staff director/publisher | IEEE Spectrum
For association publishers, which are more membership acquisition resources than circulation operations, one big weakness in a hurting economy, when so many people are cutting personal expenses, is losing members to pricey membership fees. For Jim Vick, staff director/publisher of Spectrum, the magazine for the Institute of Electrical Electronics Engineers, the recession provides a challenge, but also a huge opportunity.
IEEE, Vick says, has surveyed its 380,000 membership base to determine alternative membership models that it hopes will be more attractive to several existing members as well as attract many more. The new membership models will feature a reduced number of active benefits‚ÄĒincluding an option for digital delivery of the magazine instead of the traditional print edition‚ÄĒat lower costs.
‚ÄúLike all associations, IEEE is concerned about the future of membership and keeping people wanting to be a part of the association,‚ÄĚ says Vick, who indicates the initiative could increase membership as much as 30 percent. ‚ÄúThis is significant because, if this all comes together, we‚Äôd be taking our circ up to well over 450,000 or 500,000.‚ÄĚ
In addition to reducing costs for its members, Vick says reduced membership models, especially digital delivery, would drive down the magazine‚Äôs production costs. Right now, digital delivery accounts for about 11 percent of the magazine‚Äôs overall circulation.
Another big issue for IEEE is maintaining its print accountability. ‚ÄĚI‚Äôm amazed that some major publishers are dumping audits,‚ÄĚ Vick says. ‚ÄúWhile we‚Äôre looking to build our digital readership, there‚Äôs no question that we‚Äôre going to continue a print magazine, even if I don‚Äôt generate the ad revenue to be able to support it.
‚ÄúThat‚Äôs one thing an association is willing to do because it‚Äôs a member benefit,‚ÄĚ he continues. ‚ÄúThe opportunity is to make the case that if you buy print, you‚Äôll have a strong assurance because we have an audit and what we say we‚Äôre selling you is really what you‚Äôre going to get.‚ÄĚ
Where They Will Grow: By offering reduced benefit/rate membership models, IEEE projects membership could grow up to 30 percent.
Where They Will Save: The new models, featuring digital delivery instead of print, will save the association on production costs.
Quote: ‚ÄúIf this all comes together, we‚Äôd be taking our circ up to well over 450,000, 500,000. Anything I can do to improve the number of members we have globally only works to our benefit.‚ÄĚ
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