How much of a member benefit?

The recent announcements that the New York Times is cutting 100 newsroom jobs and that Conde Nast is closing Gourmet, Modern Bride, and three other magazines are fresh evidence of the fading fortunes of print publications. Much of the blame for print's decline is attributed to advertisers, who are focusing their messages (and dollars) on social and other interactive media. But surely some of the responsibility lies with the publications themselves, for failing to provide content their audiences want.

Association publications, while feeling the ad revenue pinch, are largely being spared the axe because they are seen as core member benefits. The very fact that they are "protected," however, means they are even more likely than consumer publications to grow stale. Without fear of losing their readers, many association publications make little or no effort to stay close to them.

SLA is determined not to let that happen to Information Outlook. Earlier this year, Gloria Zamora appointed eight SLA members to an advisory council charged with providing guidance on the editorial direction and content of Information Outlook. In its first five months, the council has approved an editorial calendar for 2010, vetted several article proposals, and suggested other article topics.

Now the council is asking all SLA members to share their thoughts about Information Outlook--not just what's in it (or should be in it), but how members use it and how they would prefer to receive it. The feedback will help the council and SLA staff improve the value of the magazine and ensure it meets members' needs.

A brief survey is available online through 20 November. Results of the survey will be shared through this blog and through Information Outlook. The survey takes less than five minutes, but will make a lasting impact on what you learn and how you learn it in the months ahead.

To take the survey, click here.

Comments

[Judith Siess]

I would like to see IO on less slick paper, with fewer photos (especially stock ones with people who aren't related to the article). It would cost much less to publish and then we could afford it every month. HQ does not need to impress us with flash--we are only impressed with CONTENT!

[Stuart Hales]

Actually, the paper stock we use in Information Outlook hasn't changed. At the recommendation of our printer, we switched from an aqueous coating on the cover to a UV coating. The UV coating is more environmentally friendly, and also costs LESS money.

The reduction from 12 issues to eight issues has nothing to do with the paper we use and everything to do with the advertising we sell. Ad revenues for Information Outlook, as for most print publications, have declined precipitously over the past few years. In addition, the costs to mail the magazine (especially overseas) have risen.

Judy, I share your desire to publish quality content in Information Outlook and look forward to hearing your ideas for articles and columns.

[Earl]

How about transforming Information Outlook into a more interactive and engaging experience than it is today? What if there was a way to add to/comment on the articles, participate in product based demos and forums, and have regular corporate sponsorships of special topics, seminars, etc? Could there be a way to allow the SLA membership to become co-creators of the content and have direct feedback as to the items being planned for the "issues". Could IO have more multimedia (podcasts, video, etc.)content? A major benefit of moving more readers online is the ability to track how often content is accessed (and get a better idea of what readers are finding important) and to allow vendors the opportunity to better target thier messages. Maybe the added value provided would lead to increased vendor spend, especially if they could directly track the ROI of their advertising investment with IO? Maybe we need an alignment project for IO :^)? Thanks for asking! I appreciate that SLA is interested in our opinion as to the future of IO.