First Published 5/28/04
Author’s Note: Dave Iannone and his business partner, Chris Hebert co-founded what was to become Firehouse.com. Their interests were sold and they now collaborate on FirefighterNation.com.
CR: Dave; thank you very much for your time. It is such an honor for me to interview the co-founder and publisher of the world’s leading emergency services website-Firehouse.com.
DI: Thank you. I definitely appreciate the opportunity to personally thank the users of Firehouse.com, especially the highly dedicated users that are the members of the IACOJ!
CR: Firehouse Magazine has been in firehouses since 1976. Firehouse.com went on line in 1998. Do I understand that you literally ran it out of your house for a while?
DI: Yes; Firehouse.com started in 1998 on Christmas Day and for the first few months was just a two or three person operation, barely full time, until mid-1999 when the initial partnership with Cygnus Business Media turned into a full time gig for us. We initially moved to a small office with about six full time staffers in late 1999 and moved to our present new headquarters in 2000 and now we have about 25 full time personnel-from news to sales to web development-that manage Firehouse.com and the website Officer.com, which we acquired in 2003 and has quickly re-established itself as the leading on-line source of news and information for law enforcement. It’s still a long way from being as large and in-depth as Firehouse.com, but it’s on the way. Later this summer, with the addition of managing the other web sites and new web portals of Cygnus, we’ll likely be moving to even larger facilities.
CR: What were your expectations for the website compared to the magazine? Was there concern at the time that the website might render the magazine “obsolete”?
DI: The true power of Firehouse.com is the fact that we’re able to work closely with and joint brand ourselves with not only Firehouse Magazine, but also with our two trade shows; Firehouse World in San Diego and Firehouse Expo in Baltimore. As we move forward, we’ll be tying more and more features together from the three groups, including content-driven web casts that feature the same powerful editorial content from the magazine and PowerPoint and other features similar to that of our conferences. Readership-wise, we’re close to a half million unique visitors a month, which is more “circulation” than the top three publications in the industry combined.
CR: You designed the award winning website for your Hyattsville Fire Department. Was this your model for what was to become Firehouse.com? How did you become the head of such a prestigious organization?
DI: The HVFD site was definitely a good model, but what was really key was a part of it that we called the DC Fire/Rescue Wire, which was very popular in 1996 and 1997, featuring daily, updated incidents from the Washington, DC, Virginia and Maryland areas. We thought: if that worked, wouldn’t something that did the same-a “CNN.com of the fire service”, if you will. The HVFD site was what got me personally interested in doing web sites. We started a web site on Fire-EMS Network. At the time, I was still in college in ’95 or ’96, but figured that I’d give it a shot at trying to design it myself. Ironically, we ended up acquiring the Fire-EMS Network in 2002, expanding it to be a fully functional web directory and a state-by-state news and resource area on Firehouse.com.
CR: I read that you got interested in the fire service when you were only 12 years old. Was there a defining moment or was it a family tradition?
DI: I did get started when I was 12. It’s amazing the information that’s available on-line, isn’t it? LOL. There wasn’t a family background. My mother was actually taking care of a sick relative and we moved to the Hyattsville area and while looking for a local organization to get involved with and already having a general interest in the fire service, that was that! The Chief of the HVFD responded to a letter and up I went. I’ve held a variety of positions in the HVFD, including Fire Marshal, Lieutenant and I still serve on the Board of Directors as Chair, but my time has been relatively limited in riding and such, but I get there when I can.
CR: Let’s talk about writing. I put my writing style as somewhere between the fifth grade and Hunter S. Thompson. That sounds redundant, doesn’t it? Anyway; who are your influences?
DI: The Washington Post and CNN. I’m mostly a news guy at heart, so breaking news is where I got my start in journalism and where I’ve received most of my accolades personally…which fit in very nicely with Firehouse.com; bringing together my web, news and fire service background. When a big story breaks and the national fire service needs to know about it, Firehouse.com prides itself on reporting it as quickly and accurately as possible, including getting sources, permissions, photos, etc.
CR: Did you ever envision that your writing would have such a powerful impact on the fire service?
DI: Well, I wouldn’t say impact really. Maybe early on, a lot of things were me personally, including the Worcester warehouse tragedy, as you mention below, but now I do a lot behind the scenes and it’s really a team effort seven days a week, which makes Firehouse.com what it is. It’s much more than a business or a job to most of us and many of the staff are in the fire service or have family who are.
