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 May 01, 2016

Encouraging Trends on the RER 100 

While there seems to be plenty of jobs going on right now, with non-residential, residential – especially multi-family – and other kinds of....More
in Rent Talk Apr 01, 2016

Incentives that Might Give you an Edge 

Of course, finances matter, and giving employees the opportunity to get a share in the company’s success is a big part of employee satisfaction and a....More
in Rent Talk Mar 01, 2016

Stay Safe and Keep the Faith 

More and more people are getting trained in aerial work platform safety and it can never be emphasized enough how important it is....More
in Rent Talk Feb 01, 2016

Niches, Lions and a Lift Named Lucille 

It’s not every day when somebody calls a rental center and says they want to rent “Lucille.”....More
in Rent Talk Jan 01, 2016

A Few Ways of Looking at 2016 

As we begin a new year, every company has its expectations, budgets and projections, and in the rental business, a lot has to do with how the economy....More
in Rent Talk Dec 01, 2015

Ingenious Ideas and the Power of the Broom

All these products start from ideas, often from customers asking for different capabilities that aren’t there yet. Then comes the hard work of....More
in Rent Talk Nov 01, 2015

Engine Education and Job Ready 

Now that Tier IV machines are getting out there on jobsites, I’m particularly interested in the reaction of rental companies. Some are saying the....More
in Rent Talk Oct 01, 2015

Expect the Unexpected 

The new “normal” is to expect the unexpected. The first 15 years of this century should have taught us that much at least....More
in Rent Talk Sep 01, 2015

Selling the Concept of Preparation

While nobody wants to see tragedy strike, the reality is that natural disasters and electricity outages result in opportunities for the rental....More
in Rent Talk Aug 01, 2015

Challenges in Building and the Fickle Stock Market

No matter what part of the country you live in, environmental consciousness and regulations such as LEED are taking hold and will sooner or later be....More

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