As some people may know I spent awhile com paining about BNSF’s need to do heritage units. One of the most popular replies, was that they had no need to since they didn’t need to protect copyrights like UP did. However, now NS is doing heritage units, in actual authentic paint schemes.
Are they doing it to protect their copyrights? (I doubt it, since several of these copyrights would be shared by CSX) or is there another reason?
And if so, what’s eeping BNSF and CSX from doing them now?
Corporations do things that their leadership wants done. Why ask why? Collectively they are as nuts as the rest of us in why they want certain things.
Public Relations. Patriotism. Honor, respect, recognize, salute to the past, the predecessors. In this age of megabusinesses and megaentities it is nice, and important, to acknowledge the roots of their business and creation. It is also a way of showing that the rail business is a deeply rooted in not just our national heritage but also the regional and local heritages. It also shows that there is more to railroads, its people, and its contributions to us than just giving paychecks to employees and paying dividend to the stockholders. It is not a business as cold as the steel it rides on.
As for copyrights, etc. I am sure they knw what they are doing, their legal departments gave them clearance. If they don’t own the logos, etc. in their deeds and bills of sale, then they’ve made the proper arrangements. They’re no dummies.
Here is a quote by
NS’s CEO, That pretty plainly spells out his Railroad’s position, and intentions as to the Heritgae Fleet:
“The heritage locomotives reflect the pride we take in our long and colorful history,” said Norfolk Southern CEO Wick Moorman. “As they travel through our system, these state-of-the-art units in vintage livery will serve as reminders to our customers, employees, and communities that the modern rail network that keeps America competitive today and into the future has deep roots in the nation’s past.”
copied from this linked site:
http://www.nscorp.com/nscportal/nscorp/Media/News%20Releases/2012/ns_heritage.html
[ I would say that the 21st Century Steam Program is a response, as well, to that same corporate pride in their 30th year.]
link to NS’s second Heritage Unit Photo:
http://www.railpictures.net/viewphoto.php?id=392928
I have no idea as to why BNSF or CSX have not joined the Heritage idea. Maybe their corporate culture does not support that interest?
My best guess is that
Whatever the reason, I’m glad to see my employer honoring it’s past.
Both CSX and BNSF are know for being hard nosed, bottom line, performance businesses. Although give CSX credit for keeping the B&O Museum in Baltimore and BNSF using both BN and SF heritage names and logo colors in their dress. And I wonder,too, if Warren Buffett is as smart as I (and he) thinks he is, BNSF may find the heritage philosophy of relating to the countryside as well as to the business ledger, will not be a bad thing for business and community relations. Oh, railfans count for less of the PR value than you might think or want to think.
Both CSX and BNSF are know for being hard nosed, bottom line, performance businesses. Although give CSX credit for keeping the B&O Museum in Baltimore and BNSF using both BN and SF heritage names and logo colors in their dress. And I wonder,too, if Warren Buffett is as smart as I (and he) thinks he is, BNSF may find the heritage philosophy of relating to the countryside as well as to the business ledger, will not be a bad thing for business and community relations. Oh, railfans count for less of the PR value than you might think or want to think.
Another thing we’ve all missed is employee pride and employee relations. Especially when you are trying to get people with alliegences to so many different fallen flags. This will give them the solace of being recognized for their past, too.
Why ask why, when they will be doin’ up the mighty Route of the Black Diamond!
Adrianspeeder
I think this is just another tool for relatively cheap publicity for the company and a goodwill gesture toward railfans. Publicity-wise, these Heritage Units will be splashed all over the pages of Trains magazine and its competitors for months to come (which is essentially free advertising for the company). I think rail publications are going to receive so many submissions showing Heritage Units pulling trains in the unit’s “home” territory together with the various “natural” combination of units pulling together (PRR leading a train with NYC as the trailing unit; Lackawanna + Erie; N&W + VRGN).
As cynical as it sounds, this is also a great money making tool. I’m pretty sure there’s going to be a “paid” event where railfans can get the privilege to photograph all 19 units sitting in one spot. Now I doubt that NS would do it for a profit; it would probably be in conjunction with a fundraiser of some sort where all proceeds would go rail-related charity.
Very simple think of it this way name one way a Company can get Free PR that is good today. Also can also make Railfans want to take Pics and also can for a Few Gallons of paint celebrate the History of the Company. Not one easy way. Look at all the good Press Amtrak got with theirs I bet that is why NS did it.
MerrilyWeRollAlong:
I would posit that the Railfan crowds are drawn to events when these ‘Special’ equipment exhibits are staged, but the Railfan community is not the only target. If you ever attended an event around the appearance of the UP’s Heritage Diesel Fleet OR an event where the 844 or 3985 are scheduled to pass through… Those crowds have lots of railfans, but also man,many members of the general public who are drawn to those same appearances like flies to a picnic…[2c]
Not to mention the print ink that gets used describing those same events.
Let’s remember that every so often a business comes along that transends itself from it’s intended purpose and becomes an American icon. Ford, Chevrolet, Boeing, Colt, Winchester are just a few I could mention. The smart CEOs realize this and are quick to take advantage of it. Railroads are another industry that’s become an icon, even though it’s a lot different now than it was during the countrys formative years. Union Pacific gets it, now Norfolk-Southern’s getting it again. The others, well time will tell. Since some business people can be as faddish as high-school kids, maybe the NS Heritage program may start a trend.
You guys really need to stop referring to this as free publicity. This will probably cost them around $450,000 to paint all these. While to a large company sure its not a lot but i wouldn’t refer to it as “free” publicity.
If we’re going to be technical about it, it would cost NS at least $200,000 to paint the locomotives in standard black with white striping and other markings. “Free publicity” is referring to free press like that in the May 2012 issue of Trains Magazine. Editor Jim Wrinn dedicated all of page 16 to announcing the heritage program and pictured the artist renditions of the locomotives. It can be expected that Trains (and its competitors) will feature photos and articles in future issues of the magazine. The name “Norfolk Southern” will be mentioned every time a magazine publishes picture of one of the heritage locomotives. Getting the the media to talk about your company in a good way with out having to pay them through advertising your good thing.
Also look at page 22 of the magazine which talks about the NS steam program. The blurb does not start off by saying Tennessee Valley Railroad Museum’s steam locomotive, it starts off in bold letters “Norfolk Southern’s…” (Union Pacific also gets “free” publicity too on the same page.) Then you turn the page to page 24-25 where not only does Trains Magazine do a short write up about the NS Steam program, but the large photo spanning two pages shows not only the steam locomotive but a NS diesel (which takes up more of the photo than the steam locomotive).
You’re right, painting these locomotives does have a cost associated with painting the heritage units (and the steam program), but it is virtually nothing if the goodwill and “buzz” is valued to be priceless.