Print vs. Digital: Finding the Right Balance for Associations

Last week I had the opportunity to attend the AM&P NYC breakfast education seminar on April 7th  to hear about the challenges association publishing execs must consider to strike the right media mix between digital and print for their audiences. Michel Winkelman of Leverage Media moderated the seminar which featured Paul Tarricone, Editor and Publisher of Lighting Design + Application (LD+A) and James G. Elliott, President of James G. Elliott Company. Here are some of the insights they shared.

James Elliott emphasized that every media tool has a different purpose and requires research to understand the right mix. Look at your own association’s audience preferences and review what your competitors are doing.

Magazines are not dead and digital is not a panacea: digital magazines are viewed differently by ad agencies than print because of the different analytics used, so they may not be the most productive revenue source for your particular association.

LD+A is the flagship publication for the 8,000-member Illuminating Engineering Society of North America, publishing 13 magazines per year with digital magazine access provided to members-only via a “flip-page” replica. Paul Terricone said their research shows that members are “very loyal” to the print publication particularly with its design focus and older demographics.

LD+A embarked on a major e-newsletter program to increase their readership to new audiences and provide a vehicle for advertisers who were interested in more than digital banner ads. They are now producing 16 themed e-newsletters, three of which are tied to major industry events as well as advertising sponsored, on-demand video newsletters. Because the audiences are different, they are able to reuse content produced for the magazines in the e-newsletter, which helps keep their costs low.  The e-newsletters are being sent to a list of 40,000. Results have been impressive with an average 25% open rate and steady demand by advertisers. These programs have added additional revenue streams while introducing their content to new audiences.

The question to move to digital needs to be weighed by considering the demographic mix and reading habits of your primary audience while also considering your associations goals such as expanding circulation or recruiting new members. Bottom line: conduct research and use the tools that best fit the job—whether it is to increase readership, capitalize on new revenue opportunities or both!

Advertising Production Club of New York Annual Holiday Bash 2016 Highlights

A very special evening was had by all at the annual Advertising Production Club Holiday Bash held at the Microsoft Technology Center in Time Square on Monday evening, December 19th. MEI’s East Coast executives Deena Guagliardi and Carolyn Brown Okay attended the event.

The Graphic Communications Scholarship and Career Advancement Foundation (GCSF) in collaboration with IdeaAlliance, the Advertising Production Club of New York, the Art Directors Club, the One Club, the Navigators and the Printing Industries provides scholarships and financial aid to New York City metro area students interested in pursuing careers in graphic communications. Students receive money for college, mentoring support, internships and other work/study opportunities.

Last year the group raised a record $160,500 which was awarded to 41 New York City metro area students pursuing careers in graphic design, production and publishing. The Advertising Production Club of New York (APCNY) raised almost $100,000 with the IDEAlliance, Printing Industries Alliance and The Navigators raising the rest.

Attendees were asked to bring a gift for a child in need for Harlem Children’s Zone. Raffle tickets were sold and winners were presented by GCSF Diane Romano and President Jerry Mandelbaum. Several of the mentees were on hand to help with the raffle, take pictures and mingle with the group.

Jessie Ann Murphy, a recipient and co-liaison Student Mentor for GCSF Scholarship foundation who attended with her mother, raved about the incredible support and opportunities provided by the Foundation. Jessie stated that without this support, she would likely still be in school and paying off large student loans like many of her friends. Jessie has held several internship positions and other work opportunities. She is currently working as an advertising designer and provides graphic design, branding, print collateral and logo development services to a variety of clients.

The Advertising Production Club of New York City (APC-NYC) is a community of production professionals in traditional, digital and emerging media. The APC provides educational programs and networking opportunities designed to keep members informed about new technologies, best practices and industry trends. Proceeds from this year’s event will help fund the GCSF Graphic Communication/Art Students scholarships with every single dollar of profit goes directly to talented students interested in pursuing careers in Graphic Arts and/or Media Production.

