Contents. Our contents page has been simplified to show you exactly what you are getting in each issue, from the feature articles of that month—February is all about marketing—to the columns you’ve come to expect to see.
News & Events. Formerly know as Up Front, this section still is dedicated to industry news and events. This section is a bit smaller than its predecessor, but that’s only because we’re putting a majority of news content online; be sure to check www.lookingfit.com frequently for the latest headlines. The compact news now gives us room for more industry-specific business articles—which brings me to the introduction of …
Salon Startup. Our newest column, Salon Startup, is geared toward the fledgling salon owner, with tips and tricks for getting into the business. Of course, it’s also a great read for veteran salon owners and operators. Don’t miss the first article, “What’s On Your Business Card,” for the how-to’s of crafting a salon name.
Beyond those editorial changes, you can expect to see some other tweaks in the actual page design—think edgy and fun—as well as the way in which we are putting our articles together—the focus is on making everything interactive for you, the reader.
For example, this issue is our annual marketing issue and all the feature articles are geared toward business strategies. This year we’ve added a suggested reading list called “Read All About It,” featuring books that delve deeper into each marketing topic covered, just in case you want to know more.
Similarly, for the articles, “Creating A Bikini Boutique” and “Mix It Up With Promotional Products,” we not only tell you how to retail swimwear and why you should use promotional products—we also give you some suggestions on what kind of swimwear is great to stock and what type of promo products your clients will love. Check out the editor’s swimwear picks on page 52; then see what industry experts are calling must-have salon promotional items on page 56.
In case you can’t tell, I’m loving the new look of our book. And here’s something else I’m loving—the renewed energy among everyone in this industry. Even though I wasn’t able to be there, Group Editorial Director Judie Bizzozero tells me the ITA’s board meeting on Dec. 11 had a great turnout and even better discussion. Turn to page 22 to read a recap of the events, and then flip to the next page for an inspiring account of Chicago-land salons that are banding together to increase awareness about the benefits of vitamin D and tanning.
Alright, enough from me—get to admiring the fresh face of LOOKING FIT!
Danielle R. Maheux
Managing Editor
