Market Edge October 2010 A WORD FROM THE EXECUTIVE EDITOR...SANDY HUFF After 9/11 I had a terrible time selling a astated economy of ours is really taking At the FOWA conference in travel story outside the US. Americans a toll.” Punta Gorda, I made a side trip to visit a simply cancelled their overseas trips, famous plant nursery. The owners told and stayed home. I switched to article He ofersed one suggestion: me that their ‘tropical’ plants were surpris- subjects inside North America. There was ingly cold hardy. That article went to plenty to say, and lots of editors eager for “I still get my writing assignments with Florida Gardening. A copy went to the close-to-home subjects. the old fashioned query letter. I was told CVB folks who hosted our conference. Now the recession has hit many by an editor yesterday, he was looking It wasn’t hook and bullet, but still good of those markets too. It’s a domino efect for very compelling stories or something advertising for Punta Gorda. – Americans are hunkering down, hoard- linked to a manufacturer that uses his A rose garden in Sarasota, gator hunt- ing their disposable income or helping magazine for articles.” ing in Immokalee, photo ops at the St. out of work family members. That means Bernie Keefer, a past president Augustine Alligator farm, a bird colony I fewer trips, boats, rods and reels, and of FOWA and a proliic writer, taught discovered right here in Safety Harbor – other outdoor toys. outdoor writing classes here in Pinellas all grist for the writing mill. Manufacturers of these trips, county. He passed on this tip. “I try to Our Supporting members put hook and bullet gear, and even swimsuits bring back three articles from each trip,” hundreds of hours into developing their are tightening their belts. That means he said. “They are all diferent. One will products. They have stories galore. For fewer ads in magazines and newspapers. be about the ishing or hunting trip, example, lure producers hand carve their With lower advertising income, one about the motel or lodge where we prototypes – try a wood carving maga- editors of newspapers and magazines are stayed, and something interesting in the zine, and a plastics mold-making industry cutting staf, and doing more in-house area.” That one bit of advice changed the magazine. How are they painted? Try an writing. Hundreds of gifted cartoonists, way I looked at my writing. Now, instead artist’s magazine, and an industry paint graphic artists, and layout experts are out of being ‘just’ an Outdoor and Travel manufacturer’s magazine. The Cotee lure on the street. writer, I think of myself as a Features people taste-tested their ish, shrimp, and I’ve been a member of the writer. It’s a big diference. beef lavored lures – I had a great time Florida Outdoor Writers Association since It means that if I ind something with that. 1986. FOWA produces MarketEdge, a I think is interesting, there is an editor As a FOWA member, you’ve members-only e-newsletter listing editors somewhere who will want an article on already got many skills and interests. looking for stories, new products by our that subject. Now stories are every- Branch out to ind editors who are wait- sponsoring manufacturers, and general where. ing for those quirky ‘side stories’ that income-producing networking tips. On last year’s trip to China, I got only YOU can write. Old fashioned query Here’s what FOWA President Bob Bass to see Emperor Chiang’s TerraCotta War- letters still work great. wrote in the June 2010 edition: riors. Just how had those old sculptors Being a Features Writer who made these deceptively simple statues? is also an Outdoor expert means more “There are again no market news items Experience from a couple of clay classes income…and plain old fun. for this month’s newsletter. I have gave me a bit of background. That story searched the internet and all my other ran in Clay Times. It paid $165, but I got Sandy Huf sources and can come up with no mar- another $100 when the article won irst FOWA 1st VP kets for the “hook and bullet” crowd or prize in a PenWomen writing contest. [email protected] any other outdoor writing venue. I’m thinking of a sister article on the clay The question is why? It seems this dev- horses for a horse magazine. FOWA PRESIDENT’S MESSAGE......BOB BASS The 2010 Conference is behind us and think everyone on the board and the believe in our stated criteria. “Member- those of you who missed it missed a Executive Director agrees and sees the ship in FOWA