Preserving Your Publication’s Legacy When Going Digital

Over the past several years, associations have been evolving their content strategy and, in the process, identifying ways to cut time and costs. Often, that means moving their print publications to a partially digital or digital-only format—or discontinuing it entirely. The former two approaches are more welcome trends in today’s on-the-go content consumption landscape. The latter, however, may come with consequences.

Going Digital

Taking your publication to the digital sphere—or perhaps adding or adjusting a publication to include a digital element—can improve your publication offering in a few ways. First, it can generate non-dues revenue through advertising and deliver content in a more mobile, accessible way, potentially increasing reach for your advertisers. Plus, consider the options available. No longer are ads confined to a specific space on a page within a certain overall page count; with the right media sales partner, associations can discover new opportunities that only a digital experience can offer and uncover more focused and reliable data to boost future ad sales. In addition, going digital offers the advantage of timeliness with breaking industry and association news, legislative and regulatory updates, newly released market research, and more.

Associations may also find significant savings on print and mailing costs or eliminate them altogether with a move to a fully digital publication. And if members still want a print publication, which often remains the case, it can be supplemented with digital-exclusive content that dives deeper into the topics your members are most interested in. So, pair the print opportunities with expanded content—and advertising—and you’ve extended your reach in the digital space in a way that keeps it all connected. That’s exponential value for your members and advertisers.

Discontinuing Your Publication

Discontinuing a publication is another story. Chances are, associations have spent years building a familiar, trusted, branded content experience for their members. When that email hits member inboxes reading “We have decided to discontinue Such and Such magazine,” it may leave members wondering “Well, where am I going to get my exclusive content now?” Thus begins a potential slippery slope leading to a not-so-unique member experience.

In these cases, associations could very well be missing out on an excellent opportunity to reinvent that member content experience, while still saving costs and keeping members engaged. A big move to save costs becomes futile when members walk out the door, with dues lining their pockets, not your coffers.

What to Do

If you’re not sure what to do with your publication, the first step is to understand what your members really want. That could involve surveys, focus groups, and the quantitative and qualitative analysis that follows. It could also mean seeking the advice of true experts—a partner that knows associations, association-specific communications, and thoughtful content strategy. Making moves on a whim can come with unforeseen consequences, but the right partner can keep your association moving in the right direction in a cohesive, collaborative way.

Looking to better understand what to do with your beloved publication and what it takes to make a meaningful shift? We’ve got you.