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Why are antique dealers so hesitant?
Let me clarify, I am a publisher of a well received newspaper called
The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" For the life of me I am definetly confused when it comes to dealers. Where do you get your merchandise, (not like it is not known when, how, and where you purchase your merchandise) who supports your stores overhead? (The second hand economy how else would you be able to call your store a collectible or antique store?) What I am getting at is why not promote your store in a low cost, well written, professional paper that deals directly in "YOUR INDUSTRY"? Our advertising rates are very competitive if not lower. Our distribution covers 4-5 counties. and we are open to doing advertorials for our customers. When I first started this paper my business plan had Antique stores as one of the major supporters of our paper, but it looks to be that I was wrong. How can this be? Am I missing something here, am I out of the loop on some underground knowledge amongst owners of collectible/antique stores? Please feel free to be candid. I am open to suggestion. "LET'S GO SALE-ING!" Henry |
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"Saler" wrote in message om... Let me clarify, I am a publisher of a well received newspaper called The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" Henry, "Garage Sale Weekender" sounds targeted to those who BUY at garage sales, rather than from the dealers. I can understand dealers not wanting to advertise there. What they *are* doing, by supporting your paper, is buying from those who advertise their garage sales/estate sales in your issues. Here, and in the midwest, there are some very good, free "newspapers" that antique dealers advertise in....and when we're travelling, that's the first thing we pick up in an area. These papers have area maps, small free ads for every dealer, larger paid ads for auctions and shops, and get great circulation. I think you need two separate publications. Kris |
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Saler wrote:
Let me clarify, I am a publisher of a well received newspaper called The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" snip Please feel free to be candid. I am open to suggestion. "LET'S GO SALE-ING!" Henry Not an antiques dealer but certainly haunt the shops/galleries and talk to the proprietors a lot. Real antiques can be quite expensive to obtain; at least those with any valid provenance. Consequently they are expensive to buy at retail. The dealers you talked to probably don't wish to lower their 'tone'. It works for them to advertise the most to people who have the money to buy what they are offering. After all the poshest jeweller locally never advertises in the 'Thrifty Nickle' or 'Pennysaver'. No need to do so and no desire to change the image. |
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"Garage Sale". That is the reason. Never underestimate the nose-in-the-air factor. BRBR And never be amazed at the junk you find in nicely presented stores, sold as "antiques." An antique used to have to be at least 100 years old. Then that crept back to 75. Now, it seems to be anything you can convince a gullible customer is "antique." zemedelec |
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"Kris Baker" wrote in message .com...
"Saler" wrote in message om... Let me clarify, I am a publisher of a well received newspaper called The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" Henry, "Garage Sale Weekender" sounds targeted to those who BUY at garage sales, rather than from the dealers. I can understand dealers not wanting to advertise there. What they *are* doing, by supporting your paper, is buying from those who advertise their garage sales/estate sales in your issues. Here, and in the midwest, there are some very good, free "newspapers" that antique dealers advertise in....and when we're travelling, that's the first thing we pick up in an area. These papers have area maps, small free ads for every dealer, larger paid ads for auctions and shops, and get great circulation. I think you need two separate publications. Kris Kris, Thank you for your honesty. But, I am pretty sure you have heard the old saying of "Never judge a book by its cover". And that is what alot of advertisers are doing until they understand what the paper is all about. We are not another free publication like the Pennysaver or the Thrifty, we are a paper that reports on the second hand economy - a multibillion dollar economy an economy that antique dealers and of the sort feed like a growing monster. Sure we look for people to advertise their garage sales and stores to keep the pub free for bargain hunters like you can pick it up when they come across it