Marketing institutional journal subscriptions to academic libraries

This paper examines different influences on the journal cancellation and selection policies of university libraries in the UK. Changing funding arrangements are outlined, followed by a discussion of varied criteria that are used during journal cancellation exercises, and how publishers can influence this process. The paper then considers changes consequent upon the advent of the electronic journal, and suggests that this, together with budget devolution and greater library liaison with academic staff, is increasing the influence of library staff in journal selection. As a result of these various trends, direct contacts between publishers and library staff are increasing.