Considering a Marketing and Communications Approach for an Institutional Repository
eekilcer@gmail.com's bookmark collection 2012-09-16
Summary:
"Institutional Repositories (IR) are a result of the vision to collect, secure, and provide access to scholarly publications in a novel, digital way, mostly initiated by the institutional library....The benefits of an IR may be clear to librarians, but IRs have not as yet proven to be particularly attractive to authors. Many IRs face the difficulty of attracting content, which is the critical success factor for any IR...The aim of this article is to lay out a marketing and communications perspective, encouraging IR managers to think in marketing terms: to place the target audience and their needs centre-stage, to examine the trends and external factors affecting scientists working in this area, and to translate the librarian's notions of an IR into a product and language fitting the needs of such scientists."