New standards for the USPS droop test have us all wondering if our pubs will stand up to the test. Your mail house will tell you for sure, but here’s the basics for a DIY droop test you can do at your desk:
For magazines longer than 10 inches:
Extend the magazine over the edge of your desk by 5 inches. If the pub droops more than 3 inches, you have failed. Stop. Do not pass Go. Do not collect $200. Call your mail house.
For magazines shorter than 10 inches:
Extend the magazine over the edge of your desk by half its length. If it droops less than 2 inches, you are good to go. If it droops more than 2 inches, call your mail house.
For more information, download this bulletin from the USPS and find diagrams on page 5.
FINE PRINT: Only your mail house can tell you if you pass the droop test. Ask your mail house if the droop test is right for you. Some publishers have experienced shortness of breath and anxiety while taking the droop test. If you experience any of these symptoms, stop taking the DIY droop test and talk to your mail house immediately.
March 30, 2010
Associations have an opportunity to provide valuable information to members while generating revenue from industry partners
More and more, industry suppliers are looking for a place to connect with their audience in a more meaningful and useful way. The trend toward content marketing—providing in-depth and targeted content to a qualified audience—means that associations have an opportunity to provide an additional layer of information to their members. Here are a few ways you can incorporate sponsored content into your overall communication strategy.
Online
Allow online ad space to include a preview of an advertiser’s YouTube video and encourage suppliers to connect their online advertising to their YouTube channel.
Create an online marketplace library where suppliers can submit their white papers, case studies and custom content that is directly related to members’ needs.
Use your digital publication supplier to create a digital version of a supplier’s in-depth content, such as a multi-page product or service brochure.
In Print
Create dedicated space in your publication for a featured supplier’s message that fits well with an issue’s theme or focus.
Go beyond listings in a buyer’s guide or vendor directory. Allow space for company profiles or expanded product or service explanations.
In Person
Incorporate live demonstrations at your next event…and not just on the exhibit hall floor. Integrate vendor showcases into meeting events by organizing vendors by trends in technology and innovations.
Host sponsored webinars, with appearances by association staff and supplier spokespersons.
Catering to those suppliers who are looking for content marketing opportunities spells increased information for your members, as well as the potential to increase revenue that comes from those partners.
–Sean Soth is Senior Vice President, Network Media Partners.
December 10, 2009
