[Moderator's note: this message has been edited slightly to conform to
SERIALST guidelines]

Subject: PCG research shows evolution in journals renewals trends
From: "Charlie Rapple" <charlie.rapple@ingenta.com>
To: SERIALST
Date: Wed, 3 Oct 2007 14:06:19 +0100

*With apologies for cross-posting*

Hi all,

I thought the list would be interested in the results of the latest
research carried out by Publishers Communication Group (PCG), which
analysed the evolution of journal renewals trends over the last four
years. The study investigated 22,000 cancellations of 60 different
publishers' journals; some key findings include:

*publishing an online edition is now critical to a journal's survival: 1
in 4 print cancellations resulted from migration to e-only subscriptions

*faculty are more influential than ever - cancellations on their
recommendation have doubled

*usage statistics continue to inform collection management, with 20% of
librarians basing most cancellations on such data

*renewals campaigns work! - 13% of librarians reported that final
decisions about "at-risk" titles are affected by publisher incentives

I have pasted the full text of the press release announcing the research
below. Please do not hesitate to contact me, or PCG's head of research
Emilie Delquie (edelquie@pcgplus.com) if you would like further
information about the research.

All best wishes,

Charlie.

PCG unveils research into the evolution of renewals trends over the last
four years
/Report highlights increased migration from print to online and faculty
influence in libraries’ selection process/
http://www.publishingtechnology.com/news/

Publishers Communication Group (PCG), the leading provider of research,
sales and marketing services to scholarly and professional publishers,
has recently published its latest research report, an analysis of
journal renewal trends in the scholarly information sector over the last
four years.

Libraries in North and South America, Europe, Africa and Australia were
surveyed to harvest data about cancellation decisions taken over the
last four years. Over 22,000 lapsed subscriptions are included in these
results, representing over 60 different publishers in the STM, Social
Sciences, and Humanities. The results have been collated and analysed by
PCG's publishing consultants to provide a comprehensive overview of
current trends in renewals of journal subscriptions by academic,
corporate and medical libraries. Such data is key to scholarly
publishers’ ability to develop successful sales, marketing, and
editorialstrategies; the findings of PCG’s previous reports Trends in
Journal Subscription Renewal and Cancellation 2005-2006 have contributed
to improved segmentation and targeting, different pricing models, and
adjustments to sales cycles and editorial strategies.

Key findings of the telephone surveys include:
* The shift to e-only subscriptions continues to be a dominant trend for
libraries around the world. This year, one in four print subscriptions
was cancelled in favour of online access; it is critical for publishers
to understand whether this access is via e-only subscription or through a
third-party embargoed database.
* The increasing importance of faculty recommendations in librarians'
decision to retain or cancel subscriptions: the rate of subscriptions
cancelled following faculty input has grown from 5% four years ago to
10% this year. During the 2006-2007 cycle, it was the third most important
factor provided to explain a cancellation.
* Better usage statistics are contributing to more informed collection
management, with a steady 20% of librarians noting that most
cancellations are based on usage data.
* Renewals campaigns are increasingly essential, with an increasing
share of pending subscriptions: this year, 13% of librarians reported
that they needed further assistance in order to process their renewal or
that a final decision had not been reached yet. Incentives offered by
publishers are key to retaining pending subscriptions.

About PCG
www.pcgplus.com
Publishers Communication Group, Inc., a division of Publishing
Technology plc, is a full-service marketing and sales consulting firm
with locations in Cambridge, Massachusetts, and Oxford, England. PCG was
established in 1989 as a resource for scholarly publishers to more
effectively work with the global library market. PCG offers qualitative
and quantitative marketing research, international multi-lingual
telemarketing services, UK- and US-based customer services operations,
sales representation, and strategic consulting.

_______________________________

Charlie Rapple (Mrs)
Group Marketing Manager
Publishing Technology plc
T +44 1865 397860
charlie.rapple@publishingtechnology.com
_______________________________