Revisiting SNIPS' 75th Anniversary
This is an updated version of an article that originally appeared in March 2007 as part of Snips’ 75th anniversary.
'Close to the reader'
While working at Feed & Grain Journal, he thought about starting up his own trade magazine, one that would be “friendly (and) close to the reader,” as his grandson, Edward C. Carter III, recalled.
The “close to the reader” concept meant staffers would frequently travel to readers’ businesses, conventions and trade shows. There they could hear about the problems and concerns of contractors and wholesalers, and write articles to help solve them.
“They could know the industry’s business,” Edward Carter III said, “but on a more intimate basis.”
Carter left the grain magazine after about four years to become associate editor of Hotel Monthly. In 1928, he left that publication to work for Furnaces & Sheet Metals, which later merged with American Artisan, an HVAC magazine of the era.
During this time, Carter taught a warm-air heating training course for furnace dealers at a Chicago high school.
Two years later, he tried community newspaper publishing with the North Austin (Ill.) Citizen. But after less than a year, he returned to HVAC trade magazine publishing, an industry Carter said his grandfather loved.
“He saw it as a pretty vibrant industry that had a lot going for it,” he said. “He truly enjoyed the people in it.”