Association Publications: A Catalyst for Positive Change

Whether print, digital or both–the member benefit of providing invaluable industry information in an accessible, professional publication increases organic change for an organization. Through added member involvement in providing and curating content and current news on relevant topics that impact member’s careers and lives, an association publication creates a robust communications vehicle for the organization as it evolves.

An article in this week’s Associations Now, “The Different Shades of Association Publications,” takes a closer look at two associations that recently launched new publications. While the two organizations chose different formats–one print and one digital, they both aimed to increase member benefits and fulfill the needs of their respective memberships.

The article stated, “Launching a new publication or relaunching an existing title can be reinvigorating for staff and an organization.” I couldn’t agree more. A publication that involves members in editorial, showcases members and their mission as a public relations tool, and elevates the organization to a new level ultimately increases member benefits. Tangible member benefits equal long-term stability for the organization.

And tangible benefits, such as a publication, also create the opportunity for revenue generation to support the organization as a whole. A membership of like-minded individuals has defined buying power in a target market. Use that power to mobilize the goals of the association. It’s a change worth the investment!

— Andrea Exter, Cofounder, Monarch Media & Consulting, Inc.