901 Tower Drive Suite 420
Troy, Michigan 48098
Fleet Equipment covers all the latest industry news and in-depth features related to trucks, tractors and trailers, including detailed information on the latest equipment components. It also tracks industry equipment trends, focusing on the issues that help fleets run the most efficient and productive trucks on the road.
I’m the content director for Fleet Equipment and my duties include … basically everything related to content.
Can you tell us what types of stories, trends or issues are on your radar now?
Covering the heavy-duty trucking market, it’s all decarbonization and sustainability all the time. Battery electric trucks are rolling into short-haul applications, hydrogen fuel cell trucks are right around the corner and there’s a clear effort in the industry to make a big, positive impact on carbon emissions. Sure, there are short terms issues like strained supply chains and parts shortages that we talk about today, but the on-going conversation continues to focus on truck equipment, technology and services that bolster sustainability efforts.
Describe the craziest or most fun story you have written.
Too many fun stories to mention. The ones I’m most excited about right now are our studio-based news videos. This year we’ve interviewed Daimler Truck’s director infrastructure and eConsulting, who was on-location at their Portland electric charging island, and taken our viewers on a tour of ACT Expo, one of the trucking industry’s most exciting shows that’s growing by leaps and bounds. And last year I worked on a video series with a narrative that [SPOILER ALERT] killed me off as a character at the end of the season.
What story or stories are you most proud of?
The stories I’m most proud of are the ones where I get to collaborate with great people–like the video examples above or the interactive executive interviews like this one that earned us a National Gold Award from the American Society of Business Press Editors. I’m super fortunate to have an amazing team of editors, designers, video directors and producers to work with that make outstanding content.
What elements or characteristics do you look for in a story?
I look for the conflict. Every B2B story is about people putting their time and energy into solving someone else’s problem. People relate to challenges faced by their peers. I focus on that and then dig into the solutions.
How long have you been in journalism and how did you get started?
Got my start in B2B fresh out of college in 2006 and been doing it ever since.
Finish this sentence: If I am not reporting, I am …
Hanging out with my five and six year-old boys.
What advice do you have for PR people that want to pitch you?
Be a good partner. I’m always open to pitches. Being an all-digital publication, the content machine never stops. I’m happy to work on contributed content or story ideas, but take a moment to understand the goals of the content team and the publication. It’s about overcoming industry challenges, not just your client’s sales pitch.
Any pet peeves with PR people?
You can probably guess from the last answer—too much selling. Don’t be pushy with your client’s narrative. Stop, collaborate and listen.
Tell us a little about yourself (family, interests, hobbies, background, some fact about you that few people know, etc.)
I like putting weird references in my work. (Props to those who caught the one in this Q&A.) My wife and have visited more than 10 countries with many more to cross off the list. I’m SCUBA certified, taught downhill skiing (in Ohio during icy winters) and have too many band t-shirts I can’t wear anymore because my kids think they’re too scary.
Here are some of Jason’s recent articles: