After gathering input from member co-op CEOs and communications professionals, the MECA communications team is moving forward with updates to Michigan Country Lines magazine.

“A recent survey showed that 38 percent of new co-op members don’t read the publication because they don’t understand its purpose,” says Casey Clark, director of communications and marketing. “The co-ops are asking MECA to help redefine the publication’s purpose, and to help provide relevant content in the formats preferred by their member-owners.”

The most immediate and visible result of the feedback gathered will be a reduction from 28 to 16 pages in the January 2014 issue. The page reduction will allow the publication to produce more targeted content, upgrade paper quality, and pave the way for greater integration between print, online and social media communications channels.

“MECA is very proud of Country Lines, which has been the main co-op communications vehicle for over 30 years,” says Craig Borr, MECA CEO. “And while the publication remains a valuable tool for our co-ops, it should be one part of a wider strategy.”

MECA and its member co-ops are embracing the opportunity and responsibility to revolutionize communications with co-op members. These updates were supported by the co-op Communicators Group at their annual conference in November.