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Carissa A. Gilman

Managing Editor, Cancer

carissa.gilman@cancer.org

HELPING AUTHORS PROMOTE

THEIR WORK

• International interdisciplinary journal of the American Cancer Society

• Published in partnership with Wiley

• Peer review performed via ScholarOne Manuscripts (Sch1)

• Editor-in-Chief and 22 disease site/discipline-specific

Section Editors

• Received ~3,100 papers in 2017

• ~35% of submissions went to external peer review

• 18% acceptance rate

ABOUT CANCER

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“

AMERICAN CANCER SOCIETY

DEDICATED TO ELIMINATING CANCER AS A

MAJOR HEALTH PROBLEM BY PREVENTING

CANCER, SAVING LIVES FROM CANCER, AND

DIMINISHING SUFFERING FROM CANCER

THROUGH RESEARCH, EDUCATION, AND SERVICE

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THE RESEARCHER-CENTRIC ECOSYSTEM

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• No authors = no journal

• Strive to provide the best author experience to foster long-term relationships

• Personalized attention

• Hopefully leave them feeling invested in the journal so they keep submitting

their best work

• Surveys indicate that authors want more support and advice to help their

work get seen, read, and cited

FOCUSING ON AUTHORS: THE WHY AND THE HOW

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• What we promise: High reach. Fast decision. No fees.

• Call ourselves “a top choice for authors looking to share their

groundbreaking research with a global audience”

• Reach = dissemination = our mission

• How do we deliver on that promise?

WHY SUBMIT TO CANCER?

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• Publication on a platform that averages >20 million total fulltext accesses/month

• Articles indexed by Google, PubMed, Scopus, Web of Science, etc.

• Increased discoverability with enhanced PDF format

• Increased access with responsive HTML

• Global reach, with availability in 7,100 institutions + low-cost or free access to

7,669 developing world institutions

• Ability to nominate 10 colleagues to receive unlimited free access to their article

• New: increased reach and impact by sharing a “read only” online version of their

article in enhanced PDF format with a wider audience

• Email and social media sharing tools

HOW WE DISSEMINATE RESEARCH

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• Authors play key role in search engine optimization

• Need guidance

• 5 tips:

o Create a search engine friendly title by keeping it short and including 1-2

keywords

o Optimize the abstract by putting essential findings in first 2 sentences,

repeating keywords, and being clear & concise

o Use relevant, contextual keywords throughout article (important for

abstracting & indexing too)

o Be consistent with author names and use middle initials in all your articles

o Maximize inbound linking by linking to your article on social media,

networking, and institutional sites; encourage colleagues to do the same

GUIDING AUTHORS IN SEO

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• What is the news value of the study? (New vs. confirmatory findings, sample

size, trending topic)

• What type of study is it? (See Hierarchy of Evidence Pyramid in Gary

Schwitzer’s Covering Medical Research: A Guide for Reporting on Studies)

• Are the conclusions strong?

• Has the study just been posted online?

PRESS RELEASES

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• Have production editor work with authors to choose a mutually agreeable date

for publication

• Encourage authors to provide copies of the paper to the media as long as they

explain it is embargoed

• Explain how the press release should cite the paper

• Encourage them to mention journal in first paragraph

• Make sure they link to the final published article on your journal site (helps to let

them know what the direct URL will be)

• Encourage authors to Tweet their study and provide sample Tweets

• Encourage them to loop in your publicity team

3RD PARTY PUBLICITY

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• Breaking the embargo

• Failing to link to the article (or linking to PubMed instead)

• Confusing the society and the journal or the relationship between them

• Framing publication in the journal as endorsement by the society

• Publishing “dirty preprints” (author manuscripts that have not been copyedited

or typeset) may discourage press officers from doing releases

PUBLICITY PITFALLS AND CAVEATS

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• Conferences—discussing with colleagues or formally presenting

• Networking—are they a member of academic social networking sites like

Mendeley?

• Online profiles—add to LinkedIn, online CV, publications list on faculty profile

page, ORCID

• Multimedia—do they have a blog, a vlog, or a podcast?

OTHER WAYS AUTHORS CAN PROMOTE THEIR WORK

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• Sharing our authors’ published research on social media helps it reach a wider

audience � greater dissemination of findings � more potential for citations

• Every article we publish is shared via our Twitter account, which has over 20,000

followers and posts several times daily. Tweets always include:

o Twitter handles of authors and/or their affiliated institutions

o Popular hashtags related to the article’s subject area

o Figures and images, when available (or social images if not)

• Figure 1: social media site with an exclusively clinical audience; primarily devoted

to case studies

SOCIAL MEDIA

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ENGAGING AUTHORS WITH TWITTER

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• An increasingly popular social

media movement; visually

summarizes key points from an

article

o Searchable on Twitter using

the #VisualAbstract hashtag

o Helps readers decide

whether they want to

proceed with reading the

entire article

VISUAL ABSTRACTS

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• Medical education site with an

exclusively clinical audience

• Share and discuss medical cases

• >1 million healthcare

professionals: doctors, nurses,

medical students

• Joined in 2016

• Posts must be educational and

pose a question

FIGURE 1

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• Kudos: A “DIY” promotion tool that

guides researchers through the

process of summarizing their

publication, sharing it through social

media, and tracking success metrics

• Our authors have free access to

Kudos via Wiley

• Claim � explain � share � measure

SOCIAL MEDIA TOOLS FOR OUR AUTHORS

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• Altmetric: tracks and reports on

the attention articles receive from

online sources, including

mainstream news outlets, social

media, online reference

managers, and policy documents

SOCIAL MEDIA TOOLS FOR OUR AUTHORS

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QUE S T IO NS ? E M A IL M E A T CA R IS S A .G ILM A N@CANCE R.O RG

THANK YOU

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