First Word

|  January 01, 2010 |

Thin is not in

 

GreggBy Gregg Terry

 

You’ve probably heard the phrase “Thin is in,” typically referring to the messages sent to us by the fashion/health media regarding Americans’ physical appearance. Well, I’m not talking about bodies here – I’m referring to the thickness of our magazines of late.

The woes of newspaper and magazine publishers have been well documented during the economy’s downturn. Many have ceased publishing after trimming costs everywhere they could, including reducing the actual size of the paper. We have all been affected, from Sports Illustrated and Playboy to Field and Stream and Equipment World.

It’s pretty obvious that advertising support has dropped, but we are encouraged when we see some companies buck the gut reaction that puts an immediate stop to marketing in down economies. Several major equipment and truck manufacturers actually increased their marketing over the past year. These companies know this is their golden opportunity to gain market share while their competitors sit on the sidelines.

 

 

We are encouraged when we see some companies buck the gut reaction that puts an immediate stop to marketing in down economies.

 

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So, what are we going to do about it? For the past couple of years, we have been promoting a digital version of our magazine, www.equipmentworlddigital.com. Offering a digital product removes the post office, paper and printing out of the cost equation and enables us to provide more editorial coverage, plus offer cool things like video and quick links to websites. We realize many Equipment World readers will demand more digitally delivered information as time goes by. In addition, our website offers a one internet stop for industry information. We invite you to take a look at our new website design at www.equipmentworld.com.

Rest assured that we will keep working hard to bring you the content you need to succeed in 2010!

Happy New Year! EW

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