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PUBLISHER'S
FORUM
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. .
Joe Tatulli |
 Ten
years isn't a very long time,
but in this case I am taking the liberty of calling it a milestone.
When Futon Life began I was personally in a bit of a predicament.
Suffice it to say that stability wasn't the earmark of my day
to day routine. But, as I have been known to say, the grace
of God took over and today this small quarterly stands ready
to report on, educate about, and hopefully sell futon furniture
to retailers eager to reap the benefits of this still growing
home furnishings category.
Several people stand out in my mind as major forces that helped
me make the decision to start the magazine as an independent
publication. Prior to leaving (the then) FANA (Futon Association
of North America, now FAI) I had contemplated trying to move
the Association towards a broader based, national newsletter
that would go to members and non-members alike. My desire to
reach out to this broader base was probably the catalyst that
caused the FANA Board to replace me with the very capable Debra
Austin. They appreciated my zeal but chose a safer course for
their group. Back in Rhode Island I debated my future. A friend,
Ray Lannon, and several other associates and mentors encouraged
me to do what I had wanted to do anyway, start a national publication.
I set out and began to work on the first issue of Futon Life.
Back then, with little or no computer knowledge, the process
was radically different than it is today. Everything was done
in the "traditional" way. Type was set in galleys,
photos were turned into veloxes or paper halftones, and the
entire book was put together by hand. Alton (Al) Arruda was
my first printer. In fact Al had shown me how to do basic paste-up
two years earlier. The first printing was only several thousand
copies and we labeled them by hand. The following few issues
were hand labeled by teams of people including my mom, dad,
sister and friends.
When we got up to twelve to fifteen thousand copies, three years
later, and as we began to use the four-color process for printing,
we decided we would have to change printers. (By the way Al
Arruda still does a considerable amount of printing for us.)
Enter Joe and Fran Lewis and Lewis Graphics. Joe brought us
up to the next level and was soon printing the entire book with
the four color process. Joe also helped me with some business
decisions I had to make and is also still doing a lot of printing
for us.
It was at this time that I joined into a partnership with Dale
Read and Dave Purdy. Both of these men helped keep the magazine
on a steady course. Dale, Dave and I continue in our partnership,
growing our publishing business and expanding our horizons in
several other directions.
Futon Life continued to grow and as we began to print twenty-two
to twenty-six thousand copies of the book we went with a web
printer, Editor's Press and John Battista, who could print and
mail the magazine from one location. Finally no more hand labeling.
Betty and LeRoy Roth, two very good friends of ours, would no
longer have to have their house and garage filled with boxes
and hundreds of mail bags full of sorted magazines. And I would
no longer have to borrow Jack Chiarini's pick-up truck to take
all the bags to the Post Office. Also, and perhaps most importantly,
I married Sharon in 1992. Her wisdom and unwavering support
have been an incredible stabilizing force in my life and her
proofing skills have cut typos to an all time low. (Thanks,
Honey, and thanks to all!)
Many other people lent a helping hand along the way with advice
and encouragement. Advertisers fuel the fire and Futon Life
continues to pump out one of the best little niche magazines
in the home furnishings industry, or any industry for that matter.
The following is a year by year retrospective of futon furniture
highlights and other interesting things that happened to us
all in the past ten years of our "Futon" life.
Volume 1 Number 1, Spring 1989
Futon Expo 5 - New Orleans, LA
Premier Issue: "Where are we headed next?"
We covered some very basic, common sense topics in the first
issue. In fact, we still continue to cover some very basic common
sense issues even now. I guess the difference is we didn't know
how valuable the basics were back then. Retail Perspective was
born with the intent to help retailers sell more futons and
develop a professional strategy for growth. Business to Business
began as a series of articles on business and financial issues.
In the first issue we covered a topic we will cover again soon,
"How to Write a Business Plan". Bob Gamer of Temple
Slug in Kansas City, wrote a commentary for us touching on an
issue we've addressed over and over again, that being price
vs. value, or when do you give so little for so little that
your company becomes so little that you vanish. Company "invisibility"
is a syndrome we have all seen in this and every other industry
(thanks for the story, Tony). Other highlights: Nippon-Euro
Frame (first metal frame); Kaon-First Wall-Hugger; Horndove,
Lofa & Shamiana make it happen.
