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 Summer 2010
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Greetings!
As I was fly-fishing last week, I realized that my strategy was failing. My previous outing saw me lose the largest bass I had ever
hooked due to my line breaking. This time, I not only used stronger line
but employed my largest rod. While I was now prepared to handle the
biggest fish in the river, it proved inadequate for the gentle tug of
the much smaller and typical catch. Ultimately, I lost many more fish than I caught.
Rethinking my strategy for the future, I will combine two key elements
of each outing - a smaller, lighter rod for greater feel with a more
durable line.
Why am I telling you this? Such can be the case with communication strategies
as we try to decide between print and online. While many are adding
online marketing & communication channels to their print presence, some are converting and relying on a
single, digital only approach. This will initially provide savings but data and
statistics show that it may not be the best overall strategy (for magazines) and may not be what your members prefer.
This
edition of Mercury e-News provides information and resources that shed
some insight. We hope you enjoy and find the content worthwhile and we
thank you for your time. As always, we welcome your comments on any of
these topics.
Sincerely, Richard Lightfoot
Executive
Vice President
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Who Will Save Print?
 In the July issue of deliver magazine, published by the United States Postal Service, a recent survey conducted by the Chief Marketing Officer (CMO) Council asking consumers what they preferred, magazines in print versus in digital format, is highlighted. Given the many different and new technologies available for reading in digital format today, you might find the results surprising and interesting.
Note - click on the article title found under Articles & Information
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Types of Social Media utilized by Associations
Marketing General, Inc., the nations largest marketing agency working exclusively with membership associations recently released their popular Membership Marketing Benchmarking Report for 2010. Based on input from over 400 associations, the report includes many marketing related topics including Social Media.
Not surprisingly, Facebook, Twitter, and LinkedIn ranked as the most popular. However, when asked what types were deemed the most effective, the association Listserve (50%) and Private Association Social Network (39%) ranked the highest two.
Another result from the report that we found interesting - Associations using the social media tools of Facebook, Twitter and/or private networking internal sites exclusive to association membership are significantly more likely to have renewal rates below the threshold of 80%. Those using LinkedIn are significantly more likely to show a decrease in membership versus the past year. Please visit Marketing General, Inc. and signin and download a copy of the full report - it's free. |
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It's ok to print
Click to go to official website  | The Printing and Graphics Association Mid Atlantic (PGAMA) has launched a new PR campaign that you may have seen - Print Grows Trees. The goal is to inform and educate and dispel the notion that the printing and paper industries are the leading causes of deforestation. The fact is quite the opposite as paper demand and usage creates and supports strong reforestation practices. Coupled with the American Tree Farm System, a program by the American Forest Foundation which supports sustainable and well managed forest practices, there are 12 million more acres of forests in the U.S. alone since 1987 and, since the 1940's, the annual growth of new trees has exceeded the number cut down.
Where deforestation continues to be a serious problem, the bottom line is an economic issue. The primary driver is the conversion of land for valuable agricultural (not paper) use - much like what occurred in many states as the U.S. developed. This is a legitimate concern and an important issue, but very much different and unrelated to the print and paper industries.
The message - it is ok to print and by doing so you will continue to support sustainable forest growth. |
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It's ok to be digital as well.
 Sometimes, digital only fits. In 2010, the Automotive Aftermarket Industry Association (AAIA) wanted to explore a different and more cost effective strategy to distribute their very popular industry standard Factbook. The 300 page perfect bound book, which had a print run of less than 500, was very expensive to produce. On top of that, it included a CD-ROM with over 100 excel data sheets.
Mercury provided a page-flipping secure online product equipped with links for fast excel file downloading. The digital product provided cost savings in the tens of thousands of dollars and was a fantastic match for AAIA's needs. With the release of the 2011 edition, readership is up a remarkable 138%.
Click to read  | With repeating products strongly identified with membership, adding a digital version may be the best strategy. In 2009 AAIA ceased printing their bi-monthly magazine, Aftermarket Insider, opting for a digital only presence. Member preference dictated a move back to print in 2010. It was decided to maintain both formats and now both print and digital readership support each other and both are growing.
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About Us
Associations face many challenges in determining how best to communicate with members. We welcome the opportunity to better understand your needs, and provide solutions that make a positive contribution to your bottom line.
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Contact Us
Mercury
1300 Piccard Drive, Suite 100
Rockville, Maryland 20850
(800) 634-9409
info@mercurypubs.com
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