Vol XI, No. 1 - Winter 2003
Contents |
In Focus |
Mapmaking |
Geonews |
Profile |
Relay for Life |
Employee
Bill Spicer is president of the Americas region of the International Map Trade Association (IMTA). He has been involved in many aspects of mapmaking from research and production to map marketing and business management. He currently is a principal of Western Gate Publishing.
As a youngster riding his bike in his neighborhood urban park, Bill saw a need to have detailed maps of the trails he was exploring. So...he drew them. This planted the seed that was nurtured at the University of Oregon, fertilized at the National Geographic Society, and matured with maps.com. Today, Bill leads his colleagues to explore ways to market and sell maps that guide us to work and play. How does he meet this challenge?
Bill became involved with the IMTA when he and a partner needed advice on how to get their fledgling company, Magellan Geographix (now maps.com), off the ground. The trade organization offered advice on marketing and other business issues. Today, the role of the organization hasn't changed, although technology does offer avenues not previously available.
As president of the Americas region, his primary responsibilities are to cater to members' needs, grow the region, and put on a successful trade show. Day-to-day tasks are handled by an executive director, but dealing with the unique needs of each member and seeing that the IMTA sets direction for the whole is indeed a challenge. One way this is accomplished is by inviting members to participate in long-range planning meetings with the board of directors.
Since the IMTA is made of both retailers of map products and those who produce these products, there may seem that foci may clash. The retailers need to offer products that customers want while the publisher wants to produce a map which is comprehensive at a reasonable cost. The common bond is that both need to be profitable. The IMTA gives each the forum to exchange ideas in order to reach this goal.
More map products are available today than ever before, according to Bill. Thus, there has been a growth in retail sales. There isn't a single factor to which this can be attributed, but the influence of technology is evident. Maps can be created faster and more flexibly because of computer technology. At the same time, this technology streamlines the ordering and inventory process. Maps can be purchased in more places from "big box" retailers to the corner gas-and-go as well as via the Internet. The channels are broader. Bill maintains that those who are creative in both developing new map products and using these varied channels will be most successful.
Bill states that some have been concerned that the "free" maps available on the Internet would cause a reduction in retail sales. But, to the contrary, Bill and others theorize that Internet maps have actually given more exposure to maps themselves which in turn has resulted in people wanting to have maps with them when they travel. This everyday awareness of maps has resulted in people becoming more comfortable with maps, which in turn has increased retail sales.
With the world's sixth largest economy and residents' affinity to the automobile, California is the USA's map Mecca, Bill maintains. The fact that distances are measured in time rather than miles adds to this passion.
Bill has faced daunting challenges from drawing trail maps on scraps of paper to marketing maps on the Internet and through "brick and mortar" channels. Now, Bill and the IMTA lead the way. His favorite map?...those produced by Raven Maps--full-color physical maps with a three-dimensional look.
- Tim Carter
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