1. 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)

2. 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 to 22 with average age of 67
Ongoing quest for member value
Content = value proposition
Use content to differentiate membership and incentivize upgrade

3. 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

4. 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

5. 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.

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