The Insider

A new magazine covering the Australasian lifting and rigging marketplace will help deliver safety messages to end users—and it has signed-up a guest columnist to help.

Trade media covers all industries of note. Most sectors don’t use these magazines, websites, and related platforms to their advantage. Only a minority of vendors advertise and editors can find it difficult to gather or generate meaningful content. It’s a missed opportunity because a quality trade magazine can serve as an effective route to market and deliver meaningful messages to an engaged audience. There are other benefits too.

The majority of industries would be worse off without independent publishers to promote a sector and hold it accountable, so we’ve always tried to support those that have dipped into our market with commentary and advertising support where we can. True, it takes research to find the good circulations from bad and the publishers who are there for the long-term versus those looking to make a quick buck. And few have been lifting and rigging centric.

Lift & Hoist Australasia (LHA), a new bi-monthly, regionally-targeted publication, ticks the right boxes and fills a gap in the region, covering specialised lifting, rigging, and safety solutions across a myriad of end-user markets.

Ahead of the imminent publication of Issue 1—four further editions will be produced in 2019—I gratefully accepted an invitation from the publishers to pen a guest column. In fact, I couldn’t turn down the opportunity, not to shout about my own business but to continue to address concerns about the lifting industry’s shortcomings.

I remain hopeful that we can produce a new generation of lifting industry professionals who campaign for certain principles, such as the importance of working with specialists and technical experts on all matters related to lifting equipment and height safety; and wholesale acceptance of a third party to deliver the same competency-based training content all over the world, tailored to each geography’s standards. I feel duty-bound to lead by example.

Upon acceptance of the invitation, the magazine’s publisher and I had an interesting conversation about the status of our market. Much of the trends that impact my own company are shared by LHA. A healthy industry is good for all of us. It’s interesting how the magazine closely monitors information from the think-tank, Australia Institute (AI), for example, which says the country’s manufacturing industry is poised for recovery. In fact, in the magazine’s media pack (the document produced by a publisher that includes circulation breakdown and advertising rates etc.) they say, “productivity has rebounded close to its previous peak with the sector currently enjoying its largest improvement in employment conditions in a decade.”

For your free copy sign up here.

For more information contact us on 1300 SLINGS

www.ranger.com.au