Twenty years ago, the concept of hiring a professional to provide lawn care services for a residential and/or commercial property was novel. But starting with ChemLawn’s birth in the 1960s, the lawn care industry quickly positioned itself, from a service perspective, to fill the right need at the right time.
The industry’s growth continued with the establishment of the Professional Lawn Care Association of America (PLCAA) and American Lawn Applicator (ALA) magazine 1979 and 1980, respectively. Both were established to fill the need for technical and educational information in this market.
Richard Foster was one of PLCAA’s founders and a driver behind the creation of Lawn Care Industry and Lawn Care Professional magazines. In 1984, Foster merged Lawn Care Professional into ALA to form the leading trade magazine serving the technical and business management needs of the dynamic lawn care and lawn maintenance industries.
Through its editorial, ALA aided the professional lawn care industry’s growth and was instrumental in the full-service evolution that traversed the green industry in the late 1980s and early 1990s. As a result of the industry’s changes, ALA became ALA Lawn & Landscape Maintenance in November 1988 and then Lawn & Landscape in July 1995.
At its inception, ALA reached 2,500 readers. Today, Lawn & Landscape reaches more than 63,000 industry professionals monthly and is the only vertically focused landscape industry magazine that has remained true to its roots.
Our history follows closely with that of our readers own development. We recognized the evolution of the landscape industry into a full-service market and the potential of the lawn and landscape segment of the green industry.
Since our beginning 20 years ago, others have tried to duplicate our model and our success, but actions speak louder than words. No other magazine has grown its circulation from 2,500 to 63,000. No other magazine has a full-time staff of 11 serving the needs of its readers and advertisers. No other magazine is as active and visible in the industry.
Thank you for your support and involvement in our 20-year history. Lawn & Landscape is your magazine … yesterday, today and tomorrow.
--Cindy Code
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