Water Conditioning & Purification Magazine

Exton to serve third term on WEF Board

Tuesday, November 15th, 2016

For the third consecutive term, the Water Environment Federation has appointed GE’s Ralph Exton to serve as Treasurer on the organization’s Board of Trustees. He was first elected in 2012; his current term began in September and will run through September 2017. Exton recently was appointed to serve on the editorial advisory board for Water Technology magazine and on the advisory board for the BlueTech Forum. He has extensive experience in various leadership, business and international roles and has more than 29 years of advanced water treatment, water purification and reuse experience.

NGWA award winners named

Tuesday, November 15th, 2016

Stewart Krause, Senior Sales Manager, Wyo-Ben Inc. will receive the 2016 National Ground Water Association’s top honor: the Ross L. Oliver Award for outstanding contributions to the groundwater industry. Among Krause’s many groundwater industry contributions is his service on numerous boards, committees and task forces. Bridget R. Scanlon, PhD, Senior Research Scientist (Bureau of Economic Geology, Jackson School of Geosciences, University of Texas at Austin), will receive the M. King Hubbert Award for major science contributions to the knowledge of groundwater. Scanlon has published more than 100 articles in highly regarded peer-reviewed journals such as Groundwater®, Water Resources Research and Environmental Science & Technology. She’s served on many National Academy of Sciences committees, been involved with numerous US Department of Energy scientific endeavors and has been a key member of the NASA GRACE Science Team. Daniel B. Stephens, PhD, PG, PHg, Founder and principal hydrologist at Daniel B. Stephens & Associates Inc., has been named recipient of the Keith E. Anderson Award for outstanding contributions to NGWA. Prabhakar Clement, PhD, Auburn University (AL), will receive the John Hem Award for Excellence in Science & Engineering. Clement’s saltwater intrusion management research led to the publishing of a seminal work in 2011 in which he explored the impacts of climate change-related sea level rise on saltwater intrusion. The awards will be presented during NGWA’s 2016 Groundwater Week, December 6-8 in Las Vegas, NV.

APWA Board of Directors, Executive Director named

Tuesday, November 15th, 2016

The American Public Works Association has announced the 2016-2017 Board of Directors, appointed for one-year terms. Ron Calkins, PE, PWLF (retired) will lead the organization. He will be joined by President-Elect Bo Mills, PWLF, who will follow with consecutive President and Past-President one-year terms. Past-President Brian Usher, PWLF, will also join the new board. New members will be Keith Pugh, PE, PWLF (Region III); Stan Brown, PE, PWLF, Director-at-Large of Leadership and Management and Doug Layton, PE, PWLF (retired), elected as the Director of Region IV. Scott D. Grayson was recently named as Executive Director. Selected by the board, Grayson will lead the organization and report to the board, as well as over 29,000 members across North America. As Executive Director, Grayson will lead the APWA and CPWA in the management and direction of the formulation and execution of strategic and tactical initiatives.

Pignato named WWEMA Director

Tuesday, November 15th, 2016

nov2016_pignato_mugThe Water and Wastewater Equipment Manufacturers Association (WWEMA) announced Robert Pignato as Director of Membership and Marketing. He brings more than 15 years of marketing, membership, communications, educational programming and trade show expertise. Additionally, Pignato’s experience includes working on strategic planning; sales strategy development as well as web, print and social media content. Most recently, he was Senior VP at the American Wholesale Marketers Association. Pignato has built successful partnerships in both business and the association environment. He officially joined the WWEMA staff in September and can be reached at robert@wwema.org

How to use TV…or not

Tuesday, November 15th, 2016

By David H. Martin

nov2016_martin-tv-graphicThe decision water treatment dealers face on whether to include TV advertising in their marketing plan (or not) is not getting any easier. It seems TV advertisers are in a no-win situation according to a new study by Hub Entertainment Research. In spite of the success of Netflix, Hulu, Amazon Prime, HBO Go and other pay TV services, most people (53 percent) say they prefer free TV, where they pay by watching commercials. Except they don’t want to watch commercials! They hate the ads that make TV free and will do whatever they can to skip those ads. These are the DVR users—those with home video recorders.
According to the study:

  • More than eight in 10 (83 percent) of DVR users skip ads most of the time. That includes 60 percent who say they skip every ad.
  • Two-thirds (68 percent) of DVR users say they will at least sometimes pause their DVR at the beginning of a live broadcast, so they can fast-forward through ads. One-quarter (26 percent) say they do this every time.
  • The majority (52-56 percent) skip ads most or every time on VOD (video on demand) and online platforms, when fast-forward is available.

What’s more, when fast-forward has been disabled by on-demand channels, many TV viewers see that as more than a minor annoyance. Nearly half (45 percent) say that fast-forward disabling is a major frustration. That’s a no-win situation for advertisers. A new Nielsen Total Audience Report (October 2016) finds that the average cable TV home has 205.9 receivable TV channels and the average number of channels viewed is 19.8. With that in mind, how do you select channels and programs on which to advertise? In a recent Brandmuscle survey of small and medium retail businesses with access to co-op advertising funds from suppliers, TV is still considered to be effective with 16 percent using TV as part of their marketing effort.

