As the publishing industry continues to evolve and digitize, so too must the associations representing publishing professionals.

The latest to join the rebranded ranks is the Western Fulfillment Management Association, which announced last week it was changing its name to  the Association for Audience Marketing Professionals. And to give the renamed organization a boost, membership will be free.

We felt the name Western Fulfillment Management [Association] no longer accurately represented the audience marketers that we were trying to serve.

“Audience marketing, what used to be called circulation development or circulation marketing, has changed so dramatically especially over the past five years that we felt the name Western Fulfillment Management [Association] no longer accurately represented the audience marketers that we were trying to serve,” said AAMP President John Brooks.

These marketers are no longer serving audiences solely through print publications, Brooks said. They’re reaching them via digital magazines, websites, email newsletters, webinars, podcasts, and face-to-face tradeshows and events.

“As the evolution and obstacles continue in these transformative times, it is the AAMP’s duty to help the individuals and companies advance their careers and footprints by sharing and learning new media strategies,” according to the organization’s new mission statement.

With these new media developments as well as smaller staff sizes at many media companies, audience marketers wear more hats than ever before and are more strapped for resources, including funds to join professional organizations.

So, as an additional initiative to strengthen and grow the organization, AAMP is offering complimentary memberships for professionals employed by media companies and organizations developing audiences. Vendors and independent consultants will still be required to pay a membership fee.

AAMP wanted to make sure membership was as affordable as possible to help build its ranks both inside and outside traditional media companies, Brooks said.

“Whether [members] participate actively or passively,” he said, “we want the membership number to grow because our organization thrives on providing a better networking and educational opportunity with a larger group.”

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