is open to any individual great event. There were plenty of story need. Work has already begun in that who is compensated to communicate ideas, newsmaker events and seminars direction. I found out, for instance, that outdoor experiences or information to to make it very worthwhile. there were 343 boating manufacturers the public as well as members of the in Florida. Out of those we only have public who support the conservation Congratulations to our new oicers one corporate member. I have started a of Florida’s resources.” and board members. They are: Sandy personal project to contact the boat- Huf, 1stVP, Jill Zima Borski, 2nd VP, ing manufacturers and invite them to From this stated agenda, I don’t see Secretary, Susan Young and Treasurer become corporate sponsors. One of why is not possible to grow to four or Frank Morello. The new Board Mem- our Board Members, Tom Van Horn, ive hundred members. I’ve heard it bers are: Eric Johnson, Mike Holliday, has pledged to sign-up at least 10 new said that our corporate sponsors are Jennifer Huber and Bob Wattendorf. active members. That is a worthy goal. only interested in the active member- Our Executive Director is making plans ship because it is them who promote As I look at FOWA over the years, I see to push for new members. These eforts their products. I don’t think that is an organization that truly encompasses will all fail unless the rest of our mem- entirely true when you consider any of the outdoor world. We now have bers also get on the bandwagon. We our members is capable of promoting members who write about the entire need each and every one of you to sign and using their products. With all of spectrum of activities from ishing and someone up or encourage someone that said, I encourage each of you to hunting to kayaks and hiking. But sadly, who has dropped out to re-join. We help us make the association grow and our membership numbers have been don’t want just anyone to join, but we prosper as it has in years gone by. shrinking in the last two years. That is have membership categories designed why I have made new members and to encourage almost anyone from be- Bob Bass corporate sponsors my irst priority. I ginning writer to active writer and who [email protected] D.O.A. LURES Ofer to any Outdoor Writer! Your boat or ours. Your water or ours. You ish your favorite lats lures. We’ll ish ours. Arrange your trip now! Contact Jerry McBride at D.O.A. Lures (772) 287-5001 [email protected] www.doalures.com FOWA mourns loss of longtime Executive Director and Life Member Nancy Scharmach According to Peggy Goldberg, Nancy had been in failing health for some time and passed away on October 5 at her home in Ocala. Nancy served as FOWA Executive Director from 1992 to 2003 and was named a Life Member in 2009. She was a freelance writer, public relations consultant and owner of C.D. Marketing and Public Relations in Ocala. Nancy also held Accred- ited Public Relations Professiional (APR) status with the Florida Public Relations Association. Her numerous specialties included travel, outdoor recreation, active senior topics, SCUBA div- ing, kayaking, equine activities and events. No plans have yet been announced for a memorial. D.O.A. Lures’ Jerry Rosen Many FOWA Active Members have a close relationship with Mark Nichols and D.O.A. Lures, one of our Corporate Members. I’m sorry to report that Jerry Rosen, Mark’s former right-hand man, passed away on October 18. Mark is certainly the hands-on guy at D.O.A. and the inspiration for their products, but I’m sure he’d be the irst to say that Jerry was a critcal part to keeping the D.O.A. ship between the channel markers on the company’s rise to success. Many of us in the outdoor writing community will miss Jerry! EXECUTIVE DIRECTOR’S REPORT---PLEASE READ! This is a HUGE issue of Market Edge and I have lots of important items to cover. But irst, a big thanks to FOWA 1st VP Sandy Huf for gathering up all the member news that follow this page. Sometimes getting information from you folks is like herding cats, but Sandy stuck with it and gathered some great updates on what yo’re doing! First, as reported by Bob Bass in his President’s Message, we had an excellent 2010 Conference in Tallahassee in August. If you were not able to attend, you can read a blow-by-blow account at our Web site, www.fowa.org. I know that lots of stories were generated by the events in the Tal- lahassee area, and want to remind you to send me photocopies or Web links to them for our iles.