Volume 13, Issue 5 - October/September 2009

Dear Reader

Morph With Me

“Editor” is perhaps one of the most vague job descriptions this world has to offer. I can’t count the number of times that I’ve been asked, “So what exactly does an editor do?” And I must admit, these days that question brings pause from even those of us who hold the title.

Shortly after I began with Window Film, I attended a conference in New York for media professionals. While at the conference, a prominent figure in the magazine industry was speaking about the modern and evolving role of a print editor. He offered up the following advice: “Don’t think of yourselves as editors. Think of yourselves as media producers.” Boy was he right. I spend as much time editing video and managing a website as I do writing and editing a magazine these days.

Lately one of my hats has become more important than the others, because never before have I felt more needed as a journalist covering the window film industry. This industry is growing and changing at a rate that makes it near impossible to keep up, yet never has it been more important to do so. Just as my role as an editor has morphed in recent years, it seems the same is proving true for the window film dealer. Lately, a number of manufacturers have switched gears a little, and have decided to become involved in the sales process for the commercial segment of the industry. Others have brought in third-party providers for such services as sales and project management. At least one manufacturer has even declared that its dealers should offer not only window film, but an array of energy-saving products. In the process, dealers who want to remain involved in the commercial sales segment for these companies must exhibit flexibility. At times, they will be required to sequester themselves to the position of contract installer.

Others will need to be energy experts. Like it or not, the industry is morphing.
For this issue, we examine a few of the key issues currently facing the window film industry. For starters, on page 26, we examine the importance of image among window film dealers. And not to let the cat out of the bag, but let’s just say that brushing up on the subject may pay off. Then on page 20 you will find a fascinating story we discovered about a Canadian window film distributor who has no problem morphing. I found his story deeply inspiring and hope you will do the same. Speaking of morphing and staying abreast of industry changes, let’s not forget the product. On page 32, we dug up the latest the industry has to offer. And whatever you do, don’t overlook our Newsworthy section. Here, you typically find an array of stories pertaining to current events in the industry, but this time around, the stories had a way of morphing into one.

You’ve read that word—morphing—a lot in this edition of my column. In the end, what I have discovered is that this word represents something we all must do when facing opportunity. Fortunately, life isn’t static; rather, it’s ever changing. I myself am happy to face new challenges each and every day, because it gives me the opportunity to continue growing. In the end, I hope you will do the same.

Drew Vass

Drew Vass is the editor of Window Film magazine.

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