College and Research Libraries MARY FALVEY Publishing the Association Journal: JANUARY 1, 1962-DECEMBER 31, 1966 COLLEGE & RESEARCH LmRARIES, along with its parent body, ACRL, has grown in the past five years. This period, January 1962 through December 1966, has brought nearly 50 per cent increase in ACRL membership and consequently, in C RL circulation. Figure 1 shows the membership picture as it relates to the number of copies of the journal that are needed. The actual size of the journal (number of pages) fell off in 1963-partially be- cause changes of editors in May 1962 and again in March 1963 resulted in a dearth of publishable papers-but rose steadily in 1964 and 1965, and sharply in 1966 on account of initiating the ACRL News, a supplement to College & Research Libraries (hereinafter re- ferred to as C RL News) .1 Figure 2 shows the annual number of pages printed. The editor of C RL has indicated that he is able to obtain enough publishable papers to maintain a bimonthly sched- ule, and current budget now provides for producing that number of issues annu- ally, plus, since March 1966, CRL News, beginning in March 1966. CRL has undergone considerable or- 1 Changes in title have been necessary to resolve varying interpretations of postal regulations. Beginning with January 1967 the official title became College & Research Libraries News. Issues indicated by (A) are those issues published during the same months that the journal issues are published. Issues indicated by (B) are those issues published in intervening months. Mrs. Falvey is Publications Officer of ACRL. This essay is an adaptation of her report, covering the five-year period 1962-1966, made to the ACRL Publications Committee in 1967. ganizational change during the five years covered by this report. The begin- ning of this period almost exactly corre- sponds to the incumbancy of the present publications officer, whose first produc- tion effort in the position was the March 1962 issue. The editorship was resigned by Maurice Tauber (Columbia Univer- sity school of library service) effective w~th the March 1962 issue, and May saw the first issue edited by Richard Har- well (Bowdoin College). Mr. Harwell's resignation became effective with the January 1963 issue. David Kaser (Joint University Libraries, Nashville) has served as editor since March 1963. John Batsel served as assistant editor for several months; when Mr. Batsel ac- cepted another library position, Dr. Kaser appointed Mrs. Elizabeth Swint as assistant editor. Effective with the January 1963 issue, C RL was returned to The Ovid Bell Press, Inc. in Fulton, Missouri, for print- ing, where the journal had been printed by The Ovid Bell Press for four years, 1956-59. The cover design was changed with the change of printers, and this de- sign was modified in 1964. Then, at the St. Louis Conference in 1964, the ACRL Publications Committee authorized a complete redesign. Ward Ritchie of Si- mon and Ritchie, Los Angeles, was com- missioned to redesign and respecify the entire journal-produce a new cover lay- out, and specify new format, typogra- phy, and paper. Production of the newly designed journal was begun with the January 1965 issue, although budget had been established to provide only for the I 427 17.5 17 .0 16.5 16.0 15.5 15.0 14 .. '5 14.0 13.5 13.0 12.5 12.0 ll.5 ll.O 10.5 10.0 9.5 9.0 8.5 8.0 7.5 7.0 6.5 6.0 "' "0 s:: 1Jl 5.5 ::I 0 ,..c:: E-< 428 I College & Research Libraries • November 1967 ,, I \ I \ I \ I \ I I I I I 1\ I I I I I I ., ' 1\ I .. I I :. ,, . . . • • • : .. . '. I ,' 'I . .·· . . 1'. •" 1 . . . . . . . . . . .. . . .. . ' , I I I I I 1\ I \I ,-' ,,, ' ... . . . . . . . . . \ I ··~I I : ~· .· . . . .. . . . ... • • . . .. •• • 1962 . . . .. 1963 . . . . . . . . . ... · ~· . No figures availabl e where ga ps occur 1964 1965 1966 1967 Frc. 1. Membership, initial lists, and press runs of CRL. .. Press runs ,, Initial lists MembershiJ} 1968 Publishing the Association ] ournal I 429 Proj ected , 1967 1966 -·········· 1965 .... 