Sep 16, 2014

Time to 'Stop the Presses?'

Way back in the 1980s and early 1990s, when I worked in the marketing department of a leading U.S. bow and accessory manufacturer, September rarely meant any time off to enjoy days afield or hunting trips to other states like it did (and still does) for company sales reps and many other co-workers.

Instead, the weeks of September and October were spent gathering detailed information on the coming year's new products, obtaining accurate prototypes for use in photography sessions, writing reams of product copy, designing and proofing pages, working with pre-press companies and printers, and ultimately, overseeing the final press run. For most persons involved in the marketing of bows and arrows in those years, treestand time was non-existent - at least until the ink was dry on the pages.

But, as the old saw goes, that was then, and this is now. Today, we're entrenched in the digital age. We can go to just about any bow company's website and download PDF files of every product and press release. Complete annual catalogs are posted online, just as are usable jpg photo files of each product for use by the media.

As I visited with assorted industry marketing and PR types over the past week on the subject of annual catalogs, I discovered the same love/hate relationship for print exists now as it did for me some 25-30 years ago. Apparently no archery company has opted to totally abandon paper catalogs just yet, though most admit they are looking at their options and say they have implemented shorter press runs and other alternatives.

Dan Hawk, who has created ads and catalogs for PSE Archery for more than 20 years, said his company has reduced the number of consumer catalog it produces significantly over the past several years and may eliminate them altogether this year or next. As an alternative, he said that since 2007 PSE has produced a dealer binder containing photos and complete specs on all bows, as well as pricing and programs.

"Dealers and reps love them," Hawk said.

Brandon Hylton, Creative Director for Parker Bows, said his company reduced the number of catalogs it printed five years ago, though it has maintained that level ever since. He said printed catalogs remain popular giveaways at some consumer events.

"It is a subject we review at the end of each year to see how many were left over to gauge if we should decrease or increase the printing for next year," he said.

Jason Pickerill, Marketing Manager for Bear Archery and its family of brands said he doesn't see his company ever completely phasing out printed catalogs, but understands that marketing strategies are always subject to change.

"I don't believe print is dead, I also believe that it will last," he said, adding, "(and) I don't believe we will ever abandon print, at least not anytime soon, but I do believe we will change things."

A spokesperson for one bow company, Elite and The Outdoor Group LLC, said it is actually increasing its production of catalogs from past years.

"We are in a bit of a unique situation," said TOG's Maggie Armstrong. "Because our brands are growing at such a rapid rate, we are actually printing more catalogs for distribution than we did last year. We get requests for catalogs daily from our general consumer base. Its also another sales tool and method of advertising at the local archery shop."

Other companies however, have drastically changed print strategies, including Mathews Archery, which has eliminated its printed Mathews Annual Magazine and instead makes its available in digital form only.

"And although we continue to print the Mathews catalog, the quantity has been significantly decreased," said Mathews' Corrine Bundy.

On the archery accessory front, longtime softgoods, quiver and case manufacturer NEET Products prints about half the catalogs it did in the 1990s.

"We mail one to all of our active accounts at the end of the year in a bulk mailing; and provide them to buying groups to send to their members," said NEET General Manager Fred Grindley. "There are still a lot of 'Retail' people who ask for one to be mailed to them, so we don't print any prices in them.

Few would argue that archery manufacturers and marketers embrace change as enthusiastically as those in some other industries. But, we suspect the trend toward less ink and more digital will expand in coming years, even for those in the bow-and-arrow business.

As always, we'll keep you posted.

- J.R. Absher


------------------------------------

Attention archery manufacturers, distributors, ad agencies and consultants: Do yourself - and your company - a big favor by becoming an advertiser or Corporate Member of The Archery Wire. You'll be assured your products are being seen and your news is being read by thousands of your industry peers and associates whose bread and butter is bows and arrows. Contact editor J.R. Absher at archerywire@gmail.com and find out how easy and reasonable it is.