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Publisher’s Comment: Driver Shortage Is An Issue That Isn’t Going to Go Away

Last weekend, I had the pleasure of attending the 18th birthday party of a close friend's daughter.It was held in his house - a 7,000 square foot monster - complete with a waterfall in the back yard, ...



Last weekend, I had the pleasure of attending the 18th birthday party of a close friend’s daughter.

It was held in his house – a 7,000 square foot monster – complete with a waterfall in the back yard, a baby grand piano in the music room and a downstairs bar that’s probably worth more then my RSP.

I knew most of the other guests. In fact, a few were buddies from high school.

There were the usual complements…wow you look good, you haven’t changed a bit, do you work out, etc., etc., etc…

It made me laugh since we all knew damned well that we have bags around our eyes, most of us haven’t seen our own feet in years and the only ripples on our stomach are of the potato variety.

I also had the pleasure of meeting a few new people.

In particular, an older couple who were dressed to the nines.

They seemed nice enough and we exchanged the usual pleasantries.

Eventually, as most conversations do, we ended up talking about what each of us did for a living.

When it was my turn, I proudly announced that I publish business magazines.

It was like someone turned off the lights.

The conversation ended abruptly (albeit politely) and they moved on to another couple.

I’m positive that if I had told them I was the publisher for a well-known magazine such as McLean’s or Canadian Business their reaction would have been totally different.

Maybe business publications image just isn’t glamorous enough.

Either way, I really didn’t care.

Image is something that is developed over time.

In my mind, it can make or break you.

The million-dollar question these days surrounds how we are going to solve the current driver shortage?

Truth is, we won’t.

It won’t be an easy task since most news about our industry revolves around horrific accidents and flying wheels.

Hollywood movies really haven’t done us any favours either.

Does anyone remember “Duel”?

How about Joyride?

What do you think they did for our image?

Very rarely do you hear about the trucker who risks his or her life on the road.

Combine this image along with the fact that most kids graduating from high school have a three-year wait before they can obtain an AZ and you’ve got the reason for the driver shortage.

– Rob Wilkins is the publisher of Truck News and he can be reached at 416-442-2097.


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