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

 

 


What's new in various product categories; monthly update.

Printer Version

The Value of a Trade Magazine 

... And the value of a hard copy.

by Karin Strom, Yarn Market News (October 20, 2008)

As the editor of Yarn Market News (which as you know is a print-format trade magazine focused on the hand knitting yarn industry), I read with great interest your recent essay on the demise of the craft industry’s trade magazines. (Note: To read the original essay, click on Business-Wise in the left-hand column, then click on "What Happened to Our Trade Magazines?" in the right-hand column.) Since reading it, I've been mulling the subject over and discussing it with my colleagues at YMN and wanted to share a few thoughts.

In a funny coincidence, "What Happened to Our Trade Magazines?" was published just as we finished going through old copies of Yarn Market News for an article celebrating the thirtieth anniversary of our magazine's first incarnation. While it's true that economic and publishing trends are no friend to this crucial business tool, it's also true that in such times trade magazines are needed more than ever.

We feel fortunate that Yarn Market News is continuing to serve the fiber arts business community – from manufacturer to designer to retailer to distributor – acting as trade show for those who can't afford to travel right now, offering solidarity and support to yarn professionals during this difficult time. We also feel fortunate that our advertisers, pinched though they may be, continue to understand the importance of visibility in a print publication that can be read at the shop, in transit, at home, and not just in front of a computer screen.

Interestingly, the results of our last survey on the subject of readers’ preference: print vs. online were overwhelmingly in favor of retaining the print format. We know this is in part due to the fact that many shop owners keep back issues as reference and pass the current ones along to store employees, who take them home to read. The May/June issue and the January issue are preferred on-plane reading for shopowners traveling to TNNA shows -- we plan the timing of our two pre-show issues so that folks will get their issues right before they leave for the show. (I've personally witnessed this in action on several occasions while traveling incognito!)

Also notable is the success of the Yarn Market News Smart Business Conference last March in Chicago. The independent shop owners who attended have told us the conference brought to life for them the magazine and the issues it addresses. "Yarn Market News Live," as it were, was so well-received that we are planning the next one, to be held in Chicago, March 15-17.

Thanks for providing such a thoughtful (online) forum!

(Note: To read previous Category Reports, click on the titles in the right-hand column.)

xxx

 

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Category Reports Recent Columns...
WHY DO KNITTING AND CROCHET CONTINUE TO HOOK SO MANY FANS? Yarn crafter/author shares four unexpected benefits.

WHAT'S HAPPENED TO NEEDLEPOINT? Where are the new, younger customers?

THE SOUTHERN CALIFORNIA LOCAL BEAD STORE ASSOCIATION; An interview with Founder Scott Remmers.

THE PASSING OF ANOTHER PIONEER; Rest in peace: Jerry Kreinik.

2011 PREDICTIONS: JEWELRY; Big, bold, and personalized, one-of-a-king creations.

SEWANEW NATIONAL SEWING MONTH, SEPTEMBER 2010; A successful promotion by any standard.

DUPLICATE A MODEL OR CREATE SOMETHING UNIQUE? If you're teaching a newcomer...

HOW THE QUILT MARKET AND FESTIVAL ARE DIFFERENT FROM CHA EVENTS; The dominance of the chains is a major factor.

THE FUTURE OF NEEDLEWORK; A brief, personal history, and a look into a crystal ball.

THE FUTURE FOR JEWELRY, YARN, AND PAPER; Industry experts react to CLN voters' predictions.

EDUCATIONAL PROGRAMS ANNOUNCED FOR NAMTA'S ART MATERIALS WORLD(tm); The show is April 15-17 in Indianapolis.

WHAT'S NEXT FOR JEWELRY MAKING? Kristal Wick, Jill Mackay and Katie Hacker have the answers.

ARTISTS + ART MATERIALS STUDY 2009; A first-ever portrait of opportunity.

THE STATE OF NEEDLEWORK, 2009; Excerpts from a Yarn Market News survey.

UPDATE: THE SEWING & CRAFT ALLIANCE; Growth, variety, and enthusiasm.

CAROL GANTZ RECEIVES TNNA'S 2009 TEN AWARD; The association's highest honor.

CREATING NEW KNITTERS THROUGH THE GIRL SCOUTS; An author shares her love of knitting by creating tomorrow's enthusiasts.

THE CONSUMER PRODUCT SAFETY IMPROVEMENT ACT AND THE NEEDLEARTS; It's a far cry from the situation in Europe.

AN INTERVIEW WITH JULIE STEPHANI; Meeting the needs of today's crafter.

ECO FRIENDLY & SOCIALLY CONSCIOUS YARNS; Hiring and sourcing local supports the economy and the environment.

THE VALUE OF A TRADE MAGAZINE ... And the value of a hard copy.

"REBORNING" - A NEW FORM OF DOLLMAKING; Realism beyond what many thought possible.

IS SCRAPBOOKING SLIPPING? It's the economy, stupid, or perhaps merely the normal business cycle.

SEWING & CRAFT ALLIANCE; New entity developed to provide education and resources.

CMC TREND REPORT: INDIE CRAFTS; Details on the who, what, and why.

SUPPORT LOCAL NEEDLEWORK SHOPS! Or, how I survived TNNA -- and TNNA's efforts to attract younger consumers.

KNIT, CROCHET, AND HEAL; The medical community is realizing knitting and crochet can be good for one's health.

THE IMPORTANCE OF TOOLS; They help stores stand out amongst the competition, and can provide big dollars from novices.

HOW THE TNNA SHOWS HAVE CHANGED; They reflect positive changes in the industry.

A SCRAPBOOKER'S IMPRESSIONS OF CHA WINTER 2007; A step in the right direction.

THOUGHTS ON THE HISPANIC MARKET; There's potential for the industry, if you understand the culture.

TEACHING PAINTING TO HEROES; A painting teacher helps injured Army vets recuperate from Iraq and past wars.

AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. III; Where this enthusiast buys from, and from whom.

AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. II; OK, Barbara is hooked. Now what?

AN EYEWITNESS REPORT ON THE JEWELRY PHENOMENON, PT. I; The ongoing saga of a new enthusiast.

WAS IT GOOD ADVICE...OR NOT? Readers disagree, vehemently.

WHAT DO KIDS WANT? Crafts as we know them -- or technology.

FORCED TO SELL DIRECT; Blacklisting by shops is self defeating.

CHA SHOW TRENDS & PRODUCTS; So many products, so little time.

IN SUPPORT OF DECORATIVE PAINTING; It can be inexpensive, easy, and appealing to young people.

YARN SALES: THE EVIDENCE; The data discounts a reporter's glib assumption.

KNIT / CROCHET EVENTS CONTINUE TO GROW; New York, Washington, D.C., Pasedena, and Charlotte.

NEW SEWING STUDY RELEASED; A definitive benchmark from which to measure growth.

HOW TO MAKE NEEDLEPOINT MORE POPULAR...; ...And therefore more profitable.

AND MORE WAL-MART NEW; Responding to critics, hiring a heavyweight, and more.

THE LATEST WAL-MART NEWS; Applauding and criticizing the world's largest retailer.

THE LATEST WAL-MART NEWS; The good, the bad, and the amazing.

REPORT I: TNNA / LONG BEACH; The products, designs, and trends from two needlework veterans.

A WARNING TO U.S. SCRAPBOOK VENDORS; Investigate before signing an exclusive distributorship with an overseas company.

KNIT-OUT & CROCHET; Huge crowds and publicity should result in higher yarn sales.

TNNA NAMES STAR SEARCH / DESIGN WINNERS; Needlework changes people's lives -- in many ways.

LICENCING SHOW UPDATE; Crafts are definitely on the radar.

TNNA/INRG SHOW REPORT; Most -- but not all -- were pleased.

QUILT MARKET, PT. I; Changing colors, more wool -- lots of trends.

THE DECORATIVE ARTS COLLECTION SPREADS THE WORD; Building consumer interest in decorative painting.

DECORATIVE PAINTING GETS A FACE LIFT; New programs should give the category a boost.

WHY THE GIFT MARKET IS SEEING "RED"; The Red Hat Society is permeating design trends.

MISCELLANEOUS CHRISTMAS FACTS & FIGURES; Courtesy of the U.S. Census Bureau.

GIFT TRENDS FOR 2004; Predictions from a leading magazine, and comments on the relevance to crafts.

COMPARING QUILTING AND NEEDLEWORK; One is growing while the other ... some possible reasons why.

MORE VIEWS OF QUILT MARKET; Impressions from a newcomer and a veteran.

DECORATIVE PAINTING REPORT; You won't find change in a rut.

INRG REPORT; Smaller ... and slower.

TNNA SHOW REPORT; By all accounts, the Columbus show was a success.