send a copy of the book to the appropriate technical journals so they can review it. Copies of all reviews are sent to you, and we often use them in future promotions for your book.
7.8 Bookstores
SIAM books can be found in 162 campus and technical bookstores in over 35 countries. We continue to expand the visibility of SIAM books in bookstores through personal contact and major mailings in both the United States and other countries. The online bookstores Amazon.com and Barnes & Noble.com also carry SIAM books.
7.9 Conferences
We display our books at our own conferences as well as at conferences sponsored by other organizations, and we advertise in conference programs. We also send books and materials to many smaller, specialized conferences, meetings, and workshops throughout the world. SIAM staff cannot attend all of these conferences, but we arrange to display books and other promotional material along with a price list so attendees can order electronically or by phone or fax. If an author would like his or her book displayed at one of these small conferences, SIAM will make arrangements with the organizers.
7.10 Package Stuffers
Most outgoing shipments of books contain flyers and brochures for new publications in similar interest areas.
7.11 Partnership with Cambridge University Press
SIAM partners with Cambridge University Press (CUP) to optimize distribution channels, pricing, and service to our members and customers. Since CUP is an established presence in other countries—they have offices and representatives who call on libraries and bookstores—this partnership insures that our books get maximum exposure outside of North America. CUP’s relationship with Amazon.uk and Amazon.de insures that our prices on these sites will be equivalent to domestic prices. SIAM members and nonmembers who live outside of North America can save on lower shipping fees, pay in local currency, and receive their orders more quickly.
