Thankful association media professionals expose their
top media strategies.
By Marlene L. Hendrickson
November, I cringe a little when my mother-in-law starts directing the
why-we-are-thankful circle after Thanksgiving dinner. You know, we all take
turns broadcasting what we are thankful for this year—being careful not to
leave anyone in our immediate company out. But after it’s said and done, I
always feel that much more fortunate and have a bit more clarity about what
reached out to Association Media & Publishing colleagues about what they
are grateful for this year, I came out a winner again. Only this time the
results revealed best practices and strategic communications and publishing
trends. These started with an "I’m thankful” and ended with valuable take-away
strategies for all of us to keep in mind—or at least ponder as we doze off
after that big, delicious Thanksgiving dinner.
Four ‘Blessings’ Turned Strategies
1. Print Publications.
thankful that I hear at least six or seven members tell me to never stop
sending them the print version of our publication for every one who says they
only want to get the electronic version.”
—Paul Bergeron, director of
communications, National Apartment Association
that print is not dead—even as we’ve
branched out into digital publishing and smartphone-friendly Web content, we’ve
continued to stay grounded by producing a substantive magazine that readers say
they look forward to.”
—Jennifer Silber, CAE, editor, American
association print publications have rolled out digital, online, and mobile
components, print is indeed not dead for those who do the best job of
presenting high-quality content in an engaging way. Those associations hitting
the print-digital sweet spot also are keeping advertisers engaged by allowing
them to diversify their sales strategies.
thankful, first and foremost, for the Internet! I can’t imagine doing my job,
keeping in touch with members, and producing the volume we do without it.”
—Elizabeth Van Fleet, publication
and editorial coordinator, Americans for the Arts
Many of us
in Association Media & Publishing can remember a pre-email, Internet,
Google, iPhone, FTP, and Drupal world—a much slower world with fewer publishing
bells and whistles. Those associations that are embracing and maximizing new
technology are tightening up production schedules, spending less on printing,
and capitalizing on rich media content—all good goals for 2012.
3. Economic Survival.
thankful that professionals value their membership organizations and the value
that we provide. Also, I am thankful that 2011 is not 2009.”
—Gary Rubin, chief publishing,
e-media, and business development officer, Society for Human Resource
in this tough economic environment, I am grateful for longstanding and loyal
clients who have become good friends.
—Karol Keane, president, Karol A.
Keane Design & Communications, Inc.
were hit hard by the recent recession. The economic downturn resulted in reduced
staff, less ad revenue, smaller publication budgets, etc., and many continue to
struggle. Those who have been successful in enhancing the value of membership
and communicating that value effectively through diverse publications will
continue to have a leg up on the road to recovery.
4. Professional Community.
grateful for the Association Media & Publishing discussion list community.
It’s great to have a group of helpful colleagues who are willing to share their
experiences, both good and bad, and help each other improve our products and
serve our readers to the best of our abilities—and our budgets.”
—Kate Conley, periodicals director
and editor, International Society for Technology in Education
grateful for the responsiveness of Association Media & Publishing members.
Members are always quick to send a note when they want to comment on an article
or cover design, or simply share their reactions to an issue of Signature. It’s wonderful to know we
have an engaged audience out there.”
—Carla Kalogeridis, editorial
director, Association Media & Publishing
and publishing, by their very nature, are social, interactive disciplines. As
writers, editors, directors, and publishers, we seek to engage, deliver value,
equip, and (let’s face it) impress. And just as we reach out to leaders in the
industries we represent or members who are experts in their field, we also gather
the best information and strategies by reaching out to each other. Here’s to a
collaborative and successful 2012.
Marlene L. Hendrickson is director
of publications for the American Staffing Association.