N.B. TLRP generic project work ended in September 2009. The below information is for reference only.
TLRP and Routledge
The Teaching and Learning
Research Project is arguably one of the most important independent,
coordinated research initiatives in recent years. Naturally such
a large programme is going to generate a considerable number of
publishing possibilities. This document outlines the benefits that
a 'publishing partnership' with Routledge Books and Journals can
bring to the TLRP.
The document is divided
into three sections. The first section is about Routledge Books,
and includes a brief introduction to the company, as well as information
- Marketing and Promotional Activity
- Sales Activity
- E-books and Digital Product
The second section includes
a brief overview of the concept of the proposed TLRP's Improving
Learning series, which will be published by Routledge.
The third section focuses
on Routledge Journals and includes a brief introduction to Routledge
Journals, as well as information on:
- Publishing in Routledge Journals
- Education Arena
- Marketing and Promotional Activity
1 Routledge Books
Routledge is the humanities
and social science books imprint of Taylor & Francis plc, and
has the single largest list of academic Education books in the UK
and one of the largest in the world. In addition to size, the Routledge
Education list has breadth and depth - we publish academic books
based on top-quality research, best-selling undergraduate textbooks
for student-teachers, and quality materials for use by teachers
in the classroom and throughout their professional development.
The list has been firmly underpinned by our philosophy that even
our most practical books should be guided and informed by current
Routledge also publishes
books for other sectors, such as the workplace, management and organisations.
TLRP books may be published and marketed within the Business and
Management lists, or others, as appropriate.
The benefits of publishing
with Routledge are many. We have extensive expertise in our editorial,
sales and marketing departments, garnered from many years' experience
of producing and selling education books. We have an excellent reputation
for the high production and design quality of our books. We also
have the additional benefit of being part of a worldwide sales and
distribution network, enabling us to sell and market our books on
a global scale.
Close liaison with authors
is a key part of the way in which we work, from commissioning a
project right through to production and marketing of the book. We
consult our authors over cover design, back cover blurbs and promotional
copy (although final decisions rest with the Publisher).
There will be regular meetings
between the Director of TLRP, the Routledge Education Books Publisher
and the Routledge Education Journals Publisher to review and coordinate
MARKETING AND PROMOTIONAL
Routledge Education marketing
and promotional activity comprises of direct mail, advertising,
conference attendance, internet marketing, academic calling by sales
representatives, review copy coverage, sampling initiatives, academic
roadshows and extensive international sales representation across
Routledge Education now produces two annual catalogues: Education
Research and Scholarly Books and Practical and Professional Books.
This means we can supply a catalogue of our key titles containing
only those books of interest to our two main markets, enabling
the consumer to access the information they need with ease. The
Education Research and Scholarly catalogue is designed for researchers
and educators who are keen to know about the latest cutting-edge
concepts and leading thinking in education. The Practical and
Professional catalogue focuses on research-informed books for
use in schools and as part of continuing professional development.
Some books will benefit from coverage in both catalogues, including
our course Textbooks for students.
Books published for other
sectors, such as the workplace, business and management are
promoted in the Routledge Business catalogue.
- Promotional mailings
The books published in
the proposed new TLRP series (see pages 6-7 of this document)
will be featured on the most appropriate Routledge Education
leaflet, depending on subject area and sector. These leaflets
are mailed extensively in the UK - to the schools and post-compulsory
markets where appropriate. Our overseas sales agents will also
receive quantities of these leaflets, tailored to their own
unique geographical needs. This enables customers to order the
books from their local supplier rather than
postal costs. Our coverage is global, with every area of the
world covered by our agents (please see page 5 of this document
and the sales agents listing in the back of the Education catalogues
for further details).
All authors and editors receive
their own stock of flyers about their book for personal use. These
flyers are designed specifically for editors and authors to use
at conferences and exhibitions/seminars.
Databases and Marketing Information
Routledge Education uses
a selection of databases for its direct mail campaigns, including
an in-house customer database containing thousands of up-to-date
names. We also have comprehensive lists of thousands of authors
and contributors, who are regular recipients of targeted direct
mail and monthly author emails.
