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How to Avoid Getting Behind on Your Association Publishing Efforts
Marketing data provided by eMarketer and others shows that, for the first time ever, more emails are being opened on mobile devices than desktop computers. For associations who publish newsletters and other media products, such statistics may be startling. Smart publication managers at leading associations are now considering the time and investment required to ensure they meet the needs of their target audience by starting with mobile optimization.
The communications directors and other association executives who are concerned about mobile applications generally have very limited staff and resources. So, the cost seems high and the task ahead daunting. For many associations, the publishing effort is already a burden on staff and budget; and adding the need for mobile applications may be the tipping point that association executives cannot reasonably address without sacrificing other essential line items from their budget.
Unfortunately, if associations choose to remain entrenched in practices of the past, they may find themselves becoming increasingly irrelevant in the marketplace. Speaking about this need, Kevin Williams, professor of marketing at the University of Texas, said, “Organizations can choose to innovate and differentiate on their own, or be forced to do so by competitors.”
What we know is that doing nothing will leave the association empty-handed. The publishing effort made by associations today requires creativity, innovation and flexibility.
Associations are considering multiple solutions to address this challenge. Many have hired new employees who have experience in technology-enhanced publishing efforts. However, much of the best talent is working its way into large digital publishing companies, and associations rarely have budget to attract the talent they need.
A second and possibly more viable solution is for associations to partner with digital publishing companies who understand both associations and digital publishing. This approach is proving successful for associations who are able to leverage the staff, knowledge and resources of a trusted third party. Some of these publishers are dedicated to association publishing efforts and do not cost the associations anything. In fact, as part of some partnership agreements, associations gain access to the staff and resources of the 3rd party publishing team at no cost, and then leverage the sales arm of the publisher to generate non-dues revenue.
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