At Lester, we understand that your job as an association is to know your industry – and your members – best. But how do you effectively target your industry to convey that know-how with timely, relevant and dynamic communications?
Let us introduce ourselves. We are an innovative and forward-thinking B2B publishing company that operates on the mandate that your best interests are our best interests. We help associations connect with the people and organizations they need to reach.
The Pile Driving Contractors Association (PDCA) is an organization of pile driving contractors that advocates the increased use of driven piles for deep foundation and earth retention systems.
In the year 2000, PDCA launched its flagship publication PileDriver, then titled PileDrivers.org to serve as a means of communicating issues and news with its membership of industry professionals, comprised of pile driving contractors, engineers, manufacturers and suppliers. Its inaugural 16-page issue proved to be a necessary voice for the industry. However, the cost to produce the magazine in-house on a quarterly basis was not financially sustainable, so the association needed to consider a more cost-effective solution to provide this key communication tool that had been missing from the market.
Through a referral, PDCA contacted Lester to discuss a straightforward business model in which Lester offered to edit, design, publish and distribute PileDriver. This model was well received by PDCA due to the fact that the cost to produce the magazine would be funded by advertisements sold by Lester, eliminating all expenses for the association. In addition, if advertising sales revenues hit specific targets and benchmarks, Lester would contribute a percentage back to the association, creating a non-dues revenue source for PDCA.
PDCA maintained the responsibility of providing sufficient editorial content for each issue, which kept the integrity of the publication’s editorial mandate. Coincidentally, at the same time PDCA entered into a publishing agreement with Lester, the association formed a Communications Committee composed of member volunteers with industry expertise who could provide the support necessary on topical issues affecting the driven pile community. Issue by issue, Lester took that valuable content and transformed it into what is now considered an industry-leading publication.
Since partnering in 2001, PileDriver has grown exponentially in page count and advertising revenue. The magazine now consistently releases each quarterly edition with more than 150 pages, with annual advertising revenues increasing by 600 per cent. With that level of advertising success, the non-dues revenue back to PDCA in the form of royalty contributions has made a significant impact in the association’s financial bottom line.
Lester’s philosophy that the quality and advertising success of each issue published must exceed the preceding edition has been the cornerstone to building a successful brand. Today, the magazine is highly recognized as a must-read publication that those involved in the deep foundation construction sector cannot wait to receive each quarter.
With the success of PileDriver, Lester proposed the idea of producing a high quality, spiral coil-bound membership directory and annual wall-hanging calendar for PDCA. Both distributed annually, the PDCA Membership Directory is the chosen networking tool for members and suppliers alike, while the calendar is used year-round to keep members informed of important dates that affect industry professionals. These new additions have created additional non-dues revenue streams for the association.
Due to the long-term, ongoing success in print media for PDCA, Lester is continuing to work on the growth for the association’s communication initiatives with the addition of an online version of PileDriver magazine and a monthly e-newsletter, which will be available on tablets and smartphone devices in addition to traditional access through email and web browser. This expansion of PDCA’s mandate through these distribution channels will continue to broaden the reach of the association’s message worldwide.
Much of our publication's success can certainly be attributed to the dedication, creativity, professionalism and enthusiasm of Lester’s editorial, advertising and art department staff.
Thanks goes out to you … !
Excellent work on this issue.
Thanks for everything!!
Lester Publications has proven to be an excellent partner in the development of our publication. The editorial content, sales, graphic layout, printing and distribution work closely to ensure that we can all be proud of the finished product.
Much of the success PDCA has found in PileDriver magazine can be directly attributed to the dedication, creativity, professionalism and enthusiasm of Lester’s staff, and a seamless partnership with the PDCA.
Tremendous issue delivered in perfect time for the conference.
You outdid yourself and we are proud of you and your team.
Excellent.