Scrapbooking, Martha Stewart, and the Wall Street Journal: Outsiders Look At Us And Cry "Dowdy"
It's taken me eight hours to come to terms with an article I read in this morning's Wall Street Journal. Slugged
Dowdy Craft Business Gets Martha Stewart Makeover
(offered online for subscribers only on WSJ.com), the article concerns Martha Stewart's entry into the scrapbooking business.
Not that it's news to anyone who's frequented the local Michael's in the past week; papercrafting supplies have undergone an earthquake to make room for the new "Martha" aisle, while fliers litter the store, announcing the debut of her scrapbooking line.
But it's newsy enough to make the front page of the Wall Street Journal: an article that asks, "What does the domestic-arts maven see in a dowdy industry where merchandise is sold in cluttered stores stacked floor to ceiling with pipe cleaners, Styrofoam balls, glue sticks, beads and fake flowers?"
The story, to me, is the point of view that outsiders bring to our craft. "Dowdy" is just the beginning.
When I re-read the story after a morning's rumination, what struck me wasn't simply that the piece's author, Brooks Barnes, has little understanding of the craft or the crafters who love it--and who support the industry. If this article is to be believed, this viewpoint is widespread among those who would build their profit from our wallets.
Join me as I offer a few (fair use) snippets from this morning's story, to illustrate how outsiders--and even the industry itself--see those of us who share this hobby.
Martha's own people offer faint defense for this move, which is intended to return Martha Stewart Living to profitability. "'Paper crafts may sound like a quaint pursuit,' says Chief Executive Officer Susan Lyne. 'But it's actually a rapidly growing business.'"
No? Really! I think of my bulging papercrafting studio, supplies, tools, computer equipment and cameras, and nod my head in agreement. Quaint? Nothing "quaint" about my Nikon/PowerMac/Wishblade/widepath printer/scanner set-up, nosirree-bob--and I'm not even a digiscrapper. These are just the tools I use to scan, restore, print and share my family's photographic memories.
And that's just the front page. The article gets better ....
The move, it seems, is designed to "steer Martha Stewart Living into low-cost, high-margin licensing deals." Translation: my fellow scrapbookers and I have sufficient herd mentality to cough up big bucks for overpriced supplies purely on the strength of a brand--IF they can get it right.
Will it work? The article describes the challenge: "To succeed, Ms. Stewart will have to connect with a far-flung world of customers, including legions of Middle Americans who may never have used her tips on home decor or holiday cooking."
As a web publisher and print author, intimately familiar with my community, I wonder just exactly whom these "legions of Middle Americans" might be. Martha Stewart's magazines line every supermarket checkstand coast-to-coast, her television show airs daily, and her brand blazes forth from no less a national retailer than K-Mart.
If scrapbookers are going to be a tough sell because we've never heard of La Martha, collectively, we must be living under a rock.
If we do, we live there together with the crafts business. Terming the industry "eccentric", the writer notes that "[e]ven outlets operated by big craft chains often resemble Main Street hardware stores from a bygone era, with oddball items stacked inefficiently in a dusty jumble."
Industry insiders quoted in the article appear to agree. A marketing executive for Michaels explains, "It's not a very sexy business ... but a lot of people have realized it's a good one." Moreover, Martha Stewart Living "decided that two national chains--Jo-Ann Stores Inc. and Hobby Lobby Stores Inc.--were too downscale" to be admitted to partnership. Even Michaels, the retail chain which was awarded the exclusive partnership, had to clean up it's downmarket act; the partnership was conditioned on "a commitment from Michael's to reduce clutter by reorganizing its shelves."
Most of all, the article underscores just how hard Domestic Diva, Inc. plans to woo us poor benighted scrapbookers. Noting that "scrapbooks are often assembled communally, with aficionados hosting 'cropping parties'", the new product line will be sold on the Martha Stewart web site, and will be partnered with "an online forum for crafters" to tap this community mindset.
The products themselves? "[T]he design flourishes will allow the company to market and price the merchandise ... as premium and 'aspirational'." Translation: the Martha cachet means higher prices.
Will we buy it? If nothing else, I found hope in the article's concluding paragraphs. Describing how Martha herself appeared before a "group of 'elite' private craft dealers" to preview the product line, it seems wine was sipped, gourmet Asian appetizers were munched, and the products were introduced to "a chorus of oohs and aahs."
