Archive for May, 2007

Businesses Tap Into Marketing Possibilities of Wikipedia

Friday, May 25th, 2007

Businesses tap into marketing possibilities of Wikipedia
By Bill Simpson
Central Penn Business Journal
May 25, 2007

Wikipedia, the online encyclopedia that allows anyone to create an article or to edit an existing one, provides worldwide visibility for businesses, people, places and events. Boasting 1.78 million articles written in English, Wikipedia is an astoundingly large source of information.

According to Alexa’s top 500 Web sites, Wikipedia is the eighth most-visited site (Yahoo! is No. 1), and it offers marketing opportunities for businesses. That doesn’t mean that a business can post an advertisement. By definition, Wikipedia articles must be “just the facts,” so businesses have strict limitations on how they can write about themselves.

Writers’ guidelines for Wikipedia include this requirement: All Wikipedia articles and other encyclopedic content must be written from a neutral point of view, representing fairly and without bias all significant views that have been published by reliable sources.

That guideline effectively prohibits traditional advertising copy. While a business might post an article that portrays the business in glowing terms, the article probably wouldn’t last long because anyone can edit a Wikipedia article, and because administrators have the ability to remove articles that fail to meet the guidelines.

A look at the Wikipedia entry for the “Strasburg Railroad” might lead a reader to believe that the entry is the creation of an advertising agency or of an employee of the railroad. The listing has extensive information about the railroad, color pictures and a link to the railroad’s official Web site. But the site actually contains all information and no marketing for the railroad.

Katie Stafford is public-relations coordinator for Scheffey Integrated Marketing in Lancaster, the agency that handles advertising and other marketing efforts for the railroad. Scheffey did not create the railroad’s Wikipedia entry, Stafford said.

“Some rail fans built that site,” she said. “Rail fans are so supportive.”

According to Wikipedia, a rail fan or rail buff is an amateur who is strongly interested in railroads. Excessively enthusiastic rail fans are sometimes referred to pejoratively as “foamers,” especially by American rail workers, in reference to the joking notion that they foam at the mouth in their excitement over train operations.

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To read the entire article, please visit Central Penn Business Journal.

Strasburg Rail Road Celebrates 175 Years

Thursday, May 17th, 2007

Whistle Stop To Mark Strasburg RR Birthday
By Cindy Hummel
Lancaster New Era
May 17, 2007

LANCASTER COUNTY, Pa. - The Strasburg Rail Road will go back in time to celebrate its 175th birthday on June 6, and Gov. Ed Rendell is scheduled to play a role in the celebration.

Rail Road President and Chief Mechanical Officer Linn Moedinger said the event will include a re-creation of a whistle stop campaign of bygone days beginning at 11 a.m. at the rail road, along Route 741, east of Strasburg.

The governor has the event on his calendar, said railroad spokesman Hope Banner. Barring any kind of official state business, Rendell will take part in the event by reading a proclamation commemorating the charter of the railroad.

In the event Rendell cannot be there himself, Banner said the railroad will ask one of the other invited state representatives to do the honors.

When asked about the most significant achievements in the past 175 years, Moedinger said the railroad was one of the first to quit using steam in 1926. In that year, the Strasburg Rail Road purchased “gasoline-mechanical locomotive No. 1,” which it still owns.

Coincidentally, while the railroad was among the first to give up steam, it was also among the earliest to bring it back.

“We were one of the first, if not the first railroad to bring a steam locomotive back into service under ICC rules in 1960,” Moedinger says.

Visitors arriving at the railroad for the celebration will be greeted by music performed by the fourth-grade band of Lampeter-Strasburg School District’s Hans Herr Elementary School.

Rendell and Moedinger will board the parlor car down the tracks, so they can arrive in the style of an old-time whistle stop tour. They will both speak from the platform, decorated for the era of steam engines.

“This (whistle stop event) was a very common venue for celebratory and political speech making in the days when the passenger train was the primary mode of travel,” Moedinger said.

Next, the Hans Herr students will play a brief concert, under the direction of their teacher, Robert Shaubach. The repertoire will include the Strasburg Rail Road song, written by New York composer Joe Ambrosio in 1986. Hans Herr principal Andrew Godfrey will play the role of the railroad conductor/narrator for the song

The railroad was incorporated by a special Act of the Pennsylvania Legislature while Andrew Jackson was president. The railroad started as a connection between the Philadelphia and Columbia railroads.

To read the entire article, please visit Lancaster Online.

All Steamed Up!

Friday, May 11th, 2007

Shop keeps railroad’s equipment moving, generates income
By Bill Simpson
Central Penn Business Journal
May 11, 2007

“Come on guys. I hear the train.”

