insi t e Leap of Faith
Publishing companieswould have you believe that demand for nichemagazines iswaning and that readers are flocking lemming-like to the Internet for their information fix. Economistswould tell you that fears over job securitymeans that people areworking longer hours and no longer have time to read. And the superstitious would insist that launching a newventure in a year ending with the number 13 is akin to supportingWestHam United –well-intentioned but ultimately doomed. However, as anyone that has seen the contents ofmy wardrobewill testify, I have no truckwith receivedwisdom and convention; and so I bid you all awarmwelcome to Demolition – an industrymagazine for the 21st century. In truth, although this appears to be a newventure, it is merely the latest evolution fromthe teamthat brought you (andwill continue to bring you)
DemolitionNews.com. We havemerely taken all thatwe learned there and responded to reader demand to produce a regular magazine. ButwhatmakesDemolition different fromother industry magazines, I hear you ask? Well, for one thing, youwill notice that themagazine has noNews section. News tends to be out of datewithin a fewdays and has no place in amagazine of this type. If youwant news, you can get your daily fix online. The lack ofNews then gives us the space to provide greater depth in our features. As an example, our launch issue contains an interviewwith one of theUK’smost respected industry veterans, JohnMould. While other magazinesmight have shoe-horned that iteminto a page or, atmost, two pages,we have given it a full six pages
becausewe believe thatwhat Mould says deserves to be heard. But perhaps the biggest differencewithDemolition is that we recognise demolition is just the job that you do; it does not define you as a person. Sowhilewewill, of course, cover the products and equipment you’re likely to use in yourworking life,we’ll also be covering items thatmight be of use or interest in your non-working lives aswell. These include technology and electronics like smart- phones and computers, cars and vehicles forwork and play, and even clothing and – in this first issue –watches. In short,we are aiming to produce amagazine thatwill be equally at home on the coffee table in your company’s reception area, or on the coffee table in your front room. Like any newventure, of course,Demolition is a leap of faith. And sowe are delighted that somany have chosen to take the leapwith us. Youwill find contact details for all these believers and early adopters at the foot of articles or in their advertisements, andwewould urge you to not just check themout but to let themknowpreciselywhere you heard about their products and services. It is their support thatwill decide the fate of thismagazine; and it is yourwillingness to look at their adverts andwebsites that will be themeasure bywhich this publication is judged. I promise that thiswill be the first and last self-regarding leader article to appear in this column and sincerely hope that you enjoy the remainder of themagazine. I look forward to receiving your feedback and input in due course.
3 Mark Anthony
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