In the December 1987 issue, Brake & Front End dressed up two employees as technicians and put them on a couch watching a training video. But, thanks to some extra props in the form of beer cans and a half-eaten pizza, we got into some trouble.
“This cover was a prime example of how intentions and perceptions can sometimes be at distinct odds. The photo was intended to show two off-duty undercar technicians sitting down for an exciting evening of self-education using industry training videos,” said Doug Kaufman, former editor of Brake & Front End, now the editor of our sister magazine Engine Builder (pictured on the left). “But, this was perceived by many to be a blatant attack on professionalism, the undercar industry in general and ASE in particular.”
Comments from the readers included:
•“Many mechanics are … clean living individuals.” – R.J.M., Green Lake, WI;
•“The scene depicted is hardly conductive to good study.” – G.G., Scottsdale, AZ; and
•“Normally we leave the magazine in the waiting room. Not this one.” – T.N., St. Louis, MO.
The cover sparked a debate in the industry that is still brewing today. Even after almost 20 years, the image of the technician is still being portrayed poorly by the media. But, after that cover, we learned our lesson.
