Scott Pemberton
SENIOR CONSULTANT
PRODUCTIVE STRATEGIES
As a consultant, Pemberton has witnessed successes and failures of digital publications. He advises clients to “know their
membership audience preferences for viewing and receiving
publications before launching a digital publication.”
“Survey your members to determine what they want,” he
adds. “And, prior to launch, educate members about the
advantages of receiving the new digital publications (like using
links to sources and archiving important articles), so that they
can use them effectively.”
Cimarron Buser
SENIOR VICE PRESIDENT OF MARKETING & BUSINESS DEVELOPMENT
TEXTERITY
When asked about costs to go digital, Buser says, “It depends
on many factors, but in general a monthly association publication can expect to pay around $1,000 per month for all of the
typical services — conversion, maintenance, search engine visibility, integration with the association Web site, etc.
“Associations now need to offer their valuable publications
in a new way to attract a younger demographic. They need to
‘show off’ their great content to search engines (with full control) and provide cost savings and new revenue generation
opportunities for their organizations.”
Buser recommends not eliminating print versions of publications and waiting about six months before attaching adver-
tising rates for the additional circulation. The delay will allow
members to get more involved in the new format to increase
advertising responses with click-throughs. Texterity has 40
association clients with more than 50 publications, including
FORUM.
Robin Kruk is an online marketing/sales consultant for associations. She may be
reached at (262) 554-6499 or rkruk@wi.rr.com.
Join the conversation at www.theforumeffect.org.
RESOURCES
www.snaponline.org:
Society of National Association Publishers provides surveys and
source information for digital publications
www.foliomag.com:
Folio magazine for publishing executives includes informative
articles and access to Webinars
www.texterity.com:
Digital publication provider, includes numerous samples & surveys
www.theygsgroup.com:
Digital publication provider
