Digital or print? How associations settle the argument
3 min read
Somebody on the committee says "members like holding a magazine". Somebody else says "print is a waste of money". Both are partly right.
Instead of arguing, set out the trade-offs.
Cost
| Digital | ||
|---|---|---|
| Design and editing | Same | Same |
| Printing | None | Per copy, falls with volume |
| Postage | None | Per copy, can be the largest cost |
| Platform | A subscription | None |
| Storage and mailing | None | Staff time |
| Corrections | Instant | Reprint or errata |
For most associations, print and postage turn a manageable project into a large line in the budget.
Reach and speed
Digital arrives the moment you press send. Members anywhere in the world get it the same day. Print takes days or weeks, and delivery varies.
Reading habits
Some members read on a phone in a spare minute. Others want to sit down with a magazine. Reading preferences differ by age, role and working environment, but don't assume you know yours. Ask them.
Data
Digital tells you how many opened, which articles were read and what people clicked. Print tells you almost nothing without a survey. If you want to prove value to sponsors, that data is a big advantage. Proving ad value.
Advertising
Digital ads can have links and report clicks. Print ads feel substantial and some advertisers still prefer them. If your income depends on advertisers, ask your main ones which they want.
Accessibility and environment
Digital can support screen readers, zoom and translation. It also avoids paper waste. Print is useful where people lack reliable internet.
Longevity
A printed magazine sits on a desk and gets picked up again. A digital one lives in an archive and can be searched. Both can last if you manage them.
Six questions to settle it
- What do members say they prefer? Ask a sample.
- What can you afford, including postage?
- How much does advertising matter to your income?
- How quickly do you need to publish?
- Do you need to show readership data?
- Do any groups, such as older members or event attendees, need print?
A common compromise
- Digital for everyone.
- A small print run for people who ask for it, for events and for visitors.
- A printed annual edition, if the budget allows.
Try before you switch
If you currently print, run a digital issue alongside it and compare response. If you're digital-only, offer a print edition to a group and see how many ask. Real behaviour beats a committee's guess.
Frequently asked questions
Is digital cheaper than print?
Usually, because there's no printing or postage. Design, editing and writing costs are similar.
Do members prefer print?
It varies by audience. Ask your own members rather than assuming.
Can I do both?
Yes. A common approach is a digital issue for everyone and a printed copy for those who request it, for events or for VIPs.
Which is better for advertisers?
Digital offers clicks and reports. Print offers presence and perceived weight. Some advertisers want both.
