The magazine medium has been proven to be effective for organizations that have a particular communication or marketing objective. Most commonly, associations use an annual publication to communicate with members, stakeholders and levels of government.

As an advocacy tool, magazines have unrivalled capacity to inform and shape opinion on issues that might otherwise remain unexplored. Associations also find the magazine format a very effective way to communicate to members detailed information on the value of membership and initiatives being undertaken on their behalf.

Almost any message is made more effective by the use of high quality editorial and visuals that make the content 'come alive'. Whether it's a profile interview, an insight into a product or project in action, or a debate around a hot industry topic, magazines lend themselves to providing thorough communication in an engaging manner.

Venture Publishing has achieved notable success in working with a range of associations on annual publications. It has earned the right to publish several of these titles through its reputation for high-quality editorial and design, and its ability to generate substantial revenue to help offset costs. In addition, Venture Publishing can use its capacity to promote the association and its publication inside Alberta Venture - a uniquely powerful branding opportunity.

case study
Client: Merit Contractors Association
Magazine: Open Mind
Frequency: Annual
Circulation: 10,500
Target audience: Association members, stakeholders and government

In 2002, Venture Publishing first published Open Mind on behalf of Merit Contractors Association, then in its tenth year of publication as a newsletter. Venture Publishing's team worked closely with Merit to understand the association and its members' needs.

Editorial in Open Mind centres on the issues facing the industry, positioning Merit as a thought leader in the construction industry and enhancing its lobbying effort to government; in recent years it has focused on human resources and employment, legislation and safety. Prior to working with Venture, Merit staff wrote all the articles in the magazine. Venture has since taken over that responsibility, freeing Merit staff for more important association duties.

Venture Publishing has significantly improved the magazine's ability to attract and retain well-suited advertising, an area that had previously proved challenging for the association. The magazine is now a cost-neutral activity for Merit.

case study
Client: Consulting Engineers of Alberta
Magazine: Alberta Innovators
Frequency: Annual
Circulation: 4,000
Target audience: CEA members

In 2006, Venture Publishing published Alberta Innovators for the first time, on behalf of the Consulting Engineers of Alberta (CEA). The annual publication acts as a membership tool, commemorates winners at the association's annual awards programme, and demonstrates Albertan engineers' work in practice.

Working closely with the association, Venture Publishing improved all aspects of the magazine, including its advertising revenue which increased by more than 30% in the first year Venture was involved, and an additional 25% the second year.

One of the association's most important needs was a guide to member services; Venture Publishing's solution was to create an at-a-glance pull-out guide, which CEA found to be more effective. Incorporating advertising, the guide also created a source of revenue.