Friday, July 2, 2010

We’re a work horse, not a parade horse

I recently received a letter from a member who suggested we sex up the magazine a bit with some hot girls posing with big trucks. He thought it would help us not be so boring. He thought it would make the magazine better reading, citing some trucking and motorcycle mags that had done this. Some of those pubs are still alive, some long gone.

Member suggestions are always welcome, and what you can do with a magazine is clearly unlimited. Establishing your “editorial identity” and sticking to it is a golden rule. And if you are an association publication, that editorial identity needs to match your mission. Decide who you are, keep it fresh and new, but don’t confuse your reader with weirdness or editorial – or advertising – that is out of character.

OOIDA and its media – well, we ARE NOT all about sexy chicks. Land Line is a business publication and not ever gonna be featuring the Editor’s Pin-Up of the Month.

Nuttin’ wrong with that, just not our thing.

OOIDA is your professional association, not your “Entertainment Tonight.” Let somebody else do that. We’ll do the heavy lifting, the old heavy lifting that reports on the good fight to get good trucking regs passed and bad laws stopped, keeps you informed about toll roads and higher registration fees, opposes split speeds and stuff like more bike paths instead of bridge repair.

Nope, our magazine just flat does not lend itself to being spike-heels-fishnet-short-shorts sexy. We know who we are and we know who we are not.

Thanks for the suggestions, but we won’t be switching from a work horse to a parade horse.