Open Road Integrated Media has added the University of Texas Press to its list of clients. The press is taking part in Open Road’s Ignition marketing program, which uses proprietary technology to boost sales of e-books. The University of Texas is the 14th university press to sign with Open Road.

Company CEO David Steinberger said that university presses, with their deep backlists, are perfect candidates to benefit from Open Road's services. He noted that while university presses often have rich backlists that appeal to a general audience, they lack the bandwidth to effectively market those titles—a void Open Road can fill.

Steinberger said thayt university presses already using Open Road have seen the sales of books in the program jump by an average of 179% over their baseline results; University of Texas Press director Robert Devens also said sales of the press's books have seen a big sales gain. “In the months since we joined the Ignition program at Open Road, we’ve been delighted to see a doubling of our baseline sales,” said Devens. “We’ve valued the creative and energetic marketing efforts of the Open Road team, as well as the timely communication regarding new campaigns and title performance.”

Steinberger, who led a group that acquired Open Road in December, said Open Road is having a good 2022. The company has added nearly 7,000 titles to its Ignition program, bringing the total count to over 40,000, and the number of participating publishers is now at 85.