in this issue: industry news | reach out and text someone | interview: matt bechard | latest launches ENGAGE is a monthly newsletter designed to keep you and other association leaders on top of trends in magazine and web publishing, as well as in branded content. If you get even one idea a year, we'd like to think Engage is worth reading.
Whether it is through a custom magazine or branded television programming, organizations are constantly attempting to reinvent old media and create new ways in which to deliver their message. This article from The New York Times highlights the rapidly growing custom publishing industry, which is growing faster than any other media industry.
e-Magazines: an e-Reality?
Early experimental versions of electronic newspapers and magazines have not yet won over the public. However, according to this Reuters article, recent advances in technology may allow e-publications to become more reader- and user-friendly through the creation of "electronic paper."
Disclaimer: Access to some sites may require registration.
back to the top
Reach Out and Text Someone
This past Monday, as part of a national cell phone "texting" contest, 13-year-old Morgan Pozgar won $25,000 after typing the word "Supercalifragilisticexpialidocious" in exactly 11 seconds.
Yes, that's correct... $25K for being a fast texter.
Mobile phones have become reflections of our own identities, and, of course, corporate marketers want to be a part of that intimate relationship.
In 2006, marketers spent over $410 billion on U.S. mobile phone advertising, and this year that number is projected to skyrocket to $878 billion (Ad Age). Should association publishers start jumping into the mobile marketing game?
Maybe... and maybe not. It is still a developing field, with plenty of privacy and technology adoption concerns, but eventually it will be another way to touch your members, donors and other stakeholders. Here are two resources that may be helpful in grasping the lay of the land:
1. Catch Them If You Can
2. MobileActive.org
Additionally, here are three inspiring examples of noncorporate mobile marketing:
click here to suggest a trend
What new initiatives do you plan to implement for your magazine and web site?
What words of wisdom do you have for association communications heads?
What are the most important benefits the magazine has brought the organization?
If you could start a magazine, what would it be?
What's your favorite magazine?
looking for more? suggest additional interview questions.
This article provides an overview of the mobile marketing landscape today and how it relates to the association community.
(Associations Now, January 2006)
This is an organization that focuses on using mobile marketing for civic engagement, fundraising and overall advocacy initiatives. It also provides two free white papers to help nonprofits understand possible technological opportunities:
Using Mobile Phones for Advocacy Campaigns
Using Mobile Phones for Fundraising
SMS Text Messaging
Wireless Amber Alerts
Launched in May 2006 in partnership with the Ad Council, this service allows the public to sign up for text alerts as soon as law enforcement issues an Amber Alert on child abduction (in ZIP codes specified by the subscriber).
Ringtones
Endangered Species Ringtones
This article from USA Today reports on a new campaign from the Center for Biological Diversity. Free ringtone downloads support select endangered species and connect with consumers.
Recruitment
Event Marketing Technology
According to this Ad Age article, the Air Force is appealing to the technologically savvy crowd by sending mobile invitations to conference attendees, promoting not only their booth but their campaign and message.
back to the top
We are looking to launch a daily e-newsletter, which is going to be a way to extend our real estate portfolio brand and reach people on a daily basis. It will include news headlines and access to additional content that we as an association produce, including a daily podcast. We've also expanded our print circulation to Capitol Hill to increase awareness among members of Congress on the issues facing the REIT industry.
The key is to get buy-in at the top level. That's been the biggest asset in turning our magazine around and making it the leader in our industry. Our CEO has been on board every step of the way. He wanted a magazine with an immediate impact. Our audience is really high-end so we had to create a magazine that had not only excellent content but high quality design, paper and overall feel.
The magazine is the face of the organization. It is our most visible publication and one we take a lot of pride in. We use it to foster dialogue between our members and the investors who put capital into their companies. This has translated into a successful advertising model for us. Five years ago the magazine was number five in a five book market. Today, we are number one.
Maybe a magazine for dads in my demographic—30-somethings.
Sports Illustrated. It was the first magazine that I ever subscribed to—I got a subscription for my 6th birthday.
back to the top
The latest consumer magazines to hit newstands, courtesy of Magazine Yellow Pages.
Arguably the most talked about launch of 2007, this monthly magazine seeks to cover all aspects of the business world, from power-players to art, technology, politics and entertainment.
With the tagline "we've evolved," this new reality magazine written for moms, by moms, features real-life advice and stories for today's mom.
Sugar and spice, naughty but nice... a new magazine for the contemporary southern man and woman who enjoy the fruits of nature and being in the great outdoors.
A quarterly women's magazine that "draw[s] from the experiences of women in North America who represent every corner of Africa," addressing cultural and lifestyle struggles they may face.