SVOD penetration now rivals DVR

According to Nielsen, subscription video on demand (SVOD) services have reached a milestone. For the first time, the US penetration of these services has caught up to DVR penetration; half of all homes in the US have access to SVOD services, such as Netflix or Hulu, equaling US DVR penetration. SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more (playback options) is better. In fact, close to 30 percent of homes have both DVR and access to SVOD—up nearly 20 percent from last year. This is not good news for advertisers. The value of prime-time commercials is compromised when more and more viewers have the option of fast-forwarding through commercials.

Do some programs offer better protection against fast-forwarding?

One good strategy to discourage fast-forwarding through your commercials is to build your schedule around live local programs. Local news is a good place to start. Most people prefer to watch news shows live (not pre-recorded). Others feel the same way about viewing sports on TV. They want to see it live for maximum viewing enjoyment. After all, it’s the next best thing to being there!

nov2016_martin-sidebarDealer TV ads can help build an image and generate response

TV’s unique sight and sound qualities make it an excellent choice to announce new locations as well as new products. While advertising on the Internet will become of growing importance to water improvement dealers, it is a selective medium requiring a computer user to seek out your information. TV will remain powerful because it is the most intrusive advertising medium of all. It intrudes upon viewers’ lives like no other, bringing your televised message before them involuntarily.
While the power of TV is well known to be image building for small businesses as well as larger ones, most dealers expect their TV commercials to do more than create awareness and build their image. They expect their TV ads to additionally generate response and, ultimately, sales. To achieve an acceptable level of response, it is important to include the same promotional elements that you should include in every newspaper ad that you run:

  • A powerful offer, often including savings on the advertised products
  • Urgency: a reason for prospects to buy now
  • Prominent directional information and a phone number or website address to facilitate response

Indeed, it pays to maximize synergy between your print ads and your TV ads. You can achieve this when you:

  • Promote the same, identical product offer in both print and TV ads
  • Use the same product art or photos in both forms of advertising
  • Integrate the same company logo, store location maps and phone numbers in both (although, you may choose to have separate phone numbers for print and TV to help you keep track of the source of each call generated by advertising).


Even veteran local TV advertisers, who think they know how to buy TV time effectively, need to take another look. The trends and environment of TV viewing are rapidly shifting due to technology and an explosion of new viewer choices. My advice is to seek professional independent counsel in your market before plunging valuable marketing dollars into television.

About the author

Martin_David_mugDavid H. Martin is President of Lenzi Martin Marketing, Oak Park, IL, a firm specializing in water improvement and environmental marketing that integrates old and new media. He can be reached at (708) 848-8404 or by email at dmartin@lenzimartin.com

Europe: ISO standard news

Tuesday, November 15th, 2016

The International Organization for Standardization (ISO) has published International Workshop Agreement (IWA-24) Non-sewered sanitation systems–General safety and performance requirements for design and testing. Based on ground-breaking work by TÜV SÜD, it was funded by a grant from the Bill & Melinda Gates Foundation. The American National Standards Institute (ANSI) served as the IWA secretariat. The IWA will pave the way for innovative, decentralized sanitation technologies in developing countries.

Latin America: Keynote speaker for Aquatech Mexico announced

Tuesday, November 15th, 2016

Henk Ovink, Special Envoy for International Water Affairs of the Kingdom of the Netherlands was a featured keynote speaker on the opening day of Aquatech Mexico. The first edition of Aquatech Mexico was organized just after the Mexican government revealed its ambitious Water Agenda for 2015-2030 that reaches every part of water technology and resource management and offers numerous opportunities for the industry. The first Aquatech Mexico offered a prominent platform for companies within the water technology industry from around the globe wanting to explore business opportunities in Mexico. The show enables the establishment of partnerships, creation of alliances and sharing of best practices between local and international businesses.

North America: WEF agreement signed

Tuesday, November 15th, 2016

Dean Amhaus, President and CEO of The Water Council (Milwaukee, WI) and Dr. Michael Prange, General Manager of the German Water Partnership (located in Berlin) signed a memorandum of understanding at WEFTEC that outlines a framework in which the two bodies will collaborate on business development and scientific and institutional research, while promoting interpersonal, professional and cultural exchanges. The new partnership will help promote economic development and provide assistance to companies seeking to establish and expand their presence in each other’s markets.

North America: WaterLogic acquisition

Tuesday, November 15th, 2016

Waterlogic has completed the acquisition of Onesource Water, LLC for an undisclosed amount. Onesource is a leading operator of POU drinking water systems in the US market, headquartered in Farmington, CT. The acquisition adds approximately 48,000 POU water coolers in over 30 markets across the country to Waterlogic’s existing US operations, resulting in a combined total of over 80,000 POU coolers in the field. The combined operation will be able to deliver service to the workplace hydration market, offering existing and potential customers a comprehensive offering in POU water coolers, specialty sparkling water and ice options.

North America: GE news

Tuesday, November 15th, 2016

GE announced that Hayward Gordon will be the exclusive supplier of process support and mixing nozzles for GE’s anaerobic digestion solutions in North America. This arrangement will enable GE to provide nozzle mixing solutions for anaerobic digestion tanks, sludge holding tanks and many other wastewater mixing applications. Hayward Gordon will take the lead in offering this complete nozzle mixing solution through its existing and well-established distribution network. GE confirmed that it received approval of its $1.9 billion (USD) contract for EDF Energy’s Hinkley Point C nuclear power project. Steam Power Systems, part of GE Power, will supply two conventional power islands, which will deliver enough electricity to power approximately six million homes throughout the UK.

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