Interview with Jeff Herne

By Jeff Herne

We caught up with Jeff Herne this week, he's been an editor for FSM and now is launching his own modeling magazine, "ModelX". You can get more info at the website including a free download of the pilot issue:

Large Scale Planes: First off Jeff, thanks for taking the time to talk with us. You were a staff editor for Fine Scale Modeler for a while and I'm sure some of our members recognize your name, how was it to work for FSM, and how long did you work there?

Jeff Herne: I spent seven years in New Jersey as the Director of the NJ Aviation Hall of Fame and Museum, and left there in 2004. I'd always been modeler, so I went from 1:1 scale to smaller, less expensive stuff! It just so happened that FSM was looking for an Associate Editor at the time, so I applied. Wouldn't ya know it, they hired me! Working for FSM was a great experience. I'd always thought that I was a good modeler and a good writer, but I learned pretty quickly that being a good editor is completely different. The biggest misconception that people have of working for FSM (or any other modeling magazine) is that you sit around all day and build models - not true! The majority of the time at the office was spent editing, recasting (rewriting), and developing stories for print. Despite being surrounded by the hobby all day, it can be extremely tedious work. My time at FSM was relatively short - only about 18 months. I left shortly after Mark Thompson departed FSM.

LSP: When did you start modeling and can you remember what inspired you? What was your first kit?

JH: My father was a modeler. Some of my earliest childhood memories are of my Dad building a model of something. As he got older and into other hobbies (model railroading, restoring a muscle car, and finally R/C planes), my interest dropped off until I was about 14 or 15. I skipped school with my cousin (she and I were always getting into trouble) and I was carrying a bunch of aircraft books home with me from a report I'd done in history class (on the Israeli pre-emptive air strikes during the Yom Kippur and 6-Day War). She remarked that I needed to meet her neighbor, he was a real airplane nut. So she introduced me to a man named Doug McCabe. Doug had been a nuclear weapons specialist on B-36s in the 1950s, and he was an avid modeler. Course, at the time, I was just another neighborhood kid, until he showed me his model collection and I started rattling off aircraft types, that's a Hellcat, -4 Corsair, A-26, B-25, Lysander, you know how it is - the kid in the proverbial candy shop. We hit it off and remained best friends until his sudden death in 1996. My first kit - well, I have two. The first kit with my Dad was a 1/32 Revell Corsair (of course, it has to be large scale!). My first kit as a serious modeler was a 1/72 Airfix SBD. That was the first time I filled and sanded seams, etc. I still have that model in my collection.

LSP: So here we are years later and the pilot issue of MODELx has just come out, as a free download, how does it feel to get the project to press so to speak?

JH: I think I can put it into perspective… It's not the most-spectacular thing I've had happen to me. Meeting and marrying my wife, watching my daughter be born and grow up, well, those are the super-special things. But I'd have to say it's in the Top 5. For me (at least, I can't speak for the rest of the team), having my "own" model magazine has been a dream I've had for nearly 20 years, long before my time at FSM. In fact, I actually considered starting my own magazine just prior to moving to Wisconsin. I couldn't convince my wife that I could pull it off…and now, in hindsight, I don't think I could have.

LSP: I've read the pilot issue and I like the magazine so far, it seems a bit more edgy and fast paced than the norm. What is your vision for MODELx? What does it have to offer that is missing from the magazine racks right now?

JH: Hmm…how do I answer this without painting a big fat target on my forehead? MODELx was born out of necessity. When I left FSM - I obviously needed a job! Seriously though, I'd noticed nearly all the magazines I'd been reading lacked certain key elements. Some lacked content and simply became huge printed ads. Some lacked content quality, while others seemed to lack a focus or direction, it was merely a compilation of stories. And in most cases, the majority of the stories I read were built by modelers who were no better than I was. I don't mean that in a bad way - it's just that if I'm going to spend $7 to $14 on a printed magazine, I'd better be getting more out if than just some pretty pictures. So MODELx set out to accomplish three things - to educate our readers, to teach them something, whether it's a new technique or a historical fact. Secondly, we try to inspire our readers. They look at the projects in the magazine, they read the text, and hopefully it inspires or motivates them to try a new technique or product. And finally, we hope to entertain the reader. We'll do that with great photos of models from some of the biggest names in the hobby. When a reader puts down his issue of MODELx, we want him to pick it back up again and actually USE it to make him a better modeler.

