"Faith is taking the first step even when you don't see the staircase."

-- Martin Luther King, Jr

by Jami Petersen

Scrapbooking professionals have a unique opportunity to work together. Dennis Conforto shares his insights into building the industry up for both manufacturers and retailers. Dennis' ideas might surprise you but after reading his article, you may agree that teamwork wins. Discussions are now taking place, ranging from improved partnership programs between retailers and suppliers, to a new category section in every newspaper. Find out how to get involved by reading this week's SMART article.

Jami Petersen
newsletters@a-z.com

Tragic Magic

Tragic Magic

The next Scrapbooking mystery takes readers back to New Orleans, where there are spookies, foodies—and crafty killers. Carmela, owner of Memory Mine scrapbook shop, and her best friend have a big project converting an old mansion into an unforgettable haunted house. But when Carmela’s client turns up dead, she finds herself in some deep gumbo again. Discover more Tragic Magic including recipes and scrapbooking tips.

Click here to learn more about this scrapbooking mystery...

Press Releases

News you can use about the latest media coverage of hot trends, noteworthy events and dynamic industry leaders. Learn more about the current headlines in arts and crafts by clicking on the title of each article segment.
 

 

Adobe Elements eases sophisticated image editing. "The new version 8 of Photoshop Elements for Windows and Macintosh provides automated and intelligent photo-editing technology across both platforms, says Adobe Systems Inc. 'We’ve simplified the editing process, without taking away any of the power, and incorporated smart tools with built-in intelligence to bring once-difficult tasks within reach of everyone.'"

HP Expands Printing Portfolio to Address Broader Customer Base in Eco-solvent Market. HP unveiled an expanded portfolio of HP Latex Printing Technology solutions designed to broaden production capabilities for a greater number of customers and provide a viable alternative to eco-solvent technologies. The offerings enable small and midsize digital print and sign shops, copy shops and photo labs to produce indoor and outdoor applications with ease while reducing their environmental impact.

The Memory Tradeshow

The Memory Tradeshow is the premiere market for scrapbooking and related products, family history and digital imaging.

It is the most important gathering of this industry regionally, and it’s attracting executives from all sectors: manufacturers, retailers, distributors, suppliers, sales reps, designers and press. The show’s goal is to provide the highest ROI show within the industry with a greater focus on the business of the memory industry, education and best business practices.

Learn more and save >>

by Dennis A. Conforto, A-Z Media Group, Inc.

Let’s talk about the two great myths that have damaged the industry and what SMART retailers are doing to break down the myths and reveal to the industry the new truth about what is real and possible for independent scrapbooking retailers.

The first myth that did great damage to the industry is that one in every four households in North America is a scrapbooker. Nothing could be further from the truth. The truth is that only 4.5% of women between the ages of 16 and 64 are scrapbookers. The good news is that we grew to an industry that does over two billion dollars in sales with just 4.5% of a total demographic.

Because of this myth major investors came into the industry and overspent based on information that was neither real nor accurate. Those investors are tied closely to the other big investors who have great influence over how the stock market will view the category. Overstating anything in the stock market is bad news because any negative stories will affect the view those investors have about the scrapbooking category.

Another result of this misinformation was that the industry halted its marketing efforts. Many thought we had so much market penetration that we couldn’t sustain any more real growth. The truth is that the industry has just scratched the surface, but for many reasons the industry simply is not yet willing to work together. While we have learned how to compete, we have not been willing to cooperate.

The second myth was that another scrapbooking retailer within your market was the biggest competitor you could have. Some groups even go so far as to say that anyone within 25 miles of your store is a competitor and therefore you need market protection from them. Again, this view has served to do more harm than good and did nothing to protect the category or grow the industry.

If you think about what the number one problem is for the industry today it is simply doing more volume. So, many problems would be solved if we really did have a market penetration of one in every four homes. Instead we spend all of our time on new products rather than on new consumers for our industry.

Bad habits are hard to break, but every time the myths are done away with in that marketplace and real progress starts to take place. Think about local retailers that work together. Theaters, grocery stores, car dealerships and real estate companies all have their own sections of the newspaper. They are all interested in growing their category and they work hard to make sure it happens. They cut through the myths to get to the truth and work on growth and profits.

