Associations want their business relationships to be like their member relationships: long-term, and mutually beneficial. Given this, a choice to change isn鈥檛 made lightly. At the most basic level, it鈥檚 a business decision. An association might shift to a new printing partner for better service, superior products or the extra solutions they can provide.

No matter why the switch is made, the relationship should be built on trust and understanding. You need a printer that not only provides consistent services, but one who actively seeks out ways to create additional value for your organization.

These days, there are more organizations vying for your members鈥� attention and wallets than ever. Subscription fatigue is real. Given this troubling reality, it鈥檚 never been more important to support and retain current members. If your printer isn鈥檛 playing an active role in doing just this, it may be time to consider a switch.

Whether a customer has been working with a printer for two decades or two weeks, 色情论坛 believes in the importance of developing personal relationships. It is through these relationships that we continually understand customer needs on a fundamental level and identify areas we can create value with personalized solutions.

At 色情论坛, we understand the importance of creating value for customers with quality, consistent products, as well as additional services like digital storefronts and fulfillment. We also know the challenges new customers face during a transition to a new printer.

When you join our family, we work hard to create value for you from the first handshake. For new customers, that involves going the extra mile to make the transition seamless, stress-free and ultimately a decision that helps create value for your organization. Through this value you can continue to support, retain and even expand your membership.

色情论坛鈥檚 Worth It for the Zoological Society of Milwaukee

The Zoological Society of Milwaukee is an association whose mission is to educate the public and support wildlife conservation globally as well as at the Milwaukee County Zoo. To support these efforts, they publish Alive Magazine and the Wild Things Newsletter three and four times per year, respectively.

Both publications tell the story of the association鈥檚 conservation and education efforts locally as well as across the globe. The 16-page, 4-color publications feature high-quality wildlife photography and is part of the association鈥檚 70-plus year history of using print publications to engage members.

There was certainly positive anticipation when the Zoological Society of Milwaukee transferred some of its printing to 色情论坛. At the same time, there was also some anxiety working with a new print partner, especially given the unique needs of their publications. 色情论坛 prints both publications, one of which is a non-standard size, as well as numerous inserts promoting sponsors, programs, and other association initiatives.

鈥淐hanging printers was a very big decision for us,鈥� said Christian Keene, the Zoological Society of Milwaukee鈥檚 Creative Director. 鈥淲e have a lot of moving parts with our projects, and we wanted to ensure that听 色情论坛 was able to handle everything seamlessly before making the move. We were very impressed with the company鈥檚 time investment in us. The transition has been flawless.鈥�

With personalized attention to the needs of this association customer, we were able to create additional value for their organization. In addition to our print solutions, we created additional value for the Zoological Society of Milwaukee through polybagging and mailing Alive Magazine throughout the year. These services help reduce costs and get each publication in the hands of members undamaged, and without delay. The personalized attention of our dedicated team has helped create an immediately successful relationship and value-added beyond just print products.

鈥淲e feel like we are your only client. Everyone is very responsive, and the print quality is always high. We choose 色情论坛 for the quality, customer service and competitive pricing.鈥�

At the foundation of this relationship is trust, with the personalized attention necessary to not only get the project off the ground but also to find ways to create value from the get-go. It鈥檚 not the easy route, but it鈥檚 the path a good print partner should take.

#PrintWith色情论坛

This blog post is part of our 鈥溕槁厶� is Worth It鈥� series. This series uses real-life success stories to highlight how commercial printers can overcome common issues and create additional value for customers across a variety of segments.

The post Easing the Transition for New Association Customers appeared first on 色情论坛.

The does a great job with their , which helps parents learn about and encourage healthy dental habits in their children. Another association that does well is the . When I searched 鈥渟kin cancer,鈥� the AAD鈥檚 information for the public showed up twice on the first page of results.

How can your association get results like these? Keywords are a great place to start!

Using and Researching Keywords

We all use language differently, but there are plenty of shared phrases and patterns. Because of the way search engines work, common words and phrases are a powerful way to draw traffic to your website.

How much traffic to your website comes from search engines? And how much of that is Google? By carefully researching the keywords used in your industry and incorporating them into your writing, you鈥檙e more likely to show up at the top of the results. It鈥檚 been said that the best place to hide a body is on the second page of the Google search results. If you want to be found, you need to be on page one.

