We are always looking for ways to serve our readers better, and what greater way to do that than to let our readers guide us? We greatly appreciate your care in taking the time to offer your opinions on what pleases you about the newsletter and your ideas on how we can improve it.

First things first: the iPod(s). The two recipients of an Apple iPod were Debbie Yerushalmy (Trendlines), whose first song to upload will be a Giacomo Puccini aria, and Mark Whiteside (Hover-Davis, Inc.), who intends to upload Meat Loaf's "Paradise By the Dashboard Light" first. Thanks, Debbie and Mark, and enjoy your music. We'll be shipping your iPods this week.

Now, sure, the chance to win an iPod may have provided extra incentive for your responses — but we like to think that the communal, interactive aspect of IMT also played a part. When we talk about customer feedback, we are usually talking about information flowing from the customer to the company. And IMT is like any other product or service in that we can't make it better without knowing what "better" means to the end user.

We received an overwhelmingly positive response on the Industrial Market Trends e-newsletter: 70 percent of respondents said they were "extremely satisfied" with the publication in its current form, and all but 3 percent rated us at least three on a scale of one to five (five being "Wouldn't change a thing").

That having been said, many of you offered your constructive criticism to help us improve, which we've taken to heart.

Room for Improvement

Presentation
One reader, Andrew, echoed by comments of about 20 respondents, said, "A catchier first page might entice me to read more!" According to another reader, Paul:

I have a very good memory and I cannot remember what IMT looks like nor can I recall an article I read. That is not a good sign for your content/presentation.

And some of you suggested interactive new features and better deliverability. Noted, guys. Stay tuned next year for a bit of a face-lift.

Meanwhile, Sam requested we target specific industrial markets — which we try to do with each issue, as guided by our fluid editorial calendar — but with "three or four separate newsletters focusing on specific industrial demographics."

This is definitely something we've considered. Currently, each issue throughout the year is designed to cover a specific industry market while including something for everyone. (There is also the IMT blog, which, updated daily, covers the broad topics the newsletter covers without adhering to any predefined editorial calendar.) Right now, we focus on IMT, but if our editorial staff expands, a separate newsletter is truly something we will consider.

Density
One thing regarding our overall approach to covering trends and developments has proved to be particularly tricky: comprehensiveness.

Michelle said, "Your articles are 'powder puff' pieces — not enough content. They don't reflect the crises that manufacturers are facing in the global economy."

A handful of others stated their wish that we provide articles that are longer in length. But then, nearly just as many offered this type of response:

A concise article with additional references is a good format that allows the reader to go as deep as he wishes. -Bob

I don't have a lot of time to read it. So keep it brief and to the point! -Sherwyn

Today's online readers frequently go to their priority sites with short attention spans. I admit I'm sometimes guilty of this ADD effect. That is why we aggregate the key trends and therefore sometimes only scratch the surface of some topics while including references and additional resources after the article. This way, the reader can further pursue an added view on said topic at his or her own wishing.

I especially appreciate the additional links and references supplied with each article. When a particular topic is of special interest, these point to additional commentary or resources. -John

For now, to meet the needs of readers of both preferences, we will continue with the approach we currently take: a handy mix of comprehensive articles such as today's packaging trends report and some shorter, bite-size pieces such as today's Chrismukkah: By the Numbers.

Experts' Contributions
Many respondents — more than 1,750 — want to see editorial contributions from industry experts. Good news: We are already pursuing this.

If you haven't already, I highly recommend JoAnn "The Packaging Diva" Hines' article today, 5 Things Every Business Needs to Know about Packaging. It is very informative.

Also, soon we will be reaching out to those respondents who said they are willing to contribute editorial to future IMT issues. (And there were more than 750 of you who said you have something to say and are willing to share it with our readers, so look out!)

More Coverage on These Topics

Globalization Oblige
Quite a few people requested more content on globalization and international topics, whether it be international trade, global supply chains, U.S. supplier meeting international requirements, international perspectives on workforce and management, government's pending bills that can affect productivity, free trade, etc., etc. Specific countries of interest include Canada, China (all of Asia, actually) and the Middle East.

Oh, and how "the big corporations' lust for profits are making some nations weak."

It seems to me that the introduction of nearly every issue begins with the word "globalization," and also that nearly every article we write — whether trends or tips — is, in some way, on globalization: business and supply chain strategies; transportation and logistics; economies; competitiveness; innovation; labor; purchasing; prices; sourcing; design; small business; the workforce; H-1B visas; the workplace; standards; careers; aerospace; construction; automotive; bolt makers; dyers; and on and on — all of these influence, and are directly influenced by, developments across the global landscape. Globalization is embedded deeply into each of these broad topics in today's competitive world.

IMT always tries to cover manufacturing and industry from a global viewpoint, and we will continue to do so. Just because "China," "India," "Middle East," "offshore" or "globalization" are not in the headline, it doesn't mean the article is not an important international topic. That being said, we will try harder, of course.

