Open Access or Members Only? FOLIO ASSOCIATION MEDIA SUMMIT Open Access or Members Only? Stephanie Holland Assistant Director, Global Advertising Sales & Marketing American Chemical Society Jonathan Withington Colonel, U.S. Army (Ret.) Vice President, Communications Military Officers Association of America (MOAA)

Military Officers Association of America (MOAA) CASE STUDY Military Officers Association of America (MOAA) Mission: To advocate on behalf of the military community Nonprofit veterans association dedicated to maintaining a strong national defense and ensuring our nation keeps its commitment to those who served. 355,000 members nationwide - largest military service organization CHALLENGES: Membership = Sustaining circulation (253,000) New responsive design website Divergent audience - 102 to 22 with average age of 67 Ongoing quest for member value Content = value proposition Use content to differentiate membership and incentivize upgrade

Military Officers Association of America CASE STUDY Military Officers Association of America Annual State Report Card provides a snap shot of the states’ military friendliness Used extensively for grass roots advocacy Proprietary analysis Engagement: Online only, sharing, updates Member value opportunity Membership Marketing: Drive conversions and/or upgrades Approach: Paid members only Limited content in front of paywall Marketing Campaign Downloadable PDF

The American Chemical Society CASE STUDY The American Chemical Society The most cited journals in all of chemistry. An active audience of nearly 157,000 professional members. The attention and trust of 25 million researchers and scientists. CHALLENGES: Declining membership = declining circulation Vast online audience engaging in peer reviewed journals Defensive posture on membership benefits Paywall on magazine content without a strategy Create new revenue streams that are sustainable. 157 THOUSAND Professional members in ACS 94 YEARS Of C&EN news serving this community 50 JOURNALS Scientific research 25 MILLION Scientists accessing annually

The American Chemical Society CASE STUDY The American Chemical Society C&EN’s Editor-in-Chief’s vision was that our weekly newsmagazine became the ‘shop window’ for the society. We leveraged a curated digest of C&EN content and invited Membership Marketing: Engage and nurtured prospects into becoming members. Audience Engagement: Drive discoverability and engagement with C&EN content. Revenue Generation: Top performing digital property. Over $250k annually.

FOLIO ASSOCIATION MEDIA SUMMIT Questions? Stephanie Holland Assistant Director, Global Advertising Sales & Marketing American Chemical Society @StephEHolland S_Holland@acs.org Jonathan Withington Colonel, U.S. Army (Ret.) Vice President, Communications Military Officers Association of America (MOAA) Jonathanw@moaa.org