In 鈥�,鈥� author Ann Smarty said keyword research 鈥渓ies at the foundation of any article you intend to write.鈥� So let鈥檚 go over Smarty鈥檚 advice on how to make the most of keywords and keyword research for associations.

What is it?

According to Smarty, a keyword consists of two parts: a core term and a keyword modifier. For example, the AAD uses 鈥渟kin cancer鈥� as a key term, but then uses 鈥渟pot鈥� as a modifier. Think about how many people search terms like 鈥渉ow to spot skin cancer?鈥� when they鈥檙e looking for information.

Modifiers make a term less competitive. When I search 鈥渟kin cancer,鈥� the AAD is the fifth result on the page, but when I search 鈥渟pot skin cancer,鈥� the AAD is the first result on the page.

How do I do that?

Getting results like this requires research. Smarty suggests mulling over the core terms that interest your already formed audience.

Think about how the core terms you use to draw potential members to your website differ from the core terms you use to draw an audience of non-members. The AAPD may use terms like 鈥減ediatric dentistry residency鈥� when trying to draw traffic from dental health professionals and potential members, but are more likely to use terms like 鈥渓ittle teeth鈥� or 鈥渄ental braces鈥� when creating content for parents and educators.

The Tools of the Trade

You can move your research along with a few tools recommended by Smarty.

1. The thesaurus. I like . This is especially useful if you know what your association members are likely to search but need some help with synonyms more likely to be used by non-members.
2. , a website that鈥檚 basically Google auto-suggestions on steroids. If you type in a term, Answer the Public provides a mind map of what people are actually searching for online. You can see the questions people ask that include that term. The results also include frequently used modifiers that go along with that term.

Smarty has more tools and suggestions for using keyword research. You can read more at .

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About the AAPD

The AAPD supplies content to three different audiences: professionals looking for on pediatric dentistry (like information on how to complete a specific oral surgery for children), a broad (like dental hygienists), and the (especially parents and educators). The AAPD provides continuing education for pediatric dental professionals while also working to inform parents, the general public and policy makers about children鈥檚 oral health. Their slogan is 鈥淭HE BIG AUTHORITY on little teeth.鈥�

Working with 色情论坛

色情论坛 provides the print manufacturing for many of the AAPD鈥檚 publications, including professional journals, PDT magazine, their membership directory, annual conference program book, and brochures and reports.

The AAPD also uses multiple websites, eCommerce, certification programs, a podcast and a mobile app to keep their audience engaged. They have more than 10,000 members and a strong retention rate. Their retention rate was 92 percent for fiscal year 2018. Membership is nearly evenly divided by gender, with more than half of members between the ages of 30 and 49. The bulk of their membership is made up of those actively working in the field, but they also have a strong showing from retired professionals and postdoctoral students.

AAPD engaged 色情论坛 to create a mobile app version of The Handbook of Pediatric Dentistry, a vital reference book for pediatric dentistry professionals. A complete and enhanced digital representation of the 500-page, six-pound book is included in the mobile app. Hansen shared that the digital edition makes the content convenient for professionals to quickly reference during interactions with patients.

The searchable format allows them to quickly find information. However, the print version is still in demand, as professionals have said they prefer print for study. 听色情论坛 also developed a way to enable sales of the app through the AAPD鈥檚 eCommerce site, avoiding the commission fees often associated with traditional app stores.

鈥淎pp building was easy for AAPD,鈥� Hansen said. Their goal was to create something that is 鈥渦pdatable, portable and searchable.鈥� The app serves to help connect their website, eCommerce and journals. The push notifications provide an added tool for member engagement.

色情论坛 also helped design and implement the AAPD鈥檚 eCommerce solutions. The online storefront is integrated with the AAPD鈥檚 association member management system and 色情论坛鈥檚 fulfillment center. This means that orders can be expediently processed, packed and shipped. It also provides the AAPD with activity reporting, visibility to inventory levels and obsolescence monitoring, among other benefits.

Benefits for the AAPD

The AAPD offers their mobile app and print versions with a bundle discount, but they can also be purchased separately. Hansen reports that thousands of app downloads means 鈥渢he app has paid for itself many times over.鈥�

鈥淲e have been working with 色情论坛 20 years and look forward to continuing our partnership,鈥� Hansen said.

Learn More

Check out 色情论坛鈥檚 work with the AAPD and the solutions we provide by downloading our case study.

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How many did you come up with?

