A fresh outlook

A fresh outlook

Everyone at Australian Reseller News is very excited and proud of this week's issue of our newspaper. It is with this issue that we have launched a significant redesign of the "look and feel" of our publication. Although, I'm guessing you've worked that out already for yourself, by now.

The aim of the redesign has been not so much to improve the visual appeal of ARN (though we hope we've done that too) but to give you a better "reading experience".

When we asked for your feedback you were very insistent that you didn't want us to abuse the use of bright colours and snazzy graphics. You found ARN an easy, uncluttered publication to read and you wanted it to stay that way.

So, taking your advice, everything we have done has been designed around making it an even easier publication to read and navigate. You'll notice a far better use of sub-headings, briefs, summaries, pointers and quote boxes. What we're trying do is help you work out as quickly and easily as possible whether a story is of interest to you.

We recognise that most managers don't have a lot of time on their hands, and we also realise that because ARN covers the breadth of the channel not every story is relevant to every reader.

In saying all this, the one thing I've learnt in publishing is that for most readers the look of a publication is secondary. Every time we mentioned that we were redesigning the paper to one of our reseller readers, the response that invariably came back was why? The simple fact is that ARN has not become the bible of the channel because it looks a certain way. It has reached that standing because you trust us to deliver week in, week out the news and information that helps you keep up with the comings and goings of competitors, partners, peers, distributors and vendors.

The only way we do this is by talking to the channel. The news that we source and the subjects and topics we follow are based on the information we receive from you.

So we thank each and every one of the 250 resellers, developers and integrators that ARN has quoted and featured in the paper already this year.

I'd also like to thank you for being frank about how we can help serve you better. Two years ago, we launched a daily news service in response to the need for more immediate information. Late last year, we launched ARN Integrator because the services-focused end of the channel told us it needed more in-depth, specific editorial. This year we are aiming to introduce a number of new products that you have indicated there is a need for. We will be particularly aggressive in launching online initiatives.

So I hope you will excuse my indulgence this week and I promise to get back to the real issues next week. In the meantime, I hope you enjoy the new look and find it helpful - please feel free to throw any feedback our way.

Philip Sim is editor-in-chief of Australian Reseller News. Reach him at

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