Michael Roth

Editor, Penton Media

Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.

Posts in Rent Talk view all

in Rent Talk Apr 01, 2017

Gut Feel versus Statistics and Metrics

Owning a rental business in this competitive landscape is so much more complex than previous generations and that is why metrics and as much....More
in Rent Talk Mar 01, 2017

Massive Technology Leaps at ConExpo 

Technology was the primary theme at ConExpo recently and the advances in equipment were a lot to take in and far more than I have space to....More
in Rent Talk Feb 01, 2017

Lessons from the Airline Industry to the Rental Industry 

With Mike Watts' departure, a new era begins for Sunstate Equipment....More
in Rent Talk Jan 01, 2017

My New Approach to New Year’s Resolutions 

I have a bit of an aversion to New Year's resolutions because my sense of what usually happens is that, in the press of our busy lives, we tend to....More
in Rent Talk Dec 01, 2016

Product Trends in the Here and Now 

I could easily go on for a few pages about some of the unique products in this year's edition of the RER Innovative Product Awards, but I want to....More
in Rent Talk Nov 01, 2016

Do You Need a Pump or a Dry Ditch? 

If the rental industry is more capable, it’s because the customer has come to expect it, and that has led to a level of professionalism that probably....More
in Rent Talk Oct 01, 2016

Mobility, Mobility, Mobility is the Name of the Software Game 

Mobility is definitely what rental software developers are aiming for – to provide access to the same information on one’s mobile phone or tablet as....More
in Rent Talk Sep 01, 2016

Time to Start Believing in Zero 

The rental industry is somewhat of a pressure-filled business. We know how important it is to be on time, to deliver equipment on time, to get back....More
in Rent Talk Aug 01, 2016

Nothing New? I Don’t Think So! 

At a recent trade show I was surprised by comments from a couple of rental people who said there was nothing much new in aerial technology....More
in Rent Talk Jul 01, 2016

Finding Locations and Using Your Software 

Despite the degree of consolidation in the equipment rental industry, it’s always encouraging to see the still vibrant regional independent companies....More
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