Signature January/February 2015 - 11

shortruns

Database management.
Finally, no matter where you
get the names to add to your
prospect list, it is important to use these
names in a way that will allow for targeted promotions specific to them, their
employers, and their level of activity with
your organization. Using a database tool
such as Microsoft Access, or a CRM sales
management tool such as ACT!, you
can assign fields that will allow you to
target companies in a number of ways.
For example, you can sort by product or
service sold, exhibitor or sponsor at your
event, advertiser in competitive product,
geographically, or any number of ways
that will allow you to develop specific
targeted messages and offers unique to
each of these groups.
If your editorial calendar is showing an
upcoming feature on a specific technology, create an email promotion only to
those companies involved in that area of
the industry. You can offer a special incentive to exhibitors who also advertise, and
another special to those companies that
may advertise in your competition but
not in your product. Keeping up with the
maintenance of this database and using it
regularly will uncover new relationships
that will allow you to offer enhanced value
to those companies that have not advertised in the past or have advertised only
once or twice a year.

Selling advertising is challenging - especially when the old ways of selling are
no longer effective. (Tried cold-calling
lately?) But incorporating the use of new
technologies with a strategic approach to
building your prospect list will provide
your sales people with the information
they need to close more sales and increase
your revenues. n
A member of Association Media & Publishing's
Content Creation Committee, Robert Silverstein
(rsilverstein@adsalesexperts.net) is principal of
Advertising Sales Experts, Inc. and has over 30
years of publishing and advertising sales experience

SURVEY REVEALS JOURNAL
PEER REVIEWERS WANT
MORE TRAINING
The results of a recent survey by Wiley in Learned Publishing highlight how the
peer-review process - when research is evaluated by experts before it's published - might be improved to better support reviewers who lend their time and
expertise. Key findings from the study include the need for additional training
and increased recognition for peer reviewers.
A publishing company that works with journal teams around the world, Wiley
undertook this study to identify support gaps and provide recommendations.
Almost 3,000 respondents from 115 countries and all major subject areas participated in the survey.
"About 22 million researcher hours over the course of a year were spent reviewing for the top 12 producing publishers alone," said Verity Warne, author
of the study and an associate marketing director at Wiley. "The aim of this study
was to explore the reviewer experience and delve into recognition and training
needs of reviewers. There was a particular focus on how these needs may differ
by region and career stage."
An analysis of responses to the survey
revealed the following:
n■ 77 percent of responding reviewers are interested in
receiving further reviewer
training.
n■ Most peer-review training comes from journal
guidelines or advice from
supervisors or colleagues.
n■ Reviewers believe that reviewing should carry more
weight in their institutions' evaluation process.
n■ Reviewers would rather receive
feedback and recognition from journals
over financial rewards.
n■ Journal rank is important to potential
reviewers.
n■ There is a need to increase the reviewer pool, especially in high-growth
and emerging regions of the world and among early career researchers.
One recommendation from the study was to establish centrally funded reviewer training programs. The demand both at the individual and institutional
level creates opportunities for association publishers to provide these services
and become valuable partners for research institutions in emerging markets.
"The role of the peer reviewer as expert and guardian of quality in research
publishing is as important as ever," said Philip Carpenter, executive vice president,
research, at Wiley. Interestingly, the survey found that 49 percent of reviewers currently review for five or more journals. Experienced reviewers - those
with more than five years of reviewing experience - shoulder even more of the
burden, with 61 percent reviewing for five or more journals. n

in the association and commercial publishing sectors.
JANUARY/FEBRUARY 16

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Table of Contents for the Digital Edition of Signature January/February 2015