Publication development and management is the larger task of working with associations and organizations to evaluate and refine the purpose of their member communications vehicles. Many organizations produce newsletters, magazines and e-zines as a way to keep their membership informed. It’s often thought that an informed membership is an engaged membership. While that may be true, the first step is to get members to open the print and email communications, and that’s the largest hurdle for any organization.
As a society we’re inundated with a constant barrage of communications. We receive trade magazines, research journals, newspapers, newsletters, vendor news, emails and promotional literature almost daily. All promise to help us be more efficient, effective and profitable in our businesses, and all are competing for a little time from our busy schedules. As a rule, the most engaging pieces typically get the most attention regardless of source. We’re drawn to headlines that captivate, graphics that stimulate and offers that hit our pain points. The creation and delivery of compelling member magazines requires money, talent and time. Unfortunately for associations, limited financial and human resources continue to put a strain on their abilities to produce informative, graphically engaging member newsletters and magazines. Many associations have migrated away from print publications to broadcast email newsletters due to lack of resources, and now find less member engagement due to all the competition in their email inboxes.
Hoffmann Publishing looks at all facets of an organization’s publication development process. We help organizations and associations re-evaluate their magazines and newsletters, identifying opportunities to improve the content, the graphics, the process and, most importantly, the financial model. We welcome the opportunity to show you how we might be able to help you create more engaging member communications while reducing your association’s expenses. It might be the best half-hour investment of your day.