Expanding Membership, Reach, and Impact: Striking the Right Chord with Millennial and GenZ Researchers

Faced with dwindling revenues due to Plan S and digital disruption, academic societies, and publishers are under tremendous pressure to innovate. The problem is that their marketing teams are predominantly still catering to Baby Boomers and Gen X, whereas their real target audience is millennials and Gen Z researchers, who are tech-savvy, digitally inclined, and mobile-first. To meet these early-career researchers where they are, publisher and society marketing teams need to understand their digital consumption preferences and then use strategies like multiformat and omnichannel digital outreach that have proven immensely successful in other content-centric industries. In this session, we will share an in-depth analysis of how early career researchers across geographies are using social media for science communication. Further, panelists will share tactical marketing strategies and real case studies to help publishers and societies reel in early-career researchers and see their membership and engagement grow like never before. || Speakers: Nikesh Gosalia; Charlie Rapple; Jennifer Regala

Publication Date

2022 | Jun 03

44th Annual Meeting (2022)

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“Building a More Connected Scholarly Community” The last 19+ months have been a fascinating contradiction, making us feel both painfully disconnected and also perhaps more bonded than ever before. How can we take the strengths we already possessed as a community, fold in lessons learned during the pandemic, and aim for being an even stronger, broader, and more connected community? Our Annual Meeting brings together academics, funders, librarians, publishers, service providers, technologists, and countless others with a communal interest and stake in the dissemination of scholarly information. We look forward to the 44th Annual Meeting as an opportunity to reconnect and to connect anew.

Charlie Rapple

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Co-Founder, Kudos

Charlie Rapple is co-founder of Kudos, which works with researchers, funders, publishers and universities to ensure research is more widely found, understood, used and cited. She blogs for The Scholarly Kitchen, serves on the editorial board of UKSG Insights, and is a trustee and Vice Chair of UKSG. Past roles include Associate Director of TBI Communications and Head of Group Marketing for Publishing Technology. She holds a BA from the University of Bristol and postgraduate MDip from the Chartered Institute of Marketing.

Jennifer Regala

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Director of Publications/Executive Editor, American Urological Association

Nikesh Gosalia

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Senior Vice President, Global Publisher and Academic Relations, Cactus Communications

Nikesh Gosalia heads the strategic alliances division of Cactus Communications, working closely with societies, publishers, universities, and research institutes globally. Graduating with an engineering degree has helped him hone his analytical skills, allowing him to effectively manage large teams. Nikesh is dedicated to bridging the gap between the East and the West when it comes to research and is passionate about open science and the quick and effective dissemination of science to all stakeholders. Driven by the desire to facilitate the easy consumption of complex science in favorable formats, Nikesh understands the logistics of scholarly publication and author support services. When not at work, Nikesh enjoys socializing with people, and has a deep interest in sports and politics.