There are many people in the Cat Fancy who have made it clear that the Almanac is desirable. Even more to the point; essential for those who do not have access or desire to use a computer.
How do we address the needs of the Fancy in a financially sustainable manner? What factors contributed to the declining circulation, and ultimate discontinuation, of the past print version?. There were several factors, but one of the primary reasons is that the magazine was not current. In the age of the Internet and its ability to speed information to the end user, a printed offering must have an added benefit unique to the offer since it cannot compete with the Internet on speed. Portability is one unique feature; articles in the print version that are not online could be another feature.
So let’s talk about content. What does the Fancy really want in a printed version of the Almanac?
Future show information – Dates/Locations/Judges/Entry Information
Current Points – National/Regional/Breed
EDUCATION:
News about breeds
Interesting tips about showing similar to Donna Andrews’ articles
COMMUNICATION:
Updates from the CFA Board
But above all it must be CURRENT!
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Simple – I envision a newsletter/print magazine in a tri-fold format. To issue a print version weekly may be feasible if we create Central Office efficiencies so that some of the pages on the online Almanac are transferable without being recreated.
Timely – This “newsletter” could be mailed from Central Office weekly with the same information relative to scoring that is captured on ePoints but would be targeted to be mailed 2 days later. For example – there is a show that ends on March 21, 2010; ePoints are available for that show online on March 28, 2010. The newsletter would be mailed on March 30, 2010.
Sustainable – This publication would be printed in-house – saving time and money. It could be folded, tabbed (or stapled), labeled, and bulk mailed or inserted into a #10 envelope. Since it’s in-house CFA wouldn’t need to sign any long-term publishing contract or commit CFA to any liability.
Affordable – This publication would require one part time temporary employee at Central Office to facilitate production to begin the project. Over time we would re-evaluate the need for a temp and adjust if possible. Advertisers could have their product coupons or new product information as part of the newsletter or inserted in the #10 envelope. This would provide additional benefit for the subscriber benefit and insertion fee revenue for CFA.
This type of publication which would be current with frequent releases will likely be attractive to advertisers. Why not discuss this program with car rental companies – how about iTunes? The possibilities are endless. McDonalds? Why not? Advertisers would be interested because it’s easy, quick, and inexpensive.
Regarding the Yearbook our book was ready in a timely manner this year. The printer made an error and printed it on heavier stock. Good for CFA but it will not be sustainable without raising the price of the book. So we will be going back to the lighter weight paper but…
There will be NO PRICE INCREASE NEXT YEAR!
Here’s an interesting factoid – How many copies of the CFA Yearbook did CFA produce?
a. 1500
b. 900
c. 600
The answer is c. 600. Only 600 and they are not sold. One of the reasons for slumping sales is timeliness. That has been corrected and we should be on time moving forward. The other miss is appropriate advertising in and outside of the Fancy.
As President I would task the Publications Chair to develop a formal go-to-market strategy with a precise advertising plan. A few years ago we had an initiative focusing on how to make the Yearbook more attractive to the general public. I would like to re-start that work but narrow the focus to how do we get the book in niche markets. For example veterinarians, vet schools, libraries both public and school libraries. What do we have to do to be more attractive in those markets? Bringing back a new publication that is timely and affordable, and expanding the appeal of the Yearbook would be focal points if you choose me as your next President.
