Michael Roth

Michael
Roth
Editor,
Penton Media
Articles
Looking at data in Acme Lift’s war room.
Acme Lift: Behind the Scene
Focusing on ultra-large aerial work platforms and telehandlers, while renting only to rental companies, Acme Lift serves a unique niche.
Re-Rental's Wild Bunch 
Focusing on ultra-large aerial work platforms and telehandlers, while renting only to rental companies, Acme Lift serves a unique niche.
Niches Can Lead to Riches 
The right niche can be important in the rental business; generator manufacturers open up R&D efforts.
Interviews with Generator Manufacturers: Beyond Tier 4 
As Tier 4 becomes reality, generator manufacturers are able to drive the industry forward by focusing on performance issues.
Latest Rental Industry Software Reflects Need for Mobility, Interdependence  5
Lightning-fast speed. Easy e-commerce capability. Real-time performance monitoring. Social media transactions. Business intelligence on demand. YouTube channels. Thorough online training. Increasing uptime and wrench time. Business modeling for the future. Servicing from remote locations.
Power Rentals: It's All in the Prep 
The power generation rental market is one of the equipment rental industry’s fastest growing niches.
Storm Season Reminds Rental Companies to be Prepared 
Disaster planning is in the customers’ own best interests, as well as yours, from a business perspective.
Creating a Value Proposition to Energy Markets 
The burgeoning energy rental business is obviously a huge driver for the equipment rental market and companies in that business are likely to want to rent just as much as contractors in traditional construction.
Interviews with Rental Software Manufacturers: The Real Winner is the Customer  1
RER spoke with several rental software producers about their latest technology, rental companies’ ability to absorb and use it, and what breakthroughs lie ahead.
Service on Demand  2
With more competition, rental customers expect faster response, more communication and remote diagnosis. Now!
Being Prepared and Eliminating Breakdowns 
Rental people interviewed for this month’s cover story pointed out that contractors are more squeezed than in the past. Budgets are tighter, deadlines are more exacting. Now more than ever, they can’t afford downtime.
20 Million Engines and Four New CEOs  2
In the weeks leading up to press time, four major rental companies have named new CEOs.
Interviews with Aerial Equipment Manufacturers: Engineering Marvels  2
RER asked Skyjack president Brad Boehler and Terex AWP’s senior director of marketing and product management Karen Stash for their insights into product development, safety trends and future industry growth.
RER 100: Top Rental Equipment Companies of 2013
The RER 100 tops $15.4 billion in a record year, as a continued growth cycle appears probable.
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