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The changing role of association e-newsletters

An e-newsletter used to complement an associations newsletter with expanded or additional feature stories. However, associations are now using their e-newsletters primarily as a way to send news about its industry. In some cases, the e-newsletter has even become the main way in which associations communicate with its members.

Lisa Smith, senior content editor, Multibriefs, a vendor who puts together e-newsletters in conjunction with associations, said that in her experience, most associations tend to lean toward more content curation to deliver accurate and precise information to its members.

"More and more we see that associations are handing over the reins to companies like us to put these e-newsletters together because it gives them the freedom to focus on their face-to-face meetings with members, their trade shows and other important aspects of their organization."

Robert Flynn, co-founder and CEO, Aggregage, a firm that also puts together e-newsletters in conjunction with associations, agreed. He said that content curation is starting to permeate through larger organizations. more


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