Re-envisioning publications for the future
Publishing is changing fast. New technology, shifting demographics, the economy – all of these factors influence how members consume content and what communications they’ll find meaningful. To stay relevant, association publishers have to adapt and respond to current trends.
But what if audience feedback, changes in your industry, or technological advances indicate a much broader overhaul is needed? Two Chicago-based organizations recently identified such a need for a major overhaul. Their experiences offer lessons for other associations as they seek to adapt a diverse media approach.
Reaching the on-the-go REALTORS
When the Illinois Association of REALTORS embarked on a comprehensive communication audit last year, the association already produced a number of highly rated communications. But feedback from readers showed that REALTOR members were looking for more bite-sized information they could access via mobile devices.
“It is not just about print. To keep members engaged, you have to have a social media platform strategy as well as provide information electronically,” IAR communications director Mary B. Schaefer, CAE, said.
Based on member feedback and strategic recommendations from the audit, IAR launched an online supplement to its quarterly magazine, Illinois REALTOR, building on the publication’s brand equity. At the same time, IAR redesigned the print magazine and its e-newsletter, Illinois REALTOR Weekly Connection. The data also revealed an opportunity to engage members with videos. “Videos are an integral part of telling your stories to our members and can be a fun way of keeping them engaged,” Schaefer said. On the IAR website and in the weekly e-newsletter, members now can access videos with everything from business tips to insights on new state laws or economic forecasts.
Facing down competitors
American Academy of Dermatology knew that its monthly newspaper, Dermatology World, increasingly faced stiff competition for revenues and reader engagement, so AAD explored interest in a move to a magazine format which was well-received. But such a major format shift was a change AAD didn’t take lightly.
Dermatology World staff took important cues from its audience on types of articles and topics they prefer – more practical information and brief, concise news items as well as in-depth features on critical trends and topics.
AAD turned a newspaper into an upscale magazine, creating a new brand for the organization and appealing to readers who may have tossed aside the newspaper before. “Our goal was to really put the reader at the center of our strategy for the relaunched publication,” AAD publishing senior manager Katie Domanowski said.
With two other tabloid publications already in the field, it was expected that advertisers would welcome the addition of a more upscale magazine-style publication as well. “Advertiser response to the new content and format has been strong so far and we are optimistic for continued growth in 2012,” Domanowski said.
Future of publications: Lessons learned
Don’t be afraid take a step back and rethink why and how you do what you do. Keep in mind these strategies for 2012:
•Test and adopt new strategies for marketing your association and its products and publications.
•Integrate video into your communications.
•Be about community. Offering multiple, diverse platforms helps appeal to a variety of readers’ preferences and needs, from millennials to boomers and beyond.
•Develop a strategic communications plan to guide your efforts and ensure an integrated, thoughtful approach.
•Act on your research. Conduct ongoing communication audit planning meetings internally. Encourage representatives from each department to talk through the information you need to be communicating.
•Periodically rethink, redesign and reformat your publications for better engagement and a stronger brand identity.
You can’t truly remake a publication or an entire communications program without doing a little demolition work – and that’s scary for many. Investing in audience intelligence takes some of the risk out of the job and ensures a reader-driven strategy for success.
Stratton is president of Stratton Publishing & Marketing Inc./Stratton Research, which provides of custom media services, research, and strategic consultation on print and electronic communications. Contact her at dstratton@strattonpublishing.com.
