Our Mission— or, Why do we exist?

Why do magazines exist?— or a very short history of publishing.

As the publishing industry evolved, after Johann Gutenberg built his first printing press with “movable type” in 1436-37, the only printed matter at the time was either books (specifically bibles and liturgical materials) or later, propaganda, of one kind or another, circulated by the people who could control a press, i.e., people like kings and popes. The advantages of the early printing press were not, therefore, immediately available to the common man. Even though the press did make printed matter more available, it was still available to only a few rich types (no pun intended) who could afford it. Keep in mind, back then type was hand crafted one letter at a time, and the first printed pieces were in Latin only. The bible is still one of the best selling books, and as for propaganda, well I guess some things never change.

As printing became a trade and then an industry, still using the same basic technology Gutenberg created, it became apparent that almost anyone could put ink on paper. Political pamphlets and other such communications were joined by daily and weekly journals which contained news and other important information. These periodicals were distributed locally in meeting places and even door to door. Other (typical) reasons for publishing periodical journals was the documentation of historical data and the communication of ideas that were common to the readership.

As time passed printed “newspapers” and “magazines” became the medium for communication to the general population. “Trade” journals became highly targeted, niche publications that featured news and technical information for specific industries. As the digital revolution swept over the printing and design industries, in the early 1980’s, an even broader spectrum of publications began to make their way onto the scene. Futon Life was born during this exciting time. The Macintosh and the PC made cost effective page layout and graphic design available to individuals, where previously these crafts were done by departments employing several or even hundreds of people. I had a passion for the product, which was based on its simple utilitarian value, and I had some latent design and writing skills. Futon Life was born of a desire on my part to inform and educate retailers about the benefits they could share with their customers by selling them futon furniture.

Since our genesis, some eleven years ago, we have printed over forty million pages of futon related material, including articles on sales techniques and sales training, retail marketing and merchandising, futon furniture manufacturers and their products, business issues like hiring, firing, insurance and the like, and the futon primer, which is an “everything you ever wanted to know” piece that has run several times over the years. We have updated it again, and it appears on page 29 of this issue.

The reason we exist today, and the basic mission of our publication is simple: to inform and define the category for newcomers, and continue to inform and chronicle the history of this niche product category for long term players and our cumulative posterity. In this issue we are featuring a story called “The Futon Ladies - What’s it like to be a woman at the top?” Andrea Mainardi has spoken to about twenty ladies who have daily contact with futon furniture in some manner, way, shape, or form. We tried to cover the story by finding women we knew in manufacturing, wholesale and retail. Obviously we couldn’t talk to every woman in the business. If you have a story to tell (as a woman in the business) please let us know what it is, and we may be able to cover it in a future issue.

The Knockoffs Are Coming

The first time I went to High Point, back in 1984, I went to the Design Center to see the view from the top floor down. I vividly remember an older man in a suit who was literally yelling to buyers and anyone who would listen that he had stolen the design for his chairs from Herman Miller. “Knocked them off, and I didn’t pay a dime,” he loudly proclaimed. “Look at these chairs...beautiful, and they’re just as good. And they cost half as much. What do you think of that?”

I asked the person I was with what all the fuss was about. He told me that some people create designs and other people produce products. In other words, some people are designers and other people are manufacturers. It seemed that in this fellow’s case he had obviously stolen a design idea and had created a marketable product. It didn’t seem right at the time but I was told that’s the way it was done. As time has gone by I have developed a much keener sense about these things from my own experience. It seems that some people are good at coming up with concepts and ideas and other people are good at producing them. In some cases the creator of the idea actually produces it. But many times the idea person is not the best person to produce the idea.

Like the rest of the home furnishings industry the futon category has its share of creative people who produce what they believe in and its share of “idea thieves” who just make what sells. The important question though isn’t, “What does it look like?” but rather, “How is it made?”

I am convinced that shrewd and savvy retailers are more interested in seeing improvements in frame design and quality workmanship than they are having a couple of bucks shaved off their cost by cheapening an already emaciated product.

Bottom line: Manufacturers and retailers who treat this category like a commodity will never take us where we want to go, i.e., real legitimacy in the home furnishings industry, and success at all levels of retail. Commodity players are in it for the short haul, and the quick buck. Look for the companies who are committed to quality and value, and who are showing you how they improved their product, even though it will cost you a little more. Remember what your parents said: You get what you pay for.

Orlando 2000

If Las Vegas is the major success we all believe it will be, then there is great hope that Orlando 2000 will be as good or even better. I was recently in Orlando with the FAI Board and staff, and the SSA’s new Executive Director, Natalie Davis. We toured the Orange County Convention Center complex and were duly impressed with this wonderful facility. Next year’s show could be the largest ever with exhibitors showing their wares in a 200,000 square foot pavilion. We also visited several possible banquet venues amid the attraction and family activity rich Orlando theme parks.

If the two trade associations can continue to work together and pull off this major show in Orlando we will all be closer to the goal of establishing the futon and specialty sleep categories as viable niche markets that deserve the attention of buyers at every retail level. When this occurs it will work in conjunction with major efforts being made at the consumer level to educate and position these specialty alternatives as more mainstream because of their quality, features and benefits. The timing is perfect. I just hope the economy decides to show up too!

A Web of Confusion

In two recent issues of Furniture Today, two furniture e-commerce stories told of some big goings on at furniture.com and furniturepoint.com. These two seemingly very large e-tailers are attempting to woo web customers to their very elaborate sites to buy what most people go shopping for at a furniture store. But that’s only the beginning of the story.

In this week’s (2/15/99) Industry Standard, a trade book for web developers and internet industry news, the cover story tells of $2 billion, 300 million sku, furniture maker Herman Miller, and their move to go direct to consumers on the internet.

First, the company’s 400 contract dealers saw a threat to their business, and secondly the company’s 200 consumer retailers, including the likes of Crate & Barrel and Office Depot, cried foul. Herman Miller was setting the stage to side-step traditional channels and develop new ones, on their own.

Is this the future of the web? Will furniture and other manufacturers make the same decisions to open new channels to their customers via the web, bypassing the traditional retailer? My answer is yes, they have to. A new era is here. You can lead, follow or get out of the way. Herman Miller, as usual, is leading.