There aren鈥檛 many. That makes Association Media & Publishing鈥檚 annual meeting all the more special. It鈥檚 one of the few events that can help associations in their endeavors to grow memberships and keep members engaged. It is one of the few events focused on immersing attendees in association success models, best practices and insights from industry peers.

The 2019 will be held in Washington, D.C., on June 24-26. If you haven鈥檛 previously attended, you may not be aware that it鈥檚 the only comprehensive event that serves association, nonprofit and alumni publishing and communication professionals.

Those who attend will hear from the brightest and most influential association professionals and thought leaders. Speakers and panels allow attendees to glean insights on the latest publishing, communications and marketing trends, and best practices. As an added bonus, attendees have the opportunity to network with association colleagues and exhibitors and build important career connections.

This year鈥檚 keynote speakers include , General Manager of TicToc and Global Head of Strategy and Business Development for Bloomberg Digital, and , President and CEO of The Council of Insurance Agents & Brokers.

Session topics range from brand positioning and content workflow to social media and media kits.

If you鈥檙e still on the fence about attending, read on for several recaps from last year鈥檚 session topics to get a sense of the highly relevant and beneficial knowledge you鈥檒l gain in attending.

Promoting your Publication and Increasing Ad Sales

If you know who your audience is, it will make all of the difference in helping advertisers get to their target market. This session, 鈥淗ow to Promote your Publication and Increase Ad Sales,鈥� focused on how to attract the best advertisers for your audience. Some of the tips included thinking in terms of selling impact versus selling ads, doing an audience audit and how to determine if an advertiser is right for you. Our full recap is available here.

Technology and Your Publication

Member experience is an area that associations are always looking to improve and technology provides many routes to do just that. In one of the AM&P sessions, 鈥淲here Technology Can Take You 鈥� and Your Reader,鈥� a panel of technology experts shared their expertise and addressed concerns to help associations understand which technologies should be on their radar 鈥� and why. Read more about the panel participants and topics like mobile apps, mobile sites and reader engagement, here.

Publication and Communication Frequency

How often is often enough or not enough when it comes to publishing for your audience? Sarah Black, the Senior Manager of Editorial Services at Red Chair Communications, addressed that question in her session, 鈥淭he Strategy of Frequency in Publications and Communications.鈥� You can read more here about the questions to ask, best practices for channel strategy and how to measure results.

The AM&P Benchmarking Study Panel

This 础惭&补尘辫;笔鈥檚 2017 benchmark study covered a range of topics: from publishing revenue, to outsourcing trends, to distribution costs and more. The panel for last year鈥檚 AM&P Annual Event focused on publishing revenue and the panelists discussed the future of print, social media, data collection and revenue possibilities to consider. Read our full recap here.

AM&P Excel Awards Gala

One more important note鈥攃oupled with the annual meeting is 础惭&补尘辫;笔鈥檚 39^th Annual , which recognizes excellence and leadership in nonprofit association media, publishing, marketing and communications. You can read about this year鈥檚 Excel Awards finalists . The Gala takes place on June 24 and tickets, which are expected to sell out, are available on a first-come, first-serve basis.

To get a taste of some of the awards, and to read more about 色情论坛 customers who won 2018 Excel awards, check out our Excel Awards recap article.

Register to Attend

Last year鈥檚 meeting was great, and this year鈥檚 annual meeting promises to be just as good (or even better!). The meeting is of interest to anyone within the world of associations and association publishers looking to augment and further their unique expertise within this landscape.

Visit 础惭&补尘辫;笔鈥檚 to learn more about this year鈥檚 and . And make sure to .

The post The Industry-Focused Event Every Association Publisher Should Attend appeared first on 色情论坛.

The term refers to volunteer opportunities to complete small tasks necessary for the success of a larger project. The opportunities typically take only minutes or an hour to complete and don鈥檛 require a long-term commitment.

Your association staff is busy. Your members are busy. No one has the bandwidth to take on new projects, even when they may be impactful.

It鈥檚 the familiar struggle to balance 鈥渘eed to do鈥� efforts that sustain an organization with 鈥渨ant to do鈥� efforts that help organizations grow, evolve and improve.

That鈥檚 where micro-volunteer opportunities can be an effective solution.

A recent Associations Now article shares the story of an association chapter that is听听to contribute to the chapter鈥檚 newsletter, blog and social media in bite-size ways. These contributions not only help free up staff for other projects, but they freshen content ideas and they increase member engagement.