500 525 550 575 600 625 650 675 iOO i25 7.'50 FIG. 2. Number of pages produced. lower costs of the previous specifications for the first four issues of 1965. In 1966 the journal became completely scholarly, with removal of news, "official matter," classified advertising, and extra- neous filler material from its pages. This material is now published in CRL News eleven times a year (monthly, combined July I August issue). In addition to the desire to have a truly scholarly publica- tion there were practical reasons for this authorization. (I) News material and of- ficial matter published in the bimonthly issues often did not reach the reader for three months or more, since "lead" time for preparation of the journal re- quires, minimally, six weeks. Lead time for CRL News is about two weeks, and extremely important information may be included in an issue if received two days before press time. ( 2) Additional issues provide additional opportunity for ad- vertising insertions; and in the less rigid format of the News issues, advertisers may purchase guaranteed or special po- sitions throughout each issue-providing more revenue. ( 3) Classified advertising appears not only oftener but also sooner; this not only better serves the library- advertisers looking for staff or for po- sitions, but also produces additional rev- enue for CRL. ( 4) Increased and still increasing costs of producing the journal made most welcome a less costly way of publishing materials the value of which is likely to be temporary. CRL News was authorized by the ACRL Board of Directors at Midwinter 1966, for .a trial period of six months, to run frorn March 1966 to August 31, 1966. This trial period was established to pro- vide facts concerning costs and income, distribution problems, and acceptance by membership. The first two items are discussed below. In regard to the third item only a few comments have been un- favorable; most of this few con- cerned post office handling early in the trial period. On the other hand, there have been numerous written and oral accolades. The trial period, as authorized, pre- cluded adjusting the subscription rate to include CRL News. When continuation of CRL News was authorized at the New York Conference in July 1966, no authorization for accepting subscriptions was asked for or given. (At Midwinter 1967 in New Orleans, the inclusion of CRL News with subscriptions was au- thorized and the subscriptions rate was increased to $10 per year, the first in- crease since 1956 when the $5 rate was approved. Authorization was to be imple- mented as soon as possible, and the new rate became effective on July I.) C RL News is printed on the same "long-life" paper used for the body of the journal issues . Revamping of the News masthead has been suggested, and admittedly the present masthead may leave something to be desired, although the design was established purposely to suggest continuity of C RL News with the journal design of an earlier period of publication. Several immediate changes have been required because of varying interpretations of postal regulations but further changes might well be postponed for a little while. In 1964 a policy was established of not accepting retroactive subscriptions to the journal. This conforms to the policy of most other divisional publica- tions of ALA that accept subscriptions. More importantly, it already had become 430 I College & Research Libraries • November 1967 de facto in 1962 when two successive is- sues of CRL went out of print shortly after publication. The new policy spreads subscription expirations around the calendar, and relieves the bottle- neck, to some extent, of thousands of membership and subscription renewals all having to be processed in the same three-month period by the ALA Mem- bership and Subscription Records office. The policy also makes unnecessary ex- pensive back-issue mailings to sub- scribers. To make possible for subscribers (.and 380 .360 340 320 300 ~80 $1-16 .. 30 260 240 220 200 180 160 140 FIG. 3. Back issue copies sold and r esulting CRL income. others) completion of annual volumes of the journal, back issues of the journal are available on a sale basis. In 1962 the ACRL Executive Secretary contracted with the ALA Publishing Department to store, invoice, and ship back issue copies as ordered. At that time other storage space for stocks of back issues was ab- solutely unavailable. The ALA Publish- ing Department retains 70¢ of the $1.25 per copy price, and ACRL receives 55¢ per copy, furnishes 2nd class envelopes and pays postage in addition to provid- ing back-issue copies. Figure 3 shows income to CRL , and number of copies sold during the past five years. (In July 1967, the ALA Publishing