Volume 1 Number 2, Summer 1989
William Brouwer Woodworks
Taking care of business is a daily tale and we shared some experience
with our readers on how to keep records and use them to project
growth for the future. We also focused on the industry's "Grandfather"
(a phrase coined by Robin Reid at the Denver show, Brouwer's
first and last Futon Expo) William Brouwer, who moved his factory
from downtown Boston to Franklin, Mass. in 1989. The move was
fatal for Brouwer who went out of business one year later. Dave
Jaeger, then Brouwer's Production Manager, is still making custom
furniture in the Brouwer tradition at his own firm, S&J; Woodworks
in Canton, MA.
Volume 1 Number 3, Autumn 1989
The Mother of All Patents
Not everyone was happy with our content, and in this issue I
really upset the apple cart. Bob Fireman sent me a copy of his
patent on the infamous "kicker" mechanism and I thought
it would be cool to focus on it on the cover. Oh well, better
luck next time. Bob was angry with me for years and continues
to let me know it when I step over the line into "editorial
misconduct." The feature story was on the bankruptcy of
New Moon who went out of business owing its creditors a million
or so dollars. From The Source also announced their partnership
with New West, a California frame maker. Ron
Massey ran the first ad for his new "L' Amicale",
still a work of art.
Volume 1 Number 4, Winter 1989-90
Futons, Trucks & Money
We looked at the flammability issue again. We also looked
at marketing as well as the issue of shipping with an article
called Futons, Trucks & Money. This topic was hot then and
has surfaced again recently with the Federal Rate Classification
Board trying to change the rate classes for futon furniture,
with the result being higher freight costs for suppliers, retailers
and consumers. We also had our first insert trying to sell our
now famous T-Shirts and "Flex Your Futon" bumper stickers.
Volume 2 Number 1, Spring 1990
Futon Expo 6 - Denver, CO
Massey's Dove Frame & Futon Primer#1
The first ever "Futon Primer" hits the streets.
This would be the first of several new benchmarks for the magazine.
I believe when we honestly reported on the actual events of
1989, people around the industry began to make believers out
of people outside the smaller circle. Business to Business became
an opportunity to do features on manufacturers which is still
happening today (now called the Cover Story). Shamiana was first.
This issue also was the first to feature a Directory of Futon
Manufacturers and Suppliers. Finally, Rona Batting made an appearance
with a prophetic essay on the history of the world as only she
could. (Read it at www.futonlife.com/archive/v2n1/rona.html)
Volume 2 Number 2, Summer 1990
Carl Newman's Circa 50 & The Gold Bond Story Begins
As we started to understand the layout process we began
to have some fun with fonts, not bad for my pre-Mac days. We
sell our first spread (they never paid for it by the way). Our
feature story was about industry leader Gold Bond Futon. Bob
Naboicheck was committed to the industry, even at this early
stage. Seeing a legitimate factory set up to make futons was
a real eye-opener for me. We also covered the Futon Expo in
Denver which was a great show.
Volume 2 Number 3, Autumn 1990
One of My Favorite Covers
Tilt Chair was leading the way with a great line-up of American
made pine and oak frames. Like many early start-ups they began
in a small space and eventually moved into a larger one where
real manufacturing took place. We also employed White Sonner
as a writer for the first time and presented a global article
on the European Community, reprinted from a Peat Marwick Company
publication called World. The retail feature was on retailing
in Boston where we explored the expanding futon presence. John
Buster is the only survivor and he is still doing very well
in Beantown to this day.
Volume 2 Number, 4 Winter 1990-91
Turning Point, Our First Color Cover
As we began to grow, and actually have an impact on our
advertisers' exposure and sales, several forward thinking entrepreneurs
began to make some wise decisions about going full color. Jens
and Henrick Meyer of Nippon Denmark touched a soft spot when
they offered to buy the cover if I would print it in color.
