Greetings, 360º Subscribers!

I hope the spring thaw has left you refreshed and ready for what we all hope will be a rebound in the economy. In the meantime we, like most companies, are looking long and hard at our expenditures during these lean times. One expense we looked at was this very publication. While an “e-zine” like 360° is not as expensive as a traditional print publication, it’s not free. Since 360° doesn’t directly produce sales like a salesperson or e-commerce Web site, we considered halting publication. (For those of you paying attention, 360° has been on a short hiatus since January while we considered our options.) However, in the end, the return on our investment (ROI) in 360° was such that we decided to continue publication — but with less frequent, semi-monthly editions.
 
This issue of 360° deals with this very subject — ROI. Not all investments you make are as straightforward as a salesperson’s salary or a new printer, and you might be tempted to cut them in the down economy. One expense your clients are likely looking at cutting is — Yikes! — trade shows. Your job is to show them how their investments in trade shows pay off. And, while they might need to cut back some, cutting back too much (or entirely) is a missed opportunity for additional revenue. I hope you enjoy this issue of 360°. Call or e-mail me with your feedback on 360° or anything else.

Tim Lightfoot
President
Radius Display Products

PS:  This issue of 360° also comes with a brand new managing editor — Camille Torres. Most recently a freelance writer and editor, Camille has also served as the editor of a monthly city magazine and as the assistant editor of two national shelter magazines. Join me in welcoming Camille to our team with an e-mail. Send her your compliments, criticisms and ideas for upcoming issues.