Friday, February 11, 2011

Have You Renewed?

(from the November 2010 Editor's Note in The AsphaltPro Magazine)

Funny. This note is NOT about recycling (or this month’s automation and technology theme). This note is about subscribing. Let me give you a short story that’s directly related to my point.

In my non-asphalt life, I write fiction. One of the most prominent magazines in my second career is called Realms of Fantasy (ROF). That magazine went under a couple years ago and a great outcry from the fantasy fiction community was heard around the world. A new publisher took up the reins immediately, and ROF had new life. They depend on both subscriptions and advertising to pay the bills. It has ample advertising support, but far too many readers believe it’s still defunct. The editorial board provided an awesome review of my second novel in their June 2010 issue, but I wonder how many readers saw it. They need more subscribers to sign up for the magazine.

Now let’s apply that story to the print version of your asphalt industry resource. AsphaltPro is advertiser-supported, so we get to mail it to you free of charge if you reside in the United States, Canada or Mexico. Overseas subscriptions are another ballgame, but we still get it to you.

The thing is, we have a similar concern to ROF. We need subscribers to fill out a subscription card (found in every issue of AsphaltPro) to receive the magazine so we can prove to our advertisers that folks out there know we exist and read our pages.

You and I know readers are paying attention to AsphaltPro content. You call me on the phone. You send me notes—both e-mail and snail mail. You grab my arm at tradeshows and annual meetings to tell me about something you read in the magazine that you used at the plant or in the lab or on the paving site (such as the IC or plant controls articles in this month’s automation and technology issue).

Folks, that stuff makes my day!

But marketing reps can’t convince their bosses to advertise in a magazine based on the editor sharing anecdotes. We have to prove that you’ve sent in a signed subscription card. Gone are the days when people merely trust each other.

Isn’t that a shame?

If you enjoy AsphaltPro, fill out the subscription card in this magazine and send it back to us with your signature on it so we have it on file. If you have to share your issue of AsphaltPro with someone else in your company, fill out the card in this magazine to get your own copy. Maybe you want a lab tech or maintenance crew member in your company to get a copy; fill out the form for him or her. AsphaltPro makes an inexpensive Christmas present. (Although you probably ought to get him or her a Hickory Farms basket, too.)

If someone has already used the card in this issue, visit our website at and click on the “Subscribe Now” link to fill out the form online. We’ll set you up with your own free subscription and we’ll be able to prove to the world what you and I already know.

Stay Safe,
Sandy Lender, Editor (sandy @ theasphaltpro dot com)
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