April 2010
Association Publishing: Communication, Connection, and the Art of Diplomacy

The publishing industry is a landscape of change, decked with hills and valleys that have yet to be explored. Association publishing, alongside social media, is one of those uncharted valleys. CWIP’s April program explored this terrain with panelists Rebecca Rolfes, co-founder and executive vice president of Imagination Publishing, Anne Hegland, editor in chief at the American Academy of Pediatrics newsletter. AAP News, and Heather Swink, editor of FORUM Magazine.

Association publishing caters to the interests of associations, independent businesses, nonprofit organizations, and whole industries. Like their clients, association publishers come in all shapes and sizes, existing as independent businesses or in-house publications. Their writers are also unique.

According to Rolfes, most trade magazine contributors are already experts in their field or members of the industry they are writing for. Their focus, she said, is to serve the membership by writing about issues and events that are shaping the industry or organization. (Rolfes and Hegland photo to come)

Hegland compared association publishing to “working at the community newspaper, [which focuses on] names and faces that people want to hear about.” In association publishing, these names and faces are industry figureheads or people who are making an impact in their organizational communities.

Association experience is a plus, but it is not always necessary for getting a freelance or full-time job with an association publisher. Instead, landing a position with an association publisher may be a matter of being able to produce content that fits with that publication’s tone and subject matter.

Swink talked at the session about what she looks for in freelancers. Unlike Rolfes, who stated a preference for those with subject matter experience, Swink said she cares more about a writer's ability to create lively copy that adheres to Associate Press style. Hegland also minimized her association's desire for candidates with association experience, calling it a plus rather than a necessity.

The three agreed, however, that the rise of digital content is causing a shift in how they publish. The panel said that the increased presence of digital content has created an opportunity to replace a one-way message with a dialogue that enriches the connection between writers, editors, and audience.

This two-way conversation is now present via sidebars, blogs, story extensions, and other avenues that will spark conversation between the publisher, organization, and its readers. According to the panel, the traffic created by this publishing approach has shown association publishers how they should market their publications.

This increased traffic has also started to determine who association publishers hire to produce and edit their online content. They are looking more closely at writers and editors with experience in search engine optimization (SEO), content management systems, blogging, social media, and other Internet applications. Candidates with a strong background in journalism can also shift into these roles easily, especially if they build their technical skills with community college courses, independent study, or continuing education workshops.

No matter their background, writers and editors can find some stability in association publishing. As an industry with a growing audience, ongoing publications, and a constant need for content, association publishing can always help those with a love for specific topics (metal, operations management, pediatrics, and more) or for uniting people via content.

Jennifer Leopoldt is a freelance editor and writer. She currently works in medical editing but enjoys branching into Web projects during her spare time. She can be reached at jennifer@jenniferleopoldt.com.

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