Signature May/June 2015 - 12

shortruns
of the other formats as well as the unique
options each format may offer. Each
format can also offer different opportunities to communicate with current and
potential new members.
Finally, maintaining each format has
cost associated with it. If done in a judicious manner, each format should bring
revenue and unique communication opportunities to the association. Taking
away one leg of the stool may have significant consequences.

3 QUESTIONS FOR
NEW MEMBER

JOHN
BOND
BY ANDREW SHACKELFORD

John Bond, president of Philadelphiabased Riverwinds Consulting, has over
25 years of experience in innovating and
leading the medical and STEM publishing industry. As former chief content
officer at SLACK Incorporated, he helped
guide the launch of a major medical platform that provides millions of page views
to health care providers around the world.
Bond's experience covers book, journal,
and digital publishing in medicine,
nursing, and the health professions, in
all aspects of content creation including editorial planning and development,
product acquisitions, editorial and production, marketing/sales/promotion,
rights management and licensing, and
content aggregation.

"Big journal brands can
be endangered by the
breaking down of the
world into just articles. If
the world is seen through
the lens of each article as
opposed to the publication,
erosion can occur."

Signature: What is the importance of integrating the print and
digital versions of a journal?
Bond: The emphasis for many publications has clearly shifted from paper to
electronic, but this is very much market
dependent. I am sure paper versions
will continue to exist for the foreseeable
future, in part due to the print ad market
and also the format preference by a not
insignificant portion of the readership.
Electronic versions have presented
many new advertising and sponsorship

opportunities as well as the ability to disseminate content well beyond the base
of members and subscribers, thereby
increasing potential revenue and new
members. Other electronic options such
as apps - working with an aggregation
service - and an e-content alert add
another dimension to the options for
associations to reach new audiences.
Integrating all the versions of a journal
is important to financial success. Building on each other certainly helps increase
brand recognition and raises awareness

1

12

MAY/JUNE 16

signature

Signature: If an association does
not have a book-publishing
program, how does it get started?
Bond: To a novice, starting a book
program can seem like a significant challenge. Entering into the endeavor with all
the facts on hand will lead to an educated
and enlightened decision.
Member education and training will
most likely be the top priority. An assessment of how well the market currently
addresses education - whether in book
form or not - will be instructive.
Financial considerations come next.
The infrastructure necessary to run a
book program is not insignificant. The
good news is this infrastructure can be
created with either in-house staff, with
outsourcing, or through partnering with
a traditional publisher. Next is the market
assessment of what sales might look like.
There are some tools that allow one to
assess which competitive book titles sell
as a benchmark for potential sales. Having
a solid P&L will help guide whether the
endeavor is worthwhile.
The cache of an association brand can
be a big marketing boost for books. Partnering with a publisher is the quickest
avenue to starting a book program. The
end decision should be guided by whether
the program's intention is member benefit
or revenue center.

2

When it comes to staying
ahead of association
publishing trends, proactive
is the best approach.

Signature: What near-term surprises - good or otherwise -
should we be prepared for in
association publishing?
Bond: To stay ahead of the curve, there
are many moving parts to consider. Here

3



Table of Contents for the Digital Edition of Signature May/June 2015

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