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News & Market INSIGHTS
Delta Think is currently spearheading an industry market research survey to authors and researchers across the scholarly community designed to provide insight into the impact of potential US federal funding reductions on their research. The survey addresses topics such as publication volume, their ability/allowance for peer review, conference participation and attendance, influence on their research scope and topics, and more. Working in collaboration with nearly 20 scholarly societies, we are launching this initiative to capture the real-world impact of these potential changes in order to help societies better plan and support their members, researchers, and authors. The results of the survey will provide scholarly publishers with systematic, quantitative voice-of-market data to inform evidenced-based strategy development and scenario planning in a rapidly changing funding landscape and policy environment. The survey opens this week, with each participating society distributing the link to their own communities. All participating societies will receive an in-depth analysis of the full survey results, filtered by various demographics such as country, career stage, and discipline, as well as options for Delta Think to analyze their specific community data or the raw data from their specific community so they can analyze it themselves. Delta Think has designed the survey and will conduct all the analysis of the results.
This month we look at our latest data about Article Processing Charges (APCs). Per article pricing is a fundamental building block for all paid publishing models, so our review provides an invaluable insight into how costs of open access continue to evolve. APC prices in general continue to increase, but at a slower rate compared with this time last year. Important nuances in the distribution of prices continue to affect the value and cost of paid publishing models. Background Each year we survey the list Article Processing Charges (APCs) of a sample of major and significant publishers. Covering more than 20,000 titles going back to 2016, our dataset represents one of the most comprehensive reviews of open access pricing. To compare like for like, we consistently analyze non-discounted, CC BY charges. We take a snapshot at the end of every January, so we can track yearly changes while controlling for the different times of year that publishers may update prices. Our statistics exclude zero or unspecified APCs, although these are included in our underlying data. This allows us to understand trends where publishers choose to charge APCs without skewing averages. We run separate analyses around APC-free models. Headline Changes Going into 2025, we have seen APC pricing increasing but falling back to long-term trends. Fully OA APC list prices across our sample have risen by around 6.5% compared with 9.5% this time last year. Hybrid APC list prices have risen by an average of 3% compared with 4.2% this time last year. Maximum APCs for fully OA journals remain at $8,900. Maximum APCs for hybrid journals now top out at $12,690 (up $400 from last year). Big jumps in prices happened last year, driven by high inflation. In 2020-2021 prices were driven up when high-impact journals began offering OA options for the first time. In both cases, increases subsequently fell back to averages. Underlying trends continue. There are around 2.6x more hybrid journals than fully OA ones, down from 2.9x a year ago. Hybrid journals follow (or, rather, set) a similar pattern to the market overall. On average, fully OA prices are around 64% of those of hybrids. This is a couple of percentage points higher than long term trends. Around 31% of our sample of fully OA journals charge no APCs. (We have separately analyzed the number of articles in OA journals.) Price rises vary significantly by discipline. Arts & Humanities and Social Sciences have seen particularly large average increases, especially in fully OA journal prices. Price Distribution Market-wide headline price changes mask important nuances. We have discussed previously that the most important nuance lies in the spread of prices within a given publisher’s portfolio. For example, if the bulk of a publisher’s journals lie toward the lower end of its pricing, with just a few journals priced at the high end, the average (mean) price will be higher than most authors pay. The following figures show how the spread of prices plays out in the market across our sample of publishers. The figures are outlines of histograms, showing how many titles sit in various price bands over the successive years of data we have curated. The red line shows the most recent year’s prices. The lines become greener as they go further back in time. Subscribers to Delta Think’s Data and Analytics Tool can see full details of axes. Hybrid Prices The spread of price bands for hybrid journals is shown in Figure 1 below.
User information needs as well as funding models are evolving rapidly, as evidenced by Clarivate’s recent move to phase out perpetual access purchases for print, eBooks, and digital collections by the end of 2025. Taking a hard look at how these assets contribute to your portfolio and overall organizational strategy has never been more critical. A holistic books program assessment can help you think intentionally about how books and book-based content can help meet customer and market needs. Publishing and Product Strategy A market-driven publishing and product strategy begins with an understanding of customer information needs. What markets, segments, information needs, and challenges are present? How can customer information needs be addressed? What role can our book content play? How can we differentiate our solutions? Can our book content contribute to a unique value proposition? Thinking creatively about how your content meets market needs is critical; think solutions, not printed pages and chapters. Commercial Strategy A detailed commercial strategy, supported by proper resources, is fundamental to success. Leveraging a clear understanding of customer preferences and delivering messaging that resonates with your specific market segments and use cases is essential. What are the best methods to generate market awareness? When and how should we communicate with key audiences? What messages resonate best? What sales and marketing capabilities do we have internally? Where do we need to partner to reach core audiences? How do we meet global needs? Do we have the appropriate access, pricing, and distribution models in place to meet customer expectations? What do we need to do directly? Where should we cultivate successful channel partnerships? And you don’t have to go it alone; a commercial strategy is best formulated and executed by a combination of internal and external resources. Technology Infrastructure Is your technology optimized to support your book program? From agile content management systems to product platforms to customer relationship management tools, the right tools enable your content and commercial strategy. What systems do we need to ensure efficiency in our publishing processes and quality and integrity in our content? What technologies and platforms do we need to build market-responsive products? What systems do we need to communicate effectively and meaningfully with our customers, including authors? Are we best served by building these systems or partnering? Successfully integrating and leveraging new technologies, such as AI, requires a fundamental understanding of markets and customer information needs . The Numbers Financial metrics are a key measure of the health of any program. An in-depth assessment of a program’s recent performance is a vital tool to help identify strengths, weaknesses, and gaps, and help to surface areas for improvement and corrective action. A financial analysis will clarify: What is our book and content annual output? Is it sufficient to support our strategy and meet customer and market needs? What is our cost structure? Our pricing strategy? Do they align with industry and market norms and expectations? Do we have the appropriate mix of internal and external resources in place to support our strategy? How can we best align our financial performance to contribute to the organization’s larger strategy? Beyond red ink or black ink, financial analysis will provide answers to these questions. Assessing Your Book Program Delta Think partners with publishers to do the foundational analysis necessary to understand how your book and book-based content can be a vital part of your content portfolio and support your organization’s goals and objectives. Our processes, including program benchmarking, stakeholder interviews, surveys, and workshops, combined with expert landscape research and analysis ensure you are building a content strategy that is market-focused and customer-driven. Contact Delta Think at info@deltathink.com to set up a time for a video call to learn more. We will also be attending the London Book Fair, March 11-13, 2025, if you’d like to schedule an in-person chat.
