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Test Marketing Turkeys

2/24/2019

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Plastics Suffocation

2/17/2019

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Last Magazine Standing

2/10/2019

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Picture
​At the doctor’s or dentist’s office, where you workout, or anyplace else where magazines are left for people to read as they pass time, there is always a “Last Magazine Standing.” That’s the one people don’t know about or don’t have an affinity for the subject matter.
 
As a full-fledged magazine dinosaur, I continue to flip pages by paper rather than on a touchscreen. I like being able to fold a page down to go back to it if I found something important. It’s great to rip a page or a section of a page out to save for future reference – a recipe or book to read, for example. Reading in the paper format also focuses you on that subject matter: you’re there to read about world news, entertainment or the environment, whatever the specific subject is. You don’t jump ahead to whatever scans your way next on the electronic screen.
 
I subscribe to the following magazines: Sports Illustrated; Milwaukee; GQ; Referee. Which do you think is the Last Magazine Standing?
 
If you said Referee, which I’m guessing you did, it’s no surprise. Of those four noted above, it is the most esoteric. People haven’t heard of it. If you are a sports official, you should know of it, and subscribe, as it has great stories, tests, personal anecdotes, unique game situations, all designed to help officials improve and support their cause.
 
My younger brother has read multiple issues and found Referee to have better writing and more interesting than Sports Illustrated. It’s a huge compliment, but not a reason you should know about the magazine. It is a reason to read it if you ever get a chance. And an opportunity to subscribe if you are sports official or interested in sports officiating (hint, hint to sports announcers on TV who regularly butcher the rules of the sports they are announcing).
 
Where I work out, there is a magazine rack to insert old copies. I put mine in there immediately when I’m done, typically within days of receiving them in the mail. Each issue stays relevant that way.
 
As I come back to the fitness facility, I perform the mental routine of watching which magazines disappeared and which remain. Referee tends to lag behind.
 
This does not disappoint or sadden me. I expect this. What it does point out though is sports officials are overlooked, underappreciated and just not in the frame of reference of most people. I consider us an underbelly profession – nobody pays attention to us expect to shine the spotlight on errors (most typically sports officiating is an avocation, as the vast majority of officials hold full-time jobs and officiate for the love of the game and to improve sport, not for the money).
 
I do wonder though why people don’t pick the magazine up to explore. Check it out. “Hey, I remember the hoopla last weekend about those officials. I wonder what Referee has to say about it.” You might find thorough and interesting coverage not available anyplace else.
 
And maybe, just maybe your interest would peak. You might think to yourself, “Hmmmm, I played football in high school and loved it. It sure would be fun to get back in touch with the game and be involved on the field in what is going on.”
 
If you see a lonely Referee magazine, pick it up and read through it during your next workout. Make it your friend. It might stay with you for life.

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Saving Someone You Love

2/3/2019

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