Academic journal article Journal of Advertising Education

An Update on the JAE Strategic Plan

Academic journal article Journal of Advertising Education

An Update on the JAE Strategic Plan

Article excerpt

For those of you who were not present at the Advertising Division members' meeting during the AEJMC Conference in August in Chicago, we wanted to update you on the status of JAE. We've made progress on our strategic plan objectives this year,1 but like any dynamic organization, we have much left to accomplish. Toward our first objective - maintaining the economic viability of the journal - we made several changes to JAE finances. About a year ago, we separated the JAE account from the Ad Division account so not to co-mingle our resources and thus allowing both entities to better manage their budgets. At the same time and with approval of the membership, the dues allocation for JAE was raised to $15 per year and the Ad Division portion was reduced to $10 per year, keeping the total membership dues for Ad Division members at $25 annually. This re-allocation better reflected the actual costs of printing and mailing JAE and helped greatly toward putting JAE on firm financial footing. Additionally, we cut costs by moving journal production to South Carolina to leverage AEJMC vendor relationships.

On the revenue side, we've sold at least one full-page ad in the journal each issue. And although we fell short of our subscription drive goal by 16, we increased library subscriptions six-fold from the prior year. Additionally, carrying on agreements previously established with AAA and AAF, in exchange for a subscription fee, we have continued to post .pdf versions of JAE on AAA and AAF Web sites (for members of those organizations only, of course).

Selling more subscriptions not only improves our finances, but also addresses our second and third strategic objectives - increasing access, visibility and prestige of the journal. JAE is now indexed electronically on EBSCO in their Business Source Complete database and can be accessed by thousands of libraries around the world. We also have signed a contract with ProQuest to index JAE in the coming year. …

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