Against the Grain Volume 26 | Issue 3 Article 14 2014 ATG Interviews: Mark Cummings, Editor and Publisher, Choice Magazine Katina Strauch Against the Grain, [email protected] Tom Gilson Against the Grain, [email protected] Follow this and additional works at: https://docs.lib.purdue.edu/atg Part of the Library and Information Science Commons Recommended Citation Strauch, Katina and Gilson, Tom (2014) "ATG Interviews: Mark Cummings, Editor and Publisher, Choice Magazine," Against the Grain: Vol. 26: Iss. 3, Article 14. DOI: https://doi.org/10.7771/2380-176X.6754 This document has been made available through Purdue e-Pubs, a service of the Purdue University Libraries. Please contact [email protected] for additional information. ATG Interviews Mark Cummings Editor and Publisher, Choice Magazine by Tom Gilson (Associate Editor, Against the Grain) <[email protected]> and Katina Strauch (Editor, Against the Grain) <[email protected]> ATG: Mark you’ve been at the helm of channels. More generally, though, one of the How do you keep up with all of the products Choice for nearly a year. What has been great things about Choice is that it is both a that continually hit the market and select the your most pleasant surprise since you began journal and an eponymous publishing unit, and most relevant? your tenure? What about a not so pleasant I think our capabilities in this latter sense will MC: We receive over 25,000 books a surprise? eventually provide new opportunities for us. year in our small offices in Middletown, most MC: I hope this doesn’t sound too Pol- Our new marketing site (http://Choice360.org) from university presses and other scholarly lyannish, but honestly the biggest surprise of is an attempt to make just this point by giving publishers, so in one sense the task is not so all has been the lack of surprise. It’s stressful greater visibility to the range of things we do much how to keep up as it is how to limit starting a new position, to be sure, but having in addition to our core product. ourselves to the 7,000 or so reviews we have a highly competent staff and well-tuned pro- ATG: You’ve had a great deal of experi- the resources to publish annually. Obviously, duction protocols already in place meant that ence, especially in reference and educational having a staff of highly capable editors who I could turn my attention to strategic issues publishing. How does that experience trans- themselves have subject-area expertise is key almost at the outset, without having to worry late into success in leading a publication that to the success of what we do. In fact, the pre- overly much about day-to-day operations. And until this point has been a source for reviews liminary decision regarding which books to since the longer-term challenges at Choice had of academic books, electronic media, and send out to our reviewers is itself a critical part been the subject of much discussion during the Internet resources? of the review process. And of course, having search process, I can’t say that these came as MC: I was trained as a historian and began over 3,000 reviewers in our database means much of surprise either. That doesn’t mean the my publishing career in academic reference, so that our chances of finding the right person to challenges are easy, though! frankly, leading a publication devoted to the write the review are high. Our specific criteria ATG: What is it like succeeding a legend review of scholarly materials does not seem for selecting works for review run to several in the industry like Irv Rockwood? so much a departure from what I did before as pages on our Website (http://www.ala.org/ acrl/choice/selectionpolicy), so I won’t rehash MC: Well, Irv and I have spent some time you might think. Certainly from an editorial them here, but suffice it to say that our selection together, and while I can’t speak for him, perspective, the structure of the editorial staffs criteria remain a work in progress and are the I’m pretty sure that words like legend would and the editorial and production protocols, subject of ongoing examination and discussion make him a little uncomfortable. That said, both for print and digital products, are very in our offices. it’s difficult to overestimate the contribution similar. Even more important, reference Irv has made to Choice, particularly in terms works and Choice share a common quality: ATG: Is the trend toward demand-driven of its strategic direction, so stepping into the fundamentally they are both databases, so the acquisitions having any impact on the books position was bound to raise questions as to how experience I gained dealing with problems of Choice chooses to review? the initiatives he fathered will be addressed. information architecture, metadata, and search MC: Not directly, no, but clearly the over- Both Irv and I came to Choice with strong and retrieval methodologies in the reference all impact of DDA is to diminish the impor- publishing backgrounds, and if there is one world has been translatable to a large degree tance of reviews in the collection-development thing you learn in publishing it’s that you have to my position at Choice. And since virtually process. Respondents in our focus groups, to have the flexibility to respond to the market my entire career in publishing has centered for instance, remarked that reviews are now as it actually is, not how you wish it to be. The around creating materials for libraries, I feel often used to check for titles missed in DDA information environment we confront today is very comfortable with library culture and the packages or to ensure that important resources changing so rapidly that our responses will in publishing ecosystem that serves it. are not prematurely taken out of circulation. all likelihood forge some new directions for ATG: Speaking of reviews, with the ATG: We understand that a number of Choice, but I believe that they will represent availability of reader reviews in sources like university presses are having problems. Has a continuation of its long-established mission Amazon how much of a market is there for re- Choice noticed a decrease in the number in the broadest sense. views written by experts like those in Choice? of university press titles that it receives for ATG: What do you think are the top chal- MC: If I can say this without sounding review? lenges in guiding a traditional, time-honored obvious, one of the great pleasures of work- MC: We are privy to the same rumors, publication like CHOICE so it not only re- ing at Choice is knowing that our readership and yet we are seeing no direct impact on the mains viable, but thrives, in the 21st century? remains capable of appreciating the difference number of titles submitted. Over the past five MC: From the careful way you framed between expert knowledge and public opinion. years we have received, on average, 25,500 your question (!), it seems you share our Peer review is at the heart of the scholarly titles a year (pause here to imagine what our feeling that, at fifty years old, Choice is at a enterprise, so at least in principle, the market small mailroom looks like at times). Our low- crossroads of sorts. The issues that led to its for what we publish is a given. Closer to the est figure in that period was 24,474, and this creation back in 1964 are still important, but ground, however, we are all aware of how the year we are on track to surpass the average by so much has changed in the way scholarly role of the academic librarian, in particular almost 5%. Nor have we found that the quality monographs are created, distributed, discov- the collection-development function, is being of works submitted for review has diminished. ered, and used that it’s time to step back and “disintermediated” by, for instance, large During that same period, and using selection take a good, long look at how we can best content aggregations and patron-driven acqui- criteria unchanged from earlier years, we serve our community. We’re already moving sition, methodologies that call into question reviewed (again on average), 7,123 books a to broaden the scope of our editorial content the very notion of a “collection.” These issues year, with no year deviating more than 1.5% with a monthly feature on special collections, are far more challenging to our mission than from the average. guest editorials, increased attention to open-ac- anything else. ATG: Scholars are beginning to explore cess publications, wider coverage of eBooks ATG: What criteria does Choice use when self-publishing. Has Choice ever discussed and other digital content, and opportunities to deciding which academic books, electronic reviewing self-published works? engage our audience through our social media media, and Internet resources to review? continued on page 35 34 Against the Grain / June 2014 <http://www.against-the-grain.com> Interview — Mark Cummings from page 34 againstpublisher the grain profile MC: This issue is increasingly on our radar and is part of the ongoing discussion I just mentioned regarding our selection policy. Choice Traditionally, of course, it was easy enough to dismiss vanity press publications, but the 575 Main Street, Suite 300, Middletown, CT 06457 USA channels for self-publication are much more varied now, making self-published works Phone: (860) 347-6933 worth a second look. So-called Gold Open Websites: http://Choice360.org and http://www.ala.org/acrl/choice/home Access is a good example of this, as it is now necessary to distinguish legitimate scholarly works available in this fashion from mere PARENT COMPANY: Association of College and Research Libraries, a division of the vanity publishing.