Business Management

Dedicated to the Ones We Love

Editor Cyndy Drummey unveils our new tagline and discusses our new approach to keeping our readers in the know.

You may or may not have noticed but there’s a new phrase on the cover of this magazine. Under the NAILS logo, where it used to say, “Advanced Education for Nail Professionals,” it now says, “Dedicated to the Success of Nail Professionals.” That’s our new tagline (as we call it in the publishing industry) and it’s the philosophy we’ve always tried to be guided by. Now we’ve made it our official slogan.

What does this mean to you and why should you care? Glad you asked.

We’ve made a conscious effort to make NAILS easier to read, easier to use, and, most important, to provide something on every page that you can use immediately to improve your skills, your profitability, and even your attitude. NAILS has always been dedicated to nail care professionals, but we continue to fine-tune how we offer information. I hope you’ve noticed a different look and feel to the magazine over the last year, a different tone to our articles, and a bunch of new bylines attached to our stories (every new writer this year brought direct salon experience with her).

This is a very competitive business, and it’s gotten more so over the last few years. It isn’t just other salons you’re competing with, and it really isn’t all about the discount salons (or whatever you want to call them these days). You’re competing for your customer’s time as much as her business loyalty. And you need to constantly innovate to ensure that she feels her time with you is well spent. For your business, this might mean adding new services, using different products, or redesigning your salon. For someone else, it might mean retraining staff, changing locations, or branching into skin care.

No matter what you do, we’re here to provide ideas, resources, and great real-world examples to inspire you and help you succeed. Our success (and by that I include the magazine and the team at the magazine, as well as me personally) is directly connected to your success. And that, we felt, belonged in a prominent spot on the magazine every month.

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