Creating International Intrigue

Folio: The Magazine for Magazine Management, July, 2001 by Anne Graham, Debbie Schwab

Looking to go global? Here are seven steps association publications should take to develop a cost-effective distribution strategy, strike up marketing partnerships with associations abroad, and sensitize both editorial and design for international audiences.

Powerhouse publishers like Hearst and Time Inc. aren't the only ones captivated by overseas opportunities these days. Many association magazine publishers are also looking to cultivate new customers beyond U.S. borders. And while associations have always used subscriptions to their magazines as part of an arsenal of recruitment tactics, increasingly the publications are taking center stage in these global expansion efforts. The idea is that nonmember readers who see the magazine, but have never heard of the association, will form positive impressions based on the quality of the editorial product. Subscriptions to the magazine then become one of the primary catalysts for memberships outside the United States.

Even if an association feels no particular need to export its organization, or if the topic of the magazine is clearly U.S.-based, few associations can justify total isolation from the rest of the world in terms of coverage and presentation. The planet has become too small, and readers have become too sophisticated and demanding.

Therefore, while the scope and goals may vary, most associations are adding some form of international dimension to their marketing. In deciding if, why and how they are to become more global, association magazine staffs must consider the organization's strategic plan; the publication's editorial mission; current structures, such as membership and subscription policies; available resources; and other factors that may vary from one association to another. While international strategies must be custom-tailored, here are several broad-based guidelines for organizations that are interested in tapping into foreign markets.

1. Carefully research distribution strategies and costs. Many associations struggle with problems related to woeful delays in international deliveries. Inconsistencies and irregularities in mailing systems are prevalent, and some association publishers have found that readers in other countries receive the magazine weeks after their counterparts in the United States.

It appears, however, that some delivery systems are not only better than others, but some are better than others for particular association magazines. For example, the rules are a little different when bulk shipments are made to "chapters," rather than to individuals, or when both types of shipments are required.

The wisest course of action is to explore all possibilities, from brokers to the USPS to DHL Worldwide Express and beyond. In large associations, personnel in the organizational mailroom may be able to provide significant assistance in this research.

Once a delivery system has been selected, association publishers need to secure and enforce delivery commitments from their shippers. Procedures should be in place for monitoring and enforcing these agreements.

The second half of the distribution equation is all about number crunching. Most association magazines add a surcharge to the price readers pay for subscriptions mailed to destinations outside the United States. Even so, it's important to track and analyze the costs of getting your magazine into the hands of your international subscribers.

Some magazines are able to leverage their association's other shipping business as part of their own financial negotiations. Again, look to your own mailroom staff for help in this area.

2. Develop creative marketing tactics. In associations where no international structure currently exists, innovative marketing efforts are a must to generate subscription growth. But in this economic market, staff resources--both human and financial--are likely to be fully expended elsewhere. So chances are, only simple, low-cost, easy-to-implement ideas will fly. The solution? Try the buddy system: Find non-U.S. associations with similar, but non-competing audiences and exchange lists and ad space. Also, make free copies of the magazine available at international trade shows and meetings. Tracking these efforts to see what works is essential.

3. Develop editorial that reflects an international spirit and perspective. Most magazines that take globalization seriously will make this their silver bullet. Shipping a U.S. magazine to other countries is not the same as creating an international publication. Virtually every feature should have an international angle. When a magazine about art and framing publishes an article on the year's top decorating trade shows, for example, events outside the United States should be included. When stories are built around interviews with members or leaders in the magazine's topic area, perspectives from both U.S. and international respondents should be sought. (Thanks to e-mail, this process has become far more manageable.)

Articles that are U.S.-centric should be phased out. In fact, in some associations, members of the editorial boards that review articles submitted for publication are asked to include a "global quotient" in their ratings.