Consumers and PRO’s Will Get Together at

The finishing touches are being added to a Web site that will not only inform consumers about coatings and decorative finishes, but, also, help connect the consumers to local professionals and store locations. The Web site — aptly named — is the creation of Ernst Mikkelsen and the staff at Professional Trade Publications, the Eugene, Oregon-based publisher of Concrete Decor and PaintPRO magazines.

“As far as we can determine, there is no other Web site like ours,” explains Mikkelsen. “The site is designed to build awareness among consumers for the decorative concrete trade as we know it today.”

The Web site will not tell consumers how to apply decorative finishes — it is not a do-it-yourself site — but consumers will gain a perspective about what products and techniques are available and what constitutes quality work. The consumers will become better educated; and that’s a good thing for contractors!

“As contractors, we see the very best of the best in Concrete Decor magazine, but the rest of the world doesn’t see that. Consumers catch just glimpses that come and go before they’re aware of what they missed. With, consumers can explore decorative finishes, gather information about how to find a contractor and learn how to build a higher level of communication with that professional,” explains Mikkelsen. “They’ll know what to ask and what to expect from their contractor.”

Specific sections of the Web site will focus on decorative concrete, exterior coatings, interior painting, faux finishes, wallcoverings and design consultants. Project profiles will be featured and regional color ideas discussed. Visitors can sign up to receive a quarterly electronic newsletter, Better Design, which will be delivered via e-mail in a PDF format. And two separate search engines will allow consumers to find a local contractor or store location. makes the connection offers value-added benefits to subscribers of Concrete Decor, too. “We are making a connection, you might say, between and Concrete Decor in such a way that Concrete Decor subscribers can qualify to derive a free online presence on the new Web site,” Mikkelsen says.

Most Concrete Decor subscribers — contractors, independent businesses and individual stores — are eligible to be automatically listed on and put into the appropriate site search engine that consumers can access to find a professional or store location. The free listing will be included as long as the Concrete Decor subscriber’s subscription remains active.

Mikkelsen points out, “Getting involved in the Internet is a good thing because, through it, professionals gain additional exposure in a venue that consumers are accessing more and more for preliminary information gathering.”

Interesting, innovative and outstanding projects by Concrete Decor subscribers can also find their way onto and in the Better Design e-newsletter. “Better Design will be issued in six regional versions, which means we will be looking for project profiles to feature,” Mikkelsen says. “We want trade professionals to be involved and become more active in self-promotion. and the enewsletter will help encourage that.”

Fall debut is scheduled
“Today’s concrete trade is changing and consumers are looking for better finishes and products to increase the value of their investments and quality of living,” observes Mikkelsen. In addressing the needs of this niche — from the nuts and bolts basics to the glamorous aspects of new finishes, faux finishes and advanced technologies — will serve as an ideal matchmaker for consumer and professional.

Fortunately, you won’t have to wait too long for the Web site. It’s scheduled to go live October 31.

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