It’s not an embellishment to say that the internet has enriched our lives during the past 30 years. It ushered in an age of instant information. Unfortunately, the cost of admission was being exposed to a great deal of misinformation in the form of rumors, half-truths and outright lies. The dual-edged sword that is the information superhighway has turned the truth into a valuable commodity.
This is what makes people like Charlie Brewer so essential. A journalist and analyst whose career tracks alongside the internet’s existence, Brewer reported on the digital office equipment theater for publications such as Inc. and ComputerWorld. When Brewer joined Lyra Research, a boutique firm that chronicled digital imaging and consumables, it triggered an educational journey that would pave the way to his own news and analysis vehicle: Actionable Intelligence.
One of the most compelling stories Brewer unearthed at Lyra was the messy breakup between a major supplier to the reman industry and its toner/drum supplier. At the time he didn’t fully appreciate the gravity of the unfolding drama, but as the story grew legs, its impact on a wider audience became apparent…as did the importance of separating fact from fiction.
“As I worked the story, I realized that we were the only ones who had the real news, and most of the rumors that were flying around were just bunk,” said Brewer, a 2023 ENX Magazine Difference Maker. “That’s when I realized that our news and analysis mattered. Millions of lives weren’t impacted by what we did, but there were lots of people—scores, maybe hundreds—who read our stuff and valued it because their jobs/businesses stood to be materially impacted. They really needed to know and understand what was going on.”
Consumables Advocate
When Lyra opted to channel much of its focus into hardware, Brewer struck out on his own and launched Actionable Intelligence in 2009 to provide the comprehensive look into the consumables world that he felt was needed. His instincts were spot-on; Lyra has been gone for 10 years, while Actionable Intelligence is singularly unique in its editorial focus on consumables.
Delivering thorough, unbiased news and analysis is the prime directive, and being the lone voice for that niche comes with responsibility. “We are impactful because we try to be fair and honest in our reporting and analysis,” Brewer said. “Our subscribers trust us to try our best to be as accurate as possible. We may be wrong from time to time—no one’s perfect—but we try and I think that’s why we’re successful.”
Brewer naturally gravitates toward truth seekers, and found a kindred spirit at Lyra in his boss, Jim Forrest. An industry professional, Forrest also shared his affinity for the consumables market and the role they play.
“Jim was committed to being as accurate and truthful in his analysis as possible and in speaking truth to power,” he remarked.
Beyond Headlines
Brewer aims to continue emphasizing the formula that works best for Actionable Intelligence. While keeping abreast of all the breaking news, product introductions and industry legal entanglements is a priority, he feels the true value proposition has been furnishing unflinching analysis of the post-pandemic market. Actionable Intelligence’s focus on supplies, print volumes, MIFs and market interpretation, Brewer maintains, is second to none.
“Some have said we are naively bullish, and other have said we’re foolishly bearish,” he noted. “But after all the name-calling, most of our critics have admitted we were right.”
Brewer is also on the hunt to find high-caliber analysts who are team players and won’t crumble under the strain of nasty publishing deadlines. With the addition of reinforcements, “we could be even bigger,” he said.
When he’s not quarterbacking Actionable Intelligence, Brewer loves to enjoy the great outdoors. His wife of 28 years, Martha, joins him for hiking adventures, and they’re devout bird-watching aficionados. Brewer also has a daughter, Meta, who he likes to get outside with. A musician in several bands, Brewer is also a Navy veteran who teaches the guitar to other vets via a program called “Tune It Out,” a therapeutic endeavor for those struggling with military-related anxiety or depression, or for vets who just want to learn how to play guitar.
