Folio: Summit Speaker: Associations ‘Be Innovative’
Association publications often have their work cut out for them. Small budgets and small staffs often can make association magazines feel as though they can’t compete with the big boys. But they can, said Rick Pullen, editor-in-chief of insurance industry publication Leader’s Edge Magazine, during a panel discussion Wednesday at the Folio: Summit in Chicago.
“For God’s sake, there’s nothing more boring then the insurance industry,” Pullen joked. “But you can take the most boring topic and make it exciting.” The trick, said Pullen, is to be creative and innovative in your design and your approach to every story. Although Pullen’s topic is often dry, he spices things up with investigative reporting and policing the agencies that regulate the insurance industry. The regulators often are not happy, but the readers are often engrossed.
“You have to think like a consumer editor,” said Pullen. “If you’re not thinking like one, you’re doomed to end up in the trash can every month.”
Pullen’s advice was directed to association publications, but it easily could apply to any small b-to-b or consumer publication as well. Too often, people on small magazines with small staffs and small budgets often feel handcuffed, but they’re not. There are always ways to be imaginative, creative and innovative. Sometimes it just takes a little extra effort.