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2009 April 3

At SAILING Magazine, we understand the current economic situation may be daunting when planning the future of your business. We, however, prefer to think of this time as an opportunity to grow your business, get more customers and rise to the top of the industry. But don't take it from us. Listen to what the leaders of the sailing industry said at the U.S. Sailboat Show in Annapolis:

" Bill Goggins, president of the trade organization Sail America and CEO of Harken Yacht Equipment, said it is more important than ever to promote sailing, particularly to families and children, who make up the most promise for growth in the sport.

" Wayne Burdick, president of Beneteau USA, reinforced that message: "There is no better place to be than on the water."

" "People need sailing now more than ever," said Sail America's Marketing Committee Chairman Sally Helme. "People need to reconnect with friends and family and there is no better way to do that than on a sailboat."

" Sail America Executive Director Jonathan Banks said two of the best two ways to weather the current economic storm is to "Build partnerships in the industry" and, "Don't cut back on marketing."

Even the New York Times says sailing is the perfect place for Americans to spend their hard-earned dollars. In an October 17 column, New York Times financial columnist Ron Lieber profiled Ron Stefanski of Michigan, who bought a sailboat despite the country's financial woes and pointed out that going sailing has benefits that few activities can offer:

But it's easy to forget a couple of important things. First of all, the vast majority of people in the United States are not going to lose their jobs. Second, most of us work not merely for subsistence but so we can spend money on things and experiences that bring us some form of contentment.

So let this serve as a reminder that there may be plenty of good reasons left to spend what you earn.

The Stefanskis came to realize, the boat was an investment in something much more valuable than money.

"When you look at life from that perspective, it's about creating memories," Stefanski said. "Because the good moments can be fleeting and they can be peppered with other experiences that you don't want to be as memorable."

He added, "Your job as a parent, a friend or life partner is to create memories with each other. That's what we're here for. And I think in that respect, the decision to purchase the boat was a good decision."

SAILING Magazine wants to be your partner in reaching your target audience. We want to be your storm jib that keeps you on course through the rough weather. We have lots of ideas how we can help you not only weather this storm, but find smooth sailing. Please call our advertising team today for a personal consultation on how SAILING Magazine can help your business not just survive, but thrive.

Call for a personal consultation:

Carolyn Suess 262-284-7766