Filed under: marketing
Typically you hear people say they attend conferences for education, networking, and needed credits for their certification. Rarely do you hear them say they attend to become a disruptor. A key observation after my first day at DigitalNow was that a majority of attendees were participating in the event because they were looking for ideas, tactics and insights that can help them disrupt the business norm of their association. Take a look at a great overview of what keynote Rachel Botsman had to share with attendees.
Publishing, revenue, and media sales continue to need disruption as the traditional tactics used to plan and execute media sales strategies fade in their effectiveness.
Here are a few quick ideas on rethinking your “norm” -
- In a competitive, high stakes environment, it is important to bring new value to the table for your customers every time they meet with your sales team to discuss a current or future media investment.
- Association publishers and sales teams continue to have a huge advantage. What community does your association represent? Is that community trusted? How can key suppliers solve business and market issues for the community? How does your association bring that matching and relationship together in media and communication? Building trusted relationships with valuable content is part of the reason sponsored content is finding market success.
- How can disruption be smaller? Look to simplify a complicated process. For example, how does someone buy media from you? Where is there room to make that process less cumbersome, more intuitive?
- Remove cultural impediments that come with past failures. Often times we hold on to past failures. For example, let’s say you tried to build a media partnership program 3 years ago and it did not gain traction in the market. Go back now and look to see if there are reasons that the environment, people, products are different than they were at that time. It can make sense to go back to existing ideas to see if there is still room for them to become successful.
- What is success going to look like when you have disrupted the norm and brought a new approach to your publishing and sales? That question needs an answer. You must be realistic when discussing new and disruptive ideas. Creating new publishing models in “can’t fail” environments with unrealistic expectations of revenue is not going to foster future innovation.
If your organization’s approach to media sales could benefit from some disruption, consider attending Association Media & Publishing’s Annual Meeting in June. Content will align around digital, editorial, executive publishing, and advertising. Network’s Shannon Reid and Brittany Shoul will present a session designed to reconstruct how an association can actively deliver (sell!) their value proposition surrounding media and advertising. If you can’t make it to the conference, call us. We would be happy to connect with you about these ideas and more. Disruption, when done well, results in growth.
June 2, 2015
Is your association considering a digital publication? Are you wondering whether to simply repackage your print piece or create something completely different? Is it time to go digital-only?
There are a lot of questions to consider before you can press the button to launch your first digital magazine. Network Media Partners has many of those answers in the first issue of our new magazine, Bright Ideas, available now for iPad.
The issue focuses on how to create a top-notch digital publication. You’ll find some great insights about how readers are accessing content, learn when it’s right to use push notifications, understand the strategy needed behind any great publication, and get an interactive view of how to combine print and digital production schedules.
Not on your iPad? When you get there, search “Network Media Partners” in your iPad App Store, then select “Bright Ideas.”
After you’ve had a chance to check it out, please drop us a note and tell us what you think. And when you’re ready to take you association publication into the tablet world, we’d be happy to show you how to get there.
June 8, 2012
Designing for the digital platform is certainly a hot topic! Following last week’s Folio webinar, we received a number of questions about creating digital publications and designing content. Creative Director Jen Smith answers them here.
Q: Are there best practices in terms of interaction, as far as clicking off to external links, versus using tooltips inside the digital edition?
A: For Matrix, we do include a lot of links to external places, either PDFs or URLs. We try to send readers only to the AHDI web site or a PDF that’s housed on the AHDI server. We don’t want to send readers all over the place. That said, I think there’s definitely something to be said for keeping the reader inside the publication. So anything kind of interactivity you can build within the pages, in my opinion, is the best way to go. If you have a video on your web site, for example, it’s easy enough to grab that file and embed it in the page of the digital book.
Q: Does the online version of a magazine need to have the same content as the print version? Or — how much can be different?
A: We make a magazine that is published in both print and in digital format. The content is very similar. The digital edition includes extra audio or video and sometimes includes additional, completely new content that’s not in print. We almost always include a feature that is available in the digital edition only. Often the additional content that’s in the digital edition is just more of what was in print. More news items, for example. We also will run larger infographics, ones that take too much space in print, in the digital edition.
I really think that if you want a digital edition that people are interested in, it needs to offer more than what’s offered in print. That does take extra work, but not a ton of extra work. Many people have wondered if they need a whole new person to handle the multimedia and extra functionality of a digital edition. I don’t necessarily think you need additional “human bandwidth,” especially if you have people working with material that runs on your site, for example. Just takes some extra planning.
Q: With the new PDF security concerns, how likely is it that future readers would be willing to “click through” on PDF content?
All of the links (to URLs or to PDFs) in our digital edition are directed to our web site. We won’t ever send a reader on a wild ride around the internet or link to a PDF that we haven’t created ourselves. Not just for reasons of safety. We want our readers to stick with us because we value their commitment to us and we want to keep them engaged with us.
May 4, 2011