The Digital Age, or the Age of Information, has made university presses and their mission to produce top quality scholarship more important than ever before. Knowledge is at everyone’s fingertips,...Show moreThe Digital Age, or the Age of Information, has made university presses and their mission to produce top quality scholarship more important than ever before. Knowledge is at everyone’s fingertips, it is as easy as pressing a few buttons on your computer, but this ease is not unilaterally aligned with reliability. This is why university content is becoming increasingly more vital. However, limited budgets, changing markets, and a reluctance to embrace digital technologies have resulted in many university presses struggling to stay in operation. The monograph in particular is struggling to turn profits and is beginning to be viewed by portions of the academic community as outdated and a monetary burden for universities. This thesis looks at how university press monographs can survive in this changing climate, in particular by employing digital marketing strategies. It examines three major developing areas of digital marketing (big data, social media use by the press and social media use by the author). It draws on UP case studies to illustrate digital marketing engagement.Show less
This thesis explores the inverse relationship between Fake News and Deep Reading, considering that the former is growing and the latter is declining. Of its two aims, the first is to explain why...Show moreThis thesis explores the inverse relationship between Fake News and Deep Reading, considering that the former is growing and the latter is declining. Of its two aims, the first is to explain why these trends might be occurring. The second and more important aim is to explore whether reversing the Deep Reading trend - in other words, not only stemming the loss of this skill but promoting it and increasing its prevalence in society - would lead to a subsequent reverse in the Fake News trend, reducing its influence, and, subsequently, its volume.Show less
