Removing the Fat or Shifting the
Weight Around?
Charleston Conference
November 3, 2005
© 2005 Publishers Communication Group
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Results of a 2-Year Study of
Subscription Cancellations
Joshua Clarke, M.L.S.
Head of Research and Analyst, PCG
[email protected]
617-395-4054
© 2005 Publishers Communication Group
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Contents
I.
Lapsed Subscriptions
II.
Why Subscriptions Are Cancelled
III. Perspective Matters
IV. Looking Deeper
V.
Conclusion and Recommendations
© 2005 Publishers Communication Group
Group.
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I. Lapsed Subscriptions
Non-Renewal Campaigns: Identify the status of
subscriptions reported as lapsed by the publisher
The Data:
14,600 Subscriptions
2003-2004: 6,000
2004-2005: 8,600
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Actual Status of Lapsed Subscriptions
60%
50%
40%
30%
-27%
+64%
-49%
2003-2004
2004-2005
20%
10%
0%
Renewed
Cancelled
© 2005 Publishers Communication Group
Pending
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II. Why Subscriptions Are Cancelled
10 Major Reasons for Cancellation
2003-2004: 89% of Cancelled Subscriptions
2004-2005: 95% of Cancelled Subscriptions
Top 3 Reasons Accounted for:
2003-2004: 42% of Cancelled Subscriptions
2004-2005: 59% of Cancelled Subscriptions
© 2005 Publishers Communication Group
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Major Reasons For Cancellation
25%
20%
15%
10%
+55%
+55%
+4%
2003-2004
2004-2005
5%
0%
Low Use
© 2005 Publishers Communication Group
Format
Change
Budget
Problems
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III. Perspective Matters
Format Change:
Cancellation or Renewal?
Access: Still Available
Revenue/Expense:
End of one (print)
Renewal or Initiation of other (online)
© 2005 Publishers Communication Group
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A Different Point of View
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
-27%
+49%
-49%
Renewed Cancelled Pending
© 2005 Publishers Communication Group
+154%
2003-2004
2004-2005
Format
Change
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IV. Looking Deeper
PCG’s Electronic Collection Trends Survey
Fall 2004 and Preliminary Fall 2005
Answer Questions About E Collections
Why?
How much?
From whom?
Impact of OA?
© 2005 Publishers Communication Group
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Do You Cancel Print When Content
is Available Electronically?
90%
80%
70%
60%
50%
2004
2005
40%
30%
20%
10%
0%
Some
© 2005 Publishers Communication Group
All
None
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Increase in E Resources in 2005
1%-10%
21%-30%
11%-20%
• 52% have seen an increase between 1% and 20%
© 2005 Publishers Communication Group
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Why Increase E Resources?
© 2005 Publishers Communication Group
th
er
O
Fa
cu
lty
St
ud
en
ts
Bu
dg
et
M
as
te
rp
la
n
40%
35%
30%
25%
20%
15%
10%
5%
0%
2004
2005
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Age of Brand Agnosticism?
8%
5%
1%
16%
70%
No preference
Subscription agents
Publishers
© 2005 Publishers Communication Group
Consortia
Aggregators/databases
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V. Conclusions
•
Cancellation because of low use and format change
are up significantly and represent major issues for
both libraries and publishers
•
Most libraries have cancelled print when the
electronic is available
•
Libraries reporting they always cancel print when
electronic is available is up dramatically
•
Budget concerns are now the main reason why
libraries make format changes
•
There is little brand loyalty
© 2005 Publishers Communication Group
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