Commentary: Why magazines are still important

The amount of information available at our fingertips today is astounding. We carry in our pockets the ability to access a mind-boggling array of information, from the critical data on our businesses to entertaining animal videos.

A print magazine like Heavy Duty Trucking magazine may seem quaint. Old-fashioned. Yet magazines give you something you can’t get digitally.

A paper magazine offers a tactile experience, a physical presence. It’s what you pick up when you want to spend a little time diving deeper into a topic, whether that’s hunting or parenting or giving your business the competitive edge.

A recent article in Folio: magazine (the B2B publication for magazine publishers) predicts that print publications will soon be considered “experiential products” — the type of thing you buy to acquire a life experience rather than to simply own, such as a vacation or concert. On a smaller scale, immersing yourself in a book or magazine for 30 minutes or an hour can be a break from the constant noise of emails, social media, etc.

In the case of HDT, giving yourself a little time to really focus on learning about the latest trends and how to succeed in your business can give your brain a much-needed break from today’s digital distractions.

Scientists have learned that multi-tasking doesn’t actually save time. It takes time, even if it’s measured in micro-seconds, to keep switching our brain between one thing and another. It’s less efficient, we make more mistakes, and over time it can be energy-sapping and even make it harder for your brain to think strategically.

So, put down the phone for a while and delve into our pages.

You may notice a slightly different look to HDT starting this month. We’ve redesigned it with a cleaner, simpler, more professional look we feel is more reflective of the modern trucking and logistics industry.

And we’ve changed up a few of our regular departments. Some have simply seen a name change. “Washington Report” is now “Washington Watch.” “Equipment Report” is now “Product Update.” “Aftermarket: the Fleet Perspective” is now “Aftermarket Insight.”

New is “Fleet Talk,” a short visit with a different fleet each month offering a peek at one way that carrier is being successful. It’s where we’ll talk to fleets about their business strategies, about special specs for unique operations, about how they’re using the latest technology and more.

We’ve moved Rolf Lockwood’s column into the front portion of the magazine. In its stead on the last page you’ll find “Getting Social,” offering quick tips and news you can use on social media, plus the most interesting interactions we’ve had with our readers online.

A new department for 2016 will be “Survey Says.” We’ll survey readers to learn your opinions and how you’re using equipment and technology. Each month, we will

report some of those findings in easy-to-read graphs, charts and infographics. If you’re willing to provide your insights, please fill out this brief “get to know you” survey at www.surveymonkey.com/r/2015-HDT-reader-survey.

All this is not to say that HDT has not embraced other media formats as well. Whether it’s daily news on Truckinginfo.com and in our HDT Headline News e-newsletter, or live events, webinars, or video, our philosophy is that our job is to deliver information in the format you want it and to use the best format possible to tell the stories and present the information you need.