2020 Communicate Brochure

24 WHAT DETERMINES THE SIZE OF OUR PUBLICATION? There are several factors that go into publication size. First, we want the publication to be large enough to meet our clients’ needs. Second, we need enough ads to cover costs. Our rule of thumb is one editorial page for each ad page. If we sell eight pages of ads then we typically publish a 16-page publication; likewise, 20 pages of ads translates into a 40-page publication. WHAT HAPPENS IF WE CAN’T FILL ALL OF THE AVAILABLE PAGES IN OUR PUBLICATION WITH OUR OWN EDITORIAL CONTENT? We have a great selection of industry-specific editorial that is available to your organization at any time. Our staff puts a lot of time, effort and energy into our “editorial bank,” so the material is high-quality and pertinent to your readership. WHAT HAPPENS IF THERE ARE COMPETING PUBLICATIONS? We believe that the most official publication wins, but there are few instances when this really isn’t the case. An “official” trade journal of any association or organization has more credibility than a freelance publication. Now, if the competing publication is hosted by our client, things tend to get complicated. Many of our clients try to publish newsletters, digital newsletters, directories and buyer’s guides, in addition to a magazine. There is usually only so much money that associate or allied members have for print media advertising. As an organization, we encourage you to give some thought to how you want to communicate with your members and what your needs are. If managed wisely, a magazine and directory can coexist, but profitability typically only comes from one print media source.