Your members value your publications – but what can you do when the cost of producing and delivering membership communications is spiralling out of hand?
If the cost of delivering regular, engaging content to your membership is threatening the future of your publishing programme, you’re not alone. With print and postage prices rising year on year, it’s a story we’re hearing all too often.
Increased advertising sales revenues have always been the obvious way to offset rising publishing costs: but for many publications, forward bookings are becoming harder and harder to secure as advertisers tighten their purse strings.
So if, like many membership bodies, you rely on advertising sales as a much-needed source of revenue for your organisation – what can you do to protect and preserve that revenue stream? Is it still possible to grow your advertising revenues year-on-year, when other publishers are struggling to match last year’s sales figures?
The good news is that in today’s climate, membership organisations like yours – with their tight-knit communities and loyal, niche readerships – hold the trump card when it comes to attracting and retaining the best advertising relationships.
The National Deaf Children’s Society (65,000+ members) recently saw 30% growth in revenues over 9 months, and they’re now enjoying the peace of mind that comes from a 60% increase in forward bookings.
And it’s not just the larger organisations that are attracting the best advertisers: The Landscaper, with their circulation of 5,000 (BALI & APL members) saw a 20% increase in ad sales revenues over six month.
The truth is that quality advertisers understand the value of highly-targeted placements, and that many are now actively seeking placements in the membership publishing sector, drawn by the prospect of engaged readerships and an all-but guaranteed return-on-investment.
Earlier this year, the National Association of Retired Firefighters (10,000 members) reintroduced advertising in their publication in response to rising publishing costs. Thanks to the quality forward bookings they brought on board, they quickly secured the future of their publishing programme for the 12 months to come.
Results like these are not just ‘good luck’.
We’ve audited dozens of ad-sales strategies over the past twelve months, to identify five common tactics that membership organisations like yours are using to deliver advertising sales strategies that deliver consistent results for quality advertisers in today’s difficult sales environment:
1. Create unrivalled value: in a difficult climate, the best advertisers will pay a premium for high-value positions. Think laterally to find ways to deliver reader engagement, and advertisers will be glad to pay.
2. Monetise every gram of your postage band, with loose or bound inserts that add real value for advertisers – at no additional postage cost to you.
3. Create high-value online advertising positions on your website. Scarcity sells! High value, low volume placements will attract the best advertisers, whilst adding value to your members’ experience … and to your bottom line.
4. Monetise your digital news. The smartest advertisers are always on the lookout for ways to reach the best prospects, more directly. Offering strictly limited ad sales placements in your own digital communications is a win-win for organisations and advertisers alike.
5. Bespoke digital advertising opportunities: partner with your best-fit advertisers to offer ‘solus’ opportunities to connect with your membership body – creating benefit for your members whilst boosting your own monthly sales revenues.
These are the five advertising sales tactics that are delivering the best results for membership organisations like yours, right now.
Bourne Media support organisations to build publishing and advertising strategies that deliver top quality content for your readers, whilst generating consistent ad sales growth for your organisation. For complementary, bespoke recommendations of what to do to assure an ad-sales success story for YOUR organisation, contact Mark Toland today for a free ad sales audit.
Tel: 01202 757646 Email: [email protected]
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