They
say the best things in life are free. One
look at the joy and friendship in this picture,
taken almost twenty years ago, will confirm
that. Networking at the second CNS Partnership
Conference in Dallas are (L to R) first CNS
President Jack Lindsay, second CNS President
Anthony (Tony) Calabrese, and original CNS
Board Members Brian Barrow and Buz Whalen,
with American Airlines CEO Robert Crandall.
As
Cargo Network Services (CNS) gathered in 2015 for
its 25th Annual “Partnership Conference,”
in Orlando, Florida, a private survey of a
representative group of air freight forwarders
and cargo agents disclosed the existence of
widespread doubts in IATA’s core adherence
to the principle of the airline-intermediary
“partnership.”
Respondents
largely indicated that the turnaround in forwarder/agent
opinion deepened as a direct loss of independent
authority and action, and the organization’s
reduction to just another IATA unit.
Over the past
quarter-century, the annual CNS partnership
conferences have gained worldwide prominence.
As seen by most of the interviewees, the “partnership”
had tilted in favor of the air carriers.
Present
At The Creation
A quarter-century
ago, I was invited by the sparkling new Cargo
Network Service to contribute my experience
to determine an answer to a vexing question:
Should CNS, or should it not, invest time,
effort and money in mounting a truly first-class
air cargo conference? With the approval of
CNS president Jack Lindsay, the invitation
had been extended by Anthony P. Calabrese,
then director of product development, who
was aware of my intimacy with the industry’s
growing number of cargo conferences. I agreed
to cooperate—but before I continue with
this report, I find it necessary to outline
the air cargo industry landscape at that time.
The scheduled airlines’ long-delayed
awakening of the shipper as an important source
of revenue was enriched by their flair for
promotional ideas and public relations. Not
much time passed before one of the carriers
invited a section of the shipping public—forwarders,
air cargo agents, industrial traffic managers
and purchasing agents—to a luncheon
meeting where they would be treated to a lesson
in air cargo economics as well as to a tasty
portion of roast beef.
Competitor airlines
gradually followed with their own versions
of satisfying appetites while getting across
a hard sell.
It took a while,
but as these meetings became longer, more
detailed, and more sophisticated productions,
I gradually became aware that something was
amiss: In virtually every instance, the airline
representatives in the audience seriously
outnumbered the customer attendees.
I editorialized
on the problem. Didn’t the lopsided
audience division matter to the carriers?
Were they delivering the right message from
the platform? What confined the users’
response to disappointing limits? The few
readers who bothered to answer failed to cast
convincing light on the puzzle.
Tony Calabrese
was one of my oldest and closest friends in
the industry. Our nexus, I think, was a shared
love of classical music. Typically, when we
sat down with cups of coffee to discuss the
unfairness of an IATA rule or recent breakpoints
on electronic goods, it would wind up with
criticism of a conductor’s use of his
baton or on concert artists’ foibles.
This time, with Jack Lindsay present at our
meeting at CNS’ offices, Tony came right
to the reason for the meeting without the
usual preliminary formalities: On the basis
of my wide experience, what is my personal
reaction to a proposal to sponsor an annual
air cargo conference that would take it around
the country?
I Told
You So
“Oh,
no,” I groaned, and I proceeded to repeat
my argument especially when travel expenses
and hotel fees were involved. I predicted
failure, and I foresaw myself saying to Tony,
“I told you so.”
Tony was unfazed
by my opposition, arguing that CNS’
built-in membership of several thousand agents
represented a live pool of prospects. There
existed an area of common interest and values.
I cited the example of the Civil Aeronautics
Board’s sponsorship of the one-day air
cargo conferences scheduled in as many as
six cities throughout the United States.
After the third
meeting, appalled by the paucity of active
interest on the customer side, the board cancelled
the remaining shows. In Chicago, with John
C. Emery, Jr. as featured speaker, the meeting’s
sponsor was forced to resort to an invitation
to a local business school’s transportation
and export students to fill vacant seats.
Tony was probably
aware of these incidents. In his calm, evenly
stated way, he bore down on his confidence
in the CNS agents’ homegrown support.
This was basic. There were, too, the forwarders
and shippers.
In the end,
Lindsay (after whose retirement a couple of
years later Tony was to succeed as CNS president)
went along with Tony, and the first of Partnership
Conferences was born. Over the years the Partnership
Conference, which sprang from Tony’s
fertile mind, was recognized as one of the
world industry’s best.
During the closing
hours of the initial meeting, Tony and I were
sitting next to each other at a dinner table.
We chatted about the day’s highlights.
He had an idea that he wanted to implement
next year, and before he could get into the
details, he was interrupted by an aide who
handed him a sheet of paper. Tony glanced
at it briefly, smiled, then the smile broadened
into a grin.
“Customer
attendance 18% over airline attendance.”
Whereupon he
leaned over to me and sweetly whispered in
to my ear, “I told you so.”
Richard Malkin
|
malkin101@aircargonews.com |