Getting a Better Understanding of Your Information Needs
by Greg Valero, g.valero@elsevier.com

The surface finishing industry is changing rapidly and in a number of ways. This creates many challenges and opportunities for job and captive shops who are seeking information that will help them meet their business objectives.

Metal Finishing magazine is dedicated to serving as the premier technology and business management resource for the surface finishing industry. As part of this commitment, we need your feedback to determine how we can better meet your ever-changing requirements. By taking a few moments to fill out our online "Reader Profile Study" at www.metalfinishing.com/survey, it will allow us to gain a better understanding about the type of information you need to make informed business decisions and sustain a competitive edge in the marketplace.

The survey consists of three components. The "Editorial Evaluation" provides you with an opportunity to tell us how we’re doing. We break down individual sections of the magazine—from technical and business articles to columns and departments—and ask you to grade their relevance and usefulness to you. We also ask you to provide us with some feedback on additional coverage Metal Finishing can provide that will help you meet your needs.

Several questions relate to our annual Metal Finishing Guidebook & Directory and Organic Finishing Guidebook & Directory, which deliver the most comprehensive data in inorganic and organic finishing. By gaining a better understanding of your reading and fact-finding habits, we can update these publications and provide you with ready access to information in your desired format.

"Information Usage" is a second key part of the survey, relating to how you find and use industry data for your job. We're particularly interested in determining how often you surf the Internet and the type of material you are gathering that is relevant to your surface finishing business. In addition, we ask for your impressions of our Web site (www.metalfinishing.com) and suggestions for any features or benefits we can add that will assist you.

"International Development" represents the last portion of the survey, allowing you to relate your perceptions on the growth of global finishing operations. Whether you view international competition as a major threat to your business and how you are addressing these challenges will help us determine whether global developments relating to the industry would be of interest to you.

If you're looking for a little incentive to sign up, we have that also. If you fill out this 25-question survey online at www.metalfinishing.com/survey by Sept. 1, you will be automatically entered in a drawing to win one of three prizes. One lucky winner will receive an Apple iPod while two others will each win a US$100 gift certificate to Amazon.com.

Thank you for your participation. We look forward to hearing back from you soon.