The magazine – a critical member benefit and vital communication vehicle for a professional demographic of almost 7,000 members who value the “visual” aspect.
- In a world that is heavily digital-focused the association client stood strong in their identity and resisted the notion that “Print is Dead.”
- The Association believed that the publication should be profitable and serve as an important source of non-dues revenue from advertising and therefore had outsourced four years earlier to a publishing company. The publishing company also produced and sold ads for wider circulation magazines. On paper, it was a logical fit.
- With association execs and staff severely underwhelmed, suspicious dissatisfaction with the incumbent grew. Declining revenue, low quality of editorial, and reports of poor customer service from advertisers and members alike, topped the list
- Unfortunately, the Association had found that the publisher was also using the Association’s magazine as a “loss leader” – heavily discounting and bundling with ads sold for the publishers’ other magazines. There was a degradation of integrity, and confusion from advertisers.