With a little bit of research and planning, any association can raise its game to ensure its media products sync with what their market really needs.
In the association media business, new-product development is an insular process. It’s frequently driven by association executives who rarely speak to advertisers and don’t understand timing or the pain points in the market. They just know they’re under pressure to produce revenue for the association, so they push out a flawed idea.
Suddenly, the association sales team finds itself selling a media product developed with the association’s needs in mind — not the advertiser’s. Jim Elliott and Jack Semler (Owner and CEO of Readex Research) talk to Signature Magazine in this article from the April/May issue: