If It's Not Broke . . .

All too often change is perceived as a negative thing. Cliches such as "If it's not broke . . don't fix it," or "If it's not broke . . . break it," imply that there is something inherently wrong. We, at Earth Observation Magazine, view change as positive - as a function of the constant pursuit of perfection and improving one's product or service.
      Last month I wrote that there are going to be changes, and you can see from the cover the most obvious of these changes. We are now going by the acronym EOM - I know, it is not like there aren't already too many acronyms in this industry. However, we do have reasons for doing so.
      Firstly, most of those who have followed the magazine for the past four years have come to know, and call, Earth Observation Magazine by its initials EOM. So for those who know us, we are still Earth Observation Magazine - for those who are new to EOM, the name is non-descript, and that is how we want it, because the "tag line" underneath EOM breaks down what we deal with in this industry to the most common denominator, "The Magazine for Geographic, Mapping and Earth Information."
      This tag line is important because it really addresses the heart of one of the major problems in this industry: The segmentation of the industry. The problem is that we have a tendency to be overly specific and myopic in how we view the business we are in. We consider ourselves as being in GIS, or remote sensing, or GPS - when really we are all in the same industry. Don't misunderstand, it is good to segment markets but we do not want to segment the industry.
      One reason for this problem is that there is no official name for our industry. In Canada they use the term Geomatics, while here in the U.S. we have a tendency to apply GIS to any of the technologies we are involved in. EOM has been using the term GeoTechnologies. I am not certain that GeoTechnologies is the best term, even though many of you are starting to use it more often in both written and verbal communications, and that is how terms are born. However, the problem I see with the term GeoTechnologies is that the newcomer to this industry does not readily understand what the GeoTechnologies entail.
      So, getting back to the title EOM, and the tag line "The Magazine for Geographic, Mapping and Earth Information," we believe this addresses the essence of what all these technologies are all about. What we have found over the past four years, in an informal yet pervasive sense, is that both existing users of the GeoTechnologies and the masses of non users really do not want GIS, or remote sensing, or GPS. What they really want is information. Information concerning geography, maps and the Earth, and technologies such as GIS, remote sensing, GPS, image processing, aerial photography, desktop and CAD mapping systems which provide the geographic, mapping and Earth information we all need.
      We have, also, found over the years that the name Earth Observation Magazine conjures all sorts of images in peoples minds, depending upon their perspective. Those involved in the GeoTechnologies view it as a remote sensing magazine, while a GIS or GPS user may say that since they do not use remote sensing then this is not the magazine for them. Or others who are not involved in the GeoTechnologies may view EOM as an "environmental/green" publication. It is important for us to change that perception because a potential user of one of the GeoTechnologies is a potential user of all of the GeoTechnologies, and we are attempting to break out of this myopic mindset where one perceives themselves as just a GIS user or remote sensing user etc. Everyone is a potential user of all the technologies and rather than hyping just a particular species of technology, we want to provide our readers with a broad spectrum of geographic and spatial information tools. And, by helping to create a market of geographic information educated consumers, they can choose the right tool for the right application or job.
      The ideal way to accomplish this is to make EOM more tangible and pertinent to a wider market of both existing and potential users of the GeoTechnologies by presenting a broad suite of tools and technologies that can be employed separately or in concert to find solutions to the end-users problems. Now, a professional from the agriculture, forestry, mining, petroleum, public works, or real estate industries can look to EOM as their source for geographic, mapping and Earth information.
      We feel that we are covering all the bases from the readers' perspective with this new approach, "EOM - The Magazine for Geographic, Mapping and Earth Information." However, that is not enough - we have to strive to make the magazine more user friendly for both existing and future users of the technologies so as to facilitate the implementation of the GeoTechnologies into their work processes.
      The new cover design goes a long way towards making this possible by doing a better job of merchandising the information inside the issue and emphasizing that EOM covers all of the GeoTechnologies - not just one or two. The concept is that the new design will entice more people to delve deeper into the magazine and the GeoTechnologies by providing an attractive and informative array of benefits oriented applications articles that illustrate the benefits of using the GeoTechnologies.
      EOM's Managing Editor Darcy Cruwys provides this perspective on some of the changes taking place within the magazine: "...because you're a "trade" magazine, there's this misconception that you have to be visually bland to be taken seriously. Don't readers of trade magazines appreciate visually stimulating design as much as the readers of consumer magazines? Who says trade magazines have to look unattractive? We want to break out of that stereotype - make EOM more visually appealing to the reader to attract a much wider audience than has previously been attracted to this industry."
      Change does not necessarily have to come from inherent or perceived problems. Cliches such as, "If it's not broke - don't fix it." Or, "if it's not broke - break it," do not apply here. However, change is a function of the unrelenting process to improve - striving for perfection - which of course is unattainable. So, you will continue to see change come from EOM - as long as there is room for improvement (and there always is - if you are honest with yourself). You will see EOM moving forward, constantly striving to improve and better serve our readers and the GeoTechnologies Industry.

Cheers!

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