In that article, Michelle Chavez, Communications Chair for the Austin chapter of National Association for Catering and Events (NACE), explains, 鈥淢icro-volunteering opportunities are something new that we are trying out this year. We hope this will inspire members to get more involved over time, with the eventual goal that they might enjoy it so much they want to be on the board.鈥�

As Chavez also mentions in the article, members are eager to get involved in small but meaningful ways.

That sounds great, right? But, sticking with the theme of micro and bite-size, how can your association get started without 鈥渂iting off more than it can chew?鈥�

In our article about听creating content and increasing engagement with member storytelling, we mention that your organization鈥檚 events are a great place to get started. At one of your member conferences, experiment by setting up an area for capturing stories on camera where you can control elements that impact video quality, like equipment, lighting and background noise.

Since members will already be on site, their travel and lodging is already covered, reducing the cost of such efforts. And, since attending members are away from their normal duties, they are much more likely to volunteer a few minutes to contribute to your content gathering effort.

Another idea is to weave micro-volunteering opportunities into the听charitable activities your association is already using to support your organization鈥檚 mission. Consider how you can engage members who don鈥檛 have enough time to attend this year鈥檚 charitable events, but who can contribute by sharing personal stories about their rewarding experience from previous events.

Take note, however. As MissionBox shares in听, members will lose interest in volunteering opportunities if they鈥檙e not well organized or if communication is poor.

Start small and experiment. As Katie Domanowski, Director of Communications for The American Academy of Dermatology, said in听this article about developing new content efforts, 鈥淪ometimes you just need to try things to see what works.鈥�

The post How Micro-Volunteering Opportunities Can Engage Your Membership appeared first on 色情论坛.

As we describe in Make Connections and Engage Readers with Storytelling, the idea of using personal stories to engage readers isn鈥檛 new.

And as we shared very recently, associations are successfully using storytelling to engage members at association events too.

So, when we saw that the (AGU) had partnered with to create their in honor of their 100th anniversary, we knew we needed to share the idea.

The mission of AGU鈥檚 project is to use member stories to engage the science community and to inspire the general public.

Many advancements have been the result of small and incremental contributions by individuals motivated to benefit science and humanity. The stories gathered by AGU鈥檚 project are an opportunity to reflect on those contributions and inspire others to contribute what they can, even if they think their contribution seems insignificant.

While your association鈥檚 mission may differ from AGU鈥檚, the idea of gathering and sharing stories to engage and motivate others still applies.

And, since engaging your audience with audio podcasts has become so much easier, your association can use storytelling to complement your content creation efforts without major investment.

For the audio stories that are getting a lot of traffic and listens, you might consider recruiting those story tellers to make a video for you. This will help attract the attention of members who prefer a visual element to keep them engaged.

As we鈥檝e shared in Five Ways Your Association Should be Using Video to Engage Members, these storytelling videos could be used to help:

• increase current members鈥� feeling of connection through direct involvement,
• recruit new members, and
• promote your association鈥檚 events.

To make your video efforts cost effective, you could consider setting up an area for capturing stories on camera at one of your association events. Members will already be taking care of travel and lodging costs. And you鈥檒l be able to control environmental elements that can impact video quality, such as equipment, lighting and background noise.

Does this sound like an engagement idea your association could take advantage of?

You can read more about how AGU partnered with StoryCorps .

The post A Storytelling Partnership That Enhanced Member Engagement appeared first on 色情论坛.

If your organization is like many we鈥檝e spoken with, chances are good that you aren鈥檛 yet taking full advantage of what mobile can accomplish.

Engage, 色情论坛鈥檚 newest app platform, can help.

Powered by a platform built with associations in mind, 色情论坛鈥檚 Engage apps are stacked with functionality associations need to increase member engagement and provide an easy and affordable way to leverage mobile to extend the reach and engagement of the content you print with us.

The apps don鈥檛 stop there. In addition to handling content, the apps are designed to manage all aspects of association events, eCommerce, notifications, sponsorship and analytics.

In short, Engage apps provide associations a 360-degree view of their membership.

Grant Fritch, 色情论坛鈥檚 App Architect, said, 鈥淲e鈥檝e been creating award-winning apps for associations for a while. But, because of the wide range of association needs, we鈥檝e been working to create a holistic app solution at a more affordable price.鈥�

The new app platform focuses on the three E鈥檚 of associations: Education, eCommerce and Engagement. And its SaaS-like scalability enables associations to manage member access at the individual level, even if they have a large membership.

