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Athletic Business Readers’ Support, Feedback Drive Growth

Throughout the year, a hefty gentleman prone to wearing red receives millions of letters from children around the world asking for items that will make them happier — items they believe they have earned via behavior exhibited during that aforementioned year. While not quite as hefty and more open to other color combinations, I share some things in common with that jolly fella from up north. Specifically, I, too, receive letters every year, but these letters don't come from children. They are sent by the coaches and athletic administrators of these children, asking me for help or thanking me for providing them with the items they need to be successful.

The most common item referenced in these letters is our oldie but goodie, the print magazine. For nearly four decades, you have turned to Athletic Business for the information you need to do your jobs more effectively.

As an editorial team, senior editor Paul Steinbach, managing editor Emily Attwood, eMedia editor Michael Gaio and myself work tirelessly to ensure we are delivering the content you need in the fashion you demand. Our talented creative team, led by Marj Schultz and Sadye Ring, work as feverishly as Santa's elves leading up to the big day to deliver imagery that is visually in sync with the high quality content it is supporting. And your letters have inspired us to continue this unwavering pursuit of excellence. Here is a small sample:

"Athletic Business has more insight into what is changing in terms of suppliers, products, etc."
— Executive manager, health club

"Athletic Business keeps us ahead of everyone who is not using AB as a resource."
— Executive manager, sports recreation facility

"Athletic Business helps us keep up with new innovations and find companies for competitive bids."
— Athletic director, high school

As much as you love the magazine, you demanded more content much sooner than the monthly print product would allow, which is why Athletic Business has invested so heavily in our digital platform. We take tremendous pride in our website,, the preferred web hub for more than 125,000 athletic, fitness and recreation professionals like yourself. Our daily e-newsletter is the one media-generated e-communications considered a must-read in this industry, with open rates more than quadrupling the industry norm. And, of course, there's the Athletic Business Conference & Expo, one of the crown jewels of the AB portfolio where industry, education and innovation have connected for more than 30 years.

With something old comes something new. Next year, we're launching a sports security magazine called Gameday Security™, which will be the only magazine to focus exclusively on safety and security on the professional, collegiate, high school and recreation levels. And in the next issue of Athletic Business, we're taking our first-ever in-depth look at aquatics facilities with our Aquatic Design Portfolio, which will mirror our immensely popular Architectural Showcase.

We are in a constant state of evaluation and evolution, analyzing each and every way we can better serve you, the reader. It's why Athletic Business has been so successful across our multimedia platforms for so long, and it's why moving forward into 2015 and beyond, we will continue to stay ahead of the game together. Best wishes in the new year.

This article originally appeared in the December 2014 issue of Athletic Business with the title "'Tis the Season"

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