Gets Their Attention, Digital Brings It to Life
platforms proliferate for pushing content to all manner of mobile devices, an effective
publishing program begins with coordinated, consistent messaging across your
"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
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
participantsí comments reflected the complexity of todayís publishing
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.
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
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.