Well, as many people don't realize, trade publications do this
all the time. As publications go, trade journals typically cater
(and I mean that literally) to the niche manufacturers and retailers
in the "trade". They act as advocates for the manufacturers,
and educators to the retailers regarding trends and other important
aspects of a particular industry. We went with a color cover
and Shamiana had the first color ad on the back cover. We printed
the spread at a full color printer and then printed the inside
front cover and inside back cover at our regular printer. This
was a major turning point for us and the industry - we began
to look like we were for real. We also covered futon covers
for the first time in Retail Perspective and we also featured
articles on the San Francisco show and announced our first ever
Retailers Survey.
Volume 3 Number 1, Spring, 1991
Futon Expo 7 - Washington, DC
Davis Furniture & The First Survey
Davis Furniture's product was featured on the cover but
the big thrill for me was the mention of Simmons and Sealy looking
at the futon business. I had always believed that they would
come in and help with the exposure of the futon concept to a
broader base of retailers and consumers who would now be made
aware of this great category. This theory frequently got me
in trouble with smaller minded vendors and dealers who felt
threatened by these huge marketing and manufacturing companies.
I always believed that the smaller companies, who understood
the advantage of the exposure, would do fine no matter who came
along. Hey, don't forget my competitors are Fairchild, Channers,
and Cap Cities/ABC. We're talking huge. We also announced the
new Simmons "Beautyrest" Futon program sold exclusively
through From The Source in Sparta, TN, and had a 10 year anniversary
feature on Futonair of Canada and their new air bed/futon product
(There is more from the Normands on page 37).
Volume 3 Number 2, Summer 1991
A Walk in the Park with Rhea International
Maria and Lee Romano, of Rhea International, graced our
third color cover (another one of my favorites). We covered
the Futon Expo in Washington, DC. and for the first time offered
color advertising space inside the book. I was also getting
better working on the Macintosh.
Volume 3 Number 3, Autumn 1991
From the Source #1
After the patent cover issue died down, Bill, Gary, &
Bob came back into the picture. From The Source was building
a futon empire. Our first survey results were delivered as were
announcements of a new working relationship with FANA where
we would cooperate on our mutual goals of making "Futon"
a household word. This issue also featured a stitched-in collateral
piece for retailers by Shamiana, the first of its kind in the
industry.
Volume 3 Number 4, Winter 1991-92
Innovation Castle Cover & Futon Primer #2
This issue marked a doubling of our circulation from 5,000
to 10,000 home furnishings retailers and the second iteration
of the Futon Primer (which has become a staple part of the publication).
Flemming Hojfeldt of Innovation rented an entire Danish Castle
(Clausholm Castle circa 1700) for this classic FL cover shot.
Volume 4 Number 1, Spring 1992
Futon Expo 8 - Houston, TX
From the Source #2
Four of the finest futon ladies of From The Source graced
the cover. We also featured a "Best-in-the-Universe"
retail contest which was eventually won by Chet and Kathy Stoler
of the Futon Gallery in Minneapolis. This issue also featured
a picture of Bill and Gary Shaffield with their dad John, seventy
years of furniture making experience. I also pulled a real boner
by putting an FTS flyer right in the middle of the center spread.
Wade Svicarovich of Custom Designs was rather upset, but gave
us an opportunity to redeem ourselves. We are now publishing
twelve thousand copies.
Volume 4 Number 2, Summer 1992
Cotton Works Industries & Survey #2
Jim Martin went all out on this great cover shot. We begin
to use our trademark slogan "Nobody knows futons like Futon
Life." This issue also has a first, a postage paid card
for retailers to send in so they could get free info from our
advertisers. We also included our second national retailers
survey.
Volume 4 Number 3, Autumn 1992
Tilt Chair #2 & "Best-in-the-Universe"
This Tilt Chair cover is another of my favorites. We did
a great job of reproducing the retro B&W; look of the sharpest
and crispest photo I have ever seen. The Futon Gallery of Minneapolis
won our first and last "best retailer in the universe"
contest hands down. I remember going into Chet & Kathy's
stores six months later and they had the story framed on the
wall of each store. I began to understand that we were actually
having an impact.
Volume 4 Number 4, Winter 1992-93
Gold Bond #2 & Survey '92 results
Bob Naboicheck was still thinking black and white when we
did this cover. Our second survey's results were released with
$399 being the most common price point for a futon, cover and
frame ensemble. FAI also announced the creation of The Book
of Futon, a comprehensive historical anthology of the futon
industry.
