For trade associations, member communications are a core value driver. Whether it’s a flagship journal, a monthly magazine or sector updates, how you publish matters. As members increasingly expect fast, flexible, digital-first content, now is the time to reconsider the role of print.
Why print is declining (but not dead)
Trade associations, like many organisations, are moving away from print. While print still holds value, particularly for ceremonial or legacy audiences, expectations are evolving. According to a report by Grand View Research, digital publishing is projected to grow 3% annually through 2028, driven by demand for more accessible and responsive experiences.
The limits of print for trade associations
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Environmental impact: Print production relies on paper, ink, energy, transport and packaging – all of which contribute significantly to an organisation’s environmental footprint.
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High costs: Print is often expensive to produce and distribute, and once it’s printed, it can’t be updated or corrected without reprinting.
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Accessibility barriers: Print doesn’t support assistive features like adjustable text sizes or audio descriptions.
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No personalisation: Every reader receives the same content, regardless of preferences.
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No analytics: Print offers little to no insight into reader habits.
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Hard to search: Finding specific content in past print issues is time-consuming.
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Limited sharing: Readers can’t easily share, comment, or engage.
Benefits of digital publications for trade associations
Revenue opportunities
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Search visibility: Digital content is easier to discover, driving traffic and increasing leads.
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Flexible pricing: Rather than restricting access to annual subscriptions, digital platforms allow you to sell individual articles or issues.
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Monetise archives: Use AI to surface and repurpose valuable back content.
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CPD integration: Repurpose articles for training or accreditation.
Improved member experience
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Multi-device access: Members can access content via email, app, or browser – whenever and wherever they choose.
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Accessibility built-in: Supports assistive tech, making content more inclusive.
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Global reach: Browser-based translation tools extend content to reach international audiences in their native languages.
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Personalisation: Generate detailed insights into reader preferences for tailored content recommendations.
Better engagement and content quality
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Richer content: Add videos, podcasts, animations, and interactive elements.
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Community features: Online community platforms increase engagement and collaboration.
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Brand consistency: Keep your publication aligned with your digital ecosystem.
Operational efficiency
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Lower costs over time: Reduced long-term costs, though initial investments may be required.
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Gradual rollout: Offer digital as an option to drive down the print run and facilitate a gradual, member-friendly shift.
Mobile apps vs web-based formats
Mobile apps offer a powerful, always-on experience that integrates content, communication and member services in one place. Unlike print, apps provide a seamless, personalised experience that’s instantly accessible, regularly updated and designed for interaction.
That said, not every association needs an app. Web-based publications offer a flexible alternative – especially for broader reach or lighter engagement models:
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News-centred: These often contain densely packed content with multimedia elements and short-form articles.
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Mixed-style: These generally offer a more balanced image-to-text ratio with a cleaner, less cluttered layout.
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Magazine-style: These are image and video-heavy, offering a more immersive reading experience.
Caveats to consider
While digital offers clear advantages, it’s not completely without its challenges. Some members still prefer the familiarity of print, and digital platforms, while more efficient overall, still have an environmental footprint through energy use and data storage.
Artificial intelligence (AI) and digital publications
AI is changing how content is delivered, discovered and experienced. For associations, it offers immediate, practical benefits:
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Smarter search: AI indexes and analyses large volumes of content, making archives easier to explore and understand, plus saving hours of manual effort.
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Improved content discovery: Contextual tagging and user intent analysis improves the accuracy and relevance of search results.
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Personalised experiences: AI tracks user behaviour to deliver tailored content, push notifications and curated reading journeys.
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Content creation support: Generative AI can help repurpose or summarise existing material, suggest topics, or bring consistency to large volumes of content without starting from scratch.
Key considerations for a smooth transition
Before diving in, here are some key areas to consider:
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Purpose: Start with a clear goal. Are you aiming for cost savings, sustainability, better engagement – or all of the above?
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Pace: A phased rollout gives members time to adjust and allows for useful feedback.
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Platform: Where are your members already engaging? Use data to inform your channel strategy.
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Preferences: Analytics only tell part of the story. Ask your members what they want and what “good content” looks like to them.
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Content management: A centralised CMS or headless solution helps streamline publishing across platforms and ensures consistency.
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Presentation: Enhance your digital offering with multimedia elements to create a more engaging experience. AI can help revitalise older content here too.
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Access: Ensure content is usable in low-connectivity environments with features like offline access – especially important for field-based or international members.
Wrapping up
Print media still has its place, but the shift towards digital is undeniable. For trade associations, embracing digital publications can significantly enhance the ways of engaging with members.
Whether you're looking to enhance your flagship magazine, streamline content delivery, or unlock new revenue streams, digital is the future of member communication.
Want to explore your options?
The consultants and technologists at Cantarus would be happy to help you navigate the transition. Explore more of Cantarus’ offering on their website or email enquiries@cantarus.com
About Cantarus
At Cantarus, we craft extraordinary digital experiences that engage, empower, and inspire. With a team of 75 experts and a Net Promoter Score of +75, we deliver award-winning digital solutions, vibrant online communities, and accessible, user-centric platforms that transform how organisations connect with their audiences. We proudly partner with trade associations, membership bodies, non-profits, global brands and enterprises to shape the future of digital engagement. Backed by a 4.7 Glassdoor rating, our team is trusted to deliver results that drive impact, loyalty, and long-term success.