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Creative Leisure News
306 Parker Circle
Lawrence, KS 66049
Phone: 785-760-5071
Email: mike@clnonline.com


 


A view of the industry through the eyes of a chain buyer.

Printer Version

A Buyer's View of "Crafts"

A magazine changes, and buyers disagree.

by "Benny Da Buyer" (October, 2003)

(Note: Benny is a buyer for an industry chain and needs to remain anonymous.)

Mike asked me to comment on this whole issue about Crafts magazine changing to a paper craft magazine and larger issues like is the industry losing it's core.

Frankly, I don't have time for larger issues. I'm too busy. I figure that's for the big guys like Rouleau, Rosskamm, Parker, etc. That's why they get paid big bucks.

As for Crafts becoming Paper Crafts, I really didn't have much reaction at all at first. Something like that is so far removed from my day-to-day hassles, that I didn't care much one way or another. But Mike asked, so I thought about it, and asked my fellow buyers how they felt.

We do not all feel the same way about it.

Me, I don't like it, because I'm not in charge of buying/sales for paper and scrapbooking. When I think about it, I guess maybe a consumer reads the general craft magazines, and maybe she tries a project in my area. So she goes and buys the supplies -- hopefully from my stores. And then maybe she likes the project, wants to do more, and buys more of my stuff.

Now, she will be less likely to be enticed into trying something in my area, I think.

On the other hand, my colleague who's in charge of memory? She's pleased with the change.

(Hey, I may have changed my fellow buyer from a he to a she, just to keep us all anonymous. Our boss doesn't like us talking to the press, so we have to stay REAL anonymous. Is our memory buyer a he or a she? Don't ask.)

The memory buyer wants EVERYONE doing projects in her area, just like I'd like to have everyone working away in my category. The more choices and possibilities the consumer sees, the more likely it is that she'll be enticed to try something.

What we both agree on: the projects in all the magazines better have well written instructions! The last thing we need is someone trying something and failing. Then she thinks it's her fault, that she CAN'T do it, and never tries again.

Another thing we agree on: We don't like seeing magazine projects calling for products we don't carry!

(Note: To read more of Benny's thoughts on the industry, click on the titles in the right-hand column. Have any comments or suggestions for future topics. Email them to Mike Hartnett, mike@clnonline.com, and he'll pass them on to Benny.)

xxx

 

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