Chapter Thirty Nine
Publishing and Media
Debra J. Stratton and Angela Hickman Brady
Association publications and media have the power to create and maintain an association's image, enhance its credibility within the industry or profession, and establish it as a valuable source of information. Media in all formats, whether print or digital, provide an essential link to members, supporting member value, visibility, and brand equity, all critically important as competition for member attention and engagement explodes. In addition, media can provide much-needed nondues revenue from advertising, subscriptions, sponsorships, content licensing, and more.
The most effective association communication programs include a variety of media and formats ...
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