Volume 3, No. 19. October 10,2003
Eric's Turn
Good-bye
The
airport concourse was virtually empty. This was Atlanta. This was before 9/11.
This was almost midnight, February 5, 2001. I was changing planes en route from
my then new home in Dayton, Ohio, to Los Angeles, California. My destination:
Disney’s California Adventure, officially opening that week. I was to cover
that opening on my first assignment with Amusement Today and, more importantly,
for THE LOOP, a brand new on-line newsletter I was launching for the amusement
industry. Our first-ever issue we would post from Disneyland (see
THE LOOP, February 9, 2001).
At that moment, waiting for my next flight there in Atlanta, I had only one
thing surging through my mind: why?
Why was I leaving my wife, Sarah, my moving boxes-filled home, my financial
security to travel to a distant (faux) land, to launch a perilous adventure
(mine, not Disney’s)? The scary thing was that I couldn’t answer that
question. I was as equally enamored with the idea of flying back home right
then as I was terrified of continuing on, both on the trip to California and
the journey into a new enterprise. But I also knew I didn’t want to shirk
from my wishes. I was committed.
Two and one-half years later—34 months, 65 issues—we are producing
our last edition of THE LOOP. Much has happened in that time, in and to the
industry, most notably 9/11. We have posted 482 articles in THE LOOP, and announced
the arrivals or rebirths of 303 attractions, plus written 65 Eric’s Turns.
Much remains the same. The people in this industry are, for the most part, good
people, the product is, for the most part, great value.
We are ending our run for only one reason: money. Rather, the lack of. We tried
advertising to support THE LOOP. Not enough. We tried subscriptions. Not enough,
at least not in the time we had to meet our budget needs. Given that 7,500 people
have been visiting each issue of THE LOOP since May, I’m sure we didn’t
get the chance to fulfill our potential when we did go to paid subscriptions
and got less than 500.
Ours is, however, only a financial failure. Otherwise, I consider THE LOOP nothing
short of hugely successful. I’m proud of the content. I’m proud of
the output. I’m proud of the consistency. I’m proud of the Customer
service, which will continue even as we end for we will fully refund those of
you who have already paid your subscription fees.
Most of all, I’m proud of us: Gary Slade, my Amusement Today ally;
Ian Minton, my production manager; Lynne Mosman, my ad manager and, effectively,
associate editor; Sarah Smith, my webmistress and my partner.
And you, my readers. Thank you for your support, for your patronage.
There’s eerie irony in my writing this at Walt Disney World in Orlando,
Florida, where I'm covering the opening of more Disney attractions (picture
above). We started at a Disney event. We end at a Disney event.
Today, I’m flying through Atlanta again on my way home. No more whys, though.
Only sincere satisfaction.
Thank you.
Eric Minton
THE LOOP is written and produced by Eric Minton, Minton Enterprises, LLC. To see more examples of Eric Minton's work and Minton Enterprises services, visit www.ericminton.com.
©2003, Minton Enterprises
LLC
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