Engage apps provide a single source of information for association membership, including:

• Publication content
• Event management for meetings and conferences
• Membership renewal and access to benefits
• News, blog, education and certification content

Publication content is formatted for mobile device readability with quick navigation and potential for continuous publishing in real time. Member retention functionality is included, and targeted messaging and notifications are supported. And sponsorship functionality provides associations the opportunity to increase advertising revenue with in-app promotions.

By integrating with association AMS systems, the app鈥檚 role-oriented structure enables management of gated content, and provides a high level of personalization. This is especially beneficial during association events, when members can receive notifications of the sessions they have planned to attend during a conference. There is even geo-fencing capability to send personalized welcome messages when they鈥檝e arrived at the association鈥檚 event space.

Are you ready to see how 色情论坛鈥檚 Engage app can meet your association鈥檚 needs and increase member engagement without a huge investment of time or money?

Request a demo today and speak with our apps team.

The post Announcing Engage 鈥� A Mobile App for Associations appeared first on 色情论坛.

That seems to be the core theme of four association professionals regarding how they鈥檙e using analytics to determine future content for their online, mobile and print channels.

Katie Domanowski, Director of Communications for , summed it up well when she said, 鈥淪ometimes you just need to try things to see what works. That鈥檚 what is great about being in the digital era. You can see where to apply your resources to gain the results you desire.鈥�

Associations rely on quality content to stay relevant to their members. Creating that content is time and resource intensive, things that are true challenges for associations with modest budgets and small staffs. Add to this the complexity of creating content for multiple audiences across multiple channels, and you have a potentially overwhelming task on your hands.

This is why many association publishers turn to analytics to identify the content areas and specific topics most likely to engage their members and provide valuable information to the general public.

But, since the analytics toolset currently available is still maturing, the promise of directive insights can seem elusive.

For instance, what if your audience is largely invisible from an analytic standpoint?

This is exactly the issue for 鈥檚 international audience.

Cheryl D. Cato, Senior Director of International Marketing for , AHIMA鈥檚 international arm, describes that while their most popular website area has consistently been related to their certifications and credentialing, AWC struggles to get good data for all the countries they serve.

鈥淲e would like a tool that assimilates data from across a variety of channels so we can understand which content topics are resonating with our audience based on what area of world they are consuming it,鈥� said Cato.

Until that tool exists, AWC continues to get good insights from a variety of mechanisms. Like many organizations, they evaluate website, email and social media metrics, like visits, opens, clicks and shares. And they rely on participant feedback through surveys at their quarterly training events held in the countries where AWC currently has chapters.

In addition, AWC utilizes old-fashioned ear-to-the-ground information gathering by listening to feedback from their chapter steering team members, who are consistently monitoring key areas of interest and concern among the healthcare professionals in the various regions of the world they represent.

At the , Julia Anderson Bauer, Publications Manager, and Michael Nowak, Senior Content Specialist, face a triple challenge. The SOA serves three audiences with their content: more than 31,000 actuary professionals, 44,000 candidates preparing for actuarial exams, and the general public.

Bauer shared that SOA primarily relies on click and share data as their key analytic metrics. Since actuary topics can be highly technical, the SOA has been working to leverage these metrics to develop a more conversational interaction with the general public.

And, since the SOA鈥檚 recent experiment with a microsite for was so successful at growing readership, they鈥檙e now looking for ways to duplicate that success in other areas. For example, they鈥檙e currently experimenting with their to engage members in a more personal way, with the specific goal of creating a greater sense of belonging.

But, like AHIMA, the SOA has bumped into the shortcomings of available analytic toolsets. 鈥淲e have visibility of initial clicks and shares, but lose visibility of what happens with the content after it鈥檚 shared,鈥� said Nowak.

He went on to describe a highly manual research project the SOA undertook with the help of a public relations firm and determined that media coverage of their targeted content generated an astounding 1.4 billion media impressions in news articles during 2017. The SOA would like an analytics toolset that provides greater digital automation as well as more efficient tracking of media coverage, social media shares and related use of their content.

Back at American Academy of Dermatology, Domanowski admits AAD is still on a learning curve regarding how to use analytics to drive engagement effectively. They have used analytics to verify that buzzwords like 鈥淔DA approval鈥� drive open rates and improve click-through potential. But, they are still developing their engagement measurements for video content by monitoring overall views, partial views and complete views.

