What is one glaring fact staring us in the face right now? The financial advisory market is in the biggest state of flux in decades. That has caused many advisors to leave the industry, change firms or become consolidated into other organizations.
Our reaction to this is to become even more obsessed with meeting the information needs of those advisors with whom we have the deepest and most current relationship. Thus, the movement to a “members only” model.
What does this mean?
- Members: Members are subscribers who have personally requested our publication at some time within the prior year — and who have provided updated information about their firm affiliation, AUM, licenses/designations, gross production and the financial products they recommend to retail investors. For example, if you register online or in the print magazine now to receive the magazine, you will get it for the next 12 months. But you will need to re-register on an annual basis.
- Benefits of membership: Registered Rep. has a rich offering of e-letters, opt-in specialized products, webinars, conferences, original research, books, education and tools for advisors, in addition to our monthly print product. Only members will have access to these things.
- Right-sized circulation: Since there are more than 30,000 fewer registered reps today than a year ago, we will be mailing fewer magazines, and we will have fewer members. But they will all be members who read and benefit from our magazine.
Rep. is dedicated to providing complete market coverage and great editorial content. Our readers expect the best from Rep. and that's what we'll continue to deliver. On the flip side, this means if you would like to keep receiving Registered Rep., you'll have to re-up — that is, fill out the subscription form online or in the magazine. If we don't hear from you once a year, you'll fall off our subscription list. But again, this is to your benefit: We want to target our magazine coverage as closely as possible to our true audience — those of you who are still in the business, who read the magazine consistently and who engage with it to build a better, more powerful and more efficient practice.
If you have any questions on this matter, please let me know. Thanks.
We thank you for your support. Drop us a line with your comments: 249 W. 17th St., New York, N.Y. 10011-5300. Or email us: [email protected]. Publisher Rich Santos can be reached at [email protected].