Society magazines—print and digital—can be an effective tool for reaching out to members, for recruitment, showcasing meeting highlights, and driving traffic to content. They can be a source of revenue, both directly through advertising, and indirectly, through building a member base and promoting usage of content in other publications. However, many societies are not taking full advantage of this opportunity.
Member magazines are most effective working within a communications strategy that leverages digital content, social media, and member engagement. Whether it is print or digital or both, format matters. Readers need engaging content and appealing visuals that lead them into the content and raise awareness of issues in which the society may be involved, thus creating a forum to showcase key topics. While the magazine is the centerpiece, e-newsletters, alerts, and social media can play a supportive role, all working toward the goal of creating and reinforcing a positive message.
Content creation can rely on a rich reservoir of publications to which most societies have access. Plain language summaries of journal articles with links to related content, meeting highlights with links to proceedings and journal articles, and professional educational opportunities can provide the basis for building awareness of both members and even the public.
How can you tell if your magazine is working for you? Analytics and metrics can guide editorial decision-making and help monitor success on a regular basis. Page views are one measure, and another can be reader surveys. Increasing page views also helps promote advertising, which in addition to serving as a source of revenue, can also provide insights into reader behavior.
A strong member magazine requires a support infrastructure to develop content and ensure it is reaching the audience in a timely fashion. Following are some of the areas that can help ensure success:
Content management: A strong content management system relies not only on software but also on teamwork, bringing together people who are familiar with the content and are committed to expanding awareness of it. A content management team could include journal and news editorial, marketing, and digital production staff to identify content and tactics and use them to best advantage.
Automation: Building automation into every stage of the process can help ensure timely publication. This can be especially important for any expert reviews or proofing that may be required. An automated system for developing a central repository of content, and reviewing and proofing it online can help increase efficiency and reduce errors.
Production: Content development should flow smoothly into an automated production process that allows XML tagging and metadata to promote search and discoverability. It can also be used for the creation of press releases and any downstream deliveries. SEO optimization can be built into the production process to promote online discoverability
Digital distribution: Do your members prefer print? That could be a factor in the format of the digital version or their lack of awareness of it. Some vendors and platforms have created engaging digital formats that emulate commercial magazines. Promoting the digital edition in related publications, such as e-newsletters and alerts, can help drive traffic. Digital-only content allows access to videos and podcasts that can highlight key new content, such as interviews with authors of a new research study; or provide limited free access to other publications, such as books.
Recruitment: Many societies are experiencing a decrease in their membership as they question the value proposition. Access to the journal may no longer be as important as open access models emerge, and meeting attendance can be difficult to work into a busy schedule. These have traditionally been the drivers of member recruitment. A sense of community is another, perhaps less tangible, benefit that is nonetheless real and can be fostered through the member magazine. In addition to raising awareness of important new advances in the field, it can highlight volunteer efforts and create opportunities to promote a sense of belonging, to being a part of the scholarly community.
A magazine can do heavy lifting for a society, but it needs to be equipped with the ability to work for you. Rethinking the role of the magazine can be an engaging exercise for all those involved and have a big payoff for both the society and its members.
Learn More
Maverick’s Society and Associations services can help you fully maximize the value of your membership magazine. Our unique structure allows us to assemble teams with the exact skills needed to support each project. Contact your Maverick representative or info@maverick-os.com for a free consultation.
By Rebecca Rinehart, Maverick CEO and Head of US Operations
Rebecca Rinehart is a publishing professional with over 40 years’ experience in all aspects of scientific, technical, and medical publishing in all formats, including books, journals, periodicals, and digital. She has served in senior publishing management roles in major medical societies and associations as well as corporate publishers.
Further Reading
Society and Association Support service sheet