Folio: recently reported on plans by the American Academy of Cosmetic Surgery to launch a quarterly magazine targeted at consumers. It’s an interesting idea, in part because it emulates what effective business-to-business publishers do.
For many or most associations, publishing is considered a “member benefit”. No argument there: print and its companion media represent an effective delivery mechanism for mailbox members.
But trade associations can also help build both awareness and demand, something print has shown the ability to do remarkably well. In launching New You, the AACS offers its members legitimate coverage that might help create both leads and demand for cosmetic surgery.