Can National Geographic make membership meaningful again?

04/12/2011 | BNET

The National Geographic Society has one of the world's great brands, but it squanders a major strategic asset, writes Sean Silverthorne. Unlike its print and broadcast rivals, National Geographic has members rather than subscribers -- but over the years, the meaning of that membership has been diluted. The society should go back to its roots, Silverthorne argues, by offering premium-level members direct access to its adventurers or even allowing a few high-rollers to tag along on expeditions.

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