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October 5, 2009
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The Future of
Association Publications
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| New disclosure requirements are a pain. (Unless you've already mastered FIN 48 and UPMIFA.) Don't swim those waters blindly. Check out Argy's discussion of these, taxes, endowments, and more. Two hours of CPE credit offered. Tues, Oct. 6. (More info) |
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What's in store for publishing? Our Magic 8 Ball still reads “Chicago 2016,” so we sought more reliable opinions at a packed ASAE and Association Media & Publishing event Thusrday at ASAE.
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Jane Ottenberg, prez of TMG—formerly The Magazine Group— likes to look forward (present photo excluded) and shared four trends shaping publishing:
1. For the first time, there's more media money being spent on branded content than traditional advertising.
2. Personalization. Members expect information that specifically relates to them.
3. Online video is not only an entertaining way to reach your audience, but potentially profitable. Professionally produced online video now receives 86% of online advertising revenue.
4. Diversify channels for distributing news and info. But if you have to focus on one thing, make sure you have a top-notch website with stellar search engine optimization.
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The magazine has gone from being a hub to a spoke, says Frank McGill, whose firm McGill + Partners Consulting has helped more than 250 associations and non-profits with communications and media. People ask Frank all the time if print is dead. "Clearly not," he says. But from a business perspective, print-only is no longer viable. The new "hub" is a compilation of many spokes: events,
e-newsletters, mobile apps, websites, social media, and more.
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Over the past 15 years, the Aircraft Owners and Pilots Association has expanded from one flagship publication to two—plus seven websites, daily and weekly e-newsletters, and events. Its main site, aopa.org, gets half a million visitors a month thanks in part to a dozen practical applications, like flight planning and weather tools. Advertising VP Carol Dodds says staying relevant means tweaking as you go. AOPA makes small changes to its web infrastructure continuously. Inspired by the Washington Post and others' efforts to transform all reporters into "mojos" (mobile journalists), AOPA also outfitted its editors with notebooks and video cameras. They're capable of posting video minutes after it's recorded.
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| News on News |
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We get the feeling this isn't the first time Newspaper Association of America CEO John Sturm has posed for the sitting-at-desk-reading-newspaper photo. But John is facing plenty of first-time challenges. He's had to reduce staff by two-thirds over the past 18 months. The remaining 45-person team is redirecting and scaling back programs, particularly in the marketing arena, while trying to keep lobbying and government relations strong. The silver-lining, John says, is that they'll have a clean slate to change with the industry and leave behind old habits.
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Like the newspapers it represents, NAA is trying to reinvent itself on the Internet (and figure out how to make money off the darn thing). In May, the association stopped the presses on its monthly magazine and is focusing solely on e-newsletters. And in lieu of some face-to-face meetings and events, NAA created an online "ideas gallery" where members can share thoughts on circulation, digital media, and more.
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| UPCOMING EVENTS |
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October 06 - ARGY Nonprofit Seminar Series - Discussion of new disclosure requirements (FIN 48 and UPMIFA) and their effect on taxes and endowments. Two hours of CPE credit offered. (Info)
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This newsletter is a journalistic news source which accepts no payment for featured interviews. It is supported by conventional advertisers clearly identified in the right hand column. You have been selected to receive it either through prior contact or professional association. If you have received it in error, please accept our apologies and unsubscribe at bottom of the newsletter. © 2009, Bisnow on Business, Inc., 1323 Connecticut Avenue, NW, Washington, DC 20036. All rights reserved.
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