national associations
TASKERS UNITED
MULTI
Multi-platform brands are now at the heart of association business, according to FIPP’s second annual National Association Benchmarking Survey, involving some 28 associations worldwide. Here, FIPP’s membership manager, Cobus Heyl, reports on some of the key findings shared with association heads at the recent National Associations Meeting in Berlin.
Digital moved to the top of the priority list for National Associations in 2014, replacing VAT as the top priority, according to the FIPP National Association Benchmarking Survey in 2014. This is a reversal of the outcome in the 2012 survey, when digital was rated second to VAT. FIPP conducts the survey so member associations from around the world can benchmark priorities, learn from the successes and challenges in other markets, share ideas
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and insights and build towards the overall health of the magazine media industry worldwide. The top five priorities identified in the 2014 survey were, in order, digital, VAT, advertising, lobbying and copyright. The fact that digital has moved to the top of the list is arguably a reflection of what’s happening in the magazine media landscape, with the make-up of associations also reflecting this change.
issue 82_2014 | Magazine World |51
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