Website and Internet Development
The Routledge Education website
has been specifically designed as a 'one-stop-shop' for educationists,
academics, lecturers, teachers and students. Viewable at www.routledge.com/education,
this site features a host of resources and information including:
- Online catalogue of all
our frontlist and backlist titles
- Key Titles for a particular
- Series information and
- New Textbooks site going
live in early 2003, to include 'Student Zone' and Lecturers'
- Information Zone'
- Related links
- Journals link
- Resource Centre providing a host of valuable information for the
busy teacher, lecturer and student
The Routledge Education
website can also be accessed through the Education Arena, a one-stop
portal for cutting-edge global educational research aimed at researchers,
teachers and students. This arena was launched by Taylor & Francis
in 2001. Please see page 9 of this document for more details.
Routledge Education advertises
in the academic and professional press in a diverse range of publications.
We also have the added advantage of advertising within the great
number of Routledge Education journals, enabling us to target most
areas of the education market.
Our conference and exhibition
attendance is varied, international and wide-ranging - from small
meetings attended by our authors, to larger association-related
conferences such as AERA, BERA, BELMAS, EARLI and ECER. Our Conference
and Exhibitions Department work in conjunction with the marketing
team to organise and attend exhibitions and conferences - whether
it is using a manned stand, a tabletop display, an insertion into
delegate packs or providing authors with promotional material or
copies of the book.
Every book published by Routledge
Education has an extensive review copy campaign allocated to it.
These are put together using our in-house media database, research
undertaken by the Marketing Executive and in liaison with the author.
Each campaign is tailored to the needs of each individual title.
This new initiative started
at the beginning of 2002. In consultation with course leaders in
leading UK universities, we will arrange to showcase our leading
Textbooks and Readers to the department staff and students. This
gives lecturers the opportunity to look at actual copies of the
books and they can request inspection copies from our representatives
on the spot.
Where a title has newsworthy
content, every effort is made to publicize the book. The marketing
team work with the Company Publicity Manager to obtain publicity
for newsworthy titles in a variety of media - the broadsheets, magazines,
TV, radio, the academic press, and also on book launches where relevant.
Routledge Education has access
to an extensive team of experienced sales representatives working
throughout the UK . This team combines excellent trade and bookshop
liaison with targeted academic calling. The sales team provides
an integrated service to the book trade, which goes much wider than
just visiting bookshops. It includes:
This group-wide New Books
Catalogue is produced six times a year and mailed to every trade
account in the UK . It includes comprehensive information on each
new title including market, contents and key selling points of every
book. This enables bookshops to make informed choices on all new
books, even if they are unable to see our sales representatives.
Advanced Book Information Sheets (ABIs)
Every new book gets an ABI
which is mailed to all bookshop accounts before publication. This
includes more comprehensive information than is included in the
Seasonal Catalogue, with full contents, previous publications by
the author, and more detailed market information.
The UK and International
sales departments pursue a proactive academic-calling programme.
This includes visiting lecturers and colleges when out on the road,
and also, when office-based, using the phone and Internet to search
out Heads of Departments to follow up inspection copy requests and
secure adoptions of textbooks on courses.
Marketing Liaison with the
The sales department actively
liaises with bookshops with regard to organising window displays,
special promotions and book launches.
Order processing, warehousing
and distribution is provided through the TPS processing centre,
which has won the College and University Booksellers Association
'Golden Parcel' Award for ten years (this is awarded by the book
trade for the most efficient publisher in distributing books during
the key academic season). This enhances our global presence and
generates an excellent relationship with booksellers, agents and
book purchasers alike.
Routledge Education benefits
from a network of experienced and highly regarded agents throughout
our overseas markets. This enables our books to get worldwide exposure.
We have access to a team of sales representatives based in the London
office who visit extensively throughout the European territories
and who do targeted 'virtual calling' to overseas universities and
bookshops from the office. We have a sales and marketing team in
the Taylor & Francis offices in New York . And, we have agents
in Japan , East and South-East Asia, South Asia, Korea , Australasia,
Africa, the Middle East and North Africa , Israel and the Palestinian
Territories , and Central and South America .
Our overseas representatives
and agents use the same key strategies as specified above for the
UK team - Seasonal Catalogues, ABIs, Core Stock Lists and Academic
E-BOOKS AND DIGITAL PRODUCT
Routledge/Taylor & Francis
is at the vanguard of new technology in publishing and will be one
of the first academic publishers in the world to have its entire
product available as 'e-books'. Digital dissemination of information
will enable us to provide the reader with a choice of how they receive
their books - be it in paper form, or digitally, whole books, parts
of books, single pages - and will increase accessibility worldwide
to quality educational and academic information. This also means
that no book should ever go out of print again if it is available
in digital form.
