FCNews is always in the market for new opportunities. Not just opportunities to turn a profit, but opportunities that add value at every level in the channel. Case in point: Last September we published the first-ever Retailers Guide to Selling Hardwood Flooring. It offered value to the retailer and retail salesperson because it contained just about everything they needed to effectively sell hardwood flooring. It offered value to the manufacturer sponsors because of the obviously long shelf life. Plus, we gave each one the opportunity to write a column on any issue they thought would be of value to the retailer. That education is invaluable and positions that manufacturer as a leader in the category.

The next frontier for us was the commercial market. For years we’ve wrestled with the challenge of producing something meaningful for the A&D community. We’ve learned that architects’ and designers’ time is limited, so something text-heavy would not be the answer. We also know they are inundated with magazines. And flooring is just a small part of their focus. There’s furniture, lighting, accessories, etc.

A publication resembling FCNews is not the answer. Like I said, too text heavy for them, although I know we could attack and explore all the issues pertaining to their flooring needs. We could do something more visual, but they can get that elsewhere.

With that as the backdrop, we decided to take baby steps, and I think we may be on to something with our NeoCon Product Preview Guide. The concept was simple: List the flooring manufacturers that would be exhibiting and give them a paragraph on the latest and greatest, or the highlights, of what attendees would find at their booths. Our sponsors were given the opportunity to have a greater presence if they so desired. But to add value, we mailed it to select 2008 pre-registrants and 2007 post-registrants two weeks in advance of the show. This way they could get their message out to the A&D community before they ever got to Chicago. Of course, there will also be extensive distribution on site. The Guide was well received in its debut year and we expect even stronger participation next year.

These are just two ways this magazine is expanding its business in a challenging economic climate. It’s not different than what savvy retailers are doing in diversifying their businesses, whether it be expanding into cleaning and maintenance, sanding and refinishing, window treatments, countertops and even cabinets. Some dealers are getting into alternative shopping concepts, like shop-at-home and Internet. So what kind of opportunities are you capitalizing on? We’d love to hear from you.