G&G Media Group LLC, a new Elkhart, Ind., publishing firm launched by two well-known RV industry veterans, has announced the acquisition of the flagship trade journal RVBusiness (RVB) from Affinity Group.
The sale to current RVB Publisher Sherman Goldenberg and Beverly Gardner, proprietor of Beverly Gardner & Associates, an Elkhart, Ind., publishers representative firm, includes the popular RVBUSINESS.com website and relevant trademarks.
“RVBusiness is a venerable and respected trade name with a strong following,” said Goldenberg, who will transition from his position as a vice president and publisher for Affinity Group as a result of the sale. “And we’re appreciative to the folks at Affinity Group for giving us the opportunity to continue providing both print and web services to North America’s RV manufacturers, suppliers, dealers and distributors under the RVBusiness brand name.”
“People around this industry recognize the prestige and sense of authority that RVBusiness brings to the table,” added Gardner. “We’re assembling a team in G&G that should greatly enhance that status.”
The RVBusiness sale comes at a time of considerable change for Affinity Group, which is turning up the focus on its consumer-centric business and publications.
Affinity Group Inc. (dba Good Sam Enterprises) CEO Marcus Lemonis confirms that trade-oriented publications, events and promotions are no longer a good fit for the company, which is more focused on the end-consumer. It currently generates a range of consumer websites and print titles, including Highways, Trailer Life and MotorHome magazines plus the Trailer Life and Woodall’s campground directory titles. Additionally the company operates the Good Sam Club, Camping World retail stores and a variety of insurance products and services.
“With RVBusiness and RVBUSINESS.com being such long-term pillars in the RV industry and the industry’s reliance on RVBusiness for independent news on a daily basis,” said Lemonis, “it’s become difficult with the industry consolidation both on the manufacturing and dealer sides for us to remain independent as much as we try to be — because of industry perceptions — and to stay focused on our core competency.
“It is not the core competency of the company to provide independent news service, and the industry is in dire need of the true independent news source,” added Lemonis. “Thus, we’ve decided to enter into a letter of intent with Sherm Goldenberg, a 26-year employee and contributor to RVBusiness and the Affinity Group, and his partner, Beverly Gardner, so that the longstanding success that RVBusiness has experienced can continue.”
G&G looks to maintain and improve its web and print services, said Goldenberg, adding that the magazine also looks for a return in the near term to a monthly print publishing cycle from the bi-monthly format to which it turned a year ago coming out of the recession. Contact Gardner at email@example.com, Goldenberg at firstname.lastname@example.org or email@example.com.
Indeed, these awards are quickly becoming an industry tradition – one that’s about to be renewed at the 3rd Annual RV Business Top 50 Dealer Awards reception and dinner on the evening of Wed., Oct. 6, at the Rio All-Suite Hotel & Casino in Las Vegas during the Recreation Vehicle Dealer Association’s (RVDA) annual RV Dealers International Convention/Expo, which takes place Oct. 4-8 at the same hotel.
To shed some light on the whole program on the eve of this year’s dinner, tickets for which are currently on sale through RVBUSINESS.com, RVB Senior Editor Bob Ashley interviewed those directly responsible for the program under the umbrella of parent company Affinity Group Inc. (AGI) — RVB Publisher Sherman Goldenberg, AGI Event Coordinator and Sales Director Chuck Lasley and B.J. Thompson, president of northern Indiana public relations agency of BJ Thompson Associates Inc.
Here’s the crux of that interview:
Q: Now in your third year with the RV Business Top 50 Dealer Awards, what are your thoughts about this whole endeavor and how it’s developed?
Goldenberg: We really couldn’t be more pleased with the progress we’ve made, especially taking into account the times — the roller coaster economy and the political headwinds we’ve experienced. That said, it’s gained in prestige, finesse and depth. We’re better at this than we were two years ago and are happy to be doing it again.
Lasley: And I think it’s also important to recognize the fact that we’re accomplishing what we set out to do – helping to elevate the best practices of the dealers. We are receiving more applications than we ever have.
Thompson: The program has gained in integrity, and we as coordinators and purveyors of the program have indeed, as Sherm said, gotten better at what we set out to do. That is, we’ve refined the applications so that they’re easier to fill out and still have pertinent information for the judges to judge. And the dealers in general have recognized the program as supportive of excellence, especially in the area of customer satisfaction.
Q: Why is it important, in your view, to recognize dealers?
Goldenberg: It’s at the very core of what a trade journal should be doing — in this case recognizing dealers for doing well in all aspects of their businesses. In these times, again, I feel that persevering and keeping one’s eye on the ball with regard to professionalism is even more imperative.
Thompson: As more of an industry generalist and industry promoter, I’m thrilled to see anyone or any organization support the industry in making it better. RVBusiness has stepped up to that in a major way.
Q: What should one glean from the dealers who were selected?
Thompson: That they are highly professional and provide excellent customer service, which is recognized by high consumer satisfaction.
Goldenberg: If they’re not doing that – if they’re not taking care of customers – then they may as well get into another business.
Thompson: For the industry to have a good reputation among those we hope to attract, we need to showcase the good dealers, the great dealers who take care of their customers. In any business, there are those who focus only on the sales. This particular program draws attention to excellent customer service practices.
Q: And how does this all correlate with RVDA and its convention?
Goldenberg: It completely overlaps with what the individual members of RVDA are likely to be doing every day in their businesses. The mission of the Top 50 dealer awards is to focus on the daily practices of good retailers. Good practices equal good dealers. It’s that simple. Let me add, we feel our associating the program with RVDA’s Con/Expo is a mutually beneficial arrangement that we hope continues through the years.
