Our Work » American Association of Community Colleges
Industry:
Education
AACC wanted to improve the content and design of its flagship publication

The American Association of Community Colleges (AACC) is the leading proponent and the national voice for community colleges. Its flagship publication, Community College Journal, is published six times a year and distributed to 10,000 member executives and faculty, representing 1,150 community, junior, and technical institutions.

Objectives:

  • Elevate and improve the content and design of Community College Journal.
  • Better engage and inform its membership of policy initiatives, advocacy work, innovative new programs, research, and leadership.
  • Create a strong strategy to attract advertisers and generate revenue.

The revamped magazine engages readers and attracts advertisers

Strategies:

  • Craft an editorial and sales strategy to increase advertising.
  • Revamp the magazine cover to cover, and bring in top freelance education writers to help implement a new editorial plan.
  • Develop an editorial tone that engages readers and serves as the “voice” for AACC.
  • Arm the sales team with a reimagined magazine that receives immediate attention from prospective advertisers.

The magazine experienced rapid growth in advertising and readership

Results:

  • Rapid growth in both advertising and readership.
  • Research found that 91 percent of readers take action as a result of reading the Journal.
  • 81 percent now discuss articles with colleagues.
  • Long-time advertisers are expanding their advertising schedules and first-time advertisers are buying space.

"We’ve worked with TMG for more than 10 years, and their design, editorial, and service capabilities have evolved to meet our own changing needs. They’ve helped both to anticipate trends in an ever-changing publishing industry and to keep us apprised of how our operation should change to meet market demand."
Norma Kent, Vice President for Communications
AACC