Strategic Alliance Magazine Q2 2016 - 47
managed to sell and close three charter sponsors of
ASAP Media: The Rhythm of Business, Vantage Partners, and Phoenix Consulting Group. Eli Lilly and
Co. followed suit in Q3, Xerox and Quintiles in Q4.
Just these six organizations-together with two dozen individuals who contributed an average of $50 to
$150 to the magazine or paid $99 for their annual subscription-gave us critical financial mass and pushed
us over the tipping point to long-term viability; these
sponsors' continued support, and that of sponsors and
benefactors that followed the example they set, have
sustained ASAP Media and Strategic Alliance Magazine ever since.
Raising the bar.
From the beginning, we set a high bar. Strategic Alliance Magazine was to be alliance management's
flagship-elevating and promoting the profession to
general business audiences and providing a unique
quarterly resource to partnering executives. Our goal
was never to be a cheerleader for ASAP, nor was it to
focus on alliance transactions. Instead, our mandate
was to deliver ASAP members, the profession, and
general business readers a world-class media product
that adhered to business journalism standards and
honed in on what it actually took to manage alliances
successfully over time. We provided thoroughly researched, smartly written (but not academic) content
Our mandate was to deliver ASAP
members, the profession, and
general business readers a
world-class media product that
adhered to business journalism
standards and honed in on what it
actually took to manage alliances
successfully over time.
in a compelling design that would keep members engaged and invite others to take notice.
In addition to articles researched and written by
our editorial staff, in each quarter at least one article is contributed by an alliance professional. Even
our sponsored content is world class. In every issue since Q3 2011, Lilly has published a full-length,
practitioner-focused feature leveraging its alliance
management team's experience and in-house training
content. Except for the Lilly logo and the words "editorial supplement" at the top of the page, you wouldn't
think this was content sponsored by a company. It's
that well done and that relevant to the breadth of our
readership, regardless of industry or experience level.
47
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