But references to her luxe lifestyle didn't play out nearly so well. "When Ms Stewart described how she converted an entire floor of her 'winter house' ... into a craft-making studio, several dealers rolled their eyes."
Having finished the article, there's a lot more rolling in my head than my eyes. Is this article truly representative of the way outsiders see our craft?
Martha's product is
Martha's product is overpriced and kind of already been done. Can you say Anna Griffith?? I have not bought anything in her line. I have good pens, loads of punches already and I was not too thrilled with her stamps. I see now that after two months many of the items are already being clearanced out at 70% off. Making room for more stuff that probably will not sell.
As a long time crafter ?--(
As a long time crafter ?--( They use this word as if we are a mindless group of people ) Martha where have you been (oops sorry, i am not malicious ) been ???-- The scrapbooking industry has been around for quite a few years . At our Michaels --here in
the deep South --they had to wear gloves to put up the sign -- and stick to a strict criteria . Too funny . I went of course -- hmm ,well I am always about the new thing on the block . Her
papers were pretty -- but most things were priced a little higher than the market for like items . I only bought a punch because it was different out of the 50 or so i have . We are a group - women that is - that have phenomenal buying power . Let those who put down this little crafting group --look at the altered art-jewelry , art books, and fabricrafts -that have spun off of this hobby -- Then look at who your target shopper is -- I expected more of La Stewart 's venture - thanks for letting me vent - I turn 60 this year and had a profitable art business for years -so I know from whence I speak -and keep up with trends , mags and am internet savvy. Have a mega printer and with scrap programs -- just to print graphics not pages , and love altered art -- (see ART_-E_-ZINE.uk.com -Fav site ). We are owners of companies ,Sunday school Teachers , presidents of pta ,soccer moms, and gourmet cooks -while rocking the cradle ,and our husbands world (oops - lol ) . Thanks Again -- Kathy - A true Grits Girl and Southern Lady .
Martha should know there's
Martha should know there's at least one Michaels that hasn't dusted or organized their shelves to better present her line. It's still a very messy and dowdy looking place.
I will not buy any Marth
I will not buy any Marth Stewart products. I have alsways felt she was uppity and as stopped shopping at Kmart when her product appeared there.
It's a shame that we are
It's a shame that we are seen as behind the times and downright gullible. Martha will find out soon enough, however, when the sales dont go over as well as she thought. That first quarter should be a doozy.
yes
yes
Outsiders really do not view
Outsiders really do not view our craft one way or another. There is no reason to think about a hobby that someone else has unless you are interested in that particular hobby. Martha's team is assigned the job of increasing revenue. The thoughtless and misinformed information or propaganda that was published by the Martha group is just that. Word travels fast. Their marketing ploy might just cost them. If they have down played or indicated that our hobby is substandard or we use substandard equipment or materials is strictly a marketing ploy to get us to buy their most likely overpriced junk. I have over $50,000 of tools, equipment and accessories in my over-stuffed scrapbooking room with bay windows. And yet I still manage to find more room for more. I selectively purchase the best there is in materials and equipment. I too own it all. People can say what they want about my hobby but my hobby saved my life.
I for one won't be buying
I for one won't be buying any of her items - I rarely shop Michaels anyway but will go there for certain items. I can't believe her attitude or the attitude of the writer. I don't think he knows much about the real scrapbookers. She will learn though.
Thanks for bringing this article to our attention.
The positive side of Martha
The positive side of Martha Stewart's entry into the scrapbook world is that new enthusiasts may be found. The comment about high margins indicates an optimistic view of volume sales. Can you get enough crafters to lay down sufficient dollars so that millions upon millions more dollars can be earned in this field? Will Martha herself sponsor crops? At the crops I've been too there always have been products to buy, croppers, aren't an untapped market.
I hope this isn't how the
I hope this isn't how the industry views our craft. I was offened by the way the article portrays local craft stores. We have two great scrapbooking stores in my area and neither of them are cluttered or stacked floor to ceiling with mis matched items. We also have a Michaels and I consider it a dump and completely cluttered! Way to go Martha for ticking off a whole group of people you are hoping to sell to!!!
Having seen the examples in
Having seen the examples in the flies, I think they must have gone back to the first issue of CK to get their inspiration.
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