2021 FOCUS Flipbook

25 Julie Shoop, ASAE VP, Editor-in-Chief of Associations Now, explains that although her organization reduced the frequency of the magazine from 10 to six times per year, no one even discussed discontinuing it. In fact, some worried that reducing the frequency would negatively impact membership. “We did not want to lose mailbox members, the ones who only read the magazine and who aren’t likely to attend a conference or event or partake in a webinar, but who get value from and like the print magazine,” she says. “For an association, that print piece is a really important physical touchpoint. When people have time to sit down and read, they’re not searching for an email newsletter. They’re picking up what’s in front of them on the coffee table. Print has staying power.”