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Comment on Hindawi’s Profit Margin is Higher than Elsevier’s by Peter Matthews

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True spam has no relevance at all to most receivers. Marketing is more-or-less targeted according to the benefit/risk of reaching a broad target and offending receivers within the target group. Marketing costs must rise if the aim is to reach many people with strict test for relevancy.

Maybe Hindawi is pushing the envelope of acceptability with its marketing, but I suspect that the company that wants to survive, so they will respond to negative feedback if they have ways to receive (or perceive) and process such feedback.

Meanwhile, the American Association for the Advancement of Science, publisher of Science, continues to send out physical envelopes with nicely printed form letters inviting me to pay a subscription to join their Society and recieve the journal. I admire the website and journal, but do not need a personal subscription because my institutiuon purchases the printed journal. I am amazed that they can afford such marketing, but since many individuals and libraries subscribe, I guess it is cost effective.

I don’t regard advances of the AAAS as spam, and not even as junk mail. It is legitimate marketing that I choose to ignore.


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