Editor's Log: Keeping It Pure

August 2013, Vol. 68 No. 8

In this issue of Underground Construction, we’re proud to present our annual Buyer’s Guide. It includes the most comprehensive coverage of equipment available specifically for the underground construction and rehabilitation industry.

We could list many additional companies who seek inclusion in our Buyer’s Guide. Many companies petition us to do just that. But as we explain to those companies, we’re all about underground. And that’s what makes our buyer’s guide unique – it is exclusively tailored for and about only the underground infrastructure market.

Too many companies want to take advantage of free listings with products that don’t belong. Over the years, I’ve heard the same old story from firms shocked that we’re never heard of them as “we never have to market because we have such a strong industry presence and word-of-mouth advertising.” Trust me, if a company is that well known by people in the field, we would be well aware of them. Other companies, through sheer arrogance, just assume people will buy their products (“why, we’re Acme Widget Company – of course people know and buy our products.”) That doesn’t cut it at Underground Construction.

People have choices in the equipment they buy or rent. We believe our Buyer’s Guide listings should reflect those companies that are investing in our market. We continuously do our best to reflect our readers’ interests.

So for all those pesky public relations firms who don’t do their due diligence on behalf of their clients, or those in-house marketing types whose sole mission is to get their company’s products in print with little or no regard as to where those products truly belong, here are some helpful hints:

Despite my best efforts, I still receive information and even press invites from big crane companies – including multi-story tower cranes. Don’t be offended when I point out that there isn’t a lot of need for tower cranes working 100 feet or more above ground when our readers are typically working three to 30 feet below ground.

Don’t send us info on oil and gas drilling equipment and activities, storage and station equipment. We’re not an E&P (exploration and production) magazine, only pipeline construction and rehabilitation.

We don’t include massive quarry-sized excavators, huge trucks or large mining equipment in our listings. We are not a mining magazine.