Listen to this story
By Kevin Carlin
SOUTH BEND, Ind. — What’s New Recreation and The Buyer’s Guide/The Buyer’s Bible (BGBB) made a joint announcement this week that Chris Warter, already CEO of Whatsnewrecreation.com, was been named CEO of The Buyer’s Guide/Buyer’s Bible.
Each company maintains its independence, although there may exist overlapping ownership and management. After a 22-year career practicing law, Warter joined BGBB’s Executive Publisher Janella Dierckx more than 18 years ago.
“At the outset of the change of advertising business models from print to digital, promotion by digital began its life as the unique medium. Now, with digital securing its position as the only way to go, it is our printed books that are unique — and we do both with websites,” said Warter.
What’s New is a consumer resource that prints RV business brochures in an annual book distributed free at RV rallys and shows.
Attendees at RVIA’s Show RVX may notice it stacked on tables. The 9-year-old publication was created to replace the goodie bag of brochures given at show registration.
“People don’t read them,” said Warter.
What’s New prints 150,000 books in three printings per year intended to stir demand and increase consumer interest at and after shows, he explained.
BGBB is a business-to-business directory distributed mostly to RV dealers, manufacturers and repair shops. The 28-year old Buyer’s Guide publishes and distributes its books annually.
BGBB has 18,000 advertisers and reports about 450,000 hits per month. The publication plans the release of a new format in May.
Warter reported that What’s New Recreation enjoyed its best ever month in September when its site recorded 4.7 million hits around the time of the Hershey RV Show.
“Our books direct readers to our website for our advertisers” said Warter.
The companies employ nine full time employees and numerous part timers.