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The Real Rewards of Editorial Excellence

The editorial product of any business-to-business magazine worth its salt should provide readers with information that raises questions, offers insight, and uncovers vital issues important to a particular industry, as well as keep its readers up to speed on the latest product, supplier and industry developments.

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The Real Rewards of Editorial Excellence

The editorial product of any business-to-business magazine worth its salt should provide readers with information that raises questions, offers insight, and uncovers vital issues important to a particular industry, as well as keep its readers up to speed on the latest product, supplier and industry developments.
Our editorial product, I feel, has come a long way in recent months.  In plain language, the value of the product has been climbing the “wall of importance” with you, our readers. The key has been our delivery of information that is truly relevant to your business, your profitability, and your future.
How, you ask, do we know this to be the case?  Well, it doesn’t always take elaborate research to find the answer. It’s pretty simple – we hear from you more.  And that’s one of the most favorable compliments we could ask for. 
I’ll be the first to admit that some of your comments at times are – how should I say ®“ critically constructive. But, for the most part, you have strongly indicated that we are meeting or exceeding the mark.  
Another favorable compliment Tire Review recently received came in the form of an award. Not just any award, and not just one single award, but three American Society of Business Press Editors awards. Two regional and one national. 
The ASBPE awards are extremely competitive, with the number of entries more than doubling in the past three years. This year, in particular, there were over 2,000 entries. And the awards criteria sets exacting standards for excellence. The judges are experienced professionals in business publishing, and they do a thorough job of reviewing each entry.
These three awards were won from the hard work and the never-ending efforts of two members of our staff: Technical Editor Larry Carley and Graphic Designer Wendy Shelestovich.
Month after month, Larry delivers service and technical information that plays a large role in every tire dealer’s profit statement. Over the years, Larry has earned a combination of 12 ASBPE and Society of Technical Communication awards for his work with Tire Review and our sister magazines. The two latest awards clearly demonstrate his commanding technical knowledge and ability to communicate with you on subject matter that is very important to your success.
 Wendy’s award comes in the field of graphics excellence – winning second place in the regional competition for her March 1999 cover of Tire Review.
   With her first ASBPE award, Wendy has proven that the cover is a tool within the editorial aresenal that’s designed to bring the reader into the magazine. Covers are as much a part of the finished product as the written word. It’s the initial aspect of the magazine that draws your attention and leads you into the pages.
   For the 17-plus years I have been in publishing, I’ve had the distinct honor and pleasure to work with two award-winning editorial staffs, and I completely understand what is required to be acknowledged by organizations like ASBPE. Dedication, knowledge, creativity and attention to detail are the main ingredients that produce this type of recognition. 
   On behalf of the entire Babcox family of publications and the Tire Review staff, I’d like thank Larry and Wendy for the tremendous contributions they have made to our readers over the years, and congratulate them on these prestigious awards.
Refining our editorial product, which will always remain focused on those things that can improve your profitability, has brought about a high level of scrutiny here at Tire Review. Every aspect – from our subject matter to our tone, from our graphic appeal to the depth of our coverage ®“ has been reconsidered and altered.
And it won’t stop! The foundation of successful publishing is the reader. It’s the only base from which we can grow, and it’s the only audience that matters.
Your continued positive reaction to Tire Review is, in fact, the real reward of editorial excellence.
Now, and in the future.®′

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