Opportunities for Women in Automotive Industry – Interview With Tony Molla

Tony Molla is the Vice President of Communications for the National Institute for Automotive Service Excellence (ASE) in Leesburg, VA. With over 35 years experience in the automotive service industry, Tony has held positions at all levels, including technician, service manager, parts store manager, new car sales and automotive technical editor writing service manuals for the Chilton Book Company. He has authored more than a dozen technical and car care manuals. Prior to joining ASE in January, 2000, Tony spent nine years as the Editorial Director of Motor Age magazine and Automotive Body Repair News (ABRN).

ASK PATTY: Can you tell us a little bit about your job and your position at The National Institute for Automotive Service Excellence (ASE)?

Tony: I am responsible for all Corporate, external and internal communications at ASE. This includes things like press releases, industry presentations, trade shows and our website content. I also manage our Consumer Outreach efforts, which include free articles sent out to consumer publications like newspapers and magazines across the country. I also manage our outreach programs which involve our sponsorships in several areas. The largest is our participation in the NASCAR Craftsman Truck Series, where we sponsor Ted Musgrave’s No. 9 Team ASE/Germain Racing Toyota Tundra. We also have smaller sponsorships with the Aeroshell Aerobatic Team, with a presence at air shows across the country, and a sponsorship of three Professional Bull Riders in the PBR Series. We also have a grassroots racing program called Team ASE which involves our ASE certified professionals who race their own vehicles. I am also the publisher of the ASE Tech News, our Corporate publication which goes to over 500,000 subscribers consisting mostly of ASE certified professionals and our industry supporters.

ASK PATTY: What does it mean to be ASE certified?

Tony: ASE Certification works like any other professional certification. Auto and truck professionals must take and pass an industry-developed competency test in one or more areas of expertise to become certified. There are eight tests in the auto series, for example. If an individual passes all tests in a series, they achieve Master Technician status. Being ASE certified means you have demonstrated the knowledge necessary to be proficient at a given task, plus have at least two years of hands-on repair experience. ASE also certifies parts professionals, service consultants, machinists, alternate fuels technicians, transit bus technicians, truck and collision technicians. It’s important to note that ASE certification is a voluntary program, so the individuals who have achieved it have also demonstrated a pride and professionalism that goes above and beyond the norm. These are the individuals you want working on your car.

ASK PATTY: Why are you promoting automotive careers to women? Are more women needed in the automotive field?

Tony: ASE has continuously promoted the value of an automotive career to both men and women, but the demand for women in particular has risen in recent years. This rise in demand has several reasons, not the least of which is the growing shortfall in qualified technical individuals available, but women have been proven to be particularly effective in the role of service consultant. As more and more women assume the role of primary caretaker of the family automobile, it’s becoming more important to improve the communications process at the service desk–and it’s been shown that female service consultants are very effective in that role. It’s also important to note that traditionally, women have made up about one percent of the technician workforce as well. In fact, there are a few shops out there that are exclusively staffed by women.

ASK PATTY: Can you tell us about your speaking program at schools? How are you educating and inspiring young women to consider a career in automotive?

Tony: I participate as a speaker in several Career Day events around the country each year. It’s really more a question of being invited back rather than a formal program by ASE. That said, I consider my time in front of young people some of the most important work I do. I speak with kids from the elementary to the high school level and always make it a point to spotlight the opportunities for women within the industry. Some of the best automotive diagnosticians I’ve met have been women, and the opportunities for a woman with a good technical background in the automotive industry is outstanding. These presentations I mention also use some brochures ASE has developed which outline some of the opporutnities within the industry for both male and female candidates.

ASK PATTY: Are women aware of the opportunities available to them in the automotive industry?

Tony: Actually, I’m continuously surprised at just how few women and men are aware of the wealth of opportunities available. We in the industry work hard to keep both Guidance Counselors and parents informed of what a great career choice it can be, but it’s clear we have some work yet to do to get the message out more widely.

ASK PATTY: What other types of jobs are available in automotive that aren’t service or mechanic’s jobs?

Tony: The possibilities are almost limitless. What I find interesting is how a technical background can open doors down the road in ways most never even imagine. I myself started out as an auto technician and worked part time while I went to college. Once I graduated, I found the earning potential much better in the service bay. In fact, it was largely my technical background, along with a degree in Journalism, that led to my current position. Along the way, I’ve held positions writing service manuals and as Editorial Director of two national trade magazines for auto and collision shops. But I’m just one example. There are opportunities in the automotive industry in sales, marketing, engineering, design, manufacturing, human resources, advertising, the list goes on and on. If you think about it, the automotive industry is a lot more than just selling and fixing cars.

