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NATIONAL ASSOCIATIONS


All together now


What are associations doing to support their multi-platform members? FIPP’s second annual National Association Benchmarking survey unearthed some revealing answers. Plus, discover what priorities associations are focusing on this year.


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t is no surprise that digital has become the top priority and concern for associations. While the search for successful industry business models is ongoing, this is also where the growth opportunity for most members lie and, as a consequence, for associations. And while print remains very much part and parcel of the magazine industry, it is clear that associations now represent a multi- platform rather than print-only world. Promoting magazines’ unique


advantages as an advertising medium, engaging audiences, as well as lobbying to get cheaper postal rates are key priorities for many associations. FIPP members clearly need to make more money and cut costs to protect the bottom-line. A key take-away from the survey, is the increasing importance of events, awards and to a slightly lesser degree training as sources of revenue. Also interesting is how associations from different parts of the world – 28


associations from Asia-Pacific; Europe, the Middle East and Africa; and the Americas took part in the survey – have similar views on priorities, showing the industry-wide rather than market- specific impact of some of these priorities. Here are the top priorities as identified by participating associations. Following the survey, for this article, we asked a representative selection of associations to list their top market-specific priorities.


» fipp.com issue 83_2014 | Magazine World |43


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