> We are exploring the possibility of making all or a portion of our quarterly
>  journal available on the Web. But since it is one of the major benefits of
>  membership and is expensive to print and mail, we are concerned that by making
>  it available on the Web, the organization could lose membership revenue (if
>  one of the reasons you’re joining is to get the publication) while still

On this issue I have VERY strong opinions. I have seen some organizations
paralized from this very issue. My personal belief (and I am a VERY
old-timer in web-years) is that folks' first instincts are 180 degrees
opposite of what they should be, ESPECIALLY for smaller organizations. 

First, I believe that the number of organizations people join for the
publications is small in number. For most people the publications may
cement their attachment though by making them informed. Online can only
help in this process. However at the same time, online editions can allow
NEW POTENTIAL members to see VALUE in what you do. Should they too learn
to feel an affinity with your mission they will BECOME members.

One org in Colorado that I have had long fights with on this issue says
"But ALL we do is publish our newsletter". If we give it away for free
online, who would want to join us". But the proof is in their numbers.
They are a major statewide arts discipline based organization, and after
decades of work how many members do they have statewide? 35!!! Truth is,
no one in the state knows they EXIST!!!

The Besides . . .

Besides, those worried need only post SHORTER versions (in many ways) then
if the content is excellent, people will want to learn MORE and would be
encouraged to become NEW subscribers.

Besides, One could simply place the tables of contents online. Again folks
wanting to learn more . . .

Besides, One can put OLD issues online, informing the public while
impressing them with tremendous content. "Want to learn more . . ."

Besides, We not only need MEMBERS, we need VOTERS educated in our issues,
prepared to advocate for us even more!

Besides, even us die-hard computer geeks prefer for the bulk of our
reading, REAL copy. The online stuff is just a tease.

Besides, placing material online shows the public that you are MISSION
driven and SERVICE driven and that you feel that with excellence, all else
will come.

Examples for inspiration:

Netscape posted their first corporate loss EVER. Their strategy to turn
things around: GIVE THEIR PRODUCT AWAY! This paradigm abounds in the
computer trades and is even how Apple became a major player. Giving
SCHOOLS the Apple computers trained a few generations of students that
this was the brand to buy. Like em or not, Apple lovers are the most loyal
brand-name folk around. Museums would be so rich to have nurtured similar
loyalties from those so young with so many giving-years ahead.

At many gas stations there is a grade of gas BELOW regular. It costs less
and has a lower octane number listed. I believe Regular is #85 octane with
the SUPER-ECONOMY being something like #82. This economy grade then costs
less. But SURPRISE!!!! The Super Economy gas is the exact same gas as the
Regular. It even comes from the same tank! There is no such thing as
commercial 82 octane gas (if I have my numbers right <G>). So why would
they give away gas at cost and simultaneously SELL it for profit? Simple.
These savvy busenesswomen and men get those customers that search all over
and only buy the lowest price, AND they also get those larger numbers of
folks still ignorant of the fact that they don't HAVE to pay so much for
the same stuff!!!!! (me until I learned the trick!).

In many pro fields the same exact thing is done. In theatrical lighting,
lamps are traditionally discounted up to 90%. Why? Simple! Some school
drama programs are too stupid to know this and if they are willing to pay
$50-60 more per lamp why not take the money! Consumer camera equipment is
the same way though? There's the RETAIL price for those who want to pay
the stores lots of money and the REAL price for those who know better.

Sorry for the length of this post but I hope I have convinced at least
some, or given ammunition for others to have faith in sharing your
wonderful intellectual and artistic wealth in the certainty that there are
GREATER rewards that will surely follow from those so blessed with your
trust (whew!)

Richard F in Boulder