Nomenclature can be a problem in this industry, with subscription site, membership site and paywall sites thinking they are unique when in fact they are quite similar.

But the terminology is getting even more confusing as membership sites adopt online or digital subscription publications in order to enhance member benefits.

Recently, the National Association of Home Builders announced plans to launch a digital-only quarterly magazine called Best in American Living. The NAHB is making the publication free to members and $15/year for non-members. The magazine will focus on marketing trends and policy and regulatory framework. It will also include case studies, news, features and commentary.

It’s a smart move, since trade organizations have been having a hard time in recent years due to the rising popularity of LinkedIn and other professional networking sites, and industry-specific news is one of the most marketable types of subscription sites. And the NAHB is smart to open up the publication to non-members, who might then be enticed to join. Other trade associations, like the Society for Interventional Radiology, are not opening up their newly launched pubs to non-members, apparently oblivious to the advantages of content marketing for driving memberships and premium subscriptions.

But the digital magazine is probably not enough to keep the NAHB, or similar organizations, going for the long run. Online tools, such as calculators, searchable directories, and industry-specific widgets would be even better for retaining members (and getting new ones, who expect web-savvy assistance).