For online content, AAD is relying on time-on-page and bounce rate metrics to measure topic engagement. This enabled them to identify seasonal patterns a topic鈥檚 popularity with their public audience. Not surprisingly, the topic of dry skin is very popular during winter, and the topics of poison ivy and sunburn are popular during summer. More critically though, these analytics enabled AAD to identify that articles focused on remedies and problem solving were far more popular than articles that simply provided general information.

Domanowski has two items on her analytics wish-list. Now that AAD is providing interactive tools online for dermatology professionals, they would like better visibility into what marketing promotions drive both visits and tool usage. Correlating the two is presently a challenge. They would also like better visibility into whether or not members are following the anticipated click paths AAD marketing staff has devised.

Domanowski and Bauer both shared surprises that analytics provided.

For AAD, a surprise came from an experiment offering more content in video format. After doing a series of short videos on a topic of known interest, and that featured other AAD members talking to their peers, they were surprised to find that members preferred to scan the narrative text on the page rather than watch the videos. Despite some disappointment at the low view rates, AAD was happy to learn more about their audience鈥檚 content consumption preferences.

For the SOA, the surprise came with a topic area brainstormed by their editorial board. When they met to create The Actuary magazine鈥檚 annual content calendar last year, the editorial board selected several industry-specific topics like they normally do. But they also selected a few 鈥渟oft鈥� topics such as communication, interview etiquette, and diversity and inclusion, which aren鈥檛 specific to actuarial professionals.

The surprise? The soft topics turned out to be quite popular with their professional audience.

鈥淲e believe this is due to the SOA being a trusted source of information, the day-to-day applicability of the topics, and the fact that these topics aren鈥檛 being covered elsewhere with actuarial professionals specifically in mind,鈥� said Bauer.

Without an appetite for experiments or the analytics to assess them, these content professionals probably wouldn鈥檛 gain new insights to more effectively focus their content creation efforts.听

This article also appeared in the October issue of 鈥檚 magazine.

The post How Analytics Drives Future Content Today appeared first on 色情论坛.

鈥淭aking a Closer Look at Your Association鈥檚 Publishing Program鈥� was moderated by Joe Stella, Vice President of Business Development at . Tony Priore, the Chief Marketing Officer at the ; Molly McDonough, the Editor-in-Chief of the ; and Steve Schwanz, the Executive Vice President of , made up the panel.

The discussion focused on how publishing teams can pro-actively prevent their magazine from being discontinued. The panel addressed the following questions:

1. What鈥檚 impacting our publication programs?
2. What can we do about it?
3. How can we sustain it?
4. How do we sell it?
5. How do we get senior leadership on board?

One key takeaway from the session was take pro-active steps to avoid sunsetting. Establish your magazine鈥檚 value and address potential issues before closing down shop ever enters the minds of your association鈥檚 management.

The challenges

Creating a publication is expensive. There are very few associations who have more money than they can spend, which means many face revenue challenges. However, taking a hard look at the magazine鈥檚 value will typically cement its worth to members and management.

Rising costs

To address rising costs, involve your partners. For example, printers can help publishers by providing cost-saving alternatives in paper, which can affect postage.

Additionally, you can protect your publication by avoiding locking yourself in unfavorable agreements, considering alternatives and seeking efficiencies.

Revenue hurdles

Embrace new revenue streams. Evolve your advertising sales strategy to include more targeting and bundling along different media streams. Make the most of both print and digital options, but don鈥檛 rely too heavily on digital. There is no ad-blocker for print!

One way to create variety is through a . It provides a for members to view content, and is a well-suited companion to print.

Define the value of your program

What is your publication鈥檚 role in the organization? Think how it fits into the overall content strategy.

Make sure your senior management is aware of the value of your magazines, both qualitative and quantitatively. Measure your publication through these metrics:

• What is the role of your publication as it fits in your goals and objectives for the association?
• How can magazine content drive other revenue streams?
• If you were to discontinue the printed magazine, how would you replace it?
• How is magazine content being used and shared?

Communicate how other areas of your association rely on your magazine. Do other teams rely on your publication? Are association events advertised in its pages? Do articles run that get members interested in learning opportunities? What would happen if it all went away?

Don鈥檛 allow your association to fall victim to the enchantments of digital-only 鈥� it is not the Holy Grail. It is not cost-free and likely won鈥檛 get the same attention a print product does. Digital should be a , not the whole thing.

