Originally Posted by
scottrc
Correct, Big Box Marketing will not work.
Hence why AMA needs to do some serious restructuring or it will be ending up like Sears.
It needs to downsize, this is a point and click society and its very mobile and its wants and needs are focused all on social media. AMA needs to get rid of the "Headquarters". Its antiquated and with tons of overhead, is a cash draw. The AMA is not in the THEME PARK business, they are a support and lobbying organization.
AMA can support all us members from a small office park.
Their biggest fault right now, IMO, is their networking and internet communications. Instead of seeing how to make the magazine "better", they need to put 100% attention on that trainwreck of a website.
I think they need to hire a corporate axeman who will come in and lean the organization. Its not pretty, but it needs to be done for an organization to survive in these times. Franklins graph shows an huge decline right at the 2008 recession and the AMA has yet to really recover. If the economy goes into a bear recession in the next few years, I doubt the AMA will make it.
It'll never happen until someone breaks the "Dear Leader's" stranglehold on organizational strategy. Over half of spending goes to staff and the magazine. Grants are in single digit percentages. The only reason why the foundation met its goal last year was because AMA pushed $300K to it, only to have the foundation immediately give half of it back to AMA.
Big picture: they lost on registration, lost on their lawsuit (rendered moot), and lost on the new FAA bill. Now, what exactly are we getting for our "advocacy" dollar? Looks like a string of losses.