Staying on Target

Oct. 22, 2009
AMT from the beginning

Taking a look back, here is the first Publisher’s Note by Mike Murrell: “What you are holding in your hands is the result of a project that began in August of last year.

“It started with comments from an advertiser in one of our sister publications, FBO magazine (now Airport Business). Basically, the advertiser said that he thought there was an opportunity for a tightly focused publication that would enable his company to more effectively communicate with critically important maintenance professionals. In effect, a better mousetrap.

“So we started studying the marketplace. Sure enough. We found a niche based on two key elements: editorial focus and target audience. (See Director’s Viewpoint in this issue for more on the beginning of AMT.)

“Editorially, the marketplace — supplier and technician — said a publication was needed that was tightly focused on troubleshooting and tips that covered the professional needs of the technician, and had a very organized format with a strong graphic presentation.

“On the target audience side, the marketplace steered us toward a publication exclusively oriented to general aviation. Airline, regional carrier, and military maintenance wouldn’t mix, we were told. Our target audience was defined for us as technicians at FBOs, repair stations, corporate flight departments, and commuter/air charter operations using aircraft with 19-seat capacity or less.

“So there you have it. The concept looks simple on paper, but it is the result of more than a year of good, solid homework. We’re expecting a good grade since all we’re really doing is publishing what aircraft technicians themselves designed.

“And we’re not finished. While we know we’re precisely on target right now, the one thing that remains constant is change.

“Leading publications in any industry remain in those positions by staying close to their target audience, advertisers, and the industries they serve. That’s what enables them editorially to be on the cutting edge of change, and therefore, the “must read” publications in their industries.

“We intend to keep AIRCRAFT TECHNICIAN (now Aircraft Maintenance Technology) precisely on target so that it retains the position of a “must read” publication for maintenance professionals. And that, in turn, makes it a “must schedule” magazine for marketers who need to reach the general aviation aftermarket through that critically important link — the aircraft technician.”

Back to today, Aircraft Maintenance Technology is still on target. We stay that way by listening to the readers, advertisers, and the FAA.

Our editorial is still focused on the needs of the technician, troubleshooting tips, new technologies, and professional advancement opportunities.

Our annual planning includes what you the readers have requested over the course of the year. We travel to maintenance facilities to see what you deal with daily and to ask what you want to know more about to keep the magazine on target.

We hear from readers electronically more often than letters now. AMTonline.com has been developed as an additional source of information. It’s updated daily with industry news and events. We also have the Forum to encourage communication between technicians to learn about new products or troubleshooting techniques.

To try and keep pace with the changes in the industry we have an electronic weekly newsletter. It features news updates, the latest issue, along with online features, AMTSociety IA renewal schedule, and industry events.

AMT also travels to trade shows throughout the year to keep in touch with readers, advertisers, and industry leaders. Our booth is a meeting place to catch up on what’s going on with the industry. The sales staff is constantly in touch with advertisers to learn about new products and new technologies. All these efforts are to keep us on target.

Mike Murrell: “The fact that it’s still around is testimony to the fact that my successors and their teams have obviously done a great job staying in touch with their readers and the marketplace. They’ve kept the content focused and have complemented the print version with a strong online presence that also appears well focused. I’ve always been a fan of ‘themed issues’ and the current one focused on career development and education (August) is strong. Best wishes to the current team for continued success!”