Sustain your publication

Keep track of your audience. Monitor any changes to demographics or the scope of the profession.

Keep content relevant and useful to your readers. More importantly, retain your credibility! Members turn to associations for reliable information. Never do anything that could damage that credibility.

Stay ahead of the curve when it comes to trends in publishing and content strategy or marketing.

Keep your publication current. Relevant content is key. Monitor the demographics of your members and target their needs. Keep the design current. It should be reworked about every three to four years. Get involvement from internal management and outside partners and involve them in future planning.

Learn more

Want to know more? Check out from AM&P, and consider signing up for the next while you鈥檙e there!

The post Defending Your Publication Against Being Sunsetted appeared first on 色情论坛.

One session focused on the AM&P Benchmarking Study. Four panelists shared their insights.

The Panelists
Carrie Hartin is the President of Sales Solutions and Services at and specializes in strategic re-evaluation of association media properties. Her work includes partnering with associations to deliver non-dues media revenue. Marlene Hendrickson is the Senior Director of Publishing and Marketing at the , a national trade association of staffing and recruiting companies. She oversees the organization鈥檚 publishing and marketing team. F. Duncan Lewis is the Director of Business Development at Sheridan, where he focuses on content preparation and dissemination solutions for scholarly, association and special interest publishers. He鈥檚 worked in support of society and association publishers for more than 25 years. Jaime Painter is the Vice President of Client Strategy at . She specializes in content marketing and strategy for both associations and for-profit clients.

The panel was moderated by Lou Ann Sabatier, Principal at . She has more than 35 years of experience as a publisher, trainer and consultant. She has experience with strategic planning, business development, business and financial management, audience development, revenue development, digital media and operations management.

The Study
础惭&补尘辫;笔鈥檚 was released in January of this year. This nearly 150-page study looks into association publishing revenue. Additionally, research focus areas include publication types, circulation, frequency, staff size and compensation, outsourcing trends, distribution costs and the portion of member dues allocated to publishing. This panel discussion focused on publishing revenue.

The 2017 study found that association publishing revenue is trending up, and digital advertising is increasing in revenue significance for associations. Nearly half of respondents identified digital advertising as the largest publishing revenue growth area for 2018, with print ranking nearly as high.

One of the notable findings in the survey is how respondents generate paid revenue with their flagship publication. Slightly more than one-third of respondents report taking in revenue from at least one of these four sources: advertising, paid subscriptions, reprints and single copies.

The Discussion
The panelists made it clear that print is not going to go away, but it is being impacted by technology advances, generational shifts and publication recession. Associations tend to be slow to react to change, and should strive to be more nimble. The speakers suggested running the different departments like a mini business.

Vendors want to reach association members in every way possible. Sell print ads as a package. Make use of social media and find ways to monetize it.

On the subject of social media, it鈥檚 good to repurpose content for social. Survey respondents are active on social media, with 88 percent using Facebook, 81 percent using Twitter, 49 percent using LinkedIn, 30 percent using Instagram and 26 percent using YouTube. Less than 10 percent say they do not post social media content. The panelists suggested using LinkedIn. Although it鈥檚 only the third most-used platform according to the survey, other studies have shown that it is the more trusted site.

Even if your magazine is the primary member benefit, the publishing department still needs to be able to defend it. Ask yourself two questions:

1. What are the major benefits of publication?
2. Does it align with business goals?

Collect data and use it to answer these questions.

The publications department can also use data and statistics to help the sales department. What do you know about members that the sales team might not?

Don鈥檛 overlook revenue opportunities. The panelists suggested five possibilities.

1. Charge for reprints. Nearly half of survey respondents already charge for reprints.
2. Paid subscriptions. Of the survey respondents who use paid subscriptions as a revenue tool, 73 percent charge members and 39 percent charge non-members.
3. Events. The publications department can get more revenue from events. Events are often overlooked because of the 鈥渄epartmental silos鈥� phenomenon, where groups or departments within the same organization don鈥檛 want to share information. The publishing department could sell books, surveys or other material that has value to event attendees.
4. Native advertising. When it comes to digital-only revenue offerings, 44 percent of survey respondents sell native advertising or sponsored content for their flagship publications.
5. Sponsored content, but not advertorials. However, advertising can be content if it鈥檚 properly finessed. Good content is good content, regardless of the source.

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