This page contains a Flash digital edition of a book.
Lawrence Cutler, Director at the Shop and Display Equipment Association talks us through a typical day in the sdea office.


with high resolution proofs for our annual Directory ­ a very important sales tool for members. Yesterday they finished the last few corrections, I signed off the PDF proofs and they’ve been printing overnight. We lay out the huge sheets with 16 pages to view. It’s vital that there are no mistakes and all the colours are looking as they should. How colours look on screen and how they translate to paper is always a concern. It’s taken four months to get to this stage. Paula spends weeks cajoling members into getting their entries together, Heidi researches and writes the articles, Heidi and I work together on the design, we all sell advertising and I pull it all together ­ a real team effort! 2.30pm: Meeting finished, it’s time for a sandwich and some strawberries while I leaf through the morning’s mail.


www.a1retailmagazine.com


I spend a few minutes scanning some retail magazines. Today it’s jewellers, boutiques and outdoor retailers on the menu. 2.50pm: I’ve had an email about a new discount scheme we’ve been negotiating for members. It will be Internet­based with a link from our site to a dedicated sdea micro site. They’d like me to check and approve it today! This is going to take a while...


It’s nearly 4.30pm by the time I’ve emailed


the corrections. I sit down with Paula to discuss our search for an AGM venue for next year. This year we went to L’Escargot in Soho, and we’re looking for another prestigious London restaurant. Paula reports on her progress, but the only two we like want silly money. We start planning a new list of alternatives. 5.40pm: Now there’s some peace and quiet I can turn my attention to our own website. We are currently updating the site, making it easier to navigate and replacing some graphics with text to please the search engines. There’s a lot to go through. So what have we achieved today? There’s


great satisfaction that the Directory is finished and in the hands of our trusted printer, but there’s always a little frustration that despite the best technology things still take so long to finalise. However, all in all, it’s been a good day.


Contact


Shop and Display Equipment Association T: +44 (0)1883 348911 www.shopdisplay.org


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