Eurospan was launched in the mid-1960s to provide a marketing and distribution capability for a group of medium-sized US textbook publishers, to include Houghton Mifflin and Scott Foresman and Co., which none could afford to mount individually. By combining their potential, the fledgling company was able to compete successfully on their behalf with European-based subsidiaries of the American publishing giants.
As the years passed, Eurospan successfully adapted to the changing needs and priorities of its marketplace and grew steadily by adding first a range of academic publishers, to include Greenwood Press and Sage Publications, and then a number of university and institutional presses to include New York University Press and Smithsonian Institution Press.
In the mid 1990s, and to accommodate its rapid expansion, three separate and distinct marketing divisions were established - Academic & Trade, University Presses and Medical. With the acquisition of Electronica Books & Media Limited, a sales agency specialising in the distribution of US technical societies and institutes, a fourth division - Scientific & Technical - was created. Finally, 2007 saw the birth of a Reference marketing division.
Eurospan’s end customer is most usually a teaching or research academic, or a professional practitioner, and in many case the library affiliated to one or other of these two groups. Notwithstanding Eurospan’s emphasis on direct marketing, the vast majority of sales are ultimately effected through bookshops, wholesalers, library suppliers and, more recently through e-tailers such as Amazon.co.uk and The Book Depository. This phenomenon reflects the UK and Europe's traditional practice of routing book orders, howsoever generated, through a recognised bookselling channel, most usually in the purchaser's immediate vicinity.
Eurospan is one of the few agents able to provide the complete range of sales, promotion and distribution services under one umbrella. In joining Eurospan, publishers increase their sales, enhance image and minimise all associated costs of servicing a multifarious marketplace comprising different countries, languages and practices. More importantly perhaps, agreement with Eurospan provides a European base which - with the continuing expansion of the EC - is a prerequisite in order to benefit fully from the related opportunities.
A ONE-STOP SOLUTION FOR THE INTERNATIONAL ARENA
Eurospan is now fully functioning in the Asia-Pacific (APAC) arena so that it is now able to offer its clients complete international coverage outside the America’s.
Two years ago, a network of sub-agents and sales representatives was established across five key territories – Central Asia, South Asia, South East Asia, Far East and Australasia. On the back of this we have moved ahead with our long term strategic plan to open a local Eurospan branch office in each region. The first of these, in Melbourne, Australia, opened its doors for business in December 2011. A small team there is now responsible for print and “e” promotions to academics and their libraries, and to professional markets (e.g. to teachers, ophthalmologists, occupational therapists, and drug/alcohol counsellors) - with all promotional pieces carrying a local (AUD) pricing option. Being on the ground also enables us to “place” review copies with the media, to take advantage of meeting/conference opportunities, and to more easily arrange co-operative promotions with local booksellers.
New Titles catalogues, distributed seasonally to the book trade and to libraries, are backed with a programme of subject-specific leaflets and catalogues, and we shall be exhibiting this year at a number of major conferences such as the Asia-Pacific Academy of Ophthalmology Congress in Busan, Korea and the annual Japan Geoscience Union Annual Conference, in Tokyo. Eurospan-branded book displays are now a regular feature at the annual Beijing, Shanghai and Kuala Lumpur International Book Fairs and at the biannual New Delhi World Book Fair.
To trade successfully in Asia, as many will know, requires the “personal touch”. This year senior Eurospan executives will meet with customers and trading partners in Delhi, Beijing, Seoul, Taipei and Tokyo.
Some sixty publishers are now are signed up to our Asia-Pacific programme. Some are expanding into the market for the first time; others have taken the practical decision to replace a cumbersome collection of country-based representation agreements with a single account – Eurospan. In all cases, the results continue to be positive for both sides.
For more details on these services, to include a list of countries covered, please email: firstname.lastname@example.org
Eurospan is proud of its long-standing relationships with its clients. Many of its associations go back twenty-five years or more. This reflects not only its continuing success, but also an ability to understand and accommodate the changing needs of the publishers it serves.
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