For the first time retailers are working with manufacturers on true partnership programs. One of the most exciting programs to come from the SMART Co-op Marketing Teams is advertising inserts that allow independents to compete with Michaels head on and win. The great news is that as more retailers join The SMART Group, the more the costs are driven down on the inserts or tabloids for each retailer. It is the very best way for independents to get their message out to millions of new consumers without breaking the bank. That is what being business SMART is all about.     

Scrapbook Adhesives by 3L™

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They now have launched an online store powered by Shopatron! This move also bolsters the commitment SCRAPBOOK ADHESIVES BY 3L™ has to their fulfillment partners by driving sales through independent retail stores. The addition of in-store pickup available for brick-and-mortar stores will create ancillary sales of complementary products when customers arrive to pick up their orders.

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Trade Show Input

Occasionally Scrapbooking.com Magazine would like your opinions on different topics that are relevant to the craft industry. We would appreciate your valuable feedback about the 2010 Utah Trade Show:

Click here to participate. . .
 

Sakura

Sticklers™ kits include gold or silver outline stickers with three Glaze® (glossy) or Soufflé™ (opaque) 3-dimensional ink pens.

 Fun to demo because anyone can color! All ages can easily personalize cards, bookmarks, cell phones, picture frames, votives, journals & more. All-in-one family fun kit works on glass, paper, plastic & metals. Great for travel, parties, incentive, award, gift and home.

Peel Sticker, Place, Color-in, Let Dry. View video on website. $6.99 U.S. MSRP

http://www.sakuraofamerica.com/Kits-Sticker

American Crafts announces the acquisition of Pebbles, effective immediately.
Pebbles brand products feature basic, easy-to-use scrapbooking supplies, including patterned paper, craft chalk and stencils, Snapshot photo stickers, decorative Chips chipboard shapes, self-adhesive Candy Dot embellishments, themed die cuts, color-coordinated ribbon spools and more.

American Crafts will continue to offer current Pebbles product line and plans to introduce new products over time. Pebbles will remain a separate brand under the American Crafts umbrella.

Pebbles was founded in 2001 by Brenda Birrell as an extension of the Pebbles in my Pocket retail stores, located in Orem, Salt Lake City and St. George, Utah. The retail stores will remain under Birrell’s ownership and management.

Jeff Mitchell, president of American Crafts, says that Pebbles in my Pocket retail stores have been loyal American Crafts customers for years.

“We consider Brenda a longtime friend and recognize the tremendous contributions she has made as a pioneer in scrapbooking. We think the line of products she and her designers have created nicely complements American Crafts’ product lines,” said Mitchell. “We’re excited to add Pebbles to the mix and offer an even greater selection of high-quality craft supplies.”

The core of Pebbles’ design team will join American Crafts to ensure a continuation of Pebbles’ simple, cute and fun look that’s well loved by scrapbookers and cardmakers.

Birrell says her goal with Pebbles has always been to allow people the opportunity to preserve memories and strengthen relationships in a fun and easy way.
“I feel good knowing American Crafts will move that initiative forward,” said Birrell. “When we made the decision to sell Pebbles to focus on managing our retail stores, American Crafts immediately came to mind as the perfect fit.”

Pebbles products are available for consumer purchase on the Pebbles web site, www.pebblesinc.com. Retailers interested in ordering Pebbles products for their stores can contact American Crafts at 800.879.5185.

American Crafts has created stylish and innovative scrapbooking products since the early 1990s. The company has established itself as a leader in the industry by providing stylish, high-quality products and responsive customer service. In addition to patterned paper, American Crafts produces Thickers,, albums, unique pens and markers, Premium Ribbon, Fla!r embellishments, Remarks stickers, Minimarks rub-on transfers and other embellishments that always rank as customers’ favorites.

Pebbles brand represents inspiring scrapbooking products that are fun and easy to use. Since 2001, Pebbles products have helped people preserve their memories in a simple, fun way. The company offers patterned paper, craft chalk and stencils Snapshot photo stickers, decorative Pebbles Chips chipboard shapes, self-adhesive Candy Dot embellishments, themed die cuts, color-coordinated ribbon spools and other easy-to-use supplies.