Department began the same service in handling C RL News at $1.00 per copy, returning 30¢ for each copy to CRL.) In 1962 an existing contract with Uni- versity Microfilms was extended retro- actively, to include microfilming of the first ten volumes of CRL, and continues currently to provide for microfilm and paper copies of journal issues. Beginning in 1967, royalty payments from UMI for 1966 sales have increased from the orig- inal 10 per cent to 15 per cent of sales. These payments are credited to CRL sale of extra copies. ( CRL N_ews issues will also be made available on micro- film.) Also in 1962 an agreement was con- cluded with Kraus Reprint Corporation for reprinting volumes I-XV ( 1939-1954) of CRL, much of which had long been out of print. In 1966 the agreement was extended to include volumes XVI-XX ( 1955-1959). In 1967 an agreement was concluded with Kraus for reprinting volumes XXI-XXV ( 1960-1964). This period includes two 1962 issues which have been out of print since shortly after publication. Kraus has purchased the stock of back issues for the volumes be- ing reprinted. Royalty payments have been credited to C RL reprint account and amount to 10 per cent of sales. Publishing the Association ] ournal I 431 250 200 150 100 50 <.> tt ~ 50 40 30 20 10 E ~ "' "' "' rl .... ,/ ..... , , "" · ....... . In come Reprint p ages produced Articl e pages re printed I t erns FIG. 4. Reprints produced for authors. Reprints produced by CRL are of two types: those made for authors of articles in CRL, and items reprinted for distribu- tion by headquarters-both single-copy- free and multicopy-invoiced orders. Fig- ure 4 shows the number of journal pages reprinted for authors, the number of items, the number of reprint pages, and number of copies produced. Figure 5 shows the same information for .. stock" reprints for distribution by headquarters. Costs of producing reprints for authors -mostly very short press runs- are much 1000 'J; -~ t 90 80 70 60 50 40 30 20 10 "' C,) t:.C -:;: H c u "' c ::. . . .. . . . . . . . . . . : ro. cop ies . . . . . . . . . . . . . • . . . . . . . . . . : I • I . I . . ~ : . I ,. . .: I , \ : I •• • I , \ : . \ ::I \::1 ,., • Cost • • • •• Ite ms Reprint pages produced Ar ti cle pages r eprinted FIG. 5. Reprints for "stock." 432 I College & Research Libraries • November 1967 too high but numerous requests for price estimates have not brought any schedule of lower prices. Authors are billed at cost only-still too high a figure. Most reprints for authors are produced by the Xerox Itek process; some, at even higher prices, are made from type by the journal printer. Beginning late in 1966, mailing of stock reprint items has been assumed by the ALA Central Mailing Service. Or- ders to be invoiced still come to C RL for preparation of invoices and labels, a small part indeed of the reprint dis- tribution effort. About twenty reprint items are currently available. Manufacturing costs of the publica- tion during the five-year period are shown in Figure 6, with a comparison of the estimated costs for producing the same news material in the journal for 1966. Figure 7 shows the annual numbers of copies of the publication distributed in supplemental mailings. Distribution charges are budgeted annually, and 7,000 6,500 6,000 5,500 5,000 4,500 4,000 FIG. 7. Supplementary "back issue" mailings. comprise the costs of distributing claimed and late-membership copies, warehous- ing of stocks, sorting and mail handling. Hand wrapping of individual copies White area of b ars, '1966, show cost of News issues over estimated cost of publi shin g same m aterial in journal issues. See al so Fi g. 8. $6000 - 5500 - 5000 - 4500 4000 3500 3000 2500 2000 $1500 - 1962 1964 1965 196.3 I 1966 FrG. 6. Costs of production. Publishing the Association ] ournal I 433 where there are fewer than five to a single post office has been required by postal regulations since January 1965 and costs of this service in regular mail- ings at the time of publication is also a distribution charge. Labels for regular mailings have been prepared by the Data Processing unit since January 1963. Claimed and late membership fulfill- ment, warehousing, and sorting and handling has been done by the printer since March 1964, using labels prepared by ALA's Data Processing unit for late membership copies, and for claimed copies under the