This page contains a Flash digital edition of a book.
Columnist WiseWords


You are probably too young to remember, but there was a very funny sketch by the American comedian, Bob Newhart in which he imagines a phone call from Sir Walter Raleigh to his head office back in England explaining his discovery of tobacco and its use. With apologies to those who have


Is email too commonplace? On the eve of major trade shows, David Metcalfe ponders the subject.


heard it, a snatch of it goes: “You can shred it up? And put it in a piece of paper? And roll it up? Ha ha ha don’t tell me – you stick it in your ear right? No? You put it between your lips? Then what do you do Walt? You set fire to it?” There is much more in the same vein, which I will not bore you with now, but I am sure that you can find it somewhere on the internet. The point of this is that it is an


excellent example of communication, and in particular how it can go wrong. Just because you are communicating something to somebody, it doesn’t mean the recipient has received and understood the information. I was reminded of this fact recently when I was in a local shop and fell into


conversation with the owner, who I know to be an astute businessman. I asked him whether he was planning to visit Autumn Fair this year. He said he hadn’t decided yet, but might do if there was anything new there. He went on to say that he might go to Top Drawer, but wasn’t sure where it would be. Now I know for an absolute fact


that the organisers of both these trade fairs spend a great deal of time and effort in communicating exactly this information, and much more, to the trade. How is it then, that now - in early August - my friend was still not in possession of the facts that would guide his decision as to which fair to attend? I am tempted to blame the internet.


All organisers spend a great deal of time designing easy to navigate websites, which should give the buyer every piece of information they might need. In addition, they regularly send emails to buyers who have previously attended or registered, and whose email address they have captured. Now, I am not the most computer- literate person in the world, as our new


from David Metcalfe


editor is about to find out, and I do not assiduously read every email that I receive, particularly if my computer’s spam filter has condemned the email to whichever circle of e-hell it deems appropriate. I suspect I am not alone in this. We used to throw away circulars or junk-mail often without opening, unless we suspected it contained our admission badge or fair guide. It may be email is now too commonplace. That is as it maybe, but it is certain


that organisers are not going to return to the days when all badges are sent by mail, and quite rightly too – with the state of my brain now there is no chance that I would remember to take my badge with me to the show. For younger and more nimble brains, however, the current system of badge collection on site is perfect. I intend to visit the Autumn Fair,


and I look forward to seeing you there – just as long as I can remember where I put my jacket with the badge on it.


David Metcalfe


14 Giftware Review & Home Interiors September / October 2015


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  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96