Volume 5 Number 1, Spring 1993
Futon Expo 9 - San Diego, CA
Casual Lifestyles #1
Chet and Kathy Stoler begin to make a major statement with
their Lotz Wood furniture. We feature a reprint of an article
from Bed Times about the creation of the Better Sleep Council.
The Futon Marketing Council, the Futon Association's PR program
was modeled after it. As I was looking back at these older issues
I was amazed at the heaviness of the paper we used. I think
it all helped propel us forward.
Volume 5 Number 2, Summer 1993
Sun Tui's Cover Shot
When Dan Weiss called and began to talk about wanting to
do a cover I balked at first. I had always viewed Sun Tui as
shrouded in mystery. They were selling thousands of mattresses
and were now moving into the frame business. I consented to
do the story but sensed that something wasn't kosher when I
went to the wood plant. Everything was ready to go but no one
was making anything. Dan had broken the Naboicheck rule* and
was venturing into uncharted waters. The wood plant would never
really get up to speed and would eventually be the straw that
broke the angels back.
*When I first met Bob Naboicheck he stressed this rule. Always
do what you do best, as well as you can. Don't believe you can
do it all, it may be your downfall.
Volume 5 Number 3, Autumn 1993
Casual Lifestyles #2
We started putting a band at the top of the cover and it
has survived ever since. I know this may all sound a bit insignificant
but I can still remember making these small changes like it
was yesterday. We inaugurated the Hot Covers section and Tambra
Jones took over the Futon Expo Coordinator position from the
retired Deb Austin.
Volume 5 Number 4, Winter 1993
Shamu, Orlando and our biggest Typo Ever*
Lois Bergerson and Mary O'Leary were combining hard work,
quality goods and service, and custom applications to an industry
that was still trying to find its direction. Patty O'Neil wrote
a visual merchandising story and the first of many "State
of the Industry" editorials appears. Things are still looking
up by the way. Also Lowenstien buys From the Source and New
West. You can read all about it in Dave Garretson's article
on page 8 of this issue.
*Can you find it? The first person who sends in a correct response
via the US mail, identifying our error will win an original
Futon Life "Futon Definition" T-shirt and a new Futon
Life Masthead T-shirt. See address on table of contents.
Volume 6 Number 1, Spring 1994
Futon Expo 10 - Orlando, FL
Shamiana Shows Off & Futon Primer #3
Up to this time we had charged our advertisers for the cover
and cover story. During a trip to Orlando to check out the Expo
site Bob Naboicheck, Irma McInness, and I drove to Tampa to
go to Burnes Steak House (if you ever go to Tampa make reservations
at Burnes). During the hour or so drive Bob drove the car and
me into the free cover era. He very carefully detailed his argument
and the first free cover went to Shamiana. I would try to sell
Pranji the cover but he would never buy it. He said, "When
you do it for free then I want one." I promised him "if"
I ever did he would be first. I did and I kept my promise. National
Woodcraft also made a major splash with their "we're back"
four page pull-out.
Volume 6 Number 2, Summer 1994
Omni's Ten Year Anniversary
Robin Reid had carved out quite a niche for herself in the futon
cover business. From The Source/New West started doing spread
ads and Joe Zola started a series of articles on selling which
are still worth reading. We also published the first of several
stories on Bob Fireman, one of the people we can credit for
the very existence of the industry we are all a part of. Hot
Covers is now in full color.
Volume 6 Number 3, Autumn 1994
The National Woodcraft Team
National Woodcraft, the company that produced several of
the industry's early major successes (the T.H.I.S. and the Dove)
was making a major comeback. Joe Zola was teaching us how to
close and Tim Jacobs, FAI Administrative Director, took some
time out of his busy schedule to write a highly informative
article on the then current cotton shortage and its volatile
effect on the price of cotton fibers. We had also just moved
our company to Providence and were now publishing over eighteen
thousand copies of Futon Life.
It was also in this issue that we printed an obituary/eulogy
to the recently departed Charlie Fiantaca. Charlie had made
a mark with his company The American Futon, helping the industry
to continue to craft an image of quality and value, based upon
product Made In America. Charlie died on September 8, 1994 in
the crash of US Air flight 427 over Pittsburgh, PA.
