DIRECTORY PUBLISHING: EXPLORE YOUR OPTIONS.

PRINTING PROFESSIONALS WEIGH THE PROS AND CONS OF TAKING DIRECTORIES ONLINE.

Tired of paying big bucks to print and mail your association's mammoth membership directory? You're not alone.

Association executives across the country are taking a serious look at their annual membership directories and finding they have several new options, such as publishing them on CD-ROMs or on their organizational Web sites. Although electronic solutions may not be right for every association, they can represent substantial cost savings.

"Association executives should take a serious look at electronic directories because they are easier to maintain and cheaper to produce and distribute. And most members--if they are computer savvy--like the electronic version much better," says Roy Fuerstenberg, president and chief executive officer, Documation LLC, Eau Claire, Wisconsin.

He points out that associations can provide a membership directory on CDROM for "an absolute fraction of the cost of a printed directory. These big directories are expensive to print and extremely expensive to mail, especially if you are going overseas."

Besides cost savings, electronic directories offer several other advantages:

* Searchable databases. John Grimshaw, president, Electronic Imaging Services, Inc., Evanston, Illinois, says that online publishing expedites the search for a specific piece of information. For example, suppose you're trying to recall a person you met at a conference two years ago. You think he's from Los Angeles and his last name is Smith. You can easily retrieve that kind of information from an electronic database, notes Grimshaw.

* Accuracy.

You can keep an online database up-to-date at all times, unlike the standard printed directory that often becomes outdated even before it's mailed.

* High-tech appeal. Fuerstenberg believes that electronic directories appeal especially to younger association members who have grown up with high-tech gadgetry and expect no less from their associations.

* Increasing comfort Level. Users of all ages are more attuned to using online search engines, says Grimshaw. "Plus, more and more people are getting online with faster and faster modems. The infrastructure is making it easier."

LONG LIVE HARD COPIES

Despite electronic advantages, the cry for hard-copy directories continues, says John R. Van Nice, director of information technology, Allen Press, Inc., Lawrence, Kansas. He cites the example of his own company, which has its directory of 350 employees online, yet staff still want a hard copy on their desks.

"I try to wean people away from printed directories because, as with any business, you have employee turnover and people transferring to different extensions," he says. "As soon as you print a directory, it's obsolete. Still, they like to have that reference on their desks. I think that's true of any directory, whether it's a phone book or a professional society's membership list. [People] still like to have something in their hands to look at."

Hard copies also remain popular because they are portable and they don't require you to sign on before retrieving data, which can be a time-consuming hassle.

To satisfy these preferences, some associations provide members with both an online directory or buyer's guide and a printed version, explains Steven J. Smyth, marketing director, Atwood Publishing, LLC, Overland Park, Kansas. "Many association members continue to request the print version, and suppliers still prefer to put advertising dollars behind print ad placements [rather than] over the Internet banner and link ads," he says.

Von Allen, customer consultant, Modern Litho-Print Co., Jefferson City, Missouri, concurs: "Many associations continue to print directories. Among the reasons are the technical abilities of the membership, the perceived value of a printed product, and the need to offer both printed and digital products in a time of technology transition."

Greg Davis, sales representative, Victor Graphics, Baltimore, Maryland, believes split runs will become more and more common. He predicts that before they take their entire directories exclusively online, many association executives will try split runs--a certain amount of books and CD-ROMs or perhaps just a Web site. "That certainly is the way of the future," predicts Davis. "You'll see more and more people going to online [options]."

TIPS TO CONSIDER

To help you decide how to proceed with your association's directory, vendors offer several suggestions:

* Survey members to find out what they want and need. Don't jump on the electronic-publishing bandwagon just because other associations are moving in that direction or because you read an article about online-directory publishing. Members of an agricultural society may have totally different needs than those who belong to a medical group. A sound business decision is possible only after you fully understand members' needs.

* Evaluate what kind of vendor you require once you've reached a decision. For example, suppose you remain committed to hard copies. Do you need a company that takes completed files and then prints, binds, and ships your directories, or are you looking for a company that handles all aspects of directory production, including data collection, design, layout, pre-press, printing, and distribution? If you decide to publish your directory in multiple formats--such as printing hard copies and putting it online or on CD-ROM--look for a vendor that can accept your data directly and then use it for multiple purposes. In this scenario, your objective would be to produce multiple publications with minimal interaction with the data.

* Stay up-to-date on this fast-changing technology--or at least work with a knowledgeable vendor. New software packages are in development that make it easier and faster for printers to complete various tasks, which could cut costs whether you opt for print or electronic media.

* Examine potential cost savings in the book-manufacturing process if you continue to print. Are you getting your money's worth in such areas as paper, trim size, and ink? Would you rather print a directory that is less complex than not print one at all? Can you cut back on the print run?

* Consider cutting back on the frequency of your printed directory. Do members require a hard copy annually? Would an every-other-year schedule meet their needs? One expert suggests limiting hard copies to those years in which your association wants to commemorate a special anniversary or to recognize a founder or VIP and then asking corporate sponsors to underwrite a portion of your costs.

* Work with accurate data whether you publish an electronic or a printed directory. Verify current titles and addresses and add e-mail and Web site information to member listings. If you choose the online option, recognize that your association will be expected to keep data up-to-date throughout the year.

* Once you have determined that members have the computer savvy--and computer access--to take advantage of an electronic directory, start thinking about online functions you plan to offer. Will members be able to create mailing lists? Will you allow them to correct or update their own membership listings? What search capabilities will you offer?

* Keep your online directory secure. Preventing people, such as vendors, from getting into an online directory and using it as a contact list or mailing list is a frequent concern of association executives. Not to worry, say the experts. Proper password protection can prevent unauthorized use of online information.

* Still worried about security? Try putting your supplier listings and buyer's guides on your association's Web site to ensure the widest audience distribution, but continue to print your membership directory.

* Consider putting your directory on CDROM and asking a vendor to underwrite the entire project, if your objective is to save money without eliminating a significant member benefit. In return, offer to recognize the vendor on the tray card. This solution will help prevent members from thinking, "My dues dollars pay for my membership directory. Now it's being taken away, and I have to get online and figure out where the darn is."

PRINTERS EXPAND SERVICE LINE

To remain relevant amidst the turmoil in directory publishing, printers are expanding their service lines and embracing high-tech solutions.

"Printers and publishers of association directories will maintain viability in the Internet age by utilizing Web-based technologies to enhance the publishing process for print directories and by creating models for online directories that they can offer to associations as a digital solution," says Steven J. Smyth, marketing director, Atwood Publishing, LLC, Overland Park, Kansas.

"Web-based data collection is becoming more and more common in association publishing, allowing for simple and timely gathering of information from members and suppliers," he continues. "This dynamic collection process eases the association's staffing burden as they do not need to continually enter updated Information manually, and the publishing process moves smoothly with all of the data being electronically submitted."

Von Allen, customer consultant, Modern Litho-Print Co., Jefferson City, Missouri, agrees, adding that printers and other vendors must assume responsibility for educating their clients.

"First, printers must help educate publishers of directories that moving from a printed to a digital directory overnight" may make it impossible for some members to access this information, notes Allen. "Not everyone is ready or willing to move to the digital world, so a transition period may be necessary. Second, printers will need to adjust to the new technology, offering technical assistance for producing digital products, or at least making referrals to other partner companies that can be helpful."

Ignoring the technological blitz is not the answer, says Roy Fuerstenberg, president and chief executive officer, Documation LLC, Eau Claire, Wisconsin, because it won't go away. The electronic age will only get worse, or better, depending on your point of view.

"The directory business has peaked," adds Fuerstenberg. "It's never going to be what it was at one time--that I do believe. The electronic age, with print on demand, is something that cannot be ignored by traditional printers. It's here to stay. We are certainly doing our homework to see what direction we should be taking as a traditional book printer."

CONTRIBUTORS

Experts in printing technology who contributed to this article:

* Von Allen, customer consultant, Modern Litho-Print Co., Jefferson City, Missouri.

* Greg Davis, sales representative, Victor Graphics, Baltimore, Maryland.

* Roy Fuerstenberg, president and chief executive officer, Documation LLC, Eau Claire, Wisconsin.

* John Grimshaw, president, Electronic Imaging Services, Inc., Evanston, Illinois.

* Gene Kean, executive to the chief executive officer, Allen Press, Inc., Lawrence, Kansas.

* Steven J. Smyth, marketing director, Atwood Publishing, LLC, Overland Park, Kansas.

* Debra J. Stratton, president, Stratton Publishing and Marketing, Inc., Springfield, Virginia.

* John R. Van Nice, director of information technology, Allen Press, Inc., Lawrence, Kansas.