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PUBLISHER'S VIEWPOINT
March 2003
Why You Like This Magazine
This
is, believe it or not, the sixth time we’ve published the annual
update we call the “Product Evaluations Guide.” The idea is
simple, but goes to the heart of why we started this magazine
seven years ago. We try to give you an annual reference
comparing leading brands of foodservice equipment and supplies
for as many categories of product as we can afford to print
and/or can update to ensure the specs and manufacturers are
reliable.
We know you find
this useful; many of you think it the most useful thing we do.
We’ve just completed a readership study that makes it clear that
our evaluations and comparisons are extremely valuable to you.
Let me share some of the things you said when asked how the
magazine helps you do your jobs.
“[FER]
is the only [magazine] that analyzes equipment; [It’s] really
what I need,” said a commercial operator. We like to be what
people need. “[It provides] information on technology and
operational features of foodservice equipment—useful when we
specify and purchase equipment,” a noncommercial operator said.
There’s the “useful” word. And we like to be useful in the spec
and buying process. It helps us convince our advertisers to buy
ads so we can send you the magazine.
“The comparative
articles are particularly useful and helpful for decision
making,” said a consultant. Here’s “useful” and “helpful.” We’ll
assume it’s about what brands to specify. “[It] saves time by
narrowing down what I look at,” a commercial operator said.
Anytime we can save you time, we’re doing our jobs.
“[It] keeps me
up-to-date on product comparisons….I often clip and save info on
products I plan to buy in the next two years.” This from a
noncommercial operator who went on to say she/he can’t get this
type of information from anyone or any other source in the E&S
channels.
We’re happy we
even appeal to the food side. “As a menu and concept developer,
it is critical that I understand how equipment can support
efficient and excellent execution of a specific menu concept,”
he/she said.
And I have to
add this one from a noncommercial operator: “[It helps] by
providing info on the latest equipment. [It’s] by far the best
all-around foodservice magazine on the market.”
Well, that makes
us blush. But the comparisons are, in fact, what makes us
different from all the other magazines in foodservice. We are
very pleased that you recognize this and appreciate it.
Cheers,
Robin Ashton
Publisher
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