7 ways to give your publications a pick-me-up

Given regular publications like magazines and newsletters are a key avenue for communication with your members, you need to make sure they remain interesting and engaging. It's easy to get into a rut, and just do what you've always done, especially if it works - the problem is, if your readers don't see anything new, they might stop reading. So if your publications need a pick-me-up, try one of these tips.

1. Ask your members what they want
Rather than assume you know what your members want from your publications, conduct a reader survey and ask what topics they are interested in, how often they would like to receive a publication, and which format they prefer. Try to be specific in your questions – for instance, if you are asking about topics of interest, provide a list of possibilities and a space for 'other', rather than expecting respondents to come up with their own topics. Then act on what you find out.

2. Try some fresh content
Introduce some new features – contributors or columnists providing expert commentary on issues in your industry, book reviews, Q&As, case studies... This not only makes your publication more interesting to read, it can also help when you are planning future editions.

3. Add some real people
If your publications tend to be issues-based, try adding some profiles or articles about members or your organisation's staff. It develops a sense of community, and especially if networking is a key benefit of membership, it provides the opportunity to get to know others.

4. Give your publication a makeover with a redesign
If your publication has had the same look for more than two years, it probably deserves a revamp. This doesn't have to be a complete overhaul, it could be a matter of mixing things up – changing the fonts, using more colour, using more pictures and so on. It will give you publication a fresher look, and might inspire members to take a closer look again.

5. Look at new ways to deliver information
Are you still doing a print newsletter because it's what you've always done? With the explosion in online media, there are opportunities to change your delivery mode to something members will engage with more readily (and possibly save you some money as well). If you have a print publication, why not try a digital version (like this)? If you have an e-newsletter, try adding a blog. The right option for your members may not be just one avenue, but a combination. Again, refer tip 1.

6. Get interactive
It can be difficult for some associations to get members involved and contributing to your publications (or even letting you know what they think). Build in as many feedback mechanisms as you can – letters to the editor, requests for articles or case studies, polls on issues of interest – and if possible, offer an incentive to contribute. Another strategy to provoke discussion and debate (although perhaps a controversial one) is to find someone who can write some provocative pieces about what's going on in your industry. While you might get some negative response, it might also get people talking.

7. Ask an outsider's opinion
Sometimes you can't see the wood for the trees. If you're too close to the publication, it can be difficult to identify areas of improvement or new avenues to explore, so it can help to get the advice of a custom publishing professional - they will undoubtedly have heaps of ideas on how to refresh your publications... and might even get you excited about them again.