Michael Roth

Penton Media
Articles by Michael Roth
In Airplanes or AWPs, Safety is Essential
Whether an aerial work platform goes up 180 feet, 185 feet, or 12 feet, safety is paramount, and that’s why every March issue we devote a cover story to aerial safety.
For Rental Companies, Safety is Everything  1
RER interviewed a number of rental companies about their aerial safety practices, including NES Rentals, Sunbelt Rentals and Metrolift. Here’s a look at what those companies are doing to ensure safety at the rental center and on the jobsite.
Bomag Breaks Ground on Future U.S. Headquarters in South Carolina
Bomag Americas held a groundbreaking ceremony in Ridgeway, S.C., on the site of what will be the manufacturer’s new North American headquarters. The new 127,600-square-foot facility will house 107,100 square feet of parts warehousing and machine assembly area along with 20,500 square feet of office space.
Ahern and Snorkel’s New World  3
Not only has Don Ahern defeated a hostile takeover effort and brought Ahern Rentals out of bankruptcy, he and his group are also bringing aerial maker Snorkel back to life.
Ahern Brings Energy and Capital to Snorkel 1

When Ahern Rentals was going through its Chapter 11 process, I heard from a number of detractors who predicted the end for the North American rental industry’s largest family-owned rental company, or I should say the end of Ahern’s controlling ownership in the company he created.

Better Days 
Although booms and bubbles don't seem to be on the horizon — except in some oil-producing areas — 2014 looks upbeat for most rental companies and their customers.
The Rental Economy is a Different Reality

This month’s cover story, beginning on page 14, presents a forecast for 2014 from the point of view of rental companies. It’s not an overall view of the economy because that is something completely different.

Innovation, Apples and ... Hershey Bars? 1

This year’s Innovative Product Award entries were an eclectic lot. An award for such a wide-ranging diverse industry as rental equipment can make it difficult for voters who are not comparing apples to apples, much less pears. For example, one participating judge commented that it was difficult deciding what was more innovative, a 180-foot boomlift or a toilet jack.

Interviews with Concrete Manufacturers: Confidence Breeds Activity  1

Dennis Von Ruden, president, General Equipment
Trey Sklar, BU Manager – Power Tools and Accessories, Hilti
Scott Saunders, regional sales manager, CS Unitec

RER: What have been the primary innovations in concrete equipment during 2013 and what new developments do you expect in 2014?

Oil & Gas Boom 

It was pretty good to be a Caterpillar dealer in western and central Pennsylvania until the recession hit around 2008. Like construction work in most places, business slowed to a crawl and Cleveland Brothers — which handles 59 counties in west and central Pennsylvania, 17 counties in West Virginia and two in western Maryland — ended up laying off nearly a third of its 1,500 employees.

And then shale gas was discovered and everything changed.

The Customer Segmentation Approach

In preparation for this month’s cover story I visited Cleveland Brothers, a Caterpillar dealer that covers western and central Pennsylvania, northwestern West Virginia, and a bit of western Maryland. It’s an area that in the past few years has had the benefit of an oil-and-gas boom that came along and really ignited when the area was in the middle of a recession.

Positive Forecast for the Mid-Teens 2

Assuming that the U.S. government doesn’t remain shut down for months, plunging the U.S. and world economy into the worst recession since the Great Depression of the 1930s, prospects for the rental industry look pretty solid for the next few years.

A Few Minutes to Remember

Those of you who knew Tim Novoselski probably already know that he died of cancer a few weeks ago after a long painful battle that I won’t write about. He went through great pain in his final months, but I imagine he would prefer that you remember the vital, vibrant and fun-loving Tim. That’s certainly how I will recall him as well, as a fun-loving, joyful, youthful soul who loved and embraced life with vigor.

Extreme Precision 


The rental industry in California is marked by pockets of prosperity.
California's Steps to Recovery  3

It’s the biggest state, also known as the Golden State. California is a state of opposites, polarities and contradictions. It is seen by many as too liberal, yet the presidents it has given the world are Ronald Reagan and Richard Nixon.California’s economy is the 12th largest in the world, if U.S. states were ranked with countries.

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Apr 25, 2013

Haulotte Launches Improved Easy Spare Parts Ordering 3

Haulotte Services recently launched its new version of Easy Spare Parts, the company’s online store for Haulotte genuine spare parts orders. ESP is a front office tool that allows customers to consult technical documentation and to order spare parts online....More
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