According to the company, ARC celebrates the passions of the many people who weld, cut and shape metal every day, with interviews with some of the most recognized names in the field, and feature articles that will inspire them creatively and professionally. For new welders, ARC makes welding more accessible, less intimidating and provides tips that can help them improve skills faster. For seasoned practitioners, ARC offers advanced techniques to further develop their craft.
When asked why Lincoln has invested in this effort, U.S. marketing communications manager Craig Coffey responded, “There’s really nothing in this space that seeks to entertain and inform while still providing a technically appropriate teaching resource suitable for the Lincoln Electric brand. ARC also provides readers a window into the lives and businesses of some of the celebrity welders/fabricators that we’ve built relationships with over the years, as well as highlighting some of the great organizations we support.”
Reinforcing the point, Bruce Chantry, director of marketing, North America, added, “Strategically, we need to deliver content in the format that our customers will best receive it. We’re always seeking to gain a deeper level of brand engagement through knowledge sharing, whether it’s by publishing a magazine like ARC, via our Facebook pages, or through instructional videos like those found on our YouTube channel.”
ARC Magazine will be published in printed format and be available primarily through its distribution channel. An enhanced, tablet version featuring video and additional content can also be found in the Lincoln Library App, available through Google Play and Apple’s App Store. Subscription and other Information can be found at www.arcmagazine.pub.
Lincoln Electric is the world leader in the design, development and manufacture of arc welding products, robotic arc welding systems, plasma and oxyfuel cutting equipment and has a leading global position in the brazing and soldering alloys market. Headquartered in Cleveland, Ohio, Lincoln has 47 manufacturing locations, including operations and joint ventures in 19 countries and a worldwide network of distributors and sales offices covering more than 160 countries. For more information about Lincoln Electric and its products and services, visit the company’s website at www.lincolnelectric.com.