I spend most of my days talking with association leaders and communications staff—some longtime clients, some brand-new relationships, all of them working hard to make their publications worth the time, cost, and energy it takes to produce them.

What I hear says a lot about where the landscape is headed. Some associations are rethinking their whole approach. Others are refining what’s already working. And nearly everyone is asking the same kinds of questions.

Here are five of the most common questions I’ve been hearing from associations.

1. “Should we still be printing?”

This question often arises—especially during budget discussions or when a board member takes a closer look at where communications dollars are being spent. For many associations, the print publication is still one of the most significant investments they make in member engagement.

In my decades around print, I’ve seen firsthand how powerful it can be. A well-designed publication shows up in a member’s mailbox, gets opened, paged through, and remembered. It’s a tactile, focused experience that still carries weight—especially when it’s done right.

That said, more associations are rethinking how print fits into their broader communications strategy. Some are shifting to digital-first delivery, while others are reducing frequency or targeting only specific audiences with print. Many are using digital platforms to present their publications in new ways, some with built-in tools to track engagement and gather meaningful insight about how content is being consumed.

I’m still a believer in print. But I’m also seeing associations make smart choices that let them keep what works and adapt what needs to change. There’s room for both.

2. “Are we getting enough value out of this?”

The publication takes time, coordination, and budget. So it makes sense to step back occasionally and ask whether it’s delivering what it needs to: for members, for sponsors, and for the organization.

For associations that sell ads, this isn’t just a communications question—it’s a revenue one. Advertisers want placements that feel relevant and get noticed. That’s led some associations to rethink their media sales strategy—bundling print and digital placements, offering year-round exposure, or incorporating sponsored content in thoughtful ways.

Sometimes the content is strong, but the publication isn’t getting the visibility or promotion it deserves. Other times, a small shift in format or frequency can help it feel more intentional and easier to justify as part of the overall communications mix.

3. “Can we do fewer issues?”

This one comes up regularly, especially when teams are reviewing the year ahead. Sometimes it’s about budget. Other times, it’s about staff capacity; or just recognizing that the current schedule is tough to keep up with.

We’ve seen associations go from 12 issues to 6, or from 6 to 4, and in some cases, it’s been a positive shift. It allows more time to plan, and in some cases, it helps the publication feel more focused and timely. But that’s not always guaranteed. Cutting back on frequency only works if there’s still a clear strategy for keeping members engaged in between.

That’s where digital content can help—whether it’s a newsletter, a content hub, or repurposing stories from the publication itself. Reducing print frequency doesn’t have to mean going quiet. With the right approach, it can simply mean spreading out the effort in a more manageable, more effective way.

4. “Can we reuse this content somewhere else?”

Associations put a lot of time and effort into creating strong publication content. It makes sense to get more than one use out of it.

We regularly help our association partners identify stories, interviews, or graphics that can be repackaged for newsletters and social media. With a little planning, a feature article can turn into a podcast or a series of digital follow-up pieces that continue the conversation in other formats.

When the publication also has a digital home, reuse gives the content a longer shelf life and more ways to engage members who might have missed it the first time. For teams with limited bandwidth, this kind of repurposing is often one of the most efficient ways to keep content flowing without starting from scratch every time.

5. “What are other associations doing?”

This one comes up in almost every conversation. Associations want to know how their approach stacks up, whether they’re keeping pace, and what others are doing differently.

The truth is, there’s no standard anymore, but there are trends. Some associations are cutting back on print, others are doubling down on it. Some are launching new digital content hubs to complement their publication.

What I’ve noticed is that even with all this change, most associations are asking the same core questions: How do we keep our publication relevant? How do we support it financially? And how do we make sure it’s still doing what we need it to do?

These are important questions, especially now, when even the most established publications are being re-evaluated. This isn’t just about non-dues revenue. A strong publication is often directly tied to member retention, credibility, and serving as the main voice of the association and the industry it represents.

Just asking those questions is a good sign. It means you’re paying attention to what matters and looking for ways to make the most of what you’ve built. If these questions are coming up for you, I’d be glad to talk it through.

Matt Meyers is VP of Sales at YGS Association Solutions. He can be reached at [email protected].

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