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  • Editor's Note - The Stuff We Read - Positive Offset

Editor's Note - The Stuff We Read - Positive Offset

Steve Warner
Sep 1, 2005
Photo 2/2   |   positive Offset 31 Truckin Years
Man, I love people who badmouth my editors' hard work on a monthly basis on internet truck forums. It seems everyone has an opinion on the topics we discuss in our magazine. These are the same people who have a problem with the amount of total editorial pages we produce on a monthly basis, the amount of ads we have in the magazine, and the fact their new subscriptions they have paid for run out prior to the full year being mailed to their homes.
Well, I am here to tell you, we love this banter and discussion about the magazine, both pro, and-in the case of the last few truck forums I have read-cons. Apparently no one has heard the saying, "There is no such thing as bad press." We love the harsh criticisms; it simply makes us work that much harder, so by all means, continue to criticize us. But here is a suggestion, when we actually do something you like, do not hide behind screen names on the internet and send us a few congratulatory e-mails or letters. We love to hear pros and cons, and we certainly are not afraid to publish both, as we do on a continual basis.
I really hate to get on my soapbox, but for this one month I will, so please indulge me. If you hate my column this month, please send me an e-mail, and I will personally send reply correspondence to as many as I can, but also keep in mind that as many negative e-mails I receive, I usually receive 10 more positives, and I will publish them.
Here is the deal with Truckin' magazine for all those interested: It is the No. 1, most-bought automotive newsstand publication in America and has been for five years running. The No. 2 magazine is thousands of copies behind us, so despite some criticisms, there must be hundreds of thousands of people out there who like what we do, otherwise we wouldn't have maintained our position of power.Case in point, we probably get a dozen phone calls a week from advertisers or non-advertisers looking for us to shoot tech articles or features with them because they "have to be in the big book." That is a direct quote from more than a couple of them.
Truckin' magazine is 31 years old, and for the most part, our formula for success hasn't really changed all that much in those 31 years. Back in December 2004, we polybagged our very first issue along with the normal December issue of Truckin' featuring the Top 100 trucks of all time. Guess what, even back in the very first issue of Truckin', the editors featured many of the same things we currently feature today, like cool trucks, vans, street rod-quality classic trucks, and boats. While the editorial mix has shifted and changed over the course of 31 years, we have simply streamlined our content into various sections to make it easier for people to get at the heart of what they really want to see. So if you like completely over-the-top, late-model feature trucks and exciting show coverage, you will want to read the front of our little monthly magazine. If you prefer the custom classic trucks, check out the back section of the magazine, if you prefer new and wacky audio components, read that section, and I will not even get into the boat section, because as I have stated in the past, people either completely love the section or totally despise it; there really isn't any in-between area.
Also, when you subscribe to the magazine and send in your signed card, we generally send you three copies along with a bill to pay your subscription, which you have requested in the "Pay Bill Later." Guess what? After three issues if you haven't paid, we are not going to continue your subscription. But, please give us credit for sending you three "FREE" copies prior to asking for payment. So for all those who bash us that we have messed up your subscription, no you messed it up because you have not honored your commitment to pay your bill. We are simply running a business, and we are in the business of making money like any other enterprise.
One last tirade and then I am done, and I promise you will never hear my soapbox again. To all those people who complain they do not get the premiums such as calendars, posters, stickers, license plates, and so on, with their paid subscriptions, guess what? We print hundreds of thousand of copies per month both for newsstand sale and subscribers, and those 13 issues you have paid for in your subscription price do not nearly cover the costs of the additional premiums we place in the newsstand magazines. Also, the premiums that are inside the magazine are there for a reason. We want you to buy the magazine off the newsstand. Rather than collect your year's worth of subscription money and then sit back on our laurels because we already have those funds of yours, we would prefer you purchase the magazine off the newsstand and judge us by what is in the book on that particular month. That way if you do not like it, don't buy it. Simple as that. We reserve the right to earn your dollars and your respect rather than collect your dollars and none of your respect at the beginning of the year with a paid one-year subscription.
All right, I'm done. Please feel free to bombard me with e-mail pro and con, as I am sure you will. I can be reached at and please put my name in the subject line and I will personally address as many correspondence back to you as I can and will most definitely be publishing numerous letters. So fire away.
- OF


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