A young boy shrieks with delight as he hears the distinctive whistle of a train in eastern Lancaster County. Kids of all ages move closer to the tracks. A hulking steam locomotive pulls half a dozen passenger cars into the station in Strasburg. Cameras click. Excitement builds. The train pulls to a stop, and new passengers wait impatiently for riders who have just completed their journey to Paradise to disembark.

This scene is the visible face of the Strasburg Railroad. It plays out many times a day throughout most months of the year, but it could never happen without the efforts of the men and women who work behind the scenes to keep the trains running.

Steam locomotives are remnants of an earlier railroading era, and for modern freight and passenger operations, they’re obsolete. Compared with diesel engines, steam locomotives are highly inefficient. They use large quantities of water and fuel and need significant maintenance.

Despite those drawbacks, steam locomotives have a nostalgic appeal that diesels can’t match, and the appeal of steam is a vital part of the experience at Strasburg.

So, to keep the locomotives belching steam and to keep the passenger cars moving smoothly, mechanics, carpenters, machinists and electricians work diligently to keep the railroad’s rolling stock in top operating condition. Many of the engines and passenger cars are 100 years old or more, so they require regular maintenance.

Keeping the railroad’s equipment in working order is the primary responsibility of the railroad’s mechanical department, but that department is also a source of income. Other railroads send their equipment to Strasburg for maintenance and repair, and the shops at Strasburg have a reputation for excellent work.

Robert Yuill, owner of Historic Machinery Services in Springville, Ala., often uses the railroad’s services to complement his own capabilities. “I think they’re the best,” he said “They do some spectacular things.”

In his work, Yuill repairs many types of old machinery, ranging from steam locomotives to boilers to factory equipment. He calls on Strasburg to fabricate machine parts. “I’ve been using them for 20 years. I know they’ll do it right,” he said.

Steve Lee manages operating practices and is a locomotive engineer with Union Pacific Railroad.

Union Pacific is the nation’s largest railroad, with 8,400 locomotives, 106,000 freight cars and 32,000 miles of track in 23 states from Illinois to California. The rail line operates two steam locomotives as part of its heritage program, and the wheels of both recently visited Strasburg for maintenance and new parts. Strasburg can do work that Union Pacific can’t handle.

“The Strasburg has machine shop capabilities that UP no longer has, and has not had for many years,” Lee said. “We could probably obtain the capability, but we can’t justify an investment in machinery that will be utilized only once every 10 or 12 years. While the Strasburg might be a small railroad, it has capabilities far beyond most existing shops. … The quality of Strasburg’s work is beyond reproach.”

For Linn Moedinger, president of Strasburg Railroad, work done for Union Pacific and other railroads represents a nice source of business, which he placed at 5 percent of the railroad’s total revenues. He stressed that generating income from outside sources is not the primary purpose of Strasburg’s mechanical shops.

“Our mission is the train ride,” he said. “Our own equipment is our No. 1 priority. We have 100-year-old cars in regular service, so we have to be realistic. We can’t market our services too aggressively. Our own equipment may need special attention at any time.”

Safety is a major concern for every steam locomotive, and Strasburg Railroad operates on a strict maintenance schedule for all its locomotives.

The railroad is the busiest tourist line in the continental U.S. It carried 428,000 passengers last year. Many of them were parents and their children who came to enjoy rides behind Thomas The Tank Engine.

Strasburg bought rights to Thomas in 1998. “He” will make three appearances in Strasburg this year. Strasburg Railroad also does maintenance work on the Thomas engines and builds new ones as demand for his appearances increases.

A visitor to Strasburg Railroad’s shops can see equipment that’s a mix of the old and the modern. Some pieces are almost a century old. One piece of equipment that tests air brakes dates back to the 1920s.

Other equipment is new. Doing work for other railroads allows Strasburg Railroad to purchase equipment that it might not be able to afford otherwise, Moedinger said.

Scott Lefever, Thomas events coordinator for the railroad, said one challenge for the shops is to find qualified workers. Vo-tech schools don’t teach steam-locomotive maintenance, so most training takes place on the job. “We look for mechanical aptitude,” Lefever said.

The work is challenging and rewarding, but it doesn’t provide instant gratification. The complete restoration of a passenger car can take as many as 13,000 man hours, and the work can be expensive. The recent restoration of a passenger car called The Warren Benner, for example, cost $635,000. The intent was to bring the car back to its original condition — an expensive proposition. Hardwood mahogany, for example, cost $1,600 per piece.

The work can be expensive, but it seems to create a respect for the equipment among riders. “I’ve never seen anyone carve a name on one of our trains,” Lefever said.

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IF YOU GO

Shop tours are available to the public every day at noon. The tours take place over employees’ lunch hour and last 45 minutes.

To read the entire article, please visit Central Penn Business Journal.