Change: A Way of Life at Modern Casting: There are big changes in this month's issue, but they're just one example of many steps in the magazine's natural evolution since the 'Summer of '38.'.

Now more than ever in today's new information age, every magazine must constantly evaluate and assess its product offering and then tirelessly refine and improve upon it. While we've been working on product improvement for quite some time, recent focus groups and surveys with people like you confirmed our notion that perhaps it was time to give the hook a facelift. Not change for change's sake per se, but rather to acknowledge that the industry has indeed changed, as well as our recognition that we could do some things differently to make things easier for our ever-changing readership, which wanted to more quickly put their hands on the vital information to improve their daily jobs and decisions.

So while the most recent, and most visible, changes in recent memory to your MODERN CASTING are right before your eyes this month, a look at the publication's 63-year-history reveals that we've all been down the road of change together before. Below is a brief summary of just a few of the other changes and adaptations in MODERN CASTING's genealogy. Each was implemented to respond to the ever-changing needs of the metalcasting industry.

It all started in 1938 (a courageous time to start any new business venture) when an attempt at a regular publication of the American Foundrymen's Assn. was made for the fourth time. The inaugural, 17-page edition of The American Foundryman (the forerunner of MODERN CASTING) featured a president's message, conference schedules, new technical division appointments, an article on the dangers of heat sickness, new member listings, a chapter directory and chapter news, Established first as a bimonthly, its original mission was quite different than today. It was launched to "present to members more frequent and timely news of the Association, its chapters and committee activities."

Seven years later, the magazine began to spread its wings toward becoming the industry's technical, management and news trade publication it is today. To provide industry suppliers with an affordable means to promote their equipment, products and services to key industry decision makers, advertisements were first accepted in May 1945--and attracted 50 full pages of ads right off the bat. A "new product" section was added that same year, keeping readers' fingers on the pulse of the latest technological developments for casting production.

In 1955, the publication's name was changed to Modern Castings to better describe the purpose and appeal of the slick, monthly publication. This year, the magazine was produced in a larger, wide-page format (roughly 45% larger than today's page dimension), one of the changes that admittedly didn't work out as well. A smaller format was reintroduced in 1959.

In 1963 (incidentally, the same year that 38-year-veteran Dick Reynolds joined the staff), the casting industry's first dedicated Buyer's Guide directory was established. In 1966, the "s" was dropped from the publication's name, more appropriately focusing attention to the casting process. The following year, MODERN CASTING published the first "Census of World Casting Production," which is now in its 35th year.

In 1989, the magazine published its first edition for the enormous German-based GIFA exhibition to better connect advertisers with foundries across the globe. A number of show-dedicated 13th issues followed, including the first Chinese-translated issue for the 1995 World Foundry Congress in Beijing, China; the first-ever tabloid-size "Guide to Exhibits & Technology Showcase" introduced for the 1996 AFS CastExpo (and reissued again in 1999); and the Spanish-translated "Guide to FundiExpo" in 1998 and 2000, when it was named the event's official publication.

In terms of multimedia, MODERN CASTING complemented its print offering by taking an early presence on the worldwide web back in 1996. The www.moderncasting.com website has undergone numerous stages of metamorphosis, including the additions of daily updated news, website-only articles, online requests for product information, translated articles for Spanish-speaking readers, etc. The most recent evolution was the integration of a searchable Buyer's Guide online directory that went live in November of this year. It offers newer computer-savvy readers with an online tool that searches suppliers and products and promptly connects metalcasters to appropriate email and websites. Furthermore, it also allows metalcasters--from every area of the globe--to immediately access North American suppliers whenever their need for product or equipment information arises.

Another milestone worth mentioning was the launch of Engineered Casting Solutions by existing MODERN CASTING staff in 1999. While serving an entirely different audience of 25,000 OEM design engineers and metal component buyers, the new magazine was given birth in an effort to affect markets for castings through the regular and timely dissemination of information on casting design, applications and sourcing choices. The natural fruits of this effort--gaining deeper understanding and connection with those who use castings--also has served the MODERN CASTING brand well in these changing times. The genesis for several new MODERN cASTING additions emerged from Engineered Casting Solutions assignments.

We agree with philosopher Heraclitus (540-480 B.C.), who said, "Nothing endures but change." In this next chapter, you will find MODERN CASTING further striving to be relevant, meaningful and authoritative in delivering the information needed by the metalcasting industry. In this way, we hope to continue to serve as your vanguard in recognizing opportunities for improving North American casting operations, and delivering the information you want and need to capitalize on those opportunities.

We've long valued the fact that so many of you regard MODERN CASTING as your very own publication.

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