Total Retail Value: $42
Sometimes it isn’t the shirt design, it’s what is behind the shirt. This month your shirt money went towards a good cause for Riot Racing Chief Mechanic Sammy Zaranti. He was recently diagnosed with Transverse Myelitis, a neurological disorder of the spinal cord caused by inflammation brought on by a virus. He is paralyzed from the waist down. When I heard Riot Racing was selling their shirts for his cause…well, I didn’t have to think twice!
I am also sending you some of my magazine collection. I randomly boxed them up so I hope that you got some that you haven’t read before. Below is a little business lesson on magazines and advertising. It only really hit the tip of the topic, but hopefully you can take at least one point out of it.
Enjoy and Please help me spread the word!
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About Riot Racing: Riot Racing is a trick truck race team based in Las Vegas that races the Best in the Desert Series. Marc Ewing, who is from Chicago, has built a name for their team in the off-road industry since it’s inception in 2009. This year the team tackles the Best in the Desert series with Marc Ewing, Ryan Hancock and Jordan Poole as drivers. After their recent BITD Silver State 16th place finish they posted: “Driving the truck the first half the race, Jordan Poole would pass numerous Class 1’s and Trick Trucks before RM 80. With only 68 more miles to go before Jordan was supposed to switch driving duties off to Ryan Hancock, the brutal silt would hold the #29 truck victim. Thinking that there was a stuck UTV in front of him, Jordan decided to slow down to be sure not to hit a fellow racer. As luck would have it, the UTV was off the course and Jordan found himself stuck in the deep silt bed. After sitting for 28 minutes, officials were able to pull the truck to hard dirt and Jordan was back on the gas.”
In a Race-Dezert Riot Racing-Shop Tour article, Sammy Zaranti sums it up nicely “Winning starts in the shop. It all starts with preparation. Without proper preparation you will get piss poor performance. It’s a good three weeks to turn a truck around. Every truck always gets a full prep which keeps our quality control really high. That way when Marc gets in the truck, the vehicle is the last thing he has to worry about.”
In a ReviewJournal.com Article they explain more about Sammy’s condition including: “He doesn’t have grease under his fingernails anymore, and it’s killing him. Not literally, because he’s improving by the smallest of increments. When somebody gives him a foot massage, and after a while he feels a small sensation? That’s a small increment. So now Sammy spends more time in the hospital hooked up to machines than turning wrenches at the race shop. He receives these treatments called IVIG, which is short for intravenous immunoglobulin. The antibodies in the plasma give him more mobility. But then it wears off and he needs another treatment. Sammy The Wrench has had five of these IVIG treatments, and they cost $15,000 each. Like Baja, this is a long road. There’s probably a 50-50 chance Sammy will walk again. There’s a 100 percent chance the physical therapy and the drugs will cost a lot of money.”
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Magazines have been an integral part of the media world for years. In our off-road group they have brought a lot of mud and dirt to houses and little boy’s rooms across the country. I remember my Dad getting his magazines and I would always look through them for my favorite truck. Mine? A 1980’s style Chevy with Blue water paint job highlighted in florescent pink! Yes, I still have some magazine tear outs! Do you have a favorite memory like that?
When I got into the business side of Media I learned a lot! I worked for two independent magazines for three years as an Ad Sales Rep and also crossed over into doing editorial stories. I took what I learned from working at the magazines and have applied it to helping the editors with content as much as I can through the PR and side of my business. (All Press Releases are posted at Bowermedia.com)
So what happened to the day of thick magazines? Here is a little Business that may help you support your favorite magazine. (This applies to every industry) It’s no surprise that there is an equation of ads to editorial in a magazine. Most of the time it is somewhere between 50/50 to 35/65 depending on overhead. All costs have to be covered by ad sales. (Subscription and newsstand sales come into the equation at a different point.) The magazines were really thick because advertising companies knew the value of print and would put majority of the marketing budget there. When the market dropped out a few years ago, the first thing to go in most companies was the marketing budget. Therefore, the ad pages dropped and the magazines were forced to cut their page counts to keep the equation equal. It was not a fun time for anyone. Some magazines didn’t survive this time, and others buckled down, cut pages early and decided to stay for the long haul. At the same time, the Internet really made a leap in proving the success of advertising and companies saw an opportunity to advertise at much lower rates than historically available in print…and now it was 100% trackable. Well, kind of. That’s a whole other topic. What I am going to close with is: When you buy any product, tell someone important in that company how you found out about that product: Magazine Ad, Magazine Article, Internet Ad, Internet Article, Internet Forum, Friends, Trade Show, etc. It helps to know where to put that marketing budget in a very diverse world!
Did you know? The Gentleman’s Magazine, first published in 1731 in London, is considered to have been the first general-interest magazine.
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