Volume 6 Number 4, Winter 1994
New West/From The Source Team #3
We published our first ever Directory and Buyer's Guide.
We also covered the big changes happening at the industry's
(then) biggest company, New West/From The Source. This issue
also included my first ever Publishers Forum. The magazine was
growing up with the industry it covered and we had been privileged
to see it all unfold.
Volume 7 Number 1, Spring 1995
Futon Expo 11 - Minneapolis, MN
The Minneapolis Expo's Hosts & Survey #3
If the futon industry has a heart it's in Minneapolis, and
the Eleventh Annual Futon Expo finally made it to the Twin Cities.
When this cover shot was taken in the early months of 1995,
the seams were already beginning to come apart for Casual Lifestyles
and Tilt Chair, two of the most successful futon industry vendors
at the time. Just a side note, when I was writing this article
I noticed the jumper cables in Joe Hammer's hands for the first
time. We also included the results of our third retail survey.
This one was taken by telephone and it gave us a great handle
on the current state of the industry at retail. We are publishing
almost twenty thousand copies.
Volume 7 Number 2, Summer 1995
Bob Fireman and Mike Flam
Although Bob Fireman had been a part of From The Source
for years, he had never made the cover, so this was his first
moment in the spotlight. We covered the Futon Association's
dilemma with the dates of their Expo, which had always been
held in May. The Minneapolis show had been a huge success with
over 1,300 attendees. This issue also had a comprehensive article
on futon covers, and we finally went over twenty thousand copies
published.
Volume 7 Number 3, Autumn 1995
FAI PR Program - We Can't Afford Not To
This cover featured one of the John Crum photos that were
taken for the FAI PR program. The Association's plan was to
help consumers better understand the very flexible futon concept
with a series of room setting shots that featured certain products
selected by Shandwick USA, the PR firm, from among the hundreds
of products submitted by FAI members. These photos are still
in demand today. We also ran the third iteration of the Futon
Primer and a short and bittersweet good-bye to Tilt Chair.
Volume 7 Number 4, Winter 1995
The Euro Theatre & Survey #4
Part two of the Futon Primer and a great story on the state-of-the-industry
in Europe by Carlo Merli (with Dale Read doing the ghost writing)
appeared in this issue. It was also the first of two covers
with white backgrounds. New West's new president, Richard McLeod,
began to take control of the company which had stumbled during
an incredible growth spurt. We also included our fourth survey.
We also printed the sad news of waterbed and futon industry
veteran Harvey Leichter of Harlee International's passing. Harvey's
son Steve is now head of the company and is a member of the
current Board of FAI.
Volume 8 Number 1, Spring 1996
Futon Expo 12 - Providence, RI
Ron Massey Makes the Cover & Mechanisms #1, Part One
His Dove frame, still a classic, was on the cover of V2N1.
The Massey chronicles was a comprehensive chronology of Ron's
history with RTA and then futon furniture. It was a story that
chronicled one segment of the birth of our industry. We also
covered the results of our most recent retail survey, and began
to tell the world about my home town, Providence, Rhode Island
which was the location of the Twelfth Annual Futon Expo.
Volume 8 Number 2, Summer 1996
Big Tree Says Hello & Mechanisms #1, Part Two
This issue featured our first beach cover. Big Tree had
just begun expanding into making futon mattresses and was already
providing American made oak to a national audience. This issue
also had Part Two of our new mechanism article, which featured
essays from three industry designers. We published a very interesting
article on "mass customization," and a short story
called Market Mania by Trish Rempin of Foreign Accents.
This issue also carried an analysis of the growth curve called
"We're alive, we're growing: analyzing the growth curve."
Let me know what you think. Personally it's my favorite and
is perhaps my best piece of writing to date, and I still think
we have a shot at those traditional dealers.
Volume 8 Number 3, Autumn 1996
SIS Covers & FL Goes Internet
We introduced our new web site in this issue as well as
three of the best stories ever. I had known Shari Hammer of
SIS Covers for years. She, her husband Joe, John Christianson
and Katharine Gotham graced our cover. Inside we presented two
great stories for retailers. The first was "The little
guys strike back," which helped outline some of the strategies
that a small retailer could use to fight back against those
huge discounters. The other was a great article on running sales
events by Bill Fields.