Thompson: There is a great synergism here. The RV Business Top 50 awards and dinner is better by being associated and timed with the RVDA Con/Expo, and we’ve talked with a number of dealers who are receiving the award who said that that they will be attending the Con/Expo because they’re receiving a Top 50 Award. So, RVDA in my view is enhanced by the timing of the dinner and awards program. Besides the logistics of tying in the RVDA Con/Expo, the program itself ties into what RVDA is all about: That is, to help its members become better dealers.
Q: What is the Leadership Alliance we see referenced so often in Top 50 promotions, and how does one become a Leadership Alliance member?
Lasley: The Leaderhip Alliance members are part of an elite group of suppliers. Each LA member has decided to be part of a movement helping to promote the best practices we are trying to promote here at RVBusiness. These companies underwrite and sponsor the program, but it’s more than that. They want to be part of a program whose entire purpose is to uplift, promote, enhance and strengthen RV dealers from all over North America. Our hope is that each LA member can be recognized for their contribution to the Top 50 which has had nothing but a positive impact on our industry.
Q: Is this program a big moneymaker for Affinity Group, RVB’s parent company?
Lasley: No, on the contrary, our goal for the RVBusiness Top 50 program is for it to pay for itself. It is our hope that Affinity can play a role in helping this industry grow. When that happens, the entire industry benefits, even if the Top 50 program is only at a break-even point in terms of revenue.
Q: Does the work of the Go RVing Coalition’s Committee on Excellence still play a role in all this?
Thompson: Yes, it does. The Go RVing Committee on Excellence spent a lot of time and effort developing some specific practices. We were able to use the committee report to develop certain questions in the Top 50 application. Thus, there’s a direct correlation from the Committee on Excellence to the application to what the judging panel reviews for the selection of the awards.
Q: How does RVIA, if at all, fit into this?
Goldenberg: While this clearly is a dealer-driven event, it’s part of a bigger universe, and it remains our conviction that the manufacturers, through RVIA, should at least have a seat at the table. Therefore, at this year’s dinner, we plan, for a time, to have the chairmen of both trade associations at the podium.
Lasley: It’s important that we have those organizations and their support of this program because, as we mentioned earlier, this isn’t just a dealer event. It’s an industry event. Everybody benefits when dealers utilize best practices.
Thompson: Manufacturers play a very key role in providing nominations because of their day-to-day contact with dealers. Manufacturers know which dealers are trying hard to do the right things to elevate the satisfaction of customers. So, we have asked them to provide us with the names of their better dealers. The size of the dealership doesn’t matter in those nominations. What we are looking at is quality. If a dealer has just a few employees and their sales are minimal in a smaller market, if they are doing a great job in customer satisfaction, the program is designed to promote that dealer.
Q: What is the purpose of using a third-party format to administer the application process?
Goldenberg: We realized since Day One that we needed to build a firewall of sorts between the industry – ourselves included — and the selection process. Therefore, we have created an independent body, which we call the panel of experts — which is overseen by BJ Thompson Associates — to coordinate the actual selections. As a result, we as a trade journal staff never even take possession of the applications. They remain on the other side of the firewall with BJ Thompson Associates.
Thompson: The process is not perfect, but it’s good and it’s credible. I’m pleased to be associated with a program that genuinely wants to raise the bar of professionalism of the industry for the entire good of the industry.
Q: Who is on the panel?
Goldenberg: They are well known industry people. We don’t publicize their names, but we will tell anyone who really wants to know. Just give me a call at (574) 457-3370 and I’ll tell you who they are. That’s how upfront we are.
Q: You’ve chosen a rather controversial personality for your keynote speaker this year, haven’t you?
Goldenberg: Controversial? Yes, I guess I’d agree with that description. You know, when we talk each winter about what we want in a keynote speaker, our goal more than anything else is to be relevant — to provide food for thought to an intelligent crowd of business people, not just light-weight jokes and dinner chatter. So, on the brink of the national mid-term elections, we thought that bringing to the table a high profile national political commentator — of any political persuasion — would be the thing to do.
Having said that, we can promise you that RVBusiness or its parent company are not in the business of endorsing any one political viewpoint or any named candidates, and that’s even more the case in the upcoming mid-term elections.
With the Tea Partiers and the current liberal administration, with those in favor of more austere spending and those supporting more stimulus expenditures, with issues like immigration and the mosque at Ground Zero, these are indeed wild and crazy times. And we trust that those who join us for dinner on the evening on Oct. 6 will come away invigorated — whether they agree with Ann Coulter or not. As quick and provocative as she is, we can assure you that Ann Coulter’s not going to change anyone’s mind. So, the experience should be fun and worthwhile – like a New England town hall meeting.
Change is inevitable.
And so it is that RV Business magazine, starting tomorrow (March 31) is unveiling its all-new RVBUSINESS.com website – a look into the technological future that’s built around the traditions of the past for RVB – fair and balanced news coverage presented in a more navigable and interesting way from veteran newspaper people who continue to care about the veracity of the news they disseminate.
Specifically, the redesigned site offers:
- The ability to receive timely breaking industry news via RSS and daily e-email.
- The capability to comment on and rate articles.
- Video links on news postings and a large video spot for advertisers interested in getting the word out on their products and services.
- New interactive ad buttons that drive better click-thru rates to advertisers. – More interactivity between websites, video and photography.
- Better cross-referencing of articles and businesses in the RV industry.
Moreover, RVBUSINESS.com regulars will have the ability, through comments, to speak out on the opportunities and challenges facing this industry.
In addition, we’re adding more functionality to the site with the addition of an automatic stock ticker.
So, bear with us as we work our way through this transition, and we’re sure that you’ll let us know when things are – and aren’t – working smoothly as we deal with this inevitable change for the better on RVBUSINESS.com.
Sherman Goldenberg, Publisher
RV Business & Woodall’s Campground Management