250 million

Number of unique
visitors that You Tube,
Facebook, and MySpace
receive each month.

Publishing

ideas, strategies, and solutions on the business of publishing

strattonpublishing.com facebook.com/strattonpublishing twitter.com/strattonpub

STATS 58%Associations pro- ducing podcasts that use them for professional development and education. 400million Number of active Facebook users in early 2010—meaning they access it at least monthly.

77%You Tube visitors who plan to watch just one video but end up watching several.

nonduEs REVEnuE GEnERation

Selling the Celebration
Advertisers and sponsors underwrite major milestones
with one-time deals that pay off long after the party ends

TEST YOUR KNOWLEDGE:

TRIVIA

Hitting up advertisers to support association anniversaries and other events is fairly pedes- trian. But what isn’t so commonplace is developing original, exclusive advertising opportunities that last well into the future.

When the Electronic Transactions Association (ETA) began plotting its 20th anniversary festivities, media opportunities were a critical part of the commemoration. Not only would the trade association’s magazine and newsletter feature year-long anniversary coverage; innovative marketing opportunities would be offered as well.

It worked. Advertising in the official conference issue of Transaction Trends (April 2010)—ETA’s flagship magazine—was up 50 percent from the prior

1

See CELEBRATION, page 5

1 How much does the new 3G iPad weigh?

2 Which American book was the first novel written on a typewriter?

3 In the top U.S. markets, what percentage of adults read newspapers?

Answers on page 2.

CommuniCation audits

Essential Ingredient—
Know What Questions to Ask
Studies of member communications require
direct feedback from your audiences
INSIDE
2 Stratton Report
3 Print/Digital Mix
4 Trendsetter Q&A
7 Going Mobile

Custom Media ; Research ; Consulting

Auditing your member communications without soliciting member feedback is like writing a review of your own restaurant. The cook always likes his own food. But what about the people digesting what you’re dishing out? Without member insights, do you really know what they want, what they use, and what matters to them?

A communication audit is a big picture look at member communications and the market in which they operate. And it’s more than just reader feedback. It includes a scan/assessment of all member communications; identification of communication challenges, barriers, and opportunities; environmental scan (competitive market review); and anal-