Volume 8 Number 4, Winter 1996
Harlee Celebrates Fifteen Years
Steve Leichter and Jim Woll of Harlee International celebrated
their fifteenth year in our cover story. This issue also featured
a great article by Bill Fields on retailing futon furniture
that is still up to date and worth reading again. We also featured
a story that helped our readers understand the new language
of the internet, and Michael Lewthwaite, a textile design student
at the Rhode Island School of Design, explained the complex
process designers go through to develop all those great upholstery
fabrics we all enjoy so much.
Volume 9 Number 1, Spring 1997
Futon Expo 13 - Phoenix, AZ
Wolf Corporation & Futon Primer #4
The cover story on Tony Wolf's company was a real eye opener.
Wolf Corporation is one of the largest garnetters of cotton
in the world, as well as one of the largest manufacturers of
futon mattresses in the US and Canada. This issue also saw the
first of many articles by Dave Garretson, a seasoned veteran
of the futon wars and also, lo and behold, a great writer. Dave
started his run with a touching story about a memorial to Charlie
Fiantaca erected by his futon friends in Montoursville, PA,
the same town that had recently lost sixteen children in the
tragic TWA crash just off the Long Island coastline.
Our fourth iteration of the Futon Primer clarified some old
issues and also had a new section on the botany and characteristics
of cotton fibers. This was also our largest issue ever with
seventy-two action packed pages.
Volume 9 Number 2, Summer 1997
Mark Binkhorst of Burlington Futon
Mark Binkhorst and his Burlington Futon Company were our
cover story. Mark started way back when (1983), and has maintained
his retail operation and a wholesale, futon cover business all
at the same time. He is one of the few who were able to keep
both going successfully and survive. We also ran a great story
by Leil Lowndes on the art of "heart to heart" selling.
Also, I finally updated my picture in the Publisher's Forum
to reflect a more corporate and mature me. In reality I must
admit to becoming a bit more reserved in my old age, but I still
like that old picture better (the one from my college yearbook).
Volume 9 Number 3, Autumn 1997
Sean Pathiratne and Elite Furniture & Mechanisms #2, Part
One
Sean Pathiratne and his team graced our cover. The story
of Elite Furniture, Pathiratne's company, showed how a dynamic
spirit of entrepreneurial zeal, hard work and a bit of grace
in the timing could help propel a small importer into one of
the major players in the industry.
This issue carried the second iteration of our frame mechanism
article. It also contained an examination of the nature and
properties of wood, the stuff from which futon frames are made.
I learned a lot and hopefully our readers did too. By the way,
I got more calls on this story than any other I had ever written.
1996 and 1997 had been good years for futon furniture, but overall
business in the home furnishings industry was flat and in some
areas it was even down. People were nervous about the future.
My attitude was keep fighting and keep pumping up the volume
in the areas of quality and real value. The prospect of an FAI/SSA
back-to-back show in the future was resolved on a positive note.
This issue also carried an obituary for Bernie Sugarman, President
of Malden Novelty, who had passed away in August.
Volume 9 Number 4, Winter 1997
Mark Schlichter and Mark Barton of August Lotz Wood, Mechanisms
#2 Part Two & Survey #5
August Lotz makes fine, solid hardwood furniture. Thankfully
it's futon furniture. Mark Schlichter and Mark Barton continue
to set the standard for the industry with a line of frames that
is second to none. We also presented a postage paid card with
our fifth retail survey, the results of which are presented
on page 26 of this issue (Spring 1998).
This issue (V10 N1 Spring 1998) sports the third iteration of
the Futon Life masthead. We hope you all like it. This story
may be a bit egocentric, but somebody had to do it. I hope you
will indulge me and forgive me for being so sentimental. This
industry, as small as it is, has been one of the defining elements
(that God has used to shape) in shaping my life. Not everyone
can claim they were a pioneer, and even fewer actually live
to tell about it. I am privileged to be able to chronicle the
history of the futon furniture industry, and God willing (Deo
Valente) I will continue as long as you'll have me.
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