A snapshot presenting the current state of association publishing in Australia. To download the Third Annual Member Communications Survey in full, visit http://mahlabmedia.com.au/contact-us/third-annual-member-communications-survey/

1. Trends and Practices
in Association Publishing
120 associations across Australia responded to the Third Annual Member Communications Survey in September 2013.
The Digital Shift
Australian associations are embracing digital platforms through a multi-channelled approach to publishing,
with a strong increase in tablet magazines and mobile apps.
WHAT associations are publishing
GROWTH compared to 2012
65%
61%
55%
39%
21%
17%
10%
iPad/tablet mag
Mobile app
Social Media
Website - private social network/foums
Peer-reviewed journal
Website - blog
Digital mag (pg turning)
Peer-reviewed journal
Printed mag
Social media
Website - news update
Findings from last year’s survey saw a strong
lack of interest for launching a mobile app.
28% Yes
Compared to this year where 93% either wish to
maintain an app or launch one in the next 12 months.
59% About the same
FUTURE PLANS FOR
LAUNCHING A
MOBILE APP
11% Already have one
2012
18% Don’t know
3% Less
2013
38%
within the next
12 MONTHS
43% NO
MORE
Associations are reducing their print publications more than any other platform,
however 82% still plan to continue publishing their current amount of print during the next 12 months.
Do you expect to PUBLISH
MORE
5%
12%
Printed mag
Peer-reviewed
journal
5%
Whitepapers/
ebooks
8%
6%
16%
82%
86%
79%
66%
6%
iPad/tablet mag
9%
Digital mag
(pg turning)
28%
31%
1%
4%
Mobile app
Enewsletter
4%
Videos
31%
59%
69%
59%
38%
48%
49%
2%
Website
48%
0%
Social media
42%
50%
58%
OR LESS in the NEXT 12 MONTHS?
The Core Challenges
2013
2012
Lack of staff
WHAT ARE THE MAIN
Measuring return on
investment
COMMUNICATIONS
CHALLENGES?
Disengaged members
28%
62%
37%
26%
30%
31%
22%
20%
19%
35%
14%
11%
13%
13%
9%
10%
7%
7%
Adapting to new
technologies
Although associations are
adding platforms, they’re
not necessarily increasing
employees to cater for
the extra work, with 62%
stating that ‘Lack of staff’
was their top challenge.
49%
44%
41%
39%
High production costs
Aging membership
Declining advertising
Competition with
other publications
Declining Membership
Competition with
other associations
Limits on acceptable
advertisers
The Benefits of Member Communications
2012
2013
Promotion of events
82%
85%
76%
73%
60%
74%
52%
2013
2012
Communication of
association news
Communication of
general news/advice
Stronger awareness of
advocacy message
0%
45%
49%
Member retention
Member communications do more
than engage with members – for the
second year in a row, ‘Promotion
of events’ was the number one
benefit, demonstrating a need to
use content marketing to accelerate
event registrations, a core revenue
driver for associations.
20%
26%
24%
23%
21%
23%
Recruitment of new members
Revenue from advertising
Revenue from the promotion of
association product and
Revenue from subscriptions
6%
8%
Better Strategies
Adapting to the rapid digital shift – associations are getting better at developing
an overarching member communications strategy.
Have you SEGMENTED your MEMBERSHIP to enable
TARGETED COMMUNICATIONS?
25% No
36%
A LOT
1% Don’t know
74%
YES
Associations are
using content as a
marketing tool to
engage and recruit
new members.
How much do you LEVERAGE
CONTENT and repurpose across
DIFFERENT PLATFORMS?
1% Unsure
21% No
78%
14% Not much
51% Somewhat
DO YOU USE
CONTENT
MARKETING
as a tool to RECRUIT
NEW MEMBERS?
If you would like to discuss ways to take advantage of new print and digital publishing opportunities,
with measurable outcomes for your association, please contact Bobbi Mahlab, Managing Director of
Mahlab Media, on (02) 9556 9100 or email bmahlab@mahlabmedia.com.au
Disclaimer While Mahlab Media and Associations Forum have used their best endeavours in preparing and ensuring the accuracy of the content of this report, they make no representation or warranty with respect
to the accuracy, applicability, fitness or completeness of any of the contents of this report. The information contained in this report is strictly for educational purposes only. Readers must obtain their own independent
advice in relation to the application of any of the survey findings to their individual circumstances. Mahlab Media and Associations Forum disclaim any liability to any party for loss or damages howsoever arising
from the use of, or reliance upon, any of the material contained in this report. Copyright All designs and information contained in this report are copyright of Mahlab Media. The contents of this report can only be
reproduced with the express permission of Mahlab Media.