Volume 35, Number 1, January 2000
Change, Change, Change
Most of us have heard the saying at least once in our lives: Dont make a change simply for the sake of change. Well, USGlass magazine kept this statement in mind when, in early 1999, we first embarked on the idea for a redesign of our magazine.
I, along with the other members of our staff, had some compelling thoughts: We wanted to bring the look of the magazine into the 21st century: Use more color; Use an increased number of photos; Fit additional department coverage in our magazine (particularly news and new products); Bring some new thoughts to you through new columnists; the list went on and on.
Although, I know weve assembled a first-rate staff here at USGlass, the fact that we thought it was time for a change was not enough. We wanted to confirm that what we wanted is what the readers wantedso we asked you.
To gain reader opinions, we hired an independent service, Research USA Inc., to survey a portion of our subscribers. When the survey results were in, we were pleased to discover that you agreed with us. Following is a sampling of reader feedback and our response:
When readers were asked what they liked most about USGlass, New Products was the top vote getter (59.3 percent) and Industry News was close behind (46.3 percent). When you look through this newly redesigned issue you will find expanded news and new product coverage.
Fourth on the list (34 percent) of most popular items was the Industry Outlook section. In the February issue, we will unveil the new Industry Outlook, complete with pricing information and other useful statistics.
In the section where respondents could write their comments, we found the words, more pictures with articles, and not enough art. So, we immediately started using more photos and gave them prominence in the magazine.
In addition to the items mentioned above, you will also find a host of additional coverage in this issue that is new. See pages 60-63 for four new columns and look for additional ones in next months issue; page 22 for Stock Watch, a new addition to financial news; page 70 for an interview with a member of the industrys up and comers; and page 75 for an expanded advertising index.
The research survey helped us synchronize the ideas of the editors and survey respondents. The results also confirmed that while improvements were needed, we had a successful format upon which to build. If we didnt, when respondents were asked: Which magazine, USGlass, Glass or Glass Digest, is most helpful to you in your job, they wouldnt have overwhelmingly chosen USGlass (65.1 percent).
Just look at what readers had to say about our existing format: No fluff; Easy to read; Pertinent information to the full-service glass dealer.
So, in the above cases, we decided to leave well enough alone. After all, there is another popular saying: Why mess with a good thing.
Tara Taffera, Editor
USG© Copyright 2000 Key Communications, Inc. All rights reserved. No reproduction of any type without expressed written permission.