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What A Long, Strange Trip It’s Been
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Hmm. It’s not often I start an editorial with an apology, much less two, but here goes. First, to rabid Deadheads and rabid non-Deadheads (I’m neither, BTW) alike for quoting Jerry Garcia above. If you think his lyrics are too sacred for something as mundane as an editorial, sorry. Or, if you wonder how could I possibly use something so mundane for an editorial, sorry. Second, I’m well aware this line has been used for editorials of this sort before. Sorry not to supply something original. But there’s absolutely no other line I can think of that better fits the past 17 years I’ve served as editor of Imprint. (Well, the Ramones “I Wanna Be Sedated” does pop up, but that’s only applied occasionally.) If you haven’t guessed yet, this is my final Imprint editorial, and my last issue as editor. I’ll be taking on, among other things, editing responsibilities for The Counselor, our flagship magazine, and that required letting Imprint go. Starting with the Spring 2004 issue, Imprint’s editorship will be taken over by Michele Bell, currently the very capable senior editor. I’ll still have a little involvement, but only in a utilitarian sense. There are some exciting changes planned for Imprint; and Michele will be bringing them to you soon. Look for a whole new ball game starting with the next issue. And while I’m definitely looking forward to the challenges ahead and all those other change-related clichés, I have to confess that walking away isn’t the easiest thing I’ve ever done. After almost two decades of overseeing design and content changes; writing, editing and proofing articles; developing fresh editorial ideas; countless planning meetings; and coaxing freelancers, you tend to get a shade attached. There’s satisfaction in seeing the magazine morph from what it was in 1985 to what it is today. It’s kind of like watching a kid go off to college; you still care deeply, but you have to let go, move on, and watch him grow up even more. But it’s absolutely been a long, strange trip. Promotional products, both as an ad medium and an industry, have changed radically in the last 15 years. Products and counselors have both become far more numerous, more creative and more sophisticated. Your counselor isn’t the guy who sells you logoed stuff once every few months, but the guy who partners with you, who helps you develop entire promotional themes (note one of the articles this issue) and campaigns. Imprinted merchandise has gone from novelty to serious advertising status. And that’s just on the outside; there were all kinds of tribulations, exhortations, declarations and obfuscations within the industry itself, some of which were truly bizarre for one reason or another. Stuff that you, and a buyer of specialty advertising, had no reason to know about – and are probably better off because of that. But there again, it all worked out in the end. But no matter what was happening, no matter what alterations in cover, layout or copy took place, one element of Imprint has continually remained unchanged: It is and always will be a medium to provide you with promotional ideas and suggestions to make your business better. With a little help from your counselor, naturally. Obviously, after 6,205 days, there’s a whole bunch more I can say, but I’ve never been particularly wonderful at goodbyes. If you’ve been an Imprint reader for all 17 years or only part of them, my heartfelt thanks, as always, for your loyalty and support. If you’re a relative newcomer, welcome. In both cases, your presence is genuinely and deeply appreciated. Take care of yourselves, be well, and remember – it’s only going to get better. Thanks for reading. Arn Bernstein abernstein@asicentral.com |
