The trends, the issues, and productive business
Paper: The New Foundation
Allows scrapbookers to go beyond scrapbooking.
by Sandra Kay (November, 2003)
(Note: Sandra's email was one of many responses to the
news that Crafts magazine is changing to Paper Crafts.
Other responses may be found in the Business-Wise column and in the
Nov. 3 issue of CLN.)
The decision for Crafts to change its name to Paper Crafts
is a brilliant and forward thinking decision. For magazines the
crucial factor is advertising dollars, and the advertising dollars
from paper manufacturers is obviously there.
I frequent craft, scrapbooking/stamping, art, fabric, etc. stores. I
listen to customers shopping, and solicit feedback during workshops
I teach. I have a consumer's point of view.
Everyone loves paper! It has become the foundation for all crafts.
The beautiful papers out there - just using them makes anyone feel
like an artist. Crafters have become designers. Like one might take
credit for baking a cake - when all she did was add eggs, oil, and
stir - creative consumers take credit for beautiful art. Why?
Because they have employed their own imaginations to make cards,
scrapbooks, birdhouses, frames, etc, by applying beautiful
papers/stickers in their own unique way to their given project.
Paper can serve as a foundation or an embellishment for an unlimited
amount of surfaces.
Furthermore, as I've been saying and seeing for some time now, there
is a growing population of scrapbook dropouts. I meet people every
day who are frustrated because they've spent money on supplies they
don't have time to use.
Making a scrapbook has become such an all-consuming, expensive
project that only a small percentage of people with great intentions
actually complete their albums.
A backlash is happening; people's lives are already so full and busy
that making a scrapbook has become a burden, not a pleasure - an
addition to everyone's already long list of to-do's.
What to do? Creative consumers have turned to quicker projects
(greeting cards; adding paper/stickers to a lampshade, a light
switch, a tabletop, a Mag Time Frame, etc.) using the same
Paper has a universal appeal for all ages and skill levels and
decorating with paper is so do-able, so affordable. And now we are
blessed to see great artists (watercolor, oil, graphic design,
drawings) turn from the expensive framed canvas in galleries to the
12x12 paper section of crafts stores. For example, Thomas Kinkade
papers are available now. So not only is paper universally
appealing, it is the new canvas for talented and respected artists,
and comes with advertising dollars available to back its growth.
Changing Crafts to Paper Crafts is a smart outreach
program. Newcomers are reluctant to identify themselves as
"crafty," "creative," or "artistic."
Novice scrapbookers and stampers are shy about sharing their
less-than-perfect page layouts, cards, and tags, but everyone is
comfortable loving beautiful paper and this focus will serve to
reach a larger audience. - Sandra Kay http://www.MagTimeFrames.com.
(Note: Has paper become the foundation for all crafts? Has
scrapbooking become a burden, rather than a pleasure for some? CLN
wants to hear, and will publish, ALL points of view. Email your
comments - on or off the record - to email@example.com.