To Go Big for D2C marketing-to shoot the moon-really means to begin to recast a university press to be more like a professional society, where all the members and readers participate in research and teaching in the same intellectual space. Such a focus provides scale, which can be used for targeted marketing and new content development; it also could be leveraged into a conference business, which could be highly profitable. But a university press with $5 million in revenue and a list of 100 new titles each year, spread over 10 subjects
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