CR: One of your pieces that really stands out in my mind was on the Worcester, MA warehouse tragedy, the memorial services and funerals for the six firefighters. Was it your idea to tape the event as a way to raise money for the families?
DI: We had worked very closely with New England Cable News during the tragedy and Chris Hebert, also a member of Hyattsville and a DC firefighter and co-founder of the site, went to Worcester and the entire service was quite moving. We actually spent a lot of time outside of the event taking photos and a Worcester police officer ended up getting us close up access to the service, once he found out where we were from and mentioned that he’d been following all of the coverage on our site. Even though over 30,000 firefighters were in attendance, it was a pretty clear mission that it was something all firefighters should witness. We worked with NECN to produce the tape, with the proceeds going to the families. We wouldn’t have remotely done it any other way or in a way to make any profits on such an event.
CR: Then, to honor those lost on 9/11, you removed all advertising from Firehouse.com on the first anniversary.
DI: Yes; a lot of sites were doing that, but we decided pretty early on, probably six months or so before, that running advertising that day was just not the right thing to do. We dedicated a lot of time and people to providing extensive coverage of the anniversary and to the memorial services, with staff even staying at the hotel next to the office to ensure ‘round-the-clock coverage. We also helped raise about $50 million for the IAFF’s 9/11 Fund.
CR: You pour passion into your writing. The death of AnnDee Huber, the 16 year-old explorer from Newcastle, WY touched an entire nation of firefighters and it was your story that articulated those feelings so eloquently. Did you hope to effect a change in attitudes towards alcohol use by firefighters when you wrote it?
DI: Some things just strike you when you read about them as absolutely ridiculous. The fact that any firefighter would get behind the wheel-even though it obviously happens every day-drunk, is insane as it is. But here you have a young person, with great potential, whose only interest is being in the fire service and she is struck down because someone made a very bad decision. Whether it made a difference would never be known, but hopefully, someone somewhere thought twice. Still, every day, from big city, career departments to the tiny, volunteer fire department, someone is running lights and sirens while under the influence. Just a shame that it took such an incident to really bring it to prominence…and even still, it wasn’t the top story on the national news. Personally, I think that it should have been, because, if firefighters didn’t read it on Firehouse.com, they hopefully would have elsewhere.
CR: More recently, the story of the Niles, OH Fire Department’s refusal to suppress a house fire was almost a runaway train. What were your thoughts as this story developed?
DI: Ah, that’s been a little while back (my own admission in not responding sooner)…without being there, who knows exactly the who, what, where and why of local politics. But whether it’s a house on fire or someone having a heart attack, you would hope that the duty to act would compel you to not worry about the legalities and politics. But, such is Life.
CR: You are an accomplished writer, photographer and of course, a web designer. Obviously, photographs and websites are very visual. With writing, you have to create a picture in the reader’s mind. If you could only do one of the three, which one would it be and why?
DI: I couldn’t possibly choose. Seriously; I’m where I am because of all three…plus, that firefighting thing!
CR: Do you start your day with a cup of coffee and a newspaper? What would be a “typical” day for you?
DI: Well, recently, I’ve taken over as VP of Publishing for the Interactive Division of Cygnus, overseeing the development of all the sites; so my day is a bit more business than thinking about fire and rescue all of the time, but an hour doesn’t go by without me checking the front page of Firehouse.com and giving some suggestions. I’ve got a great team of people, more than two dozen full time, working on the site. I do stay pretty active in the bigger picture and long term projects on Firehouse.com, including our upcoming promotion of the movie Ladder 49, marketing partnerships, expanding the MembersZone content and features to bring more value to that area and developing an on-line, web cast/training series that we hope to launch later this year!
CR: What do you do for recreation? TV? Music? Movies?
DI: BIG movie buff; also a fan of Law and Order, CSI, Seinfeld and anything on HBO. My beautiful girlfriend also keeps me quite happy. We’ll be traveling to her hometown in Russia later this year. She’s a graduate student at Johns Hopkins.
CR: How many trade shows do you attend in a year and do you have a favorite?
DI: Not as many as I used to (fire, that is)…actually more; it’s just now that they’re in other industries. I definitely have no complaints about our Firehouse World show in San Diego…great place to be in February, when it’s snowing back East. And, of course; Firehouse Expo and Firehouse World are the best!
CR: I have been told that I have to ask you about the Webteam. What can you tell us about this elusive group?
