Earlier this month, AdvantageCS hosted a CMO Roundtable for our clients in sunny Orlando, Florida. The 11 marketing executives who participated represented different kinds of organizations – B2B and B2C publishers of magazines and newsletters, an academic journals publisher, 2 scholarly membership organizations with their flagship publications, and 2 special interest publishers of religious books and curricula:
Daryl Berver, Chief Operating officer, The AgoraGrace Epperson, Vice President of Marketing Intelligence, The AgoraElizabeth Solaro, Director of Marketing, American Medical Association Jennifer Mosley, Group Director, Audience Development, Crain Communications Bonnie Roche, Managing Director – Audience, Marketing, Product, Crain Communications Cason Lynley, Director of Marketing …
2017 was a year.
I know…that seems obvious. But 2017 was loaded with the good, the bad, and some lessons learned from it all. Here are 5 that jumped out at me as we finish up 2017:
1. Publishers are moving into membership modelsSome years ago, we had a publishing client who published books and magazines around various special interests. But you couldn’t “subscribe” to the products; you had to be a “member” to get them. Their belief was that a “member” was more loyal than a “subscriber.” Given the interest areas they served (hunting and fishing and the like) I suspect that their low attrition rates were also due to the passion of their readers, rather than exclusively due to a clever marketing ploy around the word “member.” But lo and behold, Meredith (who is in the process of buying …
Every year, for the past 14, we have attended the Frankfurt Book Fair, which takes place in October in Frankfurt, Germany. If you’ve never attended the “Frankfurter Buchmesse,” it is difficult to paint a picture of just how gigantic this event is. This is the largest trade fair for books in the world. http://www.book-fair.com/en/
It has been an annual event going back over 500 years to 1454, soon after Gutenberg invented the printing press, when the first book fair was held by local booksellers. It has evolved into the event for negotiating international publishing rights and license fees, and is surrounded by technology companies and other vendors to the industry who are able to do business with many publishers, authors, librarians, and agents in a short span of time.
In May, we announced a new partnership between AdvantageCS and SFG (see press release here). SFG is a service and technology company located in Big Sandy, Texas, with decades of experience serving organizations in such areas as order processing, fulfillment, call center, payment processing, and lettershop services. We at AdvantageCS have been seeing a growing trend over the last 10 years: publishers want to outsource some or all of these functions. Many prospects have already outsourced them and come to a software supplier like us expecting that we will provide the software platform and we have partners that will handle the rest.
Prior to this partnership, publishers had few choices if they wanted to outsource these functions but stay on Advantage. There are a number of service …
Recently, AdvantageCS was invited to present the results of a survey we’d co-sponsored with FOLIO: magazine on the subject of collaboration between departments at membership associations. The survey was sent to membership associations which have publishing/media concerns. The results of the survey from about 150 respondents confirmed our suspicions that there is, generally, a lack of communication and collaboration between the membership and publishing/media departments at such organizations. The respondents were in agreement that this is detrimental to the mission, and that both communication and data sharing are keys to a common goal of success.
One of the respondents nailed the problem by describing “a culture of silos.” Just 14.6% of respondents said that legacy structures in …
It used to be that customer service in the United States was legendary. I remember flying on a UK airline with a stellar reputation years ago and being disappointed that they were unable to sit my wife and I next to each other, just because her flight had cost more and she was seated in the “premium economy” seats. This despite the fact that I had flown on that airline across the Atlantic 8 times in 8 weeks and there was plenty of room. When I told the gentleman behind the counter that they had upgraded my seat on the way to the UK from the US, he said “Oh, that’s because you had the American customer service person helping you. We’re horrible over here.” I was speechless. He was admitting that the American customer service agents have the flexibility on this UK airline to make such …
I joined a Facebook group from my childhood town some months ago. One day, a post appeared showing photographs of the wrecking ball tearing down the junior high school I had attended. One of the comments said “So sad.” A reply to this comment said “Progress is good.” What I later found out is that a replacement facility is being planned which will incorporate modern-day building codes and a more post-baby-boom scale appropriate to the demographics of the area.
Part of me experienced nostalgia at that moment. I was reminded of wonderful times in junior high, some good friends I made there, and some great teachers I had. But the other part of me welcomed progress. Building codes have evolved. So has education. So has technology, obviously. So has business, marketing, and content …
With apologies for the ending preposition, let’s think about this question for a moment. I’m personally a member of:
Delta SkyMiles (and about 7 other airline frequent flyer programs)
Blue Cross Blue Shield of Michigan
The Society for Scholarly Publishing
Hilton HHonors (and about 5 other hotel loyalty clubs)
My local public library
National Car Rental’s Emerald Club
Best Buy Reward Zone (and many other stores)
My homeowners association
Conservatively, I’m a member of roughly 30 organizations/clubs—not to mention my “membership” in my family, my community, the management team of my company and the human race! If you take the time to list your memberships, it’s likely you’ll find a similar amount.
Why do we join so many …
We have just finished up a season of conferences, summits, and trade shows in the industries we serve – publishing and membership associations. One of the things that sticks out the most for me at these meetings are the stories of how organizations are increasing their revenue. There appears to be no end to the tactics people have employed to multiply revenue by creatively looking for opportunities for repackaging their content, extending their brands, and thinking outside the box about new value propositions. One publisher we know sells design furniture on a website which extends the brand of their design magazine. Now that’s creative thinking. I don’t know many publishers who sell furniture.
Publishers, especially those in the B2B space, have been experts at diversifying …
I am excited to announce that Members Advantage, our new membership offering, is available this August. Consultants, clients, and prospects collaborated with us to produce a top-notch solution, suited for large, complex organizations as well as smaller clubs.
AdvantageCS has long been recognized for excellent publishing software solutions. First developed in the late 1970s for a book publisher, followed by a magazine publisher, Advantage has evolved into a suite of products which manage everything from digital entitlements to subscriptions to ebook sales to conference registrations to continuity series to donations, and on the list goes.
And now we’ve enhanced our membership management capabilities to meet the needs of enthusiast clubs, non-profits, professional associations and …