Come Together: Publishers Harness the Power of Community-Based Publishing
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In 1999 diving enthusiast magazine Sport Diver entered a mutual partnership with the Professional Association of Diving Instructors (PADI). As the official publication of the PADI Diving Society, Sport Diver has access to PADI's massive database of new and existing certified divers. In return PADI taps into Sport Diver's audience, leverages its content, and furthers its mission to keep divers diving.
Like Runner's World, Sport Diver also connects with its readers through events, but these tend to be smaller, more intimate gatherings. These consist of small diving excursions that allow editors and PADI Diving Society members to dive together and form strong relationships. "We generally bring together Sport Diver staff members, magazine subscribers, and a dive destination that provides great diving," says Sport Diver publisher Bonnie Borkin. "They have a lot of fun together. It really forms very strong bonds between the divers and helps them stay very connected to the sport. A lot of the these trips that we support attract repeat customers every year because they really start to have that affinity for the group."
Dive trip participants enjoy great travel and diving destinations, learn new techniques, and some view this Sport Diver-branded experience as highlights of their diving careers.
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Events are also huge for Bisnow, bringing together the leaders in the commercial real estate industry to connect more deeply and find ways to work together. Most of these events are, like its publications, hyperlocal. Events tend to have around 150 attendees and discuss issues pertinent to that particular commercial real estate community.
The unique Bisnow branding comes through in these events as well. Bisnow indicates the inspiration behind the events on its website: "Advertisers express wanting to attend commercial real estate events that don't make them want to jump off a bridge."