DI: The WebTeam is a group of web developers and designers who manage the site. We have a separate news team that finds, posts and coordinates the headlines and news content. The WebTeam develops new content sections, handles customer service inquiries (except MembersZone, which has its own support team member) and does a lot of the great work that you see on the site every day. We’re actually now developing the next generation of Firehouse.com’s front page, with more content and a more streamlined, less ad-heavy look. (Well…same number of ads…just less intrusive in appearance). About 2/3 of the WebTeam component of the staff are in the fire service.
CR: Firehouse.com has become a profit-generating venture for Cygnus. Since so many other dot.coms went missing or were DOA, to what do you attribute your success?
DI: We didn’t over-invest. Firehouse.com certainly was in an investment mode for the first few years, but we never blew tens of millions of dollars. One of the many advantages of being tied to Firehouse Magazine is: that’s all of the marketing that we ever needed. Most of our early users found us through the magazine or by word of mouth. We’ve always grown wisely, adding staff when needed and when it’s been justified financially with good decision-making.
CR: You predicted over 100 million on line “views” in 2003 for Firehouse.com. Did your prediction come true?
DI: Absolutely. And we’ll well surpass that this year with nearly 400,000 page views daily on many days and over 500,000 unique visitors a month.
CR: I did a survey at our website and found out that the reason they visit Firehouse.com is for the discussions. Reading the news was a close second. Does this surprise you?
DI: That’s not surprising, given that the members of the IACOJ are our most dedicated forum users. Overall, news dominates our traffic, accounting for 50% of all page views. The forums are about 10% of page views and a significantly important group, because it’s where the discussion about every issue in the fire service takes place and people notice that and get involved. Whether it’s the attorney from the NY training tragedy talking right to the users or the wife or sister of a fallen firefighter logging on just to say “thanks for being there”, when their loved one was lost. The community aspect of Firehouse.com is exceptionally important.
CR: A sidebar to that is that IACOJ members hold 40 of the 50 top spots for number of posts at Firehouse Forums. And you are approaching 78,500 registered forum members (Note: this was at the time that the questions were submitted back in February). That is a phenomenal number.
DI: We’re actually approaching 90,000…a significant rise since we also integrated the forum membership with our global site-wide registration. We also have tens of thousands of users that join for the MembersZone and separately for our free email service. There’s a lot of lurkers out there certainly…in recent months, nearly 3,000 unique people have posted. More than 10,000 new users have signed up this year alone.
CR: You seem to have unlimited resources. Are you taking what you have learned at Firehouse.com and applying it to other Commerce Connect businesses or vice versa?
DI: We’re taking the same concepts and starting to apply it to other industries. We’ve already seen great success with our acquisition of Officer.com last fall, more than doubling traffic since we took over. Next up is the Security industry…residential, commercial and industrial-not homeland-and after that, who knows…we have many industries, including Construction, Remodeling, Photography and more that are relatively green, when it comes to significant web expansion.
CR: You are within minutes of real time with your fire service news coverage. Have you considered television as an outlet? A 24-hour station devoted to the emergency services?
DI: Not really in our business model. We focus on the web for the most part. We’ve talked about daily headlines on an Internet radio station perhaps, but there are already some models out there; some that work and some that don’t that have fire service headlines. Who knows what the future holds, but we’re mostly focused on the web. While 50,000 daily users on a web site is pretty impressive in an industry with just 1.5 million people or so, it wouldn’t take a lot more for a TV or such to be successful.
CR: Any last thoughts on the state of the nation’s fire service and Firehouse.com’s role?
DI: We just hope to keep being an important player and the most important one, hopefully, in keeping America’s firefighters and rescue workers informed on a daily basis on what’s going on in the industry. Hopefully, many things will continue to bring the fire service community together and perhaps to save a life here and there; when someone sees other near-misses and tragedies elsewhere and learns something new or about a situation that they hadn’t experienced. Plus; we’re always looking for great, positive stories about departments and individuals making an impact in their communities and within the fire service.
CR: Again, Dave, I feel so fortunate that you shared this time with us. Thank you very much.
DI: Thank you!
The article as submitted is published under The Adventures of Jake and Vinnie© umbrella and is the intellectual property of Art Goodrich a.k.a. xchief22 and ChiefReason. It is protected by federal copyright laws and cannot be re-printed in any form without expressed permission from the author.
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