Case Study

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.

We entered the picture in charge of turning around the business of the publication – to build an advertising program that would deliver growth and a healthy net return. In addition, we co-led a solution team – to upgrade the editorial and provide a visual face-lift for the magazine.

Work began in September. The Association’s “Refresh & Transition” announcement was delivered to their community in mid-October to coincide with our sales outreach commencing for the 2022 advertising cycle.

First and foremost, we were able to provide a successful launch and early lift for our client.

We are pleased to report that the first issue of the year was the client’s largest ever in terms of advertising revenue. By mid-December the total revenue for the 2022 advertising cycle had already surpassed the previous annual record!

Most importantly, the association is now well-positioned to deliver value to their members. The business and quality of their publication has been fixed and confidence has been restored internally, and throughout the special community that they serve.