Up Front - The Publisher's Column
Florida Trend is on the Upswing
Early summer is awards time in the magazine industry, and I'm pleased to report that once again Florida Trend has brought home a bucket of prizes. Of course, that's not why you read Florida Trend, but the awards at least confirm the quality we deliver month after month.
Two awards come from the Society of Professional Journalists, a 100-year-old national organization encouraging the free flow of information vital to a well-informed citizenry. In SPJ's Green Eyeshade Awards, Florida Trend won first place for the May 2010 edition "Medical Makeover," which included a package of articles on changes in healthcare across Florida. Trend also won second place in investigative reporting for the November 2010 report on Florida's role in international adoptions.
Then the national association of regional business publications handed Florida Trend eight awards, including four in design categories: Feature layout, cover, use of photography and overall design, all accolades for art director Gary Bernloehr and associate art director Jason Morton. Of further note, editor Mark Howard won a silver award for his commentary, writer Amy Keller a silver for her cover piece on hookah smoking parlors, and writer Art Levy a silver for his "Of Counsel" law column.
Equally as pleasing was the award for Trend's "Daily Pulse" e-mail edited by Will Short Gorham. The Pulse has taken off like a rocket with more than 43,000 readers signed up for the synopsis of business headlines each weekday. To sign up for free, click here.
Readers must be noticing. Trend's circulation for the first half of the year is up 2,000 to 52,000-plus copies each month. All indications point to circulation growing another 2,000 in the second half of the year. Research shows each copy has five readers thanks to pass-along, so more than 250,000 leaders are reading each edition of Florida Trend.
Why are some companies great places to work but others not? What differentiates a great place to build a career from the ho-hum? That's what Florida Trend asks in this issue with the survey of the state's best workplaces.
It's very easy to become insulated in the executive suite, where life generally is pretty sweet even if the work is stressful. So I encourage every CEO to read this section carefully and learn what workers value.
The Best Company winners are divided into three groups, small, midsized and large. Right now, of course, the economy is growing only slowly and employees aren't jumping ship in droves. But my takeaway from this section is that business conditions change fast, that many of the factors of a fine workplace are relatively easy to achieve and that management needs to stay on its toes to avoid a brain drain in the coming months.
You might be hearing the same themes from your human resources department, the group responsible for listening companywide and bringing issues or opportunities to the attention of senior management. And we certainly owe our own debt of gratitude to the professionals at the HR Florida State Council for their help in putting out calls for entry in this survey.
Fitness update (sort of): I wrenched my back while lifting a plastic lawn chair, leading to a round of chiropractic/medical appointments that have kept me out of the gym. Now I have to perform a host of stretches daily, so back to the gym I'll go.