| Paul Deffenbaugh
I hope you noticed that something has changed at Professional Remodeler. We have redesigned and reformulated the magazine in response to a rapidly changing industry. First, the number of very sophisticated remodelers has increased significantly since we launched more than 10 years ago. Second, the information needs for our audience have evolved.
The result? We created a magazine that offers serious information for high-performance remodelers who want to have a critical edge over their competition.
We want to challenge the top of the industry, not try to raise the bottom. After all, they put airbags in Cadillacs first, not Pintos.
There is another reason for this change. I believe the remodeling industry associations, especially at the local level, do a fabulous job of helping the new remodeler get his ship in order. The certification programs that the National Association of the Remodeling Industry and the NAHB Remodelers operate are ideal for the kind of mentored, hands-on approach development and education at this level require.
But most importantly, the information needs of the top of the industry have changed, and the remodelers I’ve known for nearly 20 years now are looking for answers to problems that are much more sophisticated than what they encountered when we all started out. So, the new driving force behind Professional Remodeler will be our desire to inform, challenge and inspire the very best in the industry. We want to form a community of these remodelers, so you’ll hear their voices in our magazine, newsletters and online. One of the things I’ve always admired about this industry is its openness and willingness to share.
The new Professional Remodeler provides the critical edge high-performance remodelers want.
Our new attitude pervades the magazine from the front cover to back. You’ll see sharper, deeper articles that mimic discussion you find between superior remodelers. You’ll also find far more proprietary research supporting our information on business practices, the market and products.
Yes, you’ll see more text and fewer illustrations. Consider it a measure of our seriousness and respect for your desire for real, not superficial, information. You won’t find an article in Professional Remodeler on how to figure mark-up. We know you already know your costs. But how good are you at pricing a project to gain a strategic advantage in your marketplace or to take market share from your toughest competitor?
Even our products coverage has evolved. We understand you have two basic questions about products. “What’s new?” and “Why should I switch to a different product?” Our coverage will answer those questions by giving regular updates about what the newest products on the market are, and then investigating product categories and reporting on what’s working and why.
Please take a moment to dig into our new magazine. Then, take a moment to let me know what you think.
Contact me at firstname.lastname@example.org or 630/288-8190