Discussion about enabling
students to purchase their textbooks in e-book format from their
local campus bookshop is taking place with the key book chains.
This would mean:
" almost immediate delivery
of information anywhere in the world to people who may not normally
purchase our books because of the difficulty in delivery - ideal
for those students undertaking distance or flexible learning;
" academics and course
leaders will be able to tailor their reading lists more effectively
and their students will be able to purchase chapters of books if
not all the book is relevant for them;
" students will be able
to create their own 'virtual desktop' or 'research book', filing
away books for specific research projects they are working on. Specific
facts, lines or paragraphs can be 'highlighted' for future reference
The TLRP series, published
by Routledge, would be simultaneously available as ebooks and paper
2 TLRP book publications
It is appreciated that researchers
involved in the TLRP will want to generate many publications from
their research material. Three types of publication will be supported
A. Improving Learning series,
Routledge will publish, in
association with the TLRP , a series of 'gateway' books aimed at
users - e.g. teachers, LEA advisers, FE and HE tutors, workplace
trainers, etc. Entitled the Improving Learning series, the books
will be practical in focus and underpinned by the TLRP research.
This is a major focus for the partnership.
B. supplementary books, primarily
TLRP researchers may also
wish to publish higher-level supplementary books based on their
research. Editors at Routledge Education would be delighted to consider
for publication all book proposals. These would be standalone titles
outside the Improving Learning series. However, those accepted for
publication by Routledge would carry covers that reflect elements
of the series cover design and the logos, which would engender a
sense of TLRP branding.
C. Improving Practice Series
Routledge Education also
has a growing number of A4 books containing practical and/or photocopiable
material for education practitioners. We would be delighted to hear
from researchers who are looking to develop and publish such material.
Elements of the cover design and logos for the Improving Practice
would again be used to engender a sense of TLRP branding.
THE 'IMPROVING LEARNING'
AND IMPROVING PRACTICE SERIES
The Series Adviser (Professor
Andrew Pollard ) and TLRP Directors will work with authors writing
for the Improving Learning series to agree on a series structure,
to which all books will relate. This will ensure a level of cohesion
between the books and help with recognition and branding of the
TLRP publications. When this has been agreed, authors writing for
the Improving Learning series will be asked to present their work
within this structure.
The Improving Practice
Series will be more flexible.
The Series Adviser and
other TLRP Directors will be the first point of call for authors
writing for the both series. They will comment and advise on all
book proposals before they are submitted to Routledge. They will
also read final versions of the manuscripts before delivery to the
publishers, and suggest revisions where necessary.
Improving Learning book
It will be important for
the books to have an identifiable series style, and for this reason
there will be a format for all books in the Improving Learning series,
" An agreed series structure
" A target word length
that is no longer than 65,000 words
" Text elements, such
as boxed introductions, case study description boxes, chapter summaries
and suggestions for further reading
" Series cover design,
which will incorporate the TLRP 'lozenge' and logos
Improving Practice book
The format of these books
will be flexible to accommodate many practical materials. Maximum
length will be 35,000 words. Please see more detailed guidance on
All book author teams will
be offered a rate of 5 (five) per cent payable on net receipts for
the paperback and hardback editions up to 750 copies sold. The rate
to 1000 sales will be 7.5 (seven point five) percent and will then
rise to 10 (ten) percent. The authors will decide on how the royalty
is divided within the team. As an incentive to encourage authors
to deliver their manuscripts on the contracted submission date,
we can offer a £200 advance on their royalty payment, payable on
delivery and acceptance of a manuscript within the Improving Learning
Routledge will be responsible
for the entire production process from receipt of manuscript to
final product. This will be at our own expense and to our own in-house
style and design, although we will make every effort to incorporate
the TLRP's design, where appropriate.
The Improving Learning series
will benefit from the marketing and sales activity outlined in Section
1 of this document.
Please note that promotion
of a series can be maximised if at least three or four titles are
published in a similar timeframe. Therefore we would like to publish
the first cluster of books from Phase I of the Project within the
same three-month period, providing there are no delays outside our
control. Authors of the books should be aware of the impact that
delays with manuscript submission will have on the other titles
and the Improving Learning series as a whole. While we will always
try to make up time within the production schedule, this may not
always be possible.
