EDITORIAL
New Channels for Communication W
e are always looking for new ways to deliver information to the metalcast- ing industry. You know our main
channel—the monthly print magazine you are currently reading. But how familiar are you with our website? How about our e-newsletter, digital magazine, webinars, social media pages, and apps for Android or i-devices? We have learned how
important it is to commu- nicate with our audience in as many different chan- nels as possible because we aren’t always sure what you are tuned in to and/ or will catch your inter- est. Lately, we have been focused on social media (primarily LinkedIN, Facebook and Twitter) as we have seen continued growth and activity. This growth has even launched recurring editorial on p. 3 of our print maga- zine each month as we recap a popular discussion. Our most
We have learned
how important it is to communicate with our audience in as many
different channels as possible.
the more traditional channels of com- munication, today’s cast- ing buyers and designers are not. They probably turn to the web first for help, but not necessarily for a simple Google search. They may look for a video on YouTube to explain a casting process they don’t understand. They may post a question to a discussion group to secure a recommendation for a casting supplier. They may tweet out a question to a
network of engineering friends in search of a solution. The key for our
recent venture was the launch of redesigned and reorganized websites. With the continual growth of our online-only ac- tivity including blogs, audio- casts, video, photo galleries, news feeds, etc., we needed to develop maga- zine web pages that incorporated all of these features in an easy to use format. We also wanted to intertwine our collection of titles (MODERN CASTING, Metal Casting Design & Purchasing and Global Casting) for all of our audiences together with the American Foundry Society to provide a single, vast re- source of metalcasting information. The new
industry is to be in all those channels, pushing out the cor- rect information to our customers. While the methods have changed, the goal is still to be the resource for our customers.
website launch is just a first step, but we know it is a step in the right direction for us and the industry. While our industry is grounded in
Alfred T. Spada, Publisher/Editor-in-Chief
If you have any comments about this editorial or any other item that appears in MODERN CASTING, email me at
aspada@afsinc.org.
August 2012 MODERN CASTING | 7
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