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Print Gets Their Attention, Digital Brings It to Life - 11/5/2014 -


Schweitzer

Print Gets Their Attention, Digital Brings It to Life

While platforms proliferate for pushing content to all manner of mobile devices, an effective publishing program begins with coordinated, consistent messaging across your organization.

By Carole Schweitzer

"Most publishers are still on the learning curve when it comes to multiple-channel content delivery," said Lane Pressís April Sellers, who led one of four presentations at the Annual AM&P Roundtable Roundup, October 9, at the National Guard Association of the United States.

In the session, "Making Your Associationís Magazine Thrive in Todayís Multi-Channel Publishing World," Sellers, national account executive, cautioned that publishers cannot create an effective program in isolation. "You need an overarching organizational message and process. Otherwise, youíll confuse your audience.Ē

Session participantsí comments reflected the complexity of todayís publishing challenges.

Technology Timing

The move to online and mobile delivery depends a lot on the sophistication of your readers. "While our members like to display our print magazine on their desks," said Brian Davis, practice groups communications and publications manager at the American Health Lawyers Association, "they are for the most part individuals with resources. So they have had smart phones from the beginning." As a result, AHLA has been in the digital space for some time. As far back as four or five years ago, the associationís annual meeting event app was downloaded by an impressive 375 of the 500 attendees.

Adding Value with Little Cost

At the Alexander Graham Bell Association for the Deaf and Hard of Hearing, working with contributors helps enrich content without adding expense. Anna Karkovska McGlew, communications manager, explained that not only do members develop articles and papers, but "they sometimes also provide short videos, white papers, and other materials that enhance the print pieces." In a small association, "we can coordinate our messaging and stay on the same page,Ē said McGlew, "since we have a staff of only 12."

In concluding the roundtable presentation, Sellers said, "Print will attract attention, and your digital channels will bring the content further to life." She added, "As consumers, we all want what we want when we want it, whether itís related to consumer products, travel options, or published material. That challenge is not going away."

Carole Schweitzer is senior editor of Business Officer, the monthly magazine of the National Association of College and University Business Officers in Washington, DC. Association Media & Publishing sincerely thanks her for covering this event for our members who were unable to attend.


 

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