Two angles, one message

In the past couple of weeks, I’ve encouraged associations to take heed from successful business-to-business publishers and “surround” their members with products and services that uncover and meet needs their members may not even know they have.

I’ve also written about successful and less-successful trade magazine strategies. Publishers clinging to print and defending it at all costs can miss the opportunity to shift content strategies while the resources are available to make a healthy transition.

For associations, these are two angles on a single message. Good trade (B2B) publishers are both competitors to and models for next-generation association publishers. Less successful trade publishers show the risks inherent in waiting to make a change.

Every association should have a multi-platform, member-supported content game plan in place today. Like budgets, plans change, but we need the plan first. Otherwise, we’ll continue to evolve the current models in an unplanned and incremental fashion. That’s a high-risk tactic.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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