|When it comes to advertising we are largely clueless buffoons. Well maybe not entirely but "clueless buffoon" has a certain ring to it. We simply aren't big enough to have particularly meaningful advertising data, and we don't have the budget to constantly make guesses. So a lot of our advertising are just some something we like and wanted to share. |
We get constantly criticized by advertising managers for not including special deals or some such something. They hate it when we point out that if people respond to an advert with a special deal it's effective because of the special deal, not because of the ad itself.
We advertise every year on the back cover of the annual Journal of the Society of American Period Furniture. This is an awesome periodical that is at the forefront of dissemination of advanced woodworking knowledge. We are proud to be able to support them. If you don't belong to the society, let me tell you getting the journal is worth the price of admission and then some.
This years advert was a lot of fun, and we have had requests for a downloadable/ printable version - Click here for the PDF.
All the artwork in the ad is original but the inspiration was the piles of 19th century material in our book collection. While searching for ideas in the original material we constantly got distracted by the original content. One major source was "Work" magazine and a two second task of finding a nice border design would routinely end up in a hour long time-waster as we would read the articles. This is how we got the idea of scanning and reprinting the entire run of issues, which became the The Work Magazine Reprint Project. So these is a silver lining to advertising after all.
In other news: In the past week we released a few new books and tools. Keep an eye out in the next few weeks when we will be offering the second edition of "The Tool Chest of Benjamin Seaton". This edition is greatly expanded over the last, now out of print version, and it will be a must have for anyone interested in tools. The new edition has more photos, measured drawing of the tools, and lots more. I'll post a review as soon as I have one and the book will be listed in the "New" category as soon as we can take pre-orders.
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