Page 4 - HGR September High Res
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THESE ARE THE FACTS                                                                                          Home Goods Retailer

Ever since we decided to go digital and to stop printing and posting HGR which we have         HGR Team
done since inception back in the Eighties, we have been subjected to a great deal of
ignorant abuse Many companies in our sector have refused to advertise since that fateful            Publisher and Editor-in-chief
decision believing we had let them down and the industry down by stopping print. It is an                   Contact: Ian Hughes
utterly baseless accusation revealing that they simply have no idea of the economic and
social forces at work today.                                                                        Tel: 011 728 6593 | 082 553 8154
  The facts are simple – in the last quarter of 2013 we were confronted with the unpalat-
able reality that fewer and fewer members of the trade, and others on our database, were             National Sales & Marketing
regularly receiving HGR. And the reason as we soon established was that the Post Office                   Contact: Roger Callighan
to which we entrusted delivery was quite simply dysfunctional. The cost of printing a high                    Tel: 079 102 3247
quality publication – and posting it – to our several thousand readers, was astronomi-
cal. And we had to charge rates commensurate with those costs. And we experienced a                        Contact: Pippa Hughes
lot of resistance for our rates which many felt were too high. Of course by any reckoning                     Tel: 082 552 2675
they were not. Any marketer knows that a focused approach to your target market is the
most cost effective way to advertise and influence that market. Spending huge sums in a                   Admin & Accounts
buckshot approach to the millions of consumers out there is – in our opinion - a massive                   Contact: Pippa Hughes
waste of money. Trade publications such as HGR offered the most scientific and economi-
cal approach to influencing your primary customer – the retailer. Thereafter he would do                      Tel: 082 552 2675
his utmost to ensure that the products and merchandise that he offered would be sold
to his customer, the consumer. Of course it worked and it worked as it still does for those                       Design
suppliers without an international global branding profile or even for those without a                   Contact: Taryn Haley (9IT)
significant national profile. So that was the model and it was successful.
                                                                                                              Tel: 071 602 4553
In 2013 we hit two snags: firstly the economy was almost in a strait jacket – and                         E-Mail:

being part of the global economy that was true of much of the world, and secondly, our         Copyright on all editorial in Home Goods
                                                                                               Retailer is owned by the publisher and
postal serves became for practical purposes useless. At these offices we were constantly       reproduction without permission is
                                                                                               prohibited. The opinions expressed in
bombarded by complaints from a rapidly growing number of readers that they were not            Home Goods Retailer are not neces-
                                                                                               sarily the views held by the editor or
receiving the publication. On one memorable occasion we drove to Witpos to try and find        publisher. We reserve the right to edit
                                                                                               – for purposes of space and clarity – all
out what the problem was and we found thousands, yes thousands of copies of HGR lying          editorial material and letters submitted
                                                                                               for publication.
around. And on checking the dates of these copies we found many were many months

old. It was an intolerable situation. We realized that spending thousands of high quality

print and further thousands on postage was money down the drain. Advertisers were not

getting the bang for their buck to which they were entitled. We made the decision to stop

printing and to go online. That decision stirred a hornet’s nest of dissent.

Today we can truthfully say that online is the present and the future. More and more

publications are going online throughout the world – trade and consumer. Maybe they

didn’t have our compelling reasons but theey simply faced the facts that print is dying and

more an more people expect to read the publications of their choice online. As a conse-

quence these publications and other online media are attracting huge sums in revenue.

Please understand the above and understand that there is no turning back, and if and

when we cease publishing, we can guarantee that any successor to HGR will be exclusively

online too. Readers and retailers are reading this publication online. It is time that adver-

tisers took advatage of this fact.      Ian Hughes

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