Creating the Association Publications of the Future

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Permalink Reply by Charles Popper on June 3, 2009 at 9:29am

We publish and manage print, online and event projects for hundreds of associations, and to us, the thing that is going to really set apart the association of today from the association of tomorrow is the proficiency at which they are able to integrate all of their media. From content to promotions to distribution and customized sales packages for advertisers & exhibitors – tomorrow’s association will produce multiple media that appeals to both regular members (readers) and supplier members (advertisers).

For example, taking content from the magazine and developing a podcast that can be housed on the website. Or, increasing circulation of their eNewsletter to include non-members and drive membership sales. Coordinating the distribution of all communications so that content can be re-purposed throughout, which saves time and precious resources. And, offering a mix of all of communication vehicles to advertisers so that they are able to create an integrated message to association members.

Even in today’s climate, not every association relies on their member communications as a way to generate revenue. The future of association publishing is to ask, “why not?” By virtue of what an association represents, they have the ability to create a powerful medium for advertisers. Maintaining a strong presence – whether in print, online or through events – is vital to the health of every association, and in the end, isn’t that in the best interest of members?

Today, we advise associations that already have a magazine in print to develop a digital edition as well. We advise associations who are looking for ways to become more “green” to opt for a comprehensive Online Buyers’ Guide that is available to both members and non-members and tighten up the number of print directories in favor of a smaller, more targeted distribution. For those associations who turn to social media platforms for an online presence, we say go for it. But, do it in such a way that leverages existing print and online vehicles to reinforce their presence on sites like Facebook or Twitter.

So, we think that association publishing will give way to association media, and become more akin to traditional consumer and b2b media with regards to its ability to generate revenue, and will do so in such a way that reinforces the association’s place as industry information leaders.

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Permalink Reply by Duncan A. MacRae on June 4, 2009 at 2:15pm

One way that I currently advise associations to think beyond their publications is to realize that publications are a part of providing membership services. In a professional association, it is common for members themselves to want to participate in online media, social networking, etc. Associations can play a huge part in helping individual members to establish their own presences online, while implicitly promoting the activities of the association itself. Having members include the association blog URL and Twitter feed on their own sites has been a great cross promotional tool that benefits both parties.

To agree with Charles' comment above, part of the overall strategy is to get away from the "periodical" attitude and get members to buy into the idea that new information is available on a daily (sometimes hourly) basis, and that it can be found through a variety of protocols.

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