LSP: With Trumpeter and Hasagawa both expanding their 1/32 scale aircraft lines, Dragon entering the mix, and some new 1/24 stuff on the horizon it seems that large scale is pretty healthy these days. You've been "on the ground" in this hobby for years, how do you see the popularity of the larger scales panning out? What do you think it is attributable to?

JH: It's panning out for several reasons, and a few of them aren't necessarily good reasons, but I'll go with the good reasons first. If we were to categorize modelers today and hold them to a standard, it's easy to say that the average modeler is far more skilled than he was 15 or 20 years ago. The average Trumpeter or Hasegawa kit of today, even out of the box, would have been considered "Master Model" quality 20 years ago. The reason for this, I think, is also obvious - we (the market) are the same group of people from 20 years ago. We've stuck with the hobby and gotten better at building models. We've got better tools, adhesives, and slews of resin and photoetched detail parts. Hell, compare the quality of airbrushes and paint from 20 years ago and today. Since we've gotten better, we've also demanded more from the kit manufacturers. They've given us the products, and we respond by paying the dollars. I think that most of us are also better off financially than we were 20 years ago (I know I am). We've got better jobs, better pay, and most of us are settled down and own homes. This equates to more physical space as well, which we all know is a prerequisite for building large scale models. The bad side, if there is one, is that I have a terrible time working with small-scale stuff now! My eyes are shot and my hands shake, so I have no choice but to work on models that are bigger!

LSP: Talking about the big three in that regard, many folks argue of the distinctly different approaches that Hasagawa, Tamiya and now Trumpeter take in the large scale market. Tamiya comes through with a great blend of accuracy and tremendous quality but bears a high price, Hasagawa releases popular subjects with a more shallow level of detail, still retaining high accuracy but coming in at a lower price. Trumpeter seems to be trying it all with varying degrees of success. In your opinion what style carries the best value? Who's getting it right in large scale?

JH: I think each is working within it's own business strategy, and I think that each are catering to different types of modelers within the community, although the lines are very vague. There's so many factors that make up the individual modeler, skills, patience, motivation, that its impossible to define. Some guys get great satisfaction from super-detailing an old Revell kit, while others want a hassle-free experience so they can hone their skills or move on to the next project in a reasonable amount of time. I still think that companies like Hasegawa are catering to the mainstream modeler, they engineer their kits to build easily, they're affordable, and they leave room for superdetailing if that's what you're into. Tamiya, on the other hand, especially with their new releases, puts everything into the box that the average modeler could want, plus more than enough to satisfy the detail-freaks among us. But there's always room for improvement. Couple that with their engineering and ease of assembly, and you've a got a model that almost anyone can build with a reasonable degree of success. Trumpeter on the other hand, is like a runaway freight train (in a good way) … they're adding every conceivable part they can engineer into their kits. Most of the time they get it right, but every time you make a simple part complicated, you run the risk making a mistake, either in terms of accuracy (on the production side), or assembly (on the consumer side). We've seen that from them in the past, but they're quickly getting ahead of the learning curve. I think they're getting better in terms of buildability (is that a word?) but they're not quite up to Tamiya standards just yet. What makes Trumpeter so special is their subject matter - they don't seem to be afraid to release a non-mainstream subject. To those of us who suffered through nothing but old Revell and Hasegawa kits from the 70s and 80s, this is a welcomed approach.

LSP: The aftermarket industry has boomed over the past decade it seems, especially in resin. The status quo seems to support the market and folks on LSP regularly prove that aftermarket items are just expected to follow the kit industry. How do you see the resin aftermarket accessory boom effecting the kit makers? Do you think they relax their attention to detail knowing that someone will release corrections?

JH: I think there's a point of diminishing returns. If kit makers become too dependent on the aftermarket companies, people will stop buying the kits, especially if the detail level goes down as the price goes up. I've also noticed that a few companies have cut corners on engineering, knowing that someone will come along to release a corrected intake or cockpit set. While I'm happy to see the cottage industry doing well by supporting these products, we're already starting to changes in the way many of the kit manufacturers are doing business. Today, we're starting to see photo-etched and resin parts added to the kits at the manufacturer level. Kit manufacturers might not be selling the volume of kits that they have in the past, so they need to make that ground up with value-added products, like proprietary aftermarket for their own kits. It certainly is smart marketing, and I don't think the major kit manufacturers have caught up to the level of detail that most aftermarket companies are providing, so I'm pretty confident that the resin and PE guys have nothing to worry about for awhile.

