1. BringingBringing ShofarShofar
into theinto the
twenty-first centurytwenty-first century
A case study in journal rebrandingA case study in journal rebranding
and best practicesand best practices

2. Backgroud:Backgroud:
an opportunity foran opportunity for
changechange
 Multidisciplinary Jewish StudiesMultidisciplinary Jewish Studies
journaljournal
 Founded 1981Founded 1981
 Slow growth until late 90sSlow growth until late 90s
 Multidisciplinary, but developed nicheMultidisciplinary, but developed niche
for modern and popular culturefor modern and popular culture

3. ShofarShofar leadershipleadership
 Skewed older, editors fields outside ofSkewed older, editors fields outside of
journaljournal’’s most-read fieldss most-read fields
 Managing editor lacked publishingManaging editor lacked publishing
backgroundbackground
 Board unchanged for two decades,Board unchanged for two decades,
many retired, little diversitymany retired, little diversity

4. GoalsGoals
 Improve submissions in numbers andImprove submissions in numbers and
qualityquality
 Increase readership and profileIncrease readership and profile
 Increase efficiencyIncrease efficiency
 Improve reputation with readers,Improve reputation with readers,
authors, external readers, etc.authors, external readers, etc.

5. Strategies: EditorialStrategies: Editorial
 Change and energize editorial board,Change and energize editorial board,
five-year rotation, international andfive-year rotation, international and
diversediverse
 Analyze access data to find ShofarAnalyze access data to find Shofar’’ss
strengthsstrengths
 Enforce peer review disciplineEnforce peer review discipline
 Reduce acceptance rate and numberReduce acceptance rate and number
of special issuesof special issues

6. Strategies: ProductionStrategies: Production
 New cover lookNew cover look
 New page layoutNew page layout
 Switch from paper to electronicSwitch from paper to electronic
workflowworkflow
 Speed up submission to publicationSpeed up submission to publication

7. Strategies: MarketingStrategies: Marketing
 Announce new content on listservsAnnounce new content on listservs
 Constant Contact mailings toConstant Contact mailings to
accumulated e-mail listaccumulated e-mail list
 Facebook and twitter presenceFacebook and twitter presence
 Redesign web pagesRedesign web pages
 IndexingIndexing

8. ChallengesChallenges
 Close friendships a problem forClose friendships a problem for
changing board compositionchanging board composition
 Resistance to reducing number ofResistance to reducing number of
book reviewsbook reviews
 Difference of opinion about peerDifference of opinion about peer
review processreview process
 Editors not understanding need forEditors not understanding need for
changechange

9. Other concernsOther concerns
 Acceptance rateAcceptance rate
 Encouraging board recruitmentEncouraging board recruitment
 Marketing to academic audienceMarketing to academic audience

10. Other concernsOther concerns
 Acceptance rateAcceptance rate
 Encouraging board recruitmentEncouraging board recruitment
 Marketing to academic audienceMarketing to academic audience