All the signs are there showing DEALER magazine's strong growth and impact on this market (response to editorial, response to advertising, ad growth, advertiser retention, etc.). But nothing makes me feel more sure of what we're doing than when dealers talk to me at the convention. And I don't mean the obligatory "I like your magazine" responses. I'm talking about comments and quotes from specific articles and topics, opinions about the experts who write articles for us and well thought out constructive criticisms (some including references to cognac). Thanks to every one of you who took the time to share your thoughts on our magazine.
Speaking of sharing your thoughts, I have finally started the "letters" section that I have wanted for years. As you'll see from the first installment, it's wide open and we take all comers. We will even run letters and withhold your name, if you so request. Remember, we are the dealer advocate publication.
I am also happy to introduce you to another new feature this issue..."DIGITAL DEALER". You may have noticed the logo on the cover. I told you back in December this new section would be in this issue and that it would consist of nothing but articles, editorial and ads specific to the internet. What I didn't tell you and what I didn't know at the time, was that it would take up 14 pages! If you are interested in learning how you can grow your business with the internet, I guarantee you'll find several items of immediate value and interest in "DIGITAL DEALER". If you're not interested, maybe the sheer volume of content will get your attention. Remember, with the internet, it's not a matter of if, it's no longer even a matter of when...it's a matter of now! Get in now while it's still early and you may be out a little money. Wait and get in too late and you could lose market share which you may never recapture.
I'm sure you noticed the 1999 NADA Exhibition Dealer Resource Guide polybagged with this issue. The purpose of this guide is to give all of you who didn't make it to San Francisco an opportunity to learn who exhibited and what some of them had to say. Many of the advertisers in last year's guide told me they got business out of it...in fact Kwik Kleen sold a car wash directly off of their ad in last year's guide, so I know you use it. As long as you keep using it, I'll keep publishing it. Just like this magazine.