Publish
Your Own Column?
It's not an everyday thing, but sometimes companies with
unique expertise get invited to write regularly-appearing
columns in important trade publications. Wilcox Associates
is a case in point.
Based on JCA's and our client's excellent relationship with
TOOLING & PRODUCTION magazine, we were invited to
develop a concept for column that would be fun, educational
and non-commercial in nature. In other words, it had to
read like unbiased editorial as opposed to an advertisement
for the clients products.
Before the publication made a final commitment we submitted
6 ideas for columns that we could write immediately. This
demonstrated that the concept for our Enterprise Metrology
Sleuth detective columns was sustainable. Once the
publication said go, we contracted the services of a
talented Illustrator, Rob Fabiano, who brought exceptional
visual appeal to the 5 columns which appeared in 2005.
Multiple
Appearances. The columns not only appeared
in the print edition of the publication, which has a
circulation of 70 thousand, but also on its web site. The
first to column to appear in 2005 was "Kneecaps Lost In
Space". The final column of the
year, in response to a contest-winning reader who
suggested the topic, was "A Case Of Inflexible Gaging."
While the columns
made no attempt to sell products, you can bet that readers
know exactly who to call for advanced metrology software.
