The National : JUNE-SEPT 2017
30 THE AUSTRALIAN NATIONAL DRYCLEANER & LAUNDERER JUNE JULY AUGUST SEPTEMBER 2017 LINDUS DRY CLEANING SERVICES hosted Members of DIA NSW on Sunday, 10th September for a very informative session, with Howard Duffy on Spotting, Daniel Hays on Wetcleaning, Barry Deacon on Red Box 24/7 system, and Darren Harry speaking about the energy savings solar power can bring. As these speakers are covered in the DIA WA and Queensland Weekend Seminar Reports, full reports coming soon, we won’t steal their thunder. Kerryn Wollington is the exception, and you can read all about her session and the impor- tance of Customer Service Representatives, this issue. Except to say! For a Sunday morning, they packed an awful lot of information into the event. Following a too generous lunch of fruit, cheese, chicken, and wraps, Members were out of there by 1pm, the better for the experience. Great to see so many new faces. Energetic CEO, Brian Tonkin, introduced President George Masselos who welcomed Members to the event, thanking them for coming out on a Sunday morning. He introduced Shirley Naylor, these days NSW Membership Liaison for DIA NSW. SHIRLEY NAYLOR Shirley said it was a pleasure to be back working directly with DIA NSW, and revealed that although she had owned and operated the NATIONAL magazine for 30 years her career began in the offices of TRLA and DIA some 40 year ago. “I used to be Brian!” she announced. As Editor of the NATIONAL magazine, a subscription magazine, Shirley said she understood the pain of a shrinking market, and said like drycleaners, she too had had to be flexible and inventive to find ways to thrive in a contracting market. “Many drycleaners across Australia, and particularly country cleaners, have closed over the past 5 years. Drought, reduction of local populations, the increasing casualisation of the population, all had contributed to this. In the cities, different challenges, including changing demographics in the suburbs, are a fact of life. “Always there are opportunities within crisis. Our lead story next issue, Perfix Drycleaners in Lismore, is an example. they have a healthy business, in part due to their own ingenuity and response to the market, and partly, it must be said, because they are the “last man standing” out of the four drycleaning businesses the town once boasted.” Likewise in her own business, the reduced market place and increased production costs, caused her to reassess how she did business. “I realised that at a production cost of $10,000 per issue, for print and postage, that the magazine would have to fold if things did not change. It was important to reduce my costs and vital that I reach those businesses I was not currently reaching. As a result of investigations I embraced online publishing, or an ezine. “This had three fold benefits: the magazine was undoubtedly cheaper to produce, buttressing its survival. Indeed, the readership has risen dramatically over the three years as industry people who previously didn’t subscribe to the magazine discovered the value of the online publication. Almost ten years of back issues are archived and available to read, free of charge, which is a great resource for new entrants to the industry. “The increased readership is of the utmost importance to Advertisers, who advertise to reach the most number of busiensses they can. With the magazine now free of charge, the readership has risen dramatically from 1,236 on the database in February 2015 to a current figure of 1,757 active readers today. The magazine contains live links to emails and websites, allowing for instantaneous response times. www.nationaldrycleaners.com.au What you can learn in a few hours on a Sunday morning! Brian Tonkin and George Masselos welcomed DIA NSW Members and Speakers.
DRY CLEANER MAY 2017