Custom Publishing | Custom Media | Imagination Publishing

According to the 2009 Association Publishing Survey in Folio magazine, 88% of associations publish magazines, almost all of them multiple titles.  Magazines still rank extremely high in terms of the value they provide to members and the revenues they generate for associations.

For members, the magazine is the most frequent and consistent physical touch they have from the association. For associations, more than half gain between 10% and 24% of revenues from their magazines. The largest percentage, 16%, earned between $1 million and $2.9 million in 2008. Although half believe that that will decrease in 2009, associations with their targeted and dedicated audiences are not suffering as badly in the advertising downturn as their for-profit competitors.

I spoke to Folio a few months back about the trends I see in association communications and am quoted in the study on five key elements that are changing their roles as publishers.

1. Nichification. Although this does boil down to people wanting more and more of less and less, the long tail is different for associations. The membership model rests on selling the whole package of member benefits. Today’s member may only want one piece of that package. Associations like the Arthritis Foundation are, for instance, now selling subscriptions to people who only want the magazine, or online-only membership to people who just want access to firewalled research.
2. Speed. Associations are having to learn about competition. The study shows that association publisher’s second major concern is for-profit competitors. Quickness is essential in that sort of pitched battle.
3. Peer-to-peer. Members always valued the ability to network and learn from their peers. Now they can do that online without the association’s help. Associations no longer control the messaging. The one-to-many publishing model has given way to the many-to-many social media model.
4. Data. The amount of data generated by good online metrics are invaluable but without the tools and the staff that can analyze and adjust based on that data, associations are constantly on their heels in responding to market shifts.
5. 5.    Sophisticated governance. Competency-based boards now have members who understand publishing, communications, marketing or all of the above. They want to be more involved in shaping an association’s publishing program and in insisting on an ROI.