Talk’n Torque

Because We Are Diesel

Published in the November 2013 Issue November 2013 News Brady L. Kay

There was a time not so long ago that I actually felt like less of an editor because our national publication wasn’t based out of a big city office. When I would attend diesel events around the country it seemed like the guys from publications located in larger cities with 40-story office buildings and breathtaking views were somehow better than me because of their location. In the publishing business, giant cities like New York and Los Angeles seem to be the Mecca for the business and if I were a little jealous, well, who could blame me? Some of these powerhouse publishing companies offer 30 plus magazine titles with in-house staffs larger than some of the neighboring cities in my hometown. It could be a little intimidating to say the least. 

However, I’m more confident today in who I am as editor of Diesel Tech magazine. Yes I may have dirt under my fingernails because I was out working on my truck this morning. And I admit the only view I have from my Idaho office window is the parking lot where the majority of the staff park our diesel trucks when we bring our lunch with us to work each day. And you know what? That’s okay.

I often get asked why Diesel Tech is based in Idaho instead of in a larger city. Why? Because this is where people use and abuse their diesel trucks on a regular basis. Our community boasts of farmers, construction workers, as well as outdoor enthusiasts who not only believe in diesel pickups, but depend on them as well.

We’re a hands-on publishing company where the vice president and part-owner of Harris Publishing has modified and been involved with more diesel builds than most of those on our staff. Project trucks like Honey Badger, Mile Marker and Big Blue aren’t just project trucks; these are our own personal trucks that when we’re not tinkering with them, we’re out with our families or friends camping, dirt biking, boating or off in the hills on our snowmobiles. Without diesel trucks, we wouldn’t be able to enjoy our favorite outdoor activities that make living in Idaho so enjoyable.

Our publisher has modified his diesel truck a handful of times, while account executives from our office have enjoyed measuring their successes on a dyno a time or two while bringing new life to their personal trucks.

The list goes on and on, but the point is, we don’t just cover diesel trucks—we are diesel trucks and everything they stand for. Cut us open and you may find diesel fuel in our veins.

We’ll never be a publishing company who is based in a big city and we’re okay with that. Being who we are and where we’re located allows us to relate to our readers because many of you share the same passions and backgrounds that we do.

I’m not knocking any of the other truck magazines, because after all, there are a lot of people who would give anything to work for one of those mega publishing companies. But at the same time, I’m not going to shy away from the fact that we’re a grass roots, hard-working “dirt under our fingernails, diesel in our veins” type of a company.

We are diesels and that’s why we are Diesel Tech magazine.

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