News & ExtrasLatest News from Stratton Publishing & MarketingStratton Helps Associations Navigate New-Media Technologies
As new tools and technologies infiltrate the communication landscape from every angle, having a strategic plan for adoption helps associations avoid getting caught up in the hype.
The best plans are backed by research into member communication preferences and behaviors, says President Debra Stratton who was interviewed on the topic for a recent Associations Now article, “How to Pick the Right New-Media Communications Tools.” She advises conducting an organization-wide audit of all communication outlets – magazines, newsletters, website, and social media tools – and their content. This will give insights into when and how readers/members are using print and digital technologies.
"Broadly speaking, most associations' members still want it both ways. Honing the mix is the key," she tells the magazine.
Stratton also will be presenting on digital innovations and publishing at the 2010 ASAE Annual Meeting, August 22, in Los Angles. During her Learning Lab session, "Digital Dynamics: The New Look of Publishing," Stratton will explore how publications can leverage electronic media, identify tips for a strategic print/electronic plan, and share examples of best practices.
Click here for information on registering for the event.
Stratton Work Recognized at 2010 APEX Awards
Keeping with its tradition of producing award-winning publications, Stratton recently earned several honors from Communication Concepts, including an APEX Grand Award for Stratton’s Smart Publishing newsletter. Judges praised Smart Publishing for its "strikingly vibrant layout, functional decks, sidebars, and spot color to nicely frame the copy -- which includes interesting, well written and 'on point' features and shorts." This is the second Grand Award Stratton has received for the newsletter, which is available in both print and digital editions and is free to subscribers. In addition, Stratton took home an Award of Excellence in the Microsites & Individual Web Pages category for work on the ALFA 2010 Conference & Expo Web site. Stratton created, designed, and launched the award-winning site – as well as all the marketing collateral and materials – for the high-profile annual event hosted by the Assisted Living Federation of America, Alexandria, VA. This is Stratton’s sixth award for its long-time work with ALFA. Stratton earned a third APEX award, for excellence in health and medical writing, for the October cover story of O&P Almanac, American Orthotic & Prosthetic Association, Alexandria, VA. In 2008, Stratton began working with AOPA to provide editorial management of the monthly magazine, which circulates to more than 15,600 health-care professionals and manufacturers. For a complete list of Stratton’s recent award-winning work, visit our Awards page. Leading Assocation Publications Tap Stratton Expertise
In a recent Associations Now article, "The Formula for Publications Growth," President Debra Stratton explained that association publications often underestimate their innate strengths and advertising potential. "Too often, association publications tend to abdicate their market to commercial publications," she told the publication. Instead, she suggests they leverage their industry credibility, which offers their advertisers direct visibility to business decision makers. Among her other tips for improving profitability in bad economy: hone the positioning of the publication, streamline production, and continue marketing. "To me, this is a time to look at where you can invest and lay groundwork so when the economy does come back, you're well positioned," Stratton said. In "Cause for Scrutiny," which appeared in the latest issue of Association Publishing, Stratton also was consulted for advice on how to perform an internal publications audit when funds are tight. In addition to explaining the key elements and assessment areas necessary for a successful audit, Stratton offered up some of the Angerosa Research Foundation's benchmarking data for comparing publication expenses. Stratton Senior Consultant Robert Rainier also advised readers to assess advertiser perceptions and perform a competitive market analysis in order to form an "objective gauge of your commercial opportunities and obstacles."
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