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AFM Magazine

AFM Magazine


Letter From the Editor

by: Rex Lardner
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Over the last year, American Football Monthly has evolved from a magazine that included regular features on coaching profiles to more specific articles on both strategy and x’s and o’s. This has been reflected not just in the subject matter published but also in a new section of the magazine, ‘The Drills Report.’

The change in philosophy has been a result of subscriber research; that is, the results of a number of detailed surveys by our marketing department attempting to find what you – the subscriber – would like to read about. As an direct result, we will be adding two more features to AFM in September – the Strength and Conditioning Report and The Speed Report – both as a result of reader surveys,


In this issue, our traditional ‘Hot’ coaches issue, we are premiering two interactive features with our subscribers: ‘The Situation’ and ‘AFM Subscribers Ask…’ In the former, an actual game situation is described and subscribers are asked to send in their response as to how they would defend the play – or attack it – depending on the actual situation. Readers are asked to include their name, affiliation, photo, and an actual diagram in response to the situation presented. The responses will be published in AFM as well as on our web site, www.americanfootballmonthly.com.

‘AFM Subscribers Ask….’ includes actual game specific situations that are asked of a different coach each month. The questions can be as detailed as possible. In this month’s issue, Texas Tech head coach Mike Leach answers your questions. An outstanding offensive mind, Texas Tech has been among the nation’s leaders in both passing and total offense since his arrival in Lubbock in 2000.

But we want to hear from you and welcome – as well as value – your comments, ideas, and opinions on the magazine and how we can make it better. Like a focus group used by radio and television stations and networks, we want to have a continual stream of reader reaction.

When I worked in network television, we once conducted a focus group about our pro football announcers. While we didn’t realize it at the time, one of the football analysts was clearly thought to be old-fashion, out of touch with reality and, quick simply, boring. He was replaced the following year – as a result of the focus group – and it spurned more and more of similar interactive groups to not only learn more about how viewers felt, but to educate ourselves about what the public wants. We hope to do the same thing with you, our subscribers, as we go forward. Please don’t hesitate to send us an email with your thoughts, ideas or concerns.

We hope you enjoy this month’s issue of AFM.

Respectfully,
Rex Lardner
Managing Editor
American Football Monthly
rlardner@lcclark.com
(561-355-5068, x 329)





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