IPC Global Insight Newsletter: It’s Happening Now, for You 

Estimated reading time: 5 minutes

Information is knowledge, and IPC’s weekly Global Insight newsletter provides curated, highly relevant content on what’s happening within IPC and on a broader scale to help you make better business decisions and stay on trend in today’s world of electronics manufacturing.

In this interview, Brian Knier, vice president and chief marketing officer at IPC, discusses the compelling reasons this newsletter is a must-read for a worldwide audience that wants to compete in this global marketplace. 

Nolan Johnson: Brian, what is the importance of Global Insight? What content are you striving to deliver to the readership through this newsletter?

Brian Knier: We're in a very dynamic industry. Global Insight is an opportunity to provide curated content that is relevant and timely for our readers—IPC members and our nonmembers alike—so they know about the activities we're pursuing, outcomes we’ve learned, industry news headlines, what's coming up, benefits of IPC membership, and other things we're doing on their behalf. We keep it very streamlined and focused on the things that they need to know. It's easy to read and digest. 

Johnson: There is so much in the news to sort through; I’m sure a focused perspective is valuable.

Knier: An area where we get a lot of readership is in compliance and regulatory affairs. Those are ever-changing landscapes, and with the help of our advocacy team, we provide timely information for your business. The format of Global Insight allows you to easily scan the headlines and summaries and then choose the articles that are most relevant to you. The articles are short and easy to read. We are cutting through the clutter to bring our readers what we know will be most relevant and timely. These are the things you want to know right now.

Johnson: What specific methods does the IPC Global Insight newsletter team use to find the most relevant news headlines?

Knier: We're always looking for fresh and dynamic ways to improve the content. We do readership surveys from time to time, and this provides helpful feedback. For example, we’re working on a new, regular feature that invites subject matter experts within IPC and the broader electronics community to identify five things they’ve read in the past 30 days that they think will have the most impact. IPC Global Insight editorial staff will gather these headlines and share those (and their insights) with our audience. This is an important opportunity for us to extend our knowledge base within the industry, and to hear from leaders in many areas, from environmental to advanced packaging, manufacturing to design. Tapping into that subject matter expertise is pretty exciting.

Johnson: From the results of the reader feedback, what seems to be IPC Global Insight’s strongest asset?

Knier: We have designed this newsletter with our readers in mind, and we always get high marks on the quality and readability of the content. Our readership increases every year because of that. The word is out that this newsletter cuts out the fluff and provides just what readers need to know about how IPC is advocating on behalf of and serving the industry. IPC members automatically have access to the newsletter, and we encourage them to use it to better interact with the programs and solutions we offer. I know readers also appreciate that its delivery is consistent and reliable.  

We also have a global audience, and it’s part of IPC’s mission to reach all parts of this worldwide industry. We have readers from India to China, the U.S., Mexico, and beyond. As a result, we are making a concerted effort to extend our coverage into those regions. 

Johnson: Access to IPC Global Insight comes with IPC membership, but can nonmembers access the newsletter as well? 

Knier: Yes, it's designed with the entire industry in mind, but with a nod toward our members. We want them to be aware of the advantages of being an IPC member. There are unique benefits for members; it's always good for us to keep that in front of them, especially as new benefits become available.

For nonmembers, we feel that as they read the newsletter and learn more about what we do for the industry, they’ll consider joining us as a member company.

Johnson: There are a lot of publications and channels vying for your attention. What makes this publication stand out? How does reading this newsletter every week benefit the reader’s bottom line?

Knier: IPC Global Insight is a dedicated, weekly resource to find out what's happening at IPC. We've designed the newsletter with that in mind. The content you find elsewhere is not likely to be as relevant and as focused as it is here. From standards to education to advocacy, we cover the solutions IPC is working for on behalf of the industry. 

Johnson: IPC is doing a lot of great work. The fact is, every week, you have multiple headlines, news releases, and even IPC Community magazine. Tell us about those marketing efforts.

Knier: Yes, we do all those things. IPC Community, a quarterly magazine that is now a year old, is one of our most recent efforts dedicated to telling the success stories of our members. IPC Global Insight is dedicated to the news of IPC. These publications complement each other by helping our members stay in tune with what's going on.

Together, these two publications cut through the noise and keep you up to speed. This makes for a valuable communication channel not only with the industry but also with our members. 

Johnson: Is there anything else you’d like to share about IPC Global Insight?

Knier: There is some new energy around our newsletter; we've recently moved production and support into IPC Publishing Group, which includes the I-Connect007 family of publications. We feel there is a much stronger partnership in developing the content and supporting our advertisers who want to reach that same audience. We've got some new energy, and that's pretty exciting for us.

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