supervision of the ACRL Publications Officer. For this mailing service the printer receives 7¢ per copy mailed. Zoning charges ceased when the con- tract for printing the periodical was let to The Ovid Bell Press in 1963. A one- time cost occurred in 1965 for conversion of the C RL list to zip-code order by the Data Processing unit as required by postal regulations and sorting and zon- ing of the regular list is no longer re- quired. Postage rates for CRL mailings in- creased by 1/15 in January 1963; 1/16 in 1964, and 1/17 in 1965, a total of 1/5 in three years. Another postal increase is now pending but was not known nor budgeted for 1967/ 68 in March 1967. Certain items, such as unforeseen post- age increases, tend to unbalance budg- ets; so does upward revision of paper prices and other production costs after budgets are prepared; heavy requests for free single copies of stock reprint items; an unexpectedly high percentage of increase in number of copies required because of corresponding increases in membership; and in the case of late memberships, increase in distribution costs for mailing late copies; and more stringent postal regulations pertaining to the mailing of all copies. Since CRL does not receive direct funds to produce the membership copies required, but rather is allocated funds-an amount in- cluded in the budget request which is prepared when figures are available for less than half of the previous year-a large membership increase such as oc- curred in 1966 might cause serious dis- location of budget. Part of this dislocation can be cush- ioned by .an increase in advertising rev- enue above budgeted amounts. Adver- tising rate increases, however, must necessarily await establishment over a period of at least six months and require the expenditure of funds for issuing a new rate card at the end of that period; even then the increase does not affect contracts current at the time. An esti- mated two-thirds of our advertising rev- enue is from contracts. In 1962 a new, increased advertising rate schedule was issued; in 1965, rates were again in- creased .and specifications altered to con- form to the new design specifications of the journal. (In 1967 a new rate sched- ule including ad insertions in News is- sues was established but rates were not raised.) Advertising income for the period of this report is charted in Figure 8 and the number of pages of advertising in Figure 9. The amount of advertising CRL can use is limited by ( 1) advertiser acceptance-particularly of CRL News, which thus far has been very good; ( 2) postal regulations-75 per cent of any issue; ( 3) a stated portion of each journal issue-16 pages for issues of up to 96 pages, and one page of advertising for each four additional pages of text in any issue. Occasionally advertising has exceeded this ratio in order to "make out" an issue; more often fewer adver- tising pages than the prescribed ratio have been used, when editorial matter scheduled for a larger issue outruns ad- vertising orders. No advertising promotion list was available in 1962, hence there was no way to try to sell more advertising. By 434 I College & Research Libraries • November 1967 Black .areas indi cate annual advertisin g revenu e. White a reas indicate cos ts of production over advertising revenu e. FIG . 8. Advertising r evenue (annual) com- pared to costs. the end of 1966 a list of approximately six hundred fifty potential advertisers of equipment, services, and publications had been compiled, all of them valid. An advertising promotion in 1962 used a short list; in 1964, a finely screened list was used ; and in 1965 a promotion went to an enlarged list. In December 1966 a promotion piece was mailed to the entire, much augmented list. Con- tracts and single insertion orders from new advertisers reached by the list now total nearly $10,000. In addition to paid advertising the journal and CRL News carry unpaid "house" advertising for CHOICE (which furnishes its own mechanicals), ALA Publishing Department (which pays its typesetting charges only), Library Tech- nology Program (which furnishes plates), and the ALA Membership Pro- motion Office. CHOICE reciprocates by using ads for ACRL, and for CRL re- prints and subscriptions. ALA Publish- ing Department has in the past listed our journal issues (which they sell) in their catalog. (Starting in 1967, however, U"l