Hi Doreen,
Regarding your post asking about your advertising dollar and
Designer Jewelry Showcase I would have to say: it all depends. DJS
is a national publication. Are you advertising nationally anywhere
else? The late, great, David Ogilvy, advertising guru, maintained
that a print ad is worthless until seen three times by the reader -
and the moe the better after that. So unless you’re also in American
Craft, JCK, or some other slick venue regularly, the DJS ad probably
will not be very effective.
Another consideration is that often the advertisers in such formats
are sold nationally via jewelry stores, chain department stores,
craft galleries, etc. Unless someone can easily walk into a store in
their area and ask to look at your work, the effectiveness of DJS
will be reduced that much more. If your plan is to rely on mail
order I think there are far more viable publications, especially
since, if I understand you correctly, you’re just getting started in
the commercial (read: want to sell my work) side of things.
In general, I would recommend finding local advertising
possibilities which will speak to an audience with easy access to
you. Or, if you’re going mail order, find publications which are
monthly - and affordable in terms of advertising each month - and
find out where your market really is. Perhaps you want to wholesale
to other retailers; in that case I would recommend researching trade
magazines and shows.
You cannot “over-advertise”, but you sure can hemmorhage a lot of
money on ineffective advertising.
You have made a wise first step in asking on Ganoksin. I’m sure
you’ll get a lot response and that will give you a place to start.
Good luck,
Les Brown
L.F.Brown Goldwork, Inc.
Kalsipell, MT