{"id":4993,"date":"2015-10-16T13:18:41","date_gmt":"2015-10-16T17:18:41","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=4993"},"modified":"2019-04-23T16:03:34","modified_gmt":"2019-04-23T16:03:34","slug":"the-value-of-association-media","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/the-value-of-association-media\/","title":{"rendered":"The Value of Association Media"},"content":{"rendered":"

When it comes to advertising in trade and professional media, vendors have plenty of choices. While some will turn to consumer media or trade journals, thousands of companies rely upon association media to deliver their message to an industry-specific audience of decision-makers.<\/p>\n

Association media provides advertisers and recruiters with direct access to the sphere of influence that the association has with its members. Association media also provides a highly-engaged audience from a carefully-defined industry or profession for advertisers and talent-hungry employers to reach.<\/p>\n

\"Tara
Tara Ericson, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n

\u201cYear after year, more than 26,000 advertisers choose to invest in our associations\u2019 printed and online resources as a way to reach customers,\u201d explained Tara Ericson<\/strong>, group vice president of sales for Naylor Association Solutions. \u201cSome have advertised in business-to-consumer publications before, but once they realize the value of reaching an association\u2019s membership through our clients\u2019 publications, they shift more dollars to our clients\u2019 media,\u201d she said.<\/p>\n

\u201cThe number 1 focus for a sales team working on association media is to educate and convey the value of the association and its audience to the potential advertiser,\u201d said Drew DeSarle<\/strong>, group vice president of job posting sales at Boxwood Career Solutions. \u201cEmployers and other advertisers\u2019 default is to stay with what has worked for them in the past.\u201d<\/p>\n

When employers have talent acquisition needs and are ready to post open positions, they tend to think about using the large national job boards such as Monster, CareerBuilder, or Indeed. For companies looking to recruit via targeted industry publications, for-profit journals or trade publications often come to mind before they consider association publications. But, that\u2019s starting to change.<\/p>\n

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Associations have a level of influence with members that for-profit media & the Web cannot match. \"LilTweetablesSmall\"<\/a><\/p>\n

Association media puts the advertiser within the sphere of an association\u2019s influence.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

The best way to entice companies to advertise in association media is by focusing on the value of their membership.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

Association media\u00a0and non-dues revenue partners\u00a0meet\u00a0members\u2019 desire for unique content, resources, career opportunities and networking.\u00a0\"LilTweetablesSmall\"<\/a><\/p>\n

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\"Drew
Drew DeSarle, Boxwood Career Solutions<\/em><\/figcaption><\/figure>\n

\u201cIn order to change employer advertising behavior, our team communicates the fact that professional societies and associations are a primary resource for candidates who are interested in furthering their careers within their respective field,\u201d DeSarle said.<\/p>\n

\u201c[For-profit media] can be effective places to advertise, but association media offers an advertiser a highly-targeted audience of decision makers that are typically responsible for the majority of the buying power with their industry,\u201d said Ericson.<\/p>\n

\u201cFurthermore, the content in association media is often sourced from expert influencers within the industry,\u201d she added. \u201cMembers know they are receiving primary information they can\u2019t get elsewhere \u2014 or at least not as quickly \u2014 when they consume association media. That\u2019s why association media has higher readership than traditional B2B media, and therefore a better return on investment for the advertiser.\u201d<\/p>\n

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Why association media?<\/strong><\/h2>\n

Association media informs members about industry and legislative news. It updates them about certification or career advancement opportunities. It educates members about new processes, technologies, and regulations specific to the industry. It is usually offered in several formats to serve an audience with different technological abilities.<\/p>\n

Depending on its size and membership programming goals, an association could offer one or more of the following:<\/p>\n