INDUSTRY UPDATES

VOL 8 NO 4

Futon Association Board Increases PR Program Efforts in '97

The Futon Association International, the trade association for some 500 manufacturers and retailers of futon furniture, has reported several major successes in its on-going PR program. At a recent meeting in Phoenix, site of the Association's 1997 Expo, the Association Board of Directors announced that through September 1996 the PR Program had reached more than 51 million consumers via newspaper and magazine coverage alone - already surpassing the results of the entire 1995 program. (See cumulative graph)

"We are very excited about seeing fine futon furniture in high visibility consumer media like Better Homes and Gardens magazine," said Joe Tatulli, chairman of the Association's Futon Marketing Council. "Not to mention our October 3, 1996 SMT (Satellite Media Tour) which was live on twenty-three major market TV stations nationwide," he said. The SMT footage will continue to appear as news and lifestyle updates on network and cable stations as it is placed by SMT producer Katlean de Monchy, Inc.

Other hits include newspaper coverage in the Chicago Tribune, the Miami Herald, the Houston Chronicle, the Arizona Republic, the Buffalo News, and the St. Petersburg Times, as well as many smaller mentions in numerous other papers.

Shandwick, USA, the Association's PR firm, has also placed three mat articles utilizing highly fashionable photography from a recent New York media event, with themes focused on convincing consumers that futon furniture is a high quality, high value, highly versatile alternative to the traditional sofa-bed. "We have decided that making futon a household word is not as important as what people think about when they hear the words 'futon furniture'. All our efforts are directed at putting this category's best foot forward," said Tatulli.

Futon Association Launches New System to Recognize Futon Expo '97 Event Sponsors

Year after year, FAI's top manufacturers donate sponsorships to underwrite Expo events. This year, sponsors will be recognized according to the size of their donation. Companies donating over $3,000 will be recognized as "GOLD" sponsors, $2,000 as "SILVER" sponsors, $1,000 as "BRONZE" sponsors, and under $1,000 as "DONOR" sponsors.

"GOLD" sponsors to date are: Gold Bond Mattress, New West, and S.I.S. Covers. "SILVER" Sponsors are Color-Tex International and Hogan & Associates. "BRONZE" Sponsors are Atlantic Frame, Casual Lifestyles, Elite Furniture, Harlee International, Omni Softgoods, Shamiana, and Wolf Corporation. August Lotz Co. is a "DONER" Sponsor.

Events at Futon Expo depend heavily on the generous donations of sponsors. The quality of the social events and educational programs would be much diminished without the generous spirit of these companies. Sponsors are the top supporters of the Futon Association, and of the Futon Industry, and FAI salutes them.

Western Synthetic Felt Company Bought by Mark Bidner

Western Synthetic Felt Company, formerly owned by Griffon Corp., a NYSE company, was recently sold. Western Synthetic is the west coast's largest manufacturer of synthetic fiber products. Located in Carson, CA., Western Synthetic supplies the furniture, bedding, quilting, and air filtration industries. The company was purchased by Mark Bidner, known in the industry as a principal of California Fiberloft, Inc., a manufacturer of specialty non-woven products located in Los Angeles, CA. Western Synthetic's Carson manufacturing facility will now be known as Western Synthetic Fiber, Inc. According to Bidner, the two fiber producing companies will cooperate in their operations, but will remain separate entities. Bidner will actively direct the business of Western Synthetic Fiber, Inc. Diane Bighead-Clark, Carl Mayer, and Beth Sanfillipo will continue with Western Synthetic Fiber, Inc., in their current capacities.