Editor Lewis Eckett
LEADER
Publisher in chief: Malcolm Naish
ere at Greetings Today we are large and
malcolm@lemapublishing.co.uk
H
constantly bombarded with all things small shows
Publisher: Mark Naish
new. that there are
mark@lemapublishing.co.uk
When we go to shows our attention retailers out
Editor: Lewis Eckett
is caught by the latest releases and there who
lewis@lemapublishing.co.uk
new designs. Publishers and suppliers are in on the act are simple
Editorial assistant: Jo Cooper
too - constantly drawing our attention to their most unable to
jo@lemapublishing.co.uk
up to date offerings. This is all very well. As part of think outside
Advertising manager: John Furlong
the media we are wired to seek out the news and look of their shop.
jfurlong@lemapublishing.co.uk
forward. It’s part of our genetic code. Regular phrases like: “I know what sells” or “my
Production director: Paul Naish
As usual Spring Fair provided an outpouring of customers won’t like it” are just two examples of a less
paul@lemapublishing.co.uk
creative effort from publishers and suppliers, much of than open mindset to be found in some independent
Circulation manager Jo Wilkinson
it aimed squarely at buyers from cards stores up and down the country.
jo.w@lemapublishing.co.uk
independent card shops (plus the
Editor’s favourite
This attitude betrays the notion
Circulation Assistant: Sharon Cruz
occasional multiple retailer of
I must have sent this particular image
that publishers or their representatives
sharon@lemapublishing.co.uk
course). from Icon’s Exposure range about five might actually have an idea of what
Layout/Design: Richard Vickers
The independents are constantly times last year. sells than the person doing the selling.
rick@lemapublishing.co.uk
being used as a creative outlet for
For some reason the image and
It shows a distinct lack of trust in the
Graeme Thomas
publishers eager to test new designs
the unashamedly ‘male’ aspect of the
honesty and experience of the person
graeme@lemapublishing.co.uk
and experiment with latest trends.
theme spoke to me and I was sure
holding all the cards.
Contributors: Terry Harvey
The independents are on the creative
it would be a real hit with several of
Alternatively it highlights the
my mates.
Gill Davies
front-line when it comes to testing lack of any meaningful data showing
I was spot on, with everyone
the latest ideas, which can be a good
having a good chuckle, not only at
what’s going on at the tills of cards
thing if you are looking for an edge
the sight of Mr Squirrel on the front
shops up and down the country. The
against the bigger and better-funded
but also my personalised message of
lack of EPoS systems within retailers,
Subscription per annum:
competition.
‘Happy Bxxxxxcks Day’ on the blank
coupled with the almost pathological
UK £45, Europe £55 (surface),
And retailers need new stock to inside. aversion by publishers to share
£65 (airmail)
refresh their tired ranges and keep My wife of course shook her data makes it almost impossible to
things interesting.
head sadly at my schoolboy humour,
determine sales trends or discover
But where experimentation can
but that’s the point - she just couldn’t
what sells and why?
go wrong however is when retailers
understand why a small furry rodent
I’m not necessarily advocating
find themselves with stock that
with unfeasibly large testicles would be
that retailers and publishers suddenly
so funny to so many forty-something
simply won’t sell in their outlet. come together and start sharing their
Lema
PUBLISHING LTD. men.
The multiple operators have all
For more male humour see our
most sensitive sales data. And I’m
manner of systems in place to see
special feature in this issue.
certainly not advocating that retailers
Published by:
how new designs will work or not splash out their hard-earned cash
Lema Publishing Ltd and can even earmark a selection on fancy computer systems, but
1 Churchgates, The Wilderness,
of stores for a test marketing some indication of trends and
Berkhamsted, Herts. HP4 2UB
campaign to see how things pan best sellers for hard-pressed
Telephone: 01442 289930
out. Plus, they often have the independent retailers can only be
Fax: 01442 289950
Email:
info@lemapublishing.co.uk
safety net of sale or return to rely a good thing.
on. The supermarkets too have Currently, no central resource
The views of the Contributors expressed in
statistical resources to monitor for independent retailers
this journal are not necessarily those of the
sales precisely and let them see
publisher. Comments, letters and criticism
where changes need to be made. Fancy a round?
are welcome.
For the independent therefore, The annual Greetings Today Golf
it’s sometimes wiser to step away Classic is once again taking place
briefly from what’s new and take a on Tuesday 7
th
July at Staverton
look at what actually sells. Park, Northamptonshire.
When publisher’s reps or sales Yours truly will be taking up
agents call it’s usually the latest the cudgels and is looking for
designs that get looked at first. But ward to taking on all comers.
maybe independent buyers should However, as someone who was
Member of the Audit Bureau of
also ask: “Which range or design brought up on a diet of rugby, my
Circulation.
actually sells the best?” ‘agricultural’ style of play is not
ABC audited circulation: 6,138
Of course the buyer can only ask that question something to threaten the better-known bandits of the
(audit May 2008).
if they have the ability to step away from their own greetings card industry.
personal taste in greetings cards and not let it cloud The entry forms and further details are on page 35
their buying judgement. of this issue.
Sadly, discussions with greetings card publishers I look forward to seeing you on the tee.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58