Finding money for marketing can be a challenge in any economic condition and when a recession hits, the first instinct for most is to cut the marketing budget. Unfortunately, this is the time when marketing is most important. Those whose presence in the market fades instead of staying in front of their audience is destined to be forgotten. 


The good news is that there are many affordable ways to remind potential members and subscribers that your organization is alive and well. This is the second section of our three part series providing details about what your organization can do in times like these.


Glossaries, Wikis, and other Resources 


These can be useful vehicles to raise awareness of your publication and position it as an industry authority. Target students, faculty, and researchers with a free print or online glossary, image library, or wiki. Seek out sponsors or advertisers to underwrite the project. These are good ways to build name recognition and a reputation for supporting the community. Such reference guides can position the publication as a valuable resource for additional information on the subject. Remember to collect mail and e-mail addresses for future marketing efforts by asking users of these free resources to register before granting access. 


Buyer’s Guides 


Buyer’s Guides are an inexpensive way to advertise your publication both in print and online, as well as target librarians and subscription agents who use these quick reference tools to get pricing and availability information. Publishers get a wide distribution of their advertisement for minimal cost, as librarians often share these tools with faculty. One example of this—publishers who advertise in the Allen Press Buyer’s Guide to Scientific, Medical, and Scholarly Journals™ reach 8,000 libraries and 2,000 agencies in more than 100 countries with their advertisement and current rate information.