Anna Clarkson will be the
first point of contact for all authors writing for the Improving
Learning series. As soon as book proposals for the Improving Learning
series have been discussed with the TLRP Directors, authors should
send them to Anna Clarkson. Anna will pass book proposals to the
Routledge Business Editor, where appropriate.
All book proposals will be
sent out for review by at least two other experts in the field (reports
commissioned and paid for by Routlege). We will also need a detailed
endorsement from the relevant TLRP Director and/or series adviser.
Reviews will be shared with the authors and redrafted proposals
submitted where appropriate.
All book proposals will need
to be sanctioned for publication by the Editorial Committee, in
the usual way. Routledge Education editors will discuss all proposals
with the authors and appropriate TLRP Team Directors, but the final
decision on which books will be published within the series will
remain with Routledge.
3 Taylor & Francis
Taylor & Francis has
been publishing peer-reviewed journals for over two centuries. Starting
with the Philosophical Magazine, the company expanded the range
of journals into science and engineering. Today, under its Routledge
imprint, Taylor & Francis globally publishes over 100 education
journals, including British Educational Research Journal, Comparative
Education, Gender & Education, and International Journal of
Education is, arguably, the
most significant of the journals programmes defined by subject within
the Taylor & Francis Group.
PUBLISHING IN TAYLOR &
Whilst publication in journals
has to be subject to standard peer-review systems, the Routledge
journals editorial team (under Ian White) is happy to advise researchers
and potential Special Issue Editors, as to which would be the most
appropriate journal for research findings arising from the TLRP.
However, the ultimate decision to publish will, however, lie with
the individual academic journal Editors. In respect of successful
publication of papers arising from the TLRP project, all journal
articles or Special Issues arising from the TLRP that are published
by Routledge journals will carry the TLRP logo prominently. It is
important for authors to ensure that their work is clearly linked
Although it is a pre-condition
of publication that copyright is assigned to a journal's copyright
owner, nothing in the standard copyright transfer agreement, which
authors are required to sign is intended to restrict an author's
rights. For example, authors themselves retain the right to reproduce
their own paper in any volume of which the author acts as editor
or author, subject to acknowledgement and citation. As a courtesy,
Routledge requests that authors advises it of such reproduction,
and that authors fully acknowledge and cite the journal as the original
source of publication. Requests for the reproduction of articles,
in part or in full, arising from the TLRP project will be handled
sensitively by Routledge.
New Journal Projects
Routledge is always prepared
to consider new journal projects, and would welcome such a proposal
from the TLRP. Should the TLRP wish to submit a full proposal, it
should be noted that it would benefit from association with the
world's leading publisher of journals in education and educational
TLRP and Routledge have agreed
to further support the TLRP by establishing hypertext links from
abstracts of published papers, (to be held in ‘D-Space’) to Routledge’s
full-text online service.
Every journal in the education
programme is published in both print and electronic format. Electronic
journals are available to institutional subscribers, via secure,
online registration systems. This helps to ensure a largest academic
audience for journals as possible, within a secure and manageable
In 2001 Taylor & Francis
launched the Education Arena, a one-stop online portal for cutting-edge
global educational research aimed at researchers, teachers and students.
Drawing on a combination
of the expertise of our Editors and our knowledge of the education
market, Education Arena represents a comprehensive site containing
links to vitally important resources relevant to a significant and
growing online academic community. The portal provides a search
facility across all articles in the Routledge journals programme,
enabling easy retrieval of relevant research. The Arena is interactive
in several sections, visitors are for example, encouraged to submit
links and join in debates on our Interactive Zone. The same opportunity
can be offered to participants of the TLRP.
In addition to direct access
to the education books website and online catalogue (detailed on
page 3 of this document), features of the Education Arena include:
• Journal special offers
• Journal sample articles
• Online journals, including
archive research, full text search and online article ordering
• Guide to academic conferences,
learned societies and bulletin boards
• Job news
• Author resources, including
electronic submission and article status reports
• New Journal title news
Links to the British Education
Index's EducatiOnline service are already in place on many journal
websites within the Education Arena.
Education Arena is situated
TLRP Links to Education Arena
We do not foresee any problems
with draft material being published on the TLRP or project website,
prior to publication in either book or journal form. Where publication
in book or journal form has already been agreed, a clear reference
to the publication should be included. The Education Arena, which
has received over 2 million visits per year since it was launched
in 2001. A hot-link from the TLRP site to the Education Arena is
provided, so that those visiting the TLRP site have access to further
information about the books and journals and direct access to its
As the number of books and
journal articles from the TLRP has risen, the books and journals
marketing departments have organised co-promotion to alert the market
of forthcoming publications.
