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 by Michael Roth

in Rent Talk Dec 11, 2014

The Multi-Family Trend

I’ll never forget buying my first house. I’ve lived there for 20+ years. It was the first house I bought and I’m still there although considering....More
in Rent Talk Sep 22, 2014

Anticipate the Need

Have you heard the now over-used cliché phrase that every company wants to “exceed customers’ expectations?” It completely....More
in Rent Talk Jun 25, 2014

It Takes a Time and Collaboration to Reach 20 Million

Designing the engine to reduce the required emissions and work just as well if not better than ever is one challenge. Getting it to fit the machines....More
in Rent Talk Mar 28, 2014

In Airplanes and Aerial Work Platforms, Safety is Key

Whether an aerial work platform goes up 180 feet, 185 feet, or 12 feet, safety is paramount....More
in Rent Talk Nov 11, 2013

Creators and Inventors

One of the true innovative pioneers of the rental industry, John Doran, passed away this past weekend. You can read our obituary at: http://rermag....More
in Rent Talk Aug 15, 2013

Dog Fridays and Memories of Tim

The first time I met Tim Novoselski was my third interview before being hired as managing editor of RER. The then editor, Chris, said I was to have....More
in Rent Talk Jul 15, 2013

If You’re Going to Have a Phone, Use it Right

I’m working on an article about current business conditions in the rental market and having gotten into the habit over the past year or so of....More
in Rent Talk Apr 22, 2013

The Impressive Things about Bauma

I just returned from the Bauma trade fair in Germany. It’s the third time I’ve attended it and I’m even more awestruck than the previous times and I’....More
in Rent Talk Sep 13, 2012

Synergies with Oilfield Rental

I was most intrigued by a small news story that a lot of people probably didn't notice: Canadian Equipment Rental Fund, or CERF, which owns 4-Way....More
in Rent Talk Jun 04, 2012

The Crisis is Still a Crisis in Spain

I am traveling in Spain for a dealer conference organized by Manitou for Manitou, Gehl and Mustang dealers the world over. Also attending are a....More

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