I am very excited to bring you this edition. It represents, in a way, all the things that we’re hoping for our business and our industry in 2012. Like all small businesses, we have been affected by the recession influencing our business and, occasionally, even our attitude…
The New Year is about new beginnings. We are hopeful and optimistic about what 2012 will bring. I am expecting positive outcomes and good fortunes this year. We are working hard to create ever-increasing value for our readership and supporters this year. It has been a lot of hard work but that hard work is beginning to pay off.
This year we are doing many new things. Our online edition is growing fast. By offering ALL of our content online each month, we can offer instant access to dive information and update it almost instantly. We are also expanding our E-reader with a larger and more comprehensive software upgrade. The new magazine online will incorporate embedded video and better links to other businesses for our readers and supporters. Our physical edition will have this entire content link with QR codes and Smart Tags so that those readers can get the digital content on their phones – creating a true hybrid product. In all, it will be a better magazine and better reading experience – coming soon to a magazine near you…
Realizing that we are not the only ones innovating, we looked around for similar minded business owners. People who are working hard and have a positive attitude; who are proactively dealing with today’s economy going out and finding business wherever and whenever opportunity presents itself. Mike Pederson, owner of Dive Right In Scuba in Plainfield, IL has been recognized as an innovator and hard-working guy for many years. His dive store has grown by 30 percent a year during this recession. He has used a combination of online marketing events, drysuit repairs and activities combined with an aggressive sales culture to enable that growth. According to Mike, “You have to work for it right now,” Mike says. “The business isn’t just going to come to you. You have to actively go out and find it, mine it and work hard to grow it, in order to grow something strong. Just like our forefathers did - it just doesn’t just come to you anymore.” Pretty cool huh!
We applaud the efforts of Mike and similar minded business owners and managers who are coming up with creative and innovative ways to stay strong and customer friendly in this economy. We know with these people in our industry we are in good company. From our dive family to yours, have a happy new year and we’ll see you out diving in 2012.
Master diver Mike Hughes takes you on a whirl wind tour of the inner sanctum of Inner Puget Sound. 
Often called the “Sunrise Side” because it is located on the east shoreline of Michigan, Alpena calls to divers from out of the past.
When you think of diving for tropical fish, you probably don’t think of Rhode Island...especially in late September.
Come visit Isla de Guadalupe with writer Bruce Watkins and see the best place to observe and photograph these fascinating animals.
Meet the newest member of the Dive News Network, and no we aren't talking about a person!
For over 15 years Ernie Arellano has been in the forefront of dive industry innovations for other companies but now Arellano is striking out on his own. 
