Promoting Science and AAAS from a Global Perspective

The office in Cambridge has made it easy to serve customers and advertisers in Europe, and to plan marketing strategies for AAAS and Science that are tailored to the region. For example, says marketing executive Martin Paine, if librarians in Europe have issues with Science Online, they can directly call or e-mail Science International. Paine says one of the most important roles in this office is to collect the feedback of what the scientists and librarians want and then communicate it back to management. Debbie Harris and her recruitment/advertising staff often travel to scientific conferences in Europe. At trade shows such as the recent Drug Discovery Technology Europe, Harris sets up "Science Career Centers," and brings together scientists from places as close as London and as far as Singapore to attend talks that provide career advice from senior scientists. At the career events, Harris interviews the senior scientists, talk-show style, in front of open seating in the middle of the convention floor. Passersby often listen in and join in the discussion.

Deborah Cummings Harris Lauren Wilson, Ruth Hall and Martin Paine

In general, the number of meetings and conferences that staffers participate in has been on the rise. Harris says she makes sure her work stays on the right track by talking to event attendees, whether they are academic or industrial employers, or scientists who have gone through the job search process. Seeing them in person is essential, she says. "We understand our products and services need to be tailored to meet the needs of both job seekers and recruiters, and we're in a position to serve the global community in this way."

AAAS membership staff organizes representation at about 40 meetings a year, through distribution of promotional materials, sponsorship of seminars and booth attendance.

"One of our key goals is to raise awareness of AAAS internationally," says Ruth Hall, international marketing manager. "Our job is to increase membership and circulation, and leveraging the AAAS connection assists us in setting to achieve that. We have set up strategic relationships in key countries, both within academia and the commercial sector, with a view to increasing AAAS's profile. We need to educate the scientific community about what being a member of AAAS actually means — which requires identifying what is relevant and important to scientists outside the US and communicating our strengths."

The staff also negotiates site-wide licenses to Science Online and the knowledge environments, providing full access to countries outside of the Americas, from France and Switzerland to South Korea and Australia. While much of their work is done in Europe, Hall and Paine also work to enhance service for users in Japan and China. Paine recently went to Japan to launch a new Japanese web page that introduces Science to Japanese librarians and researchers. "It's a front page to explain what our key products and services are. We try and make it as user-friendly as possible," he says. This page is now expanding to promote targeted news releases from the International Office.

Getting the word out about new products is a task that the two senior regional sales managers take seriously. Tracey Peers and Andrew Davies have been doing product advertising in Europe for Science since before the Cambridge office was established. Their work spans from continental Europe to Israel and Singapore, and they coordinate with their US colleagues to bring readers two columns—Tech.Sights and New Products—and special advertising sections called Laboratory Technology Trends, which focus on hot topics like biotechnology, AIDS, cancer and proteomics.

Staff members at Science International field questions from people regarding subscriptions and memberships. "We're a customer service desk for people who have queries for Science Online and also for subscribers," says Hall. "We are providing a local link for Europe."

—Lisa Onaga

17 June 2002

For more information, read related articles:

• Growing Presence in Europe for Science, AAAS
• Editors in UK Make Science More Accessible
• Helping Young Scientists Get Started: Science's Next Wave
• Covering the Latest Scientific News—With a European Twist