ASK PATTY: What are some resources to women who are interested in starting a career in the automotive industry?

Tony: Perhaps the best resource is your local Technical Training program at either high school or junior college level. Getting involved in the automotive program can provide a deeper insight into the possibilities. There are also several initiatives within the automotive industry to recruit young people into the business. You can find out more by contacting the University of the Aftermarket, the Automotive Aftermarket Industry Association, or some of the dedicated technical colleges like Universal Technical Institute or Wyo Tech, just to name a few. You can also contact us here at ASE with any questions. We’ll be happy to help in any way we can.

Thank you for the great interview Tony!

Maxim Magazine – Number One Selling Men’s Lifestyle Magazine

History of Maxim

Maxim magazine started its circulation barely two decades ago in 1995. An international monthly men’s magazine, MAXIM has its origins in the United Kingdom. Today considered the first and last word in men’s magazines, MAXIM is exalted in its ranks owing to the distinct, bare-all approach it takes while showcasing the biggest names in fashion, cinemas, music, sports and more. The MAXIM editions are available in Argentina, Canada, India, Indonesia, Israel, Belgium, Romania, Czech Republic, France, Germany, Bulgaria, Brazil, Greece, Italy, Korea, Mexico, Netherlands, Poland, Russia, Serbia, Philippines, Singapore, Spain, Thailand, Ukraine, and Portugal.

Felix Dennis was the brain behind the MAXIM in 1995; as he went on to introduce the publication to audiences in the US. By1997, the popularity of the magazine was soaring, as Dennis cleverly inserted appealing tags such as: sex, sports, beer, gadgets, clothes and fitness.

MAXIM magazine was then sold to Quadrangle Capital Partners LP in 2007 and is currently in the hands of a publishing giant called Alpha Media Group Inc., controlled by creditor Cerberus Capital Management LP.

The MAXIM Purpose

MAXIM has poised itself as the home of everything sexy, amusing, racy and fantabulous. It really is all you’ll ever need including super-sexy cover shoots of world-famous gorgeous models or celebrities together with their behind-the-scene videos. You’ll never turn down the hottest ladies on the planet!

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They take their fun seriously at MAXIM, with the homepage bearing testimony to the craziness that makes the publication.

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Impact of MAXIM

The rising popularity of MAXIM saw several similarly themed titles springing up. Many men’s publications in the U.S. attempted to create their editorials to keep up with the growing trend.

MAXIM on digital

In 2005, MAXIM was launched across cellular carriers in twenty European and Asian countries. This was the start of the digital publishing era; MAXIM realized that, in UK, there was a future for the brand in the digital market. So, as the print magazine was losing its sheen, publishers launched the digitized version and gained a huge consumer base; extending this to every part of the world.

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Women And Men Magazines: Standing Up To The Internet

With all the information available on the Internet there has been a slow decline in newspaper sales, and even a decline in those who get their news on television, because the Internet has made it very easy to access information at the click of a button. However, magazines have stood their ground against the electronic information takeover. Maybe it is due to their sexy and sometimes exotic cover models, perhaps it is because of the celebrities they feature, or maybe it is because of the reliable articles about current and interesting topics that continue to make them appealing. Women magazines and men magazines in particular have maintained their popularity and appear to be immune to the Internet coup d’├ętat.

There are a number of women magazines from which to choose. There are the glamorous ones that feature make up tips, advice on what to wear and when to wear it, and how to please your man. These magazines often have a beautiful woman on the cover, or a famous movie star. Two of the most popular of these types are Cosmopolitan and Vogue. There are other magazines geared toward women that feature parenting tips, recipes, and overall advice on important subjects. These include Women’s Health, Redbook, and Parents. Still there are many others that meet the interests of a particular population of women, such as Bride’s and Runner’s World.

When it comes to men magazines, the choices are just as plentiful and just as diverse. For the sports enthusiast there is Sports Illustrated and Golf Digest. For those interested in cars or motorcycles there are Popular Mechanics and Car and Driver. For the more sophisticated man interested in current news and contemporary features, there is GQ, Esquire, and Maxim. Of course, some of these publications come with their fair share of gorgeous females poised on the cover, or as tempting centerfolds.

With all of these choices in women magazines and men magazines it sometimes becomes expensive to regularly purchase your favorite ones at the cover price. Therefore, it is a lot more beneficial to your pocketbook to search for regular monthly subscriptions that offer huge savings. There are many online sites that offer over eighty percent off the cover price when you sign up for a yearly subscription to any magazine of your choice. Not only are you getting a substantial savings, but also you will not miss out on any edition that could possibly become a collector’s item.