Communication
The Association reaches the membership and others interested in the industry through the annual convention and trade show and on the floor of both NACE and AAPEX. But, the most consistent form of communications revolves around the monthly publication of the industry newsletter, the Body Language. This newsletter carries the most current of events to the ABPA member on a timely basis--10 times a year. The effectiveness of the newsletter, coupled to the diminishing advertisement by industry suppliers which were being pulled in many different directions--caused ABPA to pull the plug on the longtime periodical called the Collision Parts Journal. Before its demise, that publication underwent several transitions and what started out as a black and white tabloid morphed into a four color slick quarterly magazine. But staff time demands and the shrinking loss of advertising meant that the CPJ would be relegated to the pages of history of the organization.
Waiting in the wings to take its place as a main conduit of information was the Association’s website: www.autobpa.com. It was initiated in the late ’90s but began hitting its stride in 2002 when a greater emphasis was placed on its content. This website has proven extremely beneficial for ABPA to get its message out not only across the two North American countries but around the world. In 2008, the Association initiated another site for its Partslink subscribers. That site--www.partslink.org--is visited more than 200,000 times monthly by those whose desire for parts data is paramount.
The Association's audience is diverse. Included are not only the dues paying members but also companies and individuals in both the body shop and insurance industries. The Body Language publication reaches an audience of more than 400 companies on a controlled-circulation basis. The annual buyers guide, officially called The International Collision Parts Industry Suppliers Guide and Membership Roster reaches more than 2100 businesses, 500 of which firms are directly involved in the distribution of aftermarket body parts; 1000 representing insurance companies and their subsidiary offices directly involved in the collision repair process; and 130 representing independent adjusters who contractually provide claims service to the insurance industry. The remainder are distributed to paid subscribers, industry affiliated groups and more than 400 body shops and the trade press.
Through the printed word, through the spoken word at meetings which provide face-to-face interaction, with its website content, with press releases, with circularized e-mail notices, ABPA continually works to remain on the cutting edge of communications. The successful dissemination of information is the lifeblood of any organization.