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Photo: Courtesy of Metro Graphics Reporter
Pictured: Mentees and mentors from left: Jack Kott, Valerie Buonaiuto, David Luke, Lea Orsini, Allyson Gonzalez, Emilia Dabrowska, Roxana Santana, Nick Patrissi, Jessie Ann Murphy, and Jesse Mandelbaum.

Top photo by Cherise Coleman

Folio:Show NYC 2016 Recap

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Linda Bruce greets Folio Show attendees at the MEI booth

 

Last week, MEI attended the annual Folio Show in New York City and our booth was buzzing! The show marked the celebration of the top 100 most forward-thinking and innovate leaders in Magazine Media for 2016 across categories of C-Level visionaries, Director-Level doers, Corporate Catalysts, Industry Influencers, and Up-And-Coming Trail blazers. Congratulations to all with a special shout-out to our clients Athlon Media, Conde Nast, Northstar Travel Media Group, National Geographic, AARP, Harvard Business Review, The New York Times, Texas Monthly, and ESPN The Magazine!

The keynote breakfast was about succeeding in the year ahead with esteemed panelists from Wasserstein & Co., Good Housekeeping, and IDG Communications and had three key take-aways:
1. In the last 10 years business has shifted and become more complex while at the core, publishers are still creating content that is engaging across all platforms.
2. The question has become how quality content is reaching the individual in today’s media and how a focus solely on print will not sustain the shifting market.
3. What’s up and coming — video, social and ad display

Pro tip: Successful technology vendors focus on an intuitive user experience and client service. But the product chosen by the client is only as good as the people who are implementing the solution. 

Attendees came looking for resolution to challenges ranging from systems integration, print vs. digital, brand management across product lines, and content velocity to juggling priorities and how to fit it all in working 9-5. Hearing discussions about current collaboration trends, email hacking, machine learning, personalization and artificial intelligence, to name a few, and the impact they may have to the future in the media industry makes me wonder if email may disappear and no longer be a central part of our business communications?Technological innovations in digital experience management, workflow collaboration and mobile application development are rapidly changing the face of the media landscape. Farewell to Folio Show until next year!

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Time to Talk Workflow at CRMA!

MEI is pleased to announce our attendance at the 2016 City and Regional Magazine Association (CRMA) conference in Denver, Colorado this weekend (May 21-23)!

CRMA brings together the top American city and regional magazines – with the purpose of facilitating professional development and training opportunities for member magazines and opportunities to exchange information and ideas.

MEI will be showing off the latest and greatest with TruEdit, our single source solution for managing the entire content creation process. We’ll also at CRMA to show attendees the benefits of Twixl Publisher for creating modern, engaging digital apps at an affordable price.

At CRMA, stop by the MEI booth and meet with our sales team, Steven Haught and John Marshall. They will show you a demo of TruEdit and you could be entered to win a one-year subscription of TruEdit for up to five team members. This is a $5,000 value!

We hope to see you at CRMA and look forward to discussing the future of TruEdit and Twixl with you.

Come Meet MEI at FIPP!

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FIPP World Congress 2015 is just around the corner, and MEI (Managing Editor Inc.) is thrilled to be attending the prestigious event. If you’ve never heard of FIPP World Congress before, it is described as, “the largest magazine media event to take place anywhere in the world, with more than 800 members of consumer and B2B media from around the globe and hundreds of exhibitors.”

Continue readingbb Come Meet MEI at FIPP!

Meet the MEI Team at HOW Design Live Conference

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Attention Windy City readers: The MEI team will be attending the HOW Design Conference from May 4th to May 8th! We are excited to be part of one of the biggest conferences for designers and content creators. The MEI crew will be in Chicago to meet with attendees to discuss how TruEdit‘s workflow system and Elvis DAM‘s asset management can strengthen production and meet the complex needs of the modern creative team.

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Post-Pro Pub Summit Recap [PHOTOS]

This year’s Pro Pub Summit was a smashing success. Thanks go out to all the speakers and attendees — we (quite literally) couldn’t have done it without you. We took your feedback from summits of yesteryear to deliver a great day full of informative, immersive digital publishing insight. For those who couldn’t be there, we want to share some highlights (and photos, of course).

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Please click above to see a gallery of photos from the event.

 
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