Wednesday, February 16, 2005
Affinity Media
I've drawn the following in toto from BtoB's Media Business e-newsletter--couldn't find a link to point to.
Cygnus forms affinity group for 'AMT' readers
Fort Atkinson, Wis.—Cygnus Business Media’s AMT, a magazine aimed at aircraft maintenance workers, announced the launch of an affinity group for its readers. The group is called AMTSociety. Members will have access to vendor discounts and giveaways, subscriptions to both the print publication and the electronic monthly "AMTe Newsletter," two passes to Aviation Industry Week and free access to the Aviall Maintenance Symposium.
I'm a huge believer in building affinity programs, if they're done right. Having spent a decent amount of time selling high-dollar subscriptions to business newsletters, magazines and news syndicates, I've come to the conclusion that it's easier to sell membership in something than it is to sell a subscription to a publication or a ticket to attend a conference.
I'm a rabid member of the Aircraft Owners and Pilots Association, for example, and get my magazine, AOPA Pilot, as part of that. It's not the best magazine serving the market--that would be Flying--but I don't think twice when I renew my membership. I do, however, give thought to the other aviation magazines I subscribe to (way too many, according to my wife). I occasionally drop one.
I think there's a way to translate the concept of membership (whether free or paid) to business media. Of course, you need to have a strong brand, and an audience which defines themselves around your subject matter. But what better way to build a sustainable business, with high renewal rates and low renewal costs? What better way to build true ancillaries? What better way to build commitment and loyalty among your audience?
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Cygnus forms affinity group for 'AMT' readers
Fort Atkinson, Wis.—Cygnus Business Media’s AMT, a magazine aimed at aircraft maintenance workers, announced the launch of an affinity group for its readers. The group is called AMTSociety. Members will have access to vendor discounts and giveaways, subscriptions to both the print publication and the electronic monthly "AMTe Newsletter," two passes to Aviation Industry Week and free access to the Aviall Maintenance Symposium.I'm a huge believer in building affinity programs, if they're done right. Having spent a decent amount of time selling high-dollar subscriptions to business newsletters, magazines and news syndicates, I've come to the conclusion that it's easier to sell membership in something than it is to sell a subscription to a publication or a ticket to attend a conference.
I'm a rabid member of the Aircraft Owners and Pilots Association, for example, and get my magazine, AOPA Pilot, as part of that. It's not the best magazine serving the market--that would be Flying--but I don't think twice when I renew my membership. I do, however, give thought to the other aviation magazines I subscribe to (way too many, according to my wife). I occasionally drop one.
I think there's a way to translate the concept of membership (whether free or paid) to business media. Of course, you need to have a strong brand, and an audience which defines themselves around your subject matter. But what better way to build a sustainable business, with high renewal rates and low renewal costs? What better way to build true ancillaries? What better way to build commitment and loyalty among your audience?
