FROM THE PUBLISHER
Sometimes More Is Better
I
n fall 2000, Specialty Food Magazine was
re-imagined and relaunched from its predecessor, Showcase magazine. Since then, it has
published more products and trends to more
subscribers than any other magazine serving
the specialty food trade. As a newcomer to a
crowded space it really had no other choice but
to take the conversation to a new level. As the
guy responsible for connecting manufacturers
and importers with the readers of this magazine, it has been supremely satisfying to go out
into the market knowing that I was representing a best-in-class publication, which is probably
not far from how you feel about your own businesses and their offerings.
As with any good brand it is critical to constantly evaluate your relevance and make adjustments to stay just ahead
of the needs of your customers. The Specialty Food Association has improved the quality of its content and delivery
consistently since 2000 but with the introduction of its new
vision, branding and strategic plan over the past year, we have
taken an in-depth look at our media offerings and how our
market wants to consume information. As a result, we are
making a significant shift in the way we communicate with
the trade. The Specialty Food Association is adopting a
digital-first media strategy in 2014.
Don't freak out, Specialty Food Magazine is not going
away! It will be a quarterly magazine packed to the gills
with the very best in trends, incisive content and products from around the globe. Kind of like it is now, but
with even more content in each issue.
When we say digital first, what we really mean is
that you will see most of the content you consume from
Specialty Food Association in pixels as opposed to inkand-paper. In the coming year, you will see significant improvements in how you experience our industry-leading
website and news platforms. In all ways we are working
to bring you the content you want, in the way you want to
find it, and bringing the information—and our members'
products—to even wider audiences than we serve now.
As a side note, after 11 years with the Association's
media department, I am moving to a new role here to
focus on building buyer relationships. I look forward to
getting to know you all better. And you should know that
I am way better looking than that horrible picture to the
lower left.
In the meantime, you will continue to be in good
hands with Chris Crocker, senior vice president, media,
and Denise Purcell, editor of Specialty Food Media, who,
as always, will use their talents and expertise to bring you
the content and media mix that gives you what you need
to know about our trade.
Matt Thomas
Publisher, Specialty Food Magazine
mthomas@specialtyfood.com
facebook.com/craftcarejoy
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NOVEMBER/DECEMBER 2013
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