Our microform marketing strategy

Our approach to microforms was a consequence of the lack of protection for our considerable information output by the present copyright legislation. When we converted our journals to microfilm and offered them as such, we found that at least half the market already had them. Attempts to fight this situation legally have been futile. The only way to eliminate effectively the pirate microform editions has been the offering and promotion of authorized editions. When converting to microform for back files, the microfiche conversion can be a risky venture. Microfilm should always be preferred for collections. For simultaneous editions, the only medium is the microfiche, but publishers should be very cautious and should carefully test the market before launching a big venture. There are many surprises according to type of journal, but the audience also offers unpredictable features and changes its approach very rapidly.