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9:30 a.m., Thursday, February 21 to SNAP
2:15 p.m., Friday, February 22
 

Who It's for: Professionals in association publishing on either b-to-b or b-to-c. All executives in association publishing, whether in sales, editorial, circulation, design, production or executive management.

Defining the Challenge: Association publishing is a bastion of traditional print publishing but it doesn’t always capitalize on significant assets, including the goodwill of members, leverage with suppliers, deep data on captive markets, and more. They are also often outsourcing everything. And then there is sometimes meddlesome association management and hidebound policies that can impede action. This working group explores these dynamics, and how successful association publishers are rising above them.

Chairs:

Gary K. Rubin

Chief Publishing and E-Media Officer, Group Publisher, Society for Human Resource Management (SHRM)

James A. Vick

Staff director/Publisher, IEEE Media/IEEE Spectrum

 

Panelists:

Hank Berkowitz, Director of Online Publishing & Business, American Institute of Certified Public Accountants
Emily Braaf, Circulation Director, Arthritis Today
Glenn Cook, Editor-in-Chief, Director of Publications, American School Board Journal, National School Boards Association
Valerie Danner, Education Publishing and Journal of Property Management
Ann Gray, Founder, Balcony Press
Nick LaRich, President, LaRich & Associates, Inc.
Sylvia Lewis, Director of Publications, American Planning Association
Christopher Murphy, Senior Director, Publications, NAFSA: Association of International Educators
Frank Sibley, Senior Vice President, Communications & Conventions, National Association of Realtors
Larry Price, Group Publisher, American Bankers Association

 

Issues We'll Cover:

  • Engaging the membership. Association publishers must drive maximum participation and engagement, not just reach a passive readership.
  • The art (and science) of outsourcing: Why to do it, the economics of doing it, and what your resources are.
  • Extending your reach. How to go beyond the membership: A great way to expand your footprint and sell more advertising, but a political minefield.
  • Competing with the big boys. Beating the for-profits in quality and marketing muscle.
  • Leveraging your editorial edge. Market research and member intelligence.
  • High quality/small staff: Can the two be harmonized?
  • Accomplishing the association’s agenda. – And meeting the reader’s expectations for depth and impartiality.
  • Becoming a cherished member benefit. Not just another piece of mail.
  • Going multimedia fast. How to build a plan and execute flawlessly.