From the Publisher’s Desk

Issue 1 and Volume 119.

From the Publisher’s Desk We’ve been telling people for years that when they scatter their advertising dollars over a number of books they’re wasting their dollars. Duplication of advertising in secondary publications usually provides a few new readers at an increasingly higher cost. Sometimes it doesn’t even provide one new reader. The question then arises: Which is the leading publication? The best way to answer this question is to do some readership research. And if you can’t do it on your own, then get somebody else to do it. Like us. During the past year FIRE ENGINEERING conducted a survey for four manufacturers in the fire field. We underwrote the cost. The manufacturers didn’t have to pay a dime. The surveys were all the same and quite simple. The manufacturers supplied us with a list of the fire departments to whom they had made their last 30 to 50 sales—in…

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