Miscellaneous

I like IMT but admit that I do not lately get the opportunity to read much. I believe that industry needs to find out more about EPA and OSHA regulations ... potential health risks and problems ... from an independent source other than someone who sells them equipment. -Doug

More OSHA updates regarding changes that affect the manufacturing industry. -Shaun
Thanks, guys, we'll update IMT on health and safety issues whenever there is a major development. For now, though, check out our recent safety and security issue, "The Danger Zone" (Sept. 18: Vol. 7 Issue 24).

How to deal with Workplace troublemakers: People who undermine. -Kathleen
A popular topic each time we address it ... check out The Civilized Workplace: No Jerks Allowed.

Design would be a good topic, too. -Mark
Hopefully you didn't miss our last issue (Nov. 27: Vol. 8 Issue 4 — "Design Gets Down to Business"), Mark. It was published immediately following the closing of the survey.

It might be nice to see articles on the technology behind day-to-day items or dream items. For example, the technology inside Rolex watches, the technology inside Ferrari, the technology inside Dell or UPS or LL Bean… you get the idea. -William
I do, indeed, William. In October, Fred wrote a pretty cool piece called Under the Hood of a NASCAR Racer. Also, not exactly what you're requesting, but Fred's article on Eurostar was pretty interesting from a technical, engineering project perspective. We'll work more on getting these types of feature articles to 'ya.

My business is Electrical. I would like to see columns that apply to the electrical industry. -Bryan
You got it, Bryan.

Please give construction machinery more attention. -Ali
Will do, Ali. We had a rather dense construction and architecture issue over the summer. Here's the overview.

Thanks for asking. We need more information on materials: where they come from; is there plenty of supply; are there any foreseen problems; where pricing is and expected to go. -John
Definitely, John. For now, try out The Raw Deal - Up, Up and Away, Chemical Costs and Supply Pressures Drive Up Raw Materials Prices and Procurement Trends & Tips.

Praise
We received an overwhelming amount of applause from our readers. Frankly, I'm inclined to think most of you really wanted one of those iPods. Nonetheless, we'll take praise along with the criticism anytime.

I enjoy 99% of the information and will continue to read on in the future. -Greg
Thank you, Greg, but — and please don't consider us greedy — I wouldn't mind getting that missing 1 percent.

Of all the newsletters and periodicals I receive, I find yours the most interesting. I enjoy the fact that your articles are not geared towards selling the latest whiz-bang product they are just informative with timely information. -Jim
That's the idea, Jim. We leave coverage of "the latest whiz-bang products" in the capable hands of ThomasNet's product newsroom.

I enjoy your newsletter better than any other I've seen. Just finding the time to read it is the problem. -Ron
Indeed, Ron, you're not alone. A majority of respondents' "criticism" of the newsletter was that they simply did not have the time to read every article every issue. Fair enough.

A few more to stroke our ego:

Your newsletter is one of a small handful that I consistently open and read. You are doing an excellent job! -Joel

I find the articles that I use and need to enhance my company and job performance to be worthwhile. Keep up the good work. -Edward

I have been very happy with IMT. Not every article applies to me; however, the ones that do have been insightful and well written. -John

Enjoy your information as you cover a board variety of topics of interest. -Mary

I think you fill a vital role in the marketplace that many other e-newsletters fail to address or miss the target altogether. -Tim

I believe these editorial hit a lot of good points that we do not think about during our everyday processes — insight certainly brings out fresh ideas! -Gary

I enjoy your take on the workplace — it shows that we're not alone in the universe! -Cheryl

Of all the regular newsletters I receive, yours is the easiest to read and of most interest. I think it's your writing style and choice of topics that sets you apart. -Ivan

IMT is very informative but not too stiff and dry. -Kevin

I like the "fresh" style. Not stodgy like some other news sources. -William

There is NO NEED TO ENTER me into the contest — Your service speaks for itself. What I've gotten from Industrial Market Trends, I don't want anything else. THANK YOU. -Fred

Stay the course with gusto... -Melvin

Here at ThomasNet, we are very grateful to everyone who has supported IMT with your response to the survey and in other ways, but most of all I'm grateful to the dedicated and passionate community of readers — those who read our content on a biweekly (e-newsletter) and daily (blog) basis.

I look at IMT's role in this online community this way: We start a conversation with readers, keep it neutral and GET OUT OF THE WAY — handing over control to readers so they can discuss with other readers, to gain insights from similar experiences (and different experiences) and views that are similar to (and different from) their own. Much media is allergic to the idea of handing over control: They report, confirm, edit, package and distribute (sell). And we read.

But the folks who leave comments — it's your experiences, stories, questions and gripes on the topic in question whose insights often get dialog going between other professionals who read IMT. My hope continues to be to get even more people who are more knowledgeable than us to leave feedback. Who better to learn from and relate with than others dealing with the same day-to-day things you deal with?

So, huge pieces of cake to all of you. With your feedback, we hope to make next year's newsletter even better and worthy of your praise.


Cheers.