Another incredibly sensible acquisition by Bloomsbury and yet another that pulls them further away from the territory of a strict trade publisher. Good for them:

Bloomsbury’s strategy has been to increase its proportion of academic and professional revenues compared to trade revenues through retail channels. The current strength of the Groups academic sales compared to consumer sales vindicates this strategy. Academic revenues are more predictable and have lower related costs of sale with resulting higher margins, and are much less reliant on retail bookshop sales. Around 60% of Continuums sales are outside the UK, thereby increasing Bloomsburys exposure to the global book market. Through this acquisition, for the first time, Bloomsbury will have an academic editorial and marketing team in the US. Bloomsbury has an excellent track record in exploiting digital opportunities; this acquisition will enable us to develop Continuums 7,000 strong backlist through conversion to e-book formats and the creation of new subscription based academic services.

via booktrade.info – Book Trade Announcements – Bloomsbury Acquires Continuum.