MARKETING AND PROMOTIONAL
Any journal in which a TLRP
article is published has been and will be marketed comprehensively
via several multiple channels:
Each Routledge journal is
marketed extensively via printed publicity, primarily a leaflet
promoting the aims & scope of the journal, editorial board,
recent articles, abstracting & indexing information and ordering
information. Direct mail campaigns are targeted internationally
to core groups, e.g. sample copy requesters, association memberships,
conference delegates, readers of competitor journals, librarians,
researchers and academics in the subject area.
In addition, Journals are
included in generic subject cluster leaflets, for example, Special
Educational Needs, Higher Education, Education Technology &
Science and Education Research. Cluster leaflets are primarily circulated
at all key conferences, by insertion in delegate's wallets or display
on conference exhibits.
Many journals in the Routledge
education programme are made available at a discount to target groups,
e.g. delegates at a relevant conference, members of an organization
etc. Special offers are promoted electronically and via printed
flyers created on a bespoke basis. Additionally, many incentives
are given to personal subscribers to encourage trial and adoption,
particularly of new titles. The Education Arena contains a 'Special
Offers' section, which enables visitors to get details of selected
special offers and to order online. Journals publishing TLRP- sponsored
articles have been and can be promoted at special rates to persons
or groups participating in TLRP.
Each journal has a dedicated
page on the website. The page includes information about the aims
and scope of the journal, editorial board, notes for contributors
and bibliographic details. Visitors to the journal page can have
access to tables of contents for issues previously published. Visitors
to the site can search the journals list by subject area or alphabetically
and can sign up to an email contents alerting service or to receive
a free online sample copy. Each journal homepage contains a 'links
of related interest' section, which could provide a direct link
to TLRP project information.
Scholarly Articles Research
SARA - Scholarly Articles
Research Alerting - is a service designed to deliver by email, tables
of contents for any issue of a Routledge/Taylor & Francis-published
journal to anyone who has requested the information. This service
is completely free of charge and alerts can be received by keyword,
title, sub-category or main category.
There are currently 75,000
SARA registrants choosing to receive contents in advance of publication.
All article titles published on behalf of the TLRP will be made
available via the SARA service.
For more information on SARA
please visit www.tandf.co.uk/SARA
Routledge journals marketing
techniques are being developed to cater for an increasingly online
user market. Electronic initiatives are targeted more effectively
to a more captive and responsive audience. As mentioned earlier,
special offers are actively promoted via the web and have yielded
In addition, all online
sample copy requesters are systematically followed up with an offer
to subscribe to the journal they have sampled at a discount. This
again has proved a successful method of making research available
Other e-marketing projects
include targeted email to conference delegates where Routledge had
an exhibit, encouraging trial of journals which were most popular
at the conference.
Finally Routledge markets
selected journals electronically at discounted rate via websites
of affiliated associations. This builds a mutually beneficial relationship
between Routledge and important learned societies.
On an ongoing basis, Routledge
journals are cross-advertised via relevant in-house titles. Additionally,
competitor journals are approached each year with proposed reciprocal
The Routledge books and journals
divisions within the UK and US offices communicate regularly and
plan marketing activities to maximize synergy. Currently books are
promoted as 'Resources of Related Interest' on all education journal
leaflets and, conversely, journals are advertised in all education
books catalogues, cluster leaflets and where possible on individual
mailing pieces. The TLRP Programme would provide an ideal opportunity
to cross-promote journals and books in printed publicity, via the
web and email. TLRP-sponsored research findings, successfully published
in Routledge journals will benefit from inclusion in extensive,
annual marketing campaigns.
We provide extensive exposure
of our journals at international conferences on a constant basis.
Our conference presence ranges from large exhibitions, with several
company representatives attending, to inserting a leaflet in delegates'
wallets. Education journals are represented at over 300 conferences
annually across the list.
In addition to all the benefits
of forming a 'publishing partnership' with Routledge, the Publishers
will provide £500 sponsorship towards hospitality at the TLRP Annual
Meeting. In addition to this, we will pay a 1% royalty (based on
net receipts) to the TLRP on all books published within the Improving
Learning series. This money will be ring-fenced by the TLRP and
used for the benefit of its members.