Networking Alternatives for Publishers, Retailers, & Artists (NAPRA), the primary trade association for the mind-body-spirit industry, is metamorphosing. The organization suspended publication of its bimonthly print magazine, NAPRA ReView, with the current (Nov./Dec.) issue, and reduced staff and office space. NAPRA president and founder Marilyn McGuire told PW the soft economy has forced the 16-year-old association to regroup.
"Income and costs were upside down, ad sales way off, people were slow to pay or, worse, their companies were folding," McGuire said. NAPRA has also funded causes and organizations consistent with its philosophy of positive social change, leaving even thinner margins. In place of the magazine, McGuire and association board members have come up with a Web-based strategy. The organization has formed a strategic alliance with a partner that will support and host NAPRA on a new information portal for the mind-body-spirit industry.
The Futureweb.com portal will be produced by a Boston-area venture in consultation with industry veteran and NAPRA board member Stephen Twombly, most recently publishing director of Natural Health magazine and before that publisher of Body and Soul. In a distinct section of the site, Futureweb.com will provide a meeting place for the 8,000 retailers, publishers and others currently served by NAPRA. It will also allow consumer access to materials, including product reviews, catalogues and other NAPRA content. Product reviews in core areas (such as books, music and audio-video) will be refreshed weekly, with site technology allowing interaction. The site won't sell products, but will offer links to retailers. "We want to support them," Twombly emphasized. Revenue is likely to be generated through ad sales and licensing and hosting fees. Twombly gave a tentative launch date for the site of "early first quarter" 2003.
Meanwhile, a staff of three at a smaller NAPRA will continue the associates network, the Nautilus Awards program and author breakfasts at BEA, and will attend other trade shows. "We're going to be doing everything else [but the magazine], just in a different way," McGuire said.
