Baking & Snack - June 2009 - 12

EDITORIAL
EDITORIAL STAFF
Executive Editor
Laurie Gorton
lgorton@sosland.com
Editor

Steve Berne
sberne@sosland.com

Managing Editor

Holly Bradley
hbradley@sosland.com

Behind the Curtain

ater today, I depart for Albuquerque, NM, where I will participate on the
program of the annual spring technical conference organized by the Milling
and Baking Division of AACC International. Last week, I and other Sosland
Publishing Co. staff members sat in on part of the planning sessions for next
year's BakingTech presented by the American Society of Baking. In a little more than
two weeks, our company opens its 32nd Annual Purchasing Seminar. In early June,
the Institute of Food Technologists convenes its annual meeting and Food Expo at
Anaheim, CA, and in mid-September, AACC International assembles its annual
convention at Baltimore, MD.
All of this got me thinking about the work that makes the industry's many conferences and conventions so interesting and successful. For the most part, this work is
done on a volunteer basis, although with the support of our companies, colleges and
colleagues. Of course, it boosts recognition of individuals and their organizations,
but it is offered also as a collaborative effort to help our peers and our industries
grow and prosper.
As much of these efforts that participants see, much more takes place behind
the curtain.
I was reminded of all this backstage activity when the ASB Program Committee was
recently in Kansas City. I served with that group a few years ago and now have three
Baking & Snack colleagues participating in planning the 2010 and 2011 events. The
committee members log many hours and miles in pulling together subjects of topical
interest to ASB members. Each idea is vetted with serious consideration and debate.
Each recommendation of a speaker is evaluated according to expertise and stage presence. Then, the committee members put in even longer hours contacting speakers and
shepherding them through the preparation and presentation process. Speakers invest
many hours and much effort in framing their materials, writing their words, preparing
their slides, traveling to the meeting and presenting their comments.
Plus, the details of local arrangements must be considered, and that covers not only
hotel and shared meals but also side events such as golf and/or tennis outings and tips
about area attractions, dining and after-hours activities. For many events, it's the local
chapter or members who live in the area who handle these matters. ASB is fortunate
to have the Bakers Courtesy Club, whose members, composed of Chicago-based allied
men and women, serve as ushers, doormen and microphone wranglers. Of course,
such volunteer efforts pertain to more than just ASB's annual event. They characterize
nearly every business exhibition, conference, seminar, workshop and meeting.
In these demanding times, the decision to attend a business event depends on the
attendee's budget as well as interest. Now, more than
ever, those going to such meetings must be prepared to
come home with practical ideas they can put to work
in their organizations. It's these ideas that program
committees and speakers work so hard to present. The
truth is, you won't get the benefit of all this behindthe-scenes investment unless you attend, and this
doesn't even take into account all the networking you
can also accomplish.
- Laurie Gorton, executive editor
lgorton@sosland.com

BAKING & SNACK / June 2009

Senior Associate Editor

Jennifer Barnett Fox
jfox@sosland.com

Associate Editor

Kimberlie Clyma
kclyma@sosland.com

Senior Editor

Shane Whitaker
swhitaker@sosland.com

Contributing Editors:

Columnists:

Donna Berry
Rebeca López-García
Richard F. Stier
Jim Kline
jkline@theensolgroup.com
Theresa Cogswell
bakercogs@sbcglobal.net
Anne Giesecke, Ph. D.
info@a-dpolicyanalysis.com

DESIGN STAFF
Design Services Manager

Sadowna Conarroe

Designer

Jennifer Cheek

Manager of Advertising Design
Classified Ad Layout

Becky White

Christina Sullivan

Design Team Assistant

Steve Piatt

PUBLISHING STAFF
Chairman
Charles S. Sosland
Vice-chairman
L. Joshua Sosland
President
Mark Sabo
Publishing Director
G. Michael Gude
Publisher
Paul Lattan
Vice-President,
Chief Financial Officer
Melanie Hepperly
Audience Development Director Don Keating
Advertising Manager
Nora Wages
Ad Materials Coordinator
Debbie Maniez
Digital Systems Analyst
Marj Potts
Circulation Manager
Judy Arnone
Director of E-Business
Director of On-line
Advertising & Promotions
Promotions Manager

Mark Serres
Carrie Fluegge
Alissa Voran

Editorial and Midwest Sales Office
4800 Main St., Suite 100, Kansas City, MO 64112
Phone: (816) 756-1000; Fax: (816) 756-0494
E-mail: BakingSnack@sosland.com
Internet: http://www.bakingbusiness.com

' BPA,
PUNCHA9 NG SEMINAR

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Baking & Snack - June 2009

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