Truck News

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Publisher’s Comment: New beginnings

Welcome to the new Truck News! As Canada's leading trucking publication, we take great pride in being the best we can be and we're consistently looking for ways to maintain and improve our service to...


Rob Wilkins

Rob Wilkins


Welcome to the new Truck News! As Canada’s leading trucking publication, we take great pride in being the best we can be and we’re consistently looking for ways to maintain and improve our service to you and our advertisers. Our many accomplishments are a result of hard work and dedication. We have not, and will not, sit on our laurels. You are holding yet another example of our on-going commitment to you.

Since I’ve been at the helm, one of the most common criticisms I receive from both advertisers and readers has been the combination newsprint/gloss stock we print on. Apparently, newsprint isn’t too popular. To be honest, cost was always a contributing factor in the decision not to print the entire publication on gloss paper. It costs more to print – that’s the bottom line. As such, it was a simple business decision that made sense. Until now.

I’m pleased to announce that as of this issue, each issue of Truck News and Truck West will be printed entirely on the good stuff! No, we’re not going to start charging you for your copy each month or try hitting-up our loyal advertisers with a hefty rate increase now or anytime soon. We simple believe the cost of gloss justifies the benefit.

And what are the benefits?

Ink does not rub off gloss like it does newsprint and resists yellowing over time.

You’ll notice that advertisers ads usually positioned on newsprint are now reproduced with much more clarity. You’ll see greater detail in what’s being advertised.

Our editorial team will now have the benefit of being much more creative in their page layouts.

All of our advertisers will be presenting their products and services on the same stock, providing a level playing field for all.

It’s a win-win situation for everyone concerned.

Doug Copeland, our Retail Sales Manager perhaps said it best when he compared the change to watching high definition TV vs. traditional broadcasts. If any of you have witnessed a high definition broadcast you’ll know, the difference is dramatic.

I’m anticipating the above benefits will far exceed the pain of the slap on the wrist I’m going to get when my management finds out about the additional costs. So be it. My predecessor, Ted Light, always said it’s better to beg for forgiveness then ask for permission. Thanks for the advice Ted! (I think). Hope to see you next month!

– Rob Wilkins is the publisher of Truck News and he can be reached at (416) 510-5123.


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