Thanks for a Great Ten Years
by Tara Taffera
Ten years ago in November, Key Communications launched
DWM magazine and Iím proud of everything we, and more importantly, the
industry, has accomplished in that time. It was great fun to put together
this special anniversary issue and to take a look back as well as ahead
to the future (though doing so in these days is slightly more difficult).
Familiar Faces: When flipping through all of DWMís issues from
the past ten years, I couldnít help but reminisce when remembering people
I used to work with closely, such as Susan Douglas, former NFRC administrator,
and Alan Campbell, former WDMA president, who sadly passed away several
Innovations: While researching the innovations from the past ten
years, it also was interesting to look back on the innovations that werenítóor
that werenít as big as many may have thought. For example, in our January
February 2002 edition, DWM wrote a cover story on self-cleaning, or low-maintenance
glass, as well as a few updates along the way. While the product is being
used, it hasnít grown as much or as quickly as many may have originally
"It was also
interesting to look back on the innovations that werenít."
But hereís the thing about innovation. My husband recently
suggested I watch a documentary on Coca Cola which he thought was really
interesting. One thing that stood out to me is the part in which a company
representative talked about how the company spends a significant amount
of money on investments in unique products. For example, the company currently
is investing in coconut water. It is not ready for prime time, per se,
but the company believes this will be a big seller and the representative
explained that some innovations take time to grow. So, who knows? Maybe
in our 20-year anniversary issue Iíll be talking about how far low-maintenance
glass has come after all.
Accomplishments: When it comes to DWMís accomplishments over the
past ten years, I think my honest answer might surprise you: Itís hearing
from readers who say they enjoy our articles, our videos, our news articles,
etc. When writing this column, I received an example from Robert Grady
of Paradigm Windows, who sent a response to my last column which talked
about the need to verify green marketing claims (see DWM October, page
4). Following is an excerpt from his letter.
ďYour article is spot on. I am forever sending my work product to our
engineer for securitization; either to shoot me down or validate the claims
I will craft in an ad. Itís easy to create prose with these high-fa-lootiní
claims when the product meets or exceeds the criteria. That part is easyÖ
itís the fuzzy groundÖ like the R-5 program where I wonder what I can
or cannot claim.Ē
So thanks, Robert, and all of our readers. We enjoy keeping our readers
informed, and look forward to continuing to do so into the future.
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