Hi all,
I’ve been skimming out of marketing/branding curiosity since while
I’ve been meaning to hook up with my local guild, I’m not familiar
with “Metalsmith” or known SNAG as the parent org before this thread.
Pulled up their website today and here are two branding reactions as
well as my $0.02:
- All of this is anecdotal and while it may represent a
significant faction, it’s also easily dismissed by
management–especially coming from the outside. Having been on the
board of a volunteer org I know how stretched they always are for
time and skills, but from your the SNAG looks like a fair sized
group, and I know at least a couple of you are reading this thread,
so…
a) When was the last time SNAG did a member survey? How extensive
was it in content and sample? Did it address the publication at all?
Any trending from previous survey(s)? I’m guessing it’s been a while
or someone might have mentioned a survey in the thread by now. No
matter how close you feel you are to your membership, with 3,300 of
them, if you haven’t been getting quantitative feedback at least
every other year, there’s a fair chance your connection is off in at
least one or two key spots.
b) Does the magazine have an ongoing article suggestion or feedback
system separate from the contact page on the website?
c) Ever tried categorizing and tallying the threads on the SNAG
forum to see what topics are recurring? (Assuming it’s not moderated
to the point that dissention is squished, but even then the admins
should have an archive of blocked posts.) This is also
anecdotal/qualitative data, but a good secondary source of feedback
straight from the membership, and even a skim without tallying would
help provide ideas about what to ask on a survey.
d) Ever crunch membership rollover including any demographics
collected when people sign up/cancel and timing of significant
organization changes (fees, publication mods, chapters closed, etc.)?
As many years as you can reasonably pull data for and/or you think
will provide useful insights–different populations shift at
different paces.
- The page I went straight to from Home was Even if I’d never seen
this thread, I would have found the “Metalsmith” cover
featured–amputated toes–both repulsive (harsh, sorry, but accurate)
and completely inconsistent with the magazine title and “Society of
North American Goldsmiths.” I have no idea what the story is behind
the image as it’s “artistically” placed in isolation on the cover,
but the designer could have potentially retained my interest in
several ways. (And yes, I do have graphic design along with the
MarCom and research in my background.)
a) A prominent title explaining the photo that I could absorb from 3
feet concurrent with the image and publication name. Yes, it reduces
the impact of the photo, which is exactly the purpose in this case.
It off-sets any dissonance (and in this case distaste) for anyone who
sees the publication on a newsstand or gallery coffee table. You
can’t assume the issues will only end up in subscribers’ hands.
b) An airbrush fade rather than bloody flesh cut on the foot and toe
rings or chainmail would have made me perfectly happy.
c) If it’s actually made of metal and surface colored, then showing
it half-painted or even just mold/metal shavings and a brush/pigment
next to it, or two pieces by the artist for unfinished/complete, or
cross-section, would have changed it from gross to impressive. Don’t
let a graphic designer’s generic aesthetic overrule your branding.
You don’t need to look like some cluttered crafting weekly, but as an
artist subscribing to develop professionally, I’ll find a hint of
what/why far more intriguing than a pretty black box, even if that
hint is just that it’s visibly made of metal. You could even
Photoshop the half-painting or cross-section as long as you admitted
it in the article (vs. back of cover or some errata section).
But as it is, that cover looks better suited to “Forensics
Quarterly.” At the least, the Join page should swap to a more metals
or jewelry related one, even if this is the latest issue.
$0.02) Since I’m not a SNAG member and haven’t seen the publication
at all yet, the rest is of course completely dismissible :-). I’m a
relative newcomer to the craft and naturally perpetually blown away
by the scope of possibilities in working metal, but I can’t imagine
even the veterans have nothing left to learn…
Hot forging (rarely addressed beyond ferrous), lamination, and cold
forging from classic anvil work, to fold forming, rolling, drawing,
and chasing. Hot connections from fusing to soldering–along with
their umpteen fluxes, firescale preventers, heat shields, surfaces
and aids. Cold connects both static and kinetic such as hinges.
Issues in combining metals with disparate materials, especially in
hot connects or at different production stages. Annealing and
hardening and gauging temperatures. Presses from Arbor to Hydraulic
and dies. Hand sawing vs. assorted power saws vs. dies vs. plasma
cutting–and tips for different metals. Granulation and filigree.
PMC vs. and with various other casting and smithing techniques. Wire
weaving and wrapping. Surface treatments from sandblasting to patinas
to etching to anodizing to plating to enamels and pigments–and how
they interact with other materials. Stone settings for different
techniques, including maybe quick tips or links for drilling 101.
Jump ring production and incorporating mail/chain elements. Making
your own tools and creative alternatives to traditional gear.
Modularization and other production techniques. Make vs. buy and
finding hourly studio space with large gear. Chem and physics
refreshers for what’s happening as we work–beyond the proper name
of “Pickle” and that it’s an acid ;-). Ergonomics and shop safety.
Torches from your first butane to starter ($<250) propane to
modifying tips and configuring multiples off a single tank setup.
Artist profiles with tips/ tricks/ favorite tools. Book, class,
conference, and gear reviews at different price/ experience levels.
Emerging technologies, gadgets, or materials such as S88–and how
they might compare/interact with classics. The business side of the
industry such as a key law, new vendor, new channel, pricing models,
or marketing technique such as DIY photography. Recurring Annual
issues on particular topics…
I just suppose I’m having trouble seeing how they’re running out of
metal-based items to the point that this has become an ongoing
issue. I do relate to the folks who started the thread saying they
felt “Metalsmith” had gone off track if pieces featured have
frequently not had metal in them. I only made it about 1/3 of the way
through “500 Bracelets” because I consider jewelry to be wearable art
and something 5" in diameter, or made with barbed wire, white
feathers or Kleenex does not fit my definition of “wearable.” More
mundane examples would have been more inspirational.
At the same time, as you can see, I’m also not talking all metal all
the time. For the slightly tangential articles, such as the business
issues, I’m not suggesting “Metalsmith” become “Businessweek” or
other specialty journals, rather it draw attention. Like a recurring
column with a series of news blurbs and “For more about the import
tax see [links].” Or a sidebar to round out an article on making
bails and other findings “Drilling Stones 123 + [links/books]”
because a fair number of metal workers might wonder “How do I drill a
stone anyway?”
Cheers,
Ann Ray
Jewelry site coming soon Day job:
http://www.querygroup.com
http://www.practicalsurveys.com