BY DEBRA J. STRATTON AND ANGELA BRADY
Spend a little time watching HGTV or TLC and you’ll see that “make- overs”—whether of homes, people or restaurants—are extremely appealing, especially considering
the speed of these do-overs. Turn your basement
into a rental property? Sure—and we’ll do it in just
However, a publications “makeover”— or “
re-envisioning” in publishing vernacular—is far from a
quick fix. In fact, re-envisioning your organization’s
communications can be downright daunting, but
it’s oh-so necessary.
New technology, shifting member demographics
and even the economy are factors influencing how
members consume content and what communica-
tions they’ll find meaningful. Publishing is one of
the nation’s fastest changing industries. Failure to
respond to audiences’ changing preferences and
diverse needs may mean failure.