Kevin Holland point to an article recently that ended with the following quote about a publishing trade association membership:

Henry Donahue, CEO-publisher of Discover Magazine, said his magazine is still a member of the MPA. “We are,” he confirmed via e-mail, “though it’s an ongoing source of discussion given the expense.”

A quote sure to strike fear into the heart of any association executive.

Be sure you are proactively communicating and delivering the value of your association. You almost can’t do it enough. Ideally it’s self-evident but even the highest of value services need to do some self promotion.