I would love to think that you are reading this copy of Modern Machine Shop because of the editors’ scintillating prose. However, the truth is that our little trade magazine is a tool that helps you do your job better and make your company more successful. You read it because you need the information.
By presenting technology and its application, we expose a broader segment of our industry to new ideas, products and services. You initially find that information in the magazine. But finding information that’s useful and of interest is only the first step in determining if the information is truly of use to your business.
One big change during my time on the magazine is the introduction of new channels that allow further investigating and communicating with the information sources presented in the articles and ads that appear each month. These include the proliferation of 800 numbers, which allow direct access to the source company, as well as the emergence of the Internet as a tool for research and information gathering.
In the past, if a product, process or service piqued your interest, you circled a number on a postcard, filled in your name and address and sent it to us. We forwarded the card to the source of the information. Hopefully, the source would then send you the information you requested.
Probably the biggest issue with this system was the amount of time between when you requested information and when you received it—if you received it at all. Another issue was that by identifying yourself, you invited solicitation often before you were ready for it.
The Internet has emerged as a wonderful solution for Modern Machine Shop readers to find, investigate and comparatively shop for solutions to manufacturing issues. One of the biggest advantages is that you are anonymous to the company you are investigating until you choose to identify yourself. If you are planning to make a capital purchase, the Internet allows you to make your short list of potential bidders without interference from salespeople until you ask to talk to one.
Moreover, with the Web, you control the breadth, width and timing of your investigation. The Internet is open 24/7. Our site, www.mmsonline.com, is provided as a jumping-off point to aid in your research. Links to company sites, articles, papers and similar vendors are just a mouse click away, and they are presented in a standardized format for ease of use.
As you peruse this issue and see something that’s of interest, go to the Web and see the information there. I promise—no salesman will call you.