Editor's Log: Keeping It Pure

August 2013, Vol. 68 No. 8

And just because compact equipment has found a strong niche for underground contractors, don’t place us in the same category as landscapers, nurseries, agriculture or even basic outdoor enthusiasts. Our contractors don’t drive tractors and rarely mow grass, haul hay or install sprinkler systems. It’s just not in the contract requirements.

We don’t cover new building construction – low rise or high rise. Bridge construction and repair, filling highway potholes, mixing hot asphalt or running paving equipment are simply not of any interest to us when our readers are digging in the dirt or performing piping renewal underground.

In short, we’ll all about – and only about – underground piping infrastructure construction and rehabilitation.

While there are many publications that cover a portion – some attempt to cover it all – of the above referenced niches, we don’t venture into those arenas. Our circulation would realistically have to approach 300,000 to provide the same level of market saturation that our almost current circulation of 39,000 does now. We’re not only the largest circulation publication in our market niche, we have the most unique, directly request readership of any competitor – by a huge margin.

Bragging, am I? To some degree, sure. But these radical steps guarantee that our carefully coordinated circulation fits hand-in-glove with our editorial mission of pure focus on underground. I know who our readers are. I know they are currently employed within the parameters we’ve established. We edit and produce a publication for those people without the fluff and dilution by companies that only want to take from our market – skin the cream, if you will -- and not truly invest in the underground market.

Our job is to provide important, relevant information for the underground infrastructure market: contractors, owners and engineers. If you want fluff and propaganda, read some other magazine. We’ll keep Underground Construction laser-focused on what’s important for those truly in the business of underground infrastructure.