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 futon 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 about futons” 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 futon 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 futon 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 futon business) please let us know what it is, and we may be able to cover it in a future issue.

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 futon 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!

FL