by P.D. Lesko

I don’t know a lot about academic publishing--or book publishing in general for that matter. Somehow, I don’t think it’s so very different from magazine publishing, however. One produces a printed product aimed at a targeted demographic and then goes about selling the product. Magazine publishers have the added task, if advertising is accepted, of going out and finding potential advertisers and convincing them that print advertising is not an expense, but rather an investment. It is through this part of my job that I come into regular contact with academic press marketing staff, and why I have a bit of firsthand knowledge about the current fiscal stresses facing academic book publishers. My conversation usually goes something like this:

“Hi X, this is Pat Lesko from the Adjunct Advocate. How are you?”

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