FordMuscle and You, Together We're Making an Impact.
by Jon Mikelonis

The FordMuscle staff has decided that after achieving significant subscription and advertising goals over the past 12 months, that it's time to extend a gracious "Thank You" to the FM readership. By subscribing you've made a strong statement to the FordMuscle staff, our current advertisers, and to the entire performance aftermarket industry. You have proven that Ford enthusiasts are willing to pay for the relevant technical editorial and positive community you receive on this website. You've proven there is no challenging the fact that you are turning to web for answers about your project cars long before you are turning to a print magazine for help.

Whether it is in addition to or in place of print magazines, because record numbers of you have chosen to subscribe with FordMuscle, together we have become a more significant marketing option in the eyes of forward-thinking speed and restoration part manufacturers. This is a critical milestone the staff has been tirelessly pursuing for the past five years. In order to maintain our forward progress together, we'd like to share some aspects about FordMuscle, the internet, and our competition, that make us who we are today.

You Control the Internet
In case you haven't noticed, the internet is a purely democratic medium that has given you, the hobbyist, more power and influence over the performance aftermarket than you've ever had. How, you might ask? By providing you with complete control over your experience. Control that no other medium can offer and control that many speed and restoration part manufacturers are yet to fully-grasp. You see, if a manufacturer wants to connect with you through your computer, your modern product research tool, they must understand that you are demanding information related to your needs. They must understand that if you cannot find information online about their product in the context of real-world product installs, reviews, or testing, then you will find a manufacturer who does. Your expectations online have progressive manufacturers understanding that to market products through the Internet requires providing you information about their products fairly, more completely, and with the Internet specific dimensions of sound, video, and unlimited space. The result? Companies you are familiar with, like Air Flow Research, Flowmaster, and Performance Distributors have determined that technical content driven websites like FordMuscle are best suited to help them serve their target market.

So what does this all mean for you and for FordMuscle? For you, the shift indicates that FordMuscle will continue to bring you more real-world do-it-yourself Ford editorial in the same well-presented and distraction-free environment. For us, it means that we are validating our reputation in the marketplace as the primary source for Ford-related technical content online.

Steps Ahead of the Competition
If you have an enthusiast magazine sitting on your bedstand, coffee table, or workbench, chances are it was produced by the most significant targeted media company in existence, Primedia, Inc. And in case you didn't already know, Primedia is the one "governing body" that reigns over print magazine titles such as Hot Rod, Car Craft, Muscle Mustang & Fast Fords, Mustang and Fords, Mustang Monthly, 5.0 Mustang & Super Fords, Truckin, Fly Fisherman, and QuiltMaker. Just to name a few. Simply put, if consumers have made a hobby out of anything and those consumers buy products or services related to it, then Primedia has probably developed a magazine all about that hobby.

Honestly, it is quite impressive that one firm has the ability to connect with almost any group of niche enthusiasts who demand the deepest possible coverage about their specific pastime. Imagine, for every one of us that expects our favorite Ford automotive magazine to cover the essentials of cam selection for a small block 331 stroker, there is another enthusiast demanding their magazine explain how to tie an "Elk Hair Steelhead Skater" or how to foundation piece a "Scottie MacPup Terrier in a Trendy Tartan Tog". If you are wondering what a "Tartan Tog" is or to which hobby "Foundation Piecing" belongs, then that is exactly the point. Unlike Coke or Pepsi, Primedia has to be well-versed on the finest details of its various target markets, no matter how obscure the niche. Needless to say, it's a tall order for one slow moving company to fill. The problem is, when a company becomes extremely large while trying to serve so many segmented markets, they end up making mistakes. Foolish and embarrassing mistakes, like continuing to produce four Mustang
titles while news headlines read "Conlin Streamlines Primedia". Kelly Conlin is the Primedia CEO.

Additionally, as evidenced by their Internet offerings, Primedia has become so disoriented that even the high-level marketing executives misunderstand the web. Unlike FordMuscle, Primedia hasn't figured out that a website needs to offer exclusive and relevant content to its target market. Instead, they seem to believe a website should serve you more e-commerce, pop-ups begging you to purchase a magazine subscription, random banner ads, and a place to virtually build your "Dream Ride".

We have drawn this distinction between FordMuscle and our competition to be sure you, the reader, continue to demand what you have from FordMuscle. Your consistent requests for fresh editorial that is relevant to all aspects of the Ford hobby, regardless of model, is what keeps our motors runnin' month after month.

Looking Forward
FordMuscle is not so arrogant to believe that the Internet will one day
obsolete traditional magazines, since we firmly believe there will always be something desirable about the tangible aspect of bound glossy paper. However, at Fordmuscle we are not faced with the dilemma of obsoleting our print offering by publishing killer content online. Due to this fact and because you are now in control of your primary research tool, print media will be forced to compete with FordMuscle for manufacturer ad dollars. Your continued patronage and feedback are fundamental to reaching future milestones, together we are looking forward to the challenge.