How Lincoln Electric is proving that print is not dead

More than 20,000 readers subscribed to the company's ARC magazine in its first year

Craig Coffey and his marketing team are playing the long game at Lincoln Electric.

The Cleveland-based manufacturer of welding equipment is engaged in a pitched battle with Miller Electric Manufacturing, a faceoff of red versus blue that can be tracked all the way back to the very minute a novice has the mere thought that it might be nice to buy a torch.

“In North America, buyers are very brand loyal,” said Coffey, manager of the marketing communications team at Lincoln Electric. Once they choose the red or the blue tool, they tend to stick with it and carry it forward into their professional careers. “It’s hard to convert someone after the fact.”

“Welding is like being in a motorcycle gang,” Coffey said. “Maybe 1% of the population welds. If we just go after them, it doesn’t make sense. But there is pent up demand and interest. We use our magazine to attract, entertain and educate a new community of welding professionals.”

That focus on rebuilding a welding industry, on catching the eye of the alumni of high school shop classes, art studios and autoshops, drives the magazine’s content strategy. “We’ve got to inspire people,” Coffey said. “We’ve got to make welding cool again.”