Abstract
This article outlines a strategic approach for professional associations to enhance engagement with their digital publications in today's digital-first environment. Drawing from the Michigan Dental Association (MDA)'s transition to a fully digital Journal, it emphasizes the vital role of marketing and analytics. Key recommendations include leveraging social media for strategic visibility (e.g., summarizing articles, tagging authors, video pitches), implementing direct email delivery to members (e.g., monthly digests, audience segmentation), and ensuring easy website integration for accessible content. The piece also stresses the importance of mobile-responsive design, clear formatting, and multimedia embedding to improve the digital reading experience. It suggests evaluating digital publishing platforms like Issuu, Nxtbook Media, and Foleon. Crucially, the article advises building an engagement dashboard to track key metrics such as pageviews, time on page, and click-through rates, and using these insights to inform editorial planning. The ultimate goal is to build community through content, encouraging member contributions and feedback.
Recommended Citation
Evans, Rich
(2025)
"Marketing the Message: Maximizing Engagement with Digital Publications through Social Media, Email, and Analytics,"
AADEJ - The Communicator: Vol. 11:
Iss.
2, Article 10.
Available at:
https://commons.ada.org/aadej-communicator/vol11/iss2/10