Jewelry Artist Advertisements
'Jewelry Artist' Advertisement page types from 1994
The drastic decrease in page numbers between the 1994 and 2010 publications is mainly due to the number of advertisements. The difference with Lapidary Journal is the layout of advertisements. There are many pages with multiple advertisements on one page and very few full-page ads.
Another characteristic of the advertisements is how specialized to the industry they are. Many of them are for stone companies where people can purchase their own semi-precious stones. There are also beading store advertisements. The advertising design allows for more advertisements in both issues, allowing up to nine different advertisements to be featured on one page. This option can decrease the costs associated with advertising (because the size of the ad is smaller) and takes up less page room allowing for more advertisers to place ads on that same space.
The largest emphasis in 1994 is on upcoming events for those involved in the lapidary and metal world. The events are advertised for all over the United States. In direct contrast to the 1994 issue, in 2010 there was less emphasis on the large number of events.
Jewelry Artist appeals to artists making jewelry. If the reader is not interested or associated in jewelry making, they would not chose to read this magazine. For this reason, all the advertisements in the magazine appeal to the target audience. There are no general advertisements for a national brand of clothing, instead a national brand of tools for the trade.
The style of how advertisements were printed was more relevant than the different categories of advertisements. All the advertisements appeal to a niche group of people and the only difference was what area of the artistic process the advertisement appealed to. For this reason, the total pages of advertisements were more of a concern when analyzing the differences.
Another characteristic of the advertisements is how specialized to the industry they are. Many of them are for stone companies where people can purchase their own semi-precious stones. There are also beading store advertisements. The advertising design allows for more advertisements in both issues, allowing up to nine different advertisements to be featured on one page. This option can decrease the costs associated with advertising (because the size of the ad is smaller) and takes up less page room allowing for more advertisers to place ads on that same space.
The largest emphasis in 1994 is on upcoming events for those involved in the lapidary and metal world. The events are advertised for all over the United States. In direct contrast to the 1994 issue, in 2010 there was less emphasis on the large number of events.
Jewelry Artist appeals to artists making jewelry. If the reader is not interested or associated in jewelry making, they would not chose to read this magazine. For this reason, all the advertisements in the magazine appeal to the target audience. There are no general advertisements for a national brand of clothing, instead a national brand of tools for the trade.
The style of how advertisements were printed was more relevant than the different categories of advertisements. All the advertisements appeal to a niche group of people and the only difference was what area of the artistic process the advertisement appealed to. For this reason, the total pages of advertisements were more of a concern when analyzing the differences.
Again, the total in each category was divided by the total page number to create visual pie charts.
'Jewelry Artist' Advertisement page types from 2010
The total number of advertisements has dropped significantly since 1994. Visiting the Jewelry Artist website in 2010 there are two categories of advertising: online or print. In print, the advertisement can be a page, a classified, insert or a special section. Online options include e-mail sponsorship and advertising, dedicated email blasts, Web advertising, directory advertising, sponsorships and contests. The online advertising goes to Jewelry Daily, a part of the website which updates daily and sends out different projects daily. Another print option is Tucson Show Guide, a yearly guide to all the event shows in the country.[1] For an artist, subscribing to this catalogue provides them dates and times for every event that year. Advertising in the catalogue provides the company with additional coverage for the product.
Perhaps the decrease in print advertisements is because of the increased opportunity online. Another consideration for the magazine is the shift from Lapidary Journal to Jewelry Artist. The magazine may have lost some of its more targeted audience even though a majority of audience preferred the jewelry-making topic.
While Jewelry Artist is still niche targeting specific jewelry artists, the focus is no longer only stone artists. The bulk of the audience belongs to metal artists who work with all tools from stones to buffing wheels. Another consideration is the necessity for stores to advertise. It is possible over time the number of local stores have either closed or gained the name recognition needed to no longer advertise. Many of the shows in the area may also be looking at alternate ways to advertise; for example, I receive a flyer in the mail every time a bead show comes to town, and e-mail may have decreased the need to advertise in a magazine.
These other options may have also affected the need for specialty sections like mail and calendars. With interactive aspects available online, the magazine may no longer need to print the sections for people to find answers to their questions. All these factors may have contributed to the changing of Jewelry Artist.
[1] “Interweave Gem & Jewelry” [online website] (Interweave online, access November 2010); available from http://www.interweave.com/advertising/jewelry.html.
Perhaps the decrease in print advertisements is because of the increased opportunity online. Another consideration for the magazine is the shift from Lapidary Journal to Jewelry Artist. The magazine may have lost some of its more targeted audience even though a majority of audience preferred the jewelry-making topic.
While Jewelry Artist is still niche targeting specific jewelry artists, the focus is no longer only stone artists. The bulk of the audience belongs to metal artists who work with all tools from stones to buffing wheels. Another consideration is the necessity for stores to advertise. It is possible over time the number of local stores have either closed or gained the name recognition needed to no longer advertise. Many of the shows in the area may also be looking at alternate ways to advertise; for example, I receive a flyer in the mail every time a bead show comes to town, and e-mail may have decreased the need to advertise in a magazine.
These other options may have also affected the need for specialty sections like mail and calendars. With interactive aspects available online, the magazine may no longer need to print the sections for people to find answers to their questions. All these factors may have contributed to the changing of Jewelry Artist.
[1] “Interweave Gem & Jewelry” [online website] (Interweave online, access November 2010); available from http://www.interweave.com/advertising/jewelry.html.
