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Article: NFIB OVERHAULS MAGAZINE.(Brief Article)
- Article from:
- Association Management
- Article date:
- August 1, 2000
CopyrightCOPYRIGHT 2000 American Society of Association Executives. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The decision of its magazine publisher not to renew its contract came at an opportune time for the National Federation of Independent Business. The Nashville, Tennessee-based NFIB, immersed in efforts to create brand awareness of the organization, knew it had to focus on its core competency, which is "advocacy and bringing great resources to members," says Bernie Butler, NFIB vice president of marketing, development, and technology. Bringing the magazine in-house was never an option because "our core competency is not publishing," he explains. Yet NFIB "saw the possibility of creating a much more dynamic publication [than its existing magazine, Independent Business]. We ...