LSP: While we're on the aftermarket give us an idea of what you're seeing from your end of the industry with regards to up and comers or companies that are underrated. Who are the aftermarket champs for large scale right now?

JH: I've watched a few companies rise up through the ranks over the years. Of all the companies I've seen, I'd have to say the biggest success story has been Eduard. I have a few photo-etched frets from the early 90s that these guys produced, and it's absolutely amazing to see how far they've come. As far as resin companies are concerned, I'd have to say Aires, MDC, and Fisher Models are the ones that I'd invest in. Although Paul Fisher doesn't do detail sets like Aires or MDC, the quality of his products is absolutely amazing. The new MDC kits are also getting my attention…

LSP: Why on earth are 109s and 190s so popular?!?!?!?!

JH: For the same precise reason that Tigers and Panthers are…I don't know!! There's always been a fascination with the 'good guy - bad guy' saga. Kinda like the Yankees and Red Sox, Cowboys and Steelers, or Manchester City versus Manchester United! Personally, the 109s and 190s wore dramatic color schemes and markings, and it offers some color and contrast to the collection.

LSP: Will MODELx be attending the IPMS Nationals this year in California? Is the magazine currently seeking sponsors and ad revenue?

JH: We've got a busy travel schedule this year. The MODELx pilot will make its U.S. debut at the AMPS National Convention in Aberdeen Maryland (It's an all-armor show). From there, I hope to hit a few IPMS Regional shows before the Nationals. We'll be there, taking photos and talking to authors. I'm scheduled to do a lecture on the inner-workings of the magazine, and what it takes to be an author for MODELx. From there, we'll be heading to Telford and EuroMilitaire, and if luck has it, I'll be attending the Figure Show in Torino, Spain, in the fall. We've made a few contacts, but we're actually not hammering away at potential advertisers until we have the printed version of the pilot in-hand. It's easy to tout a product that doesn't exist, but having a printed copy in your hands certainly lets advertisers know where their ad dollars are going. We've had a lot of support from the industry as a whole, and for the most part everyone seems excited about the magazine.

LSP: I see on MODELx.com that discussion forums may be coming soon. Are you planning an online staff? What can we expect to see in MODELx's forums? Will there be a gallery feature, and will that support user uploads?

JH: The forums were opened a few hours ago. I'm proud to report that I was the second person to register, the first was actually our network engineer who set the whole thing up. The forums will be like any other - the usual subject matter forums, etc. We are trying something new…each MODELx author will have his own forum, a place where he can interact with the readers. As long as the natives don't get too restless, it should our authors to interact with our readers at less-formal level. We've talked about a gallery, in fact there's a icon for it, but we haven't actually done any physical coding on it yet.

LSP: Where do you see MODELx in 5 years? 10?

JH: Do you want my personal answer, or the answer from the business plan?! Ok, how about both… my personal answer - MODELx will be the #1 modeling magazine in the world, I'll be driving an exotic sports car and jet-setting to all the big model contests in Europe, Asia, and the US with an entourage of modeling junkies. Hey, I'm allowed to dream, right?? Ok, the serious answer. In 5 years time I hope that MODELx will enjoy a prominent position in the industry. I hope we will have earned the respect of the major players in the industry and most importantly, our readers. In 10 years time, I hope that MODELx is part of a larger entity that's producing books and possibly even other modeling magazines.

LSP: I know you're a "ship and boat" man but I've seen you build 1/32 and 1/24 aircraft, if you could build anything (plane boat tank whatever) in any scale, what would it be?

JH: Wow, save the toughest question for last, huh? I would have to break it down into categories, at least my three favorite subjects… For aircraft, I'd love to build a 1/32 or 1/24 Boeing XF8B-1 or Republic XP-72. They were both incredible aircraft that I've got a personal attachment to, since I knew men who designed and flew both aircraft. In armor, I'd love to get my hands on a 1/16 JS-2 Stalin or Jadgpanther. And in ships, well, it would have to be a large-scale Fletcher-Class destroyer. I wrote a book on them back in 1997, and I think they're absolutely beautiful ships…a 1/72 Fletcher would come in at about 5 ½ feet.

LSP: Thanks for talking with us Jeff! Best of luck with MODELx!

JH: Thanks so much for listening to me babble…Chris? Chris? Why are you running away???

Be sure to keep an eye out on ModelX in the future...and stop by the website to see what's coming next. Thanks to Jeff Herne for taking the time to chat with us!

Interview with Jeff Herne

By Jeff Herne

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