The trends, the issues, and productive business
Memories Community Releases Survey Date, Plans
Demographics and media.
by Mike Hartnett (February, 2004)
Memories Community, the consumer/trade association for
scrapbooking, rubber stamping, and paper crafting, recently held an
online survey of its "Individual" members. The purpose was
to gather information helpful to planning and organizing the
associationís four annual consumer shows, Memories Expo,
and the new Memories Community magazine. It also was created
to collect consumer feedback that would be used to better serve
individual members, and would be shared with Retail, Corporate, and
Specialty Services members. Among the highlights:
98% were female. 85% were between the ages of 30 and 59. Among
the 30-39, 40-49 and 50-59 age groups, tallied respondents were
evenly spread, demonstrating that scrapbooking, rubber stamping, and
paper crafting have attracted various generations of consumers in
fairly equal numbers.
85% were married, and only 13% did not have children. 94% had
attended college or trade school; 65% had college or post-graduate
53% said they work 40+ hours/week. Another 38% said they work
20-39 hours/week. Only 12% of our tallied respondents were retired.
85% enjoyed annual household incomes of over $50,000; 62% had
annual household incomes of more than $75,000.
Level of Activity.
The vast majority of respondents, 92%, had attended a Memories
Expo. Most already had returned for another; 61% had attended at
least two Expos.
The majority of respondents were experienced scrapbookers with an
obvious commitment to the hobby. 96% had been scrapping for more
than a year. Among them, 24% had been scrapping for 3-4 years, 30%
for 5-6 years, and 25% for seven years or more.
75% of the respondents estimated that they had spent more than
$500 on scrapbooking supplies during the past 12 months; 42% had
spent over $1000.
When asked how long they had belonged to Memories Community,
which is a three-year-old organization, respondentsí answers
varied, and were spread evenly among those who had been members for
more than two years, 1-2 years, and 7-12 months; 14% had joined
within the last six months.
Other Points of Interest.
When given a list of eight resources and asked to identify those
respondents used to learn about new scrapbook products, survey
respondents said magazines (92%), retail stores (81%) and consumer
shows (79%). Internet sites also were popular, being selected by 69%
of the respondents.
Many Memories Community members also participate in other
crafts in addition to scrapbooking: Rubber Stamping, 74% ... Paper
Crafts, 46% ... Seasonal Crafts, 41% ... General Crafts, 34% ...
Sewing (fashion and/or home dec), 30% ... Painting/Decorative
Painting, 27% ... Needlework, 26% ... Quilting, 20% ...
Knitting/Crocheting, 17% ... Jewelry Making, 10%.
Memories Community also announced it would launch its own
magazine this summer called, appropriately, Memories Community.
Officials say the magazine will feature informational and
educational articles, project ideas and instructions, news, and
product releases for scrapbooking, cardmaking, stamping, and
memory-based craft projects. The Memories Community Regional
Directors will contribute to the magazine with trend updates from
their parts of the country.
The editor will be Michelle Howard, a 13-year veteran of industry
publications. Howard worked for Craftrends for five years,
and was editor of Stitcherís World, a consumer needlework
magazine, from 1996 to early 2004.
The "fringe" memory projects that reach beyond
scrapbooking and card making into home dec, fashion accessories,
etc., will be included in every issue and will be labeled with a
"Be Creative" seal.
Memories Community will be a quarterly publication, sold on
newsstands for $5.99 and distributed at all Memories Expo shows. It
also will be mailed free to all Memories Community Individual,
Retail, Corporate, and Special Services Members, as part of each
groupís membership benefits package. Membership dues will not be
The first issue of Memories Community is due this July. As
a prelude to the magazine, two issues of the new Memories
Community newsletter will be mailed to members and prospective
For more information about the magazine, the four Expo
shows, or membership in Memories Community, email firstname.lastname@example.org,
visit www.memoriesexpo.com, or call 740-452-4541.
Note: To read previous entries in this Memory, Paper &
Stamps section, click on the titles in the right-hand column.