POWER September 2014 - 6

SPEAKING OF POWER
POWER for All
N
o, this isn't a column about the value
of providing electricity to everyone
everywhere (though that is a
worthy goal toward which several nations
and nonprofits are working). It's about
why we write and publish this magazine,
and for whom.
When I read email sent to our editorial
staff and talk with readers at industry
events, I'm struck by the wonderful diversity
of our community. Our audience in print,
online, and on social media is very international.
Formal education ranges from less
than a high school diploma to PhDs. Job
titles are even more varied, especially as
our readers include not just those who own,
operate, and service power plants but also
folks in the regulatory, financial, legal, and
broader business community.
I'm also amazed by what kind of magazine
different readers think this is. Some
refer to POWER as a " technical journal " ;
many read it for our coverage of industry
trends. One fellow I met this spring even
mentioned that he enjoys the ads-because
they, too, indicate where companies
serving this industry are focused. In some
ways, these different types of readers
" see " POWER differently. So who's right?
Everyone-to a degree.
A Powerful Mission
Our tagline, " Business and technology
for the global generation industry, " is
ambitious-covering the most important
developments around the world is a challenge
in the pages of a monthly magazine
(even when you add our more-frequent
digital content).
Despite its well-deserved reputation for
including a regular serving of technical articles
that appeal to engineers and other
plant personnel, POWER never has been
a " technical journal. " Originally founded
by advertising salesmen, POWER-unlike
peer-reviewed academic journals, with
their footnotes and reference lists (and
high subscription costs)-hews to the
" magazine " end of the periodical spectrum.
Even in detail-rich articles, we aim
to make the presentation of technical information
as accessible as possible to both
" plant people " and " office people " -those
6
who may need to understand the basics
of new technologies and practices in order
to make operational or investment decisions.
Though the magazine's coverage
has evolved over time as the industry has
become more diverse and complex, even
issues of POWER published 100 years ago
included everything from engineering articles
to coverage of regulatory and association
developments to new product pitches
to personnel management tips.
POWER began as, and remains, what is
known as a business-to-business brand.
Through print, online, social media, and
webinar content, we provide a place for
power generators and the companies that
provide equipment and services to them
to learn about and talk to each other.
We try to be the one must-read title for
anyone involved in the industry. We don't
expect all readers to read all stories, but
since we know you can't read every niche
publication, academic paper, blog, and enewsletter,
we aim to bring you the essentials-as
well as a few surprises.
POWER for All Generating
Technologies
One thing POWER is not is a lobbying
voice for any particular fuel, technology,
or policy. (That's sure to annoy those who
wish we'd " support " coal or nuclear or renewables
or gas.) Although editors and
contributors examine specific options and
developments in both commentaries and
state-of-the-technology pieces (and may,
on occasion, make a passionate case for a
particular fuel or policy), POWER continues
to serve the entire power generation
industry. Regardless of what policies are
enacted in the U.S. and abroad, who is
currently in office, and which fuel or technology
has the economic and operational
edge in a particular locale, we'll be covering
what you need to know to thrive in
this industry.
Though subscribers involved with nuclear
plants are unlikely to read articles
about coal combustion, those involved
with all fuels should find something useful
in a wide range of POWER articles-
from those covering legal and regulatory
developments to those introducing new
www.powermag.com
and emerging technologies or examining
how energy policy and generation projects
are evolving in other parts of the world.
Such pieces have something of value for
everyone.
POWER for All Generations
POWER has always been on the forefront
of industry trend coverage, whether that's
boiler safety, nuclear power developments,
combined cycles, or now, cybersecurity,
distributed generation, and new environmental
issues. Of course, the " old " issues
don't go away, even though the details
and operating contexts change.
And just as we cover all generation
technologies, we aim to address the needs
and wants of all generations of readers,
from students to retirees. Many of you still
insist on a print magazine (which we are
happy to provide), but as more of our audience
moves to online and mobile technology,
we continue to enhance our content
on digital platforms as well. After all, just
as the " digital natives " -the much-needed
younger workers in this sector-are
more likely to be enthralled by virtual reality
apps than analog dials, they're more
likely to rely on digital resources than
their mentors do. Another move in that
direction: Along with most other media
companies, we no longer print letters to
the editor; instead, you'll find comments
on individual stories online at the bottom
of the story page.
Celebrating Generation Leaders
Some of our most popular articles over the
years have been plant profiles, and with
this issue we begin our annual coverage
of Top Plant Award winners from the gas,
coal, nuclear, and renewable sectors. As
in years past, you'll find more winning
projects in some categories than others,
depending on the number of interesting
projects that were nominated and discovered
by POWER editors. There's only one
way to ensure we don't miss a stellar project
next year: Nominate it! Forms for 2015
award nominations can be found online at
powermag.com/power-awards. ■
-Gail Reitenbach, PhD is POWER's
editor (@GailReit, @POWERmagazine).
POWER | September 2014
http://www.powermag.com/power-awards http://www.powermag.com
POWER September 2014

Table of Contents for the Digital Edition of POWER September 2014
