Welcome to the January Forecast 2006 issue of NorthBay biz. As we begin our 31st year of publishing in the North Bay, the magazine certainly has grown and prospered, mirroring this dynamic region, since that first edition hit the newsstands in 1975. Over the ensuing years, literally millions of words chronicling the business of doing business in the North Bay have appeared on its pages.When we purchased the magazine almost six years ago, it was with the intention of not just continuing its excellent 25-year history, but improving upon it. We knew from the outset that NorthBay biz was a special publication serving a very special market. We weren’t going to be content resting on the magazine’s past laurels, but rather wanted to focus on how it could be improved to better serve the business community going forward. We were then, and are now, committed to fresh ideas, continued vitality and the pursuit of publishing excellence. All of which is intended to broaden, enrich and build upon the magazine’s established tradition. And as we strive to continually improve, we also remain fiercely loyal to our original editorial goals—responsible reporting, in-depth analysis, a commitment to local coverage, dedication to the best business interests of the community and the pursuit of overall editorial excellence.
In response to a changing, more sophisticated market, we began giving business readers more of what they needed and wanted—stories and analysis addressing hotter topics and issues that were impacting the region’s quality of life—topics like workforce housing, transportation, jobs, open space and conflicts between growth and the environment. The magazine regularly covers these subjects, and in the process often delivers information and views unavailable anywhere else. Readers and advertisers have responded in an overwhelmingly positive fashion to all the changes we’ve woven into the magazine over the past several years, and I believe they’ve come to understand that the pursuit of excellence is an ongoing journey at NorthBay biz. In that vein, look for new features and columns to be introduced throughout the new year. Just as we introduced our newest feature, Autotbiz, last month, next month will usher in the debut of two new columns, ExecutiveWellness and WealthWise. These are being added in response to industry input and to help provide coverage that best satisfies reader interest. Please let us know how you enjoy them and, as always, we’re interested in any other ideas you might have.
In this month’s issue, we gaze in to our crystal ball to forecast the business climate in 2006 for several key industries. Included in this series are the 2006 outlook for jobs in the North Bay, the prospects facing the wine and rebounding tourism industries and the outlook for retail and commercial real estate. Additionally, we look at how boutique grocers are grabbing market share from the bigger chain stores by appealing to the culinary adventurer hiding inside many of us and a wine story about Napa Valley’s first—and one of its best—sub-appellations, Howell Mountain. Also this month are stories on e-learning made easy, the continuing quest to restore commercial air service to the Sonoma County Airport and a review of three of the wine industry’s most successful trade publications (all three of which just happen to be local companies). Finally, in addition to all our regular features and columns, make sure to take a look at our newest special feature, Autobiz, to find out which local business exec is test-driving the new Cadillac STS, this issue’s car of the month. All this, exclusively yours in NorthBay biz—the North Bay’s only locally owned business publication.
Since I’ve been extolling the virtues of the magazine this entire column, let’s take an inside (tongue-in-cheek) look at the NorthBay biz updated editorial style guide we’ve recently sent to all our writers and columnists, so you’ll have a better understanding of how we’ve been able to produce such a professional, high-quality tome.
Editorial Style Guide
1. Avoid Alliteration. Always.
2. Eliminate quotations. As Ralph Waldo Emerson said, “I hate quotations. Tell me what you know.”
3. Be more or less specific.
4. Analogies in writing are like feathers on a snake.
5. Even if a mixed metaphor sings, it should be derailed.
6. Proofread carefully to see if you words out.
7. A writer must not shift your point of view.
8. Exaggeration is a million times worse than understatement.
9. Foreign words and phrases are not apropos.
10. Never use a long word when a diminutive one will do.
11. Eschew ampersands & abbreviations, etc.
12. Contractions aren’t necessary.
13. Go around the barn at high noon to avoid colloquialisms.
14. Parenthetical remarks (however relevant) are unnecessary.
15. If you reread your work, you can find on rereading a great deal of repetition can be avoided by rereading and editing.
16. Don’t overuse exclamation points!!
17. And don’t start a sentence with a conjunction. (Remember, too, a preposition is a terrible word to end a sentence with.)
18. Avoid trendy locutions that sound flaky.
19. One-word sentences. Eliminate.
20. Last but not least, avoid clichés like the plague; They’re old hat.
I hope now you’re convinced about the legitimacy of our claim of being the premier business publication serving the North Bay. That’s it for now. Enjoy this month’s magazine.
