One of the barometers that indicates the health of an industry is the number of publications serving that industry. Publishing entrepreneurs seeing "gold in them there hills" have come streaming into the spa marketplace eager to carve out a niche and, they hope, a healthy chunk of advertising revenue from suppliers.
Kerry J. Cannon, Jr.
So if we were to use magazine launches as the spa industry's health-o-meter, I'd have to say we have one of the healthiest industries on the planet! Now don't get me wrong, this is definitely a growing business, but there is only so much you spa pros can read each month.
At American Spa, we've taken a very straightforward approach: We seek to serve as a mirror held up to the spa industry. Each month we try to celebrate your accomplishments while letting you learn from the successes of your peers. Rather than offer up dubious "advertorial" dictated by advertisers, we provide actionable information: Stuff you can use. Rather than allow a product manufacturer to write a glowing story about its own product or service, we present that information objectively and in context so you can see how others are succeeding and make informed choices.
In this age of information overload, and with the Internet able to provide answers in a matter of a few keystrokes, it's incumbent upon us in the magazine publishing business (read: information business) to provide you with real, substantive, and useful information. Each month American Spa offers you advice, case studies, tips, strategies, techniques, and product and treatment information that will help you better serve clients, reach new markets, attract and retain more clients, sell more product, and improve your business.
Magazines create relationships. And a critical component of any relationship is trust. We hope you look forward to receiving your copy of American Spa each month. We hope that you enjoy what you read, act on it, benefit from it, and share it with your staff. Your trust is something we don't take at all lightly.
So as the number of magazines claiming to reach spa owners and managers grows, I'd like to be sure we're doing everything possible to serve your informational needs and earn your attention each month. If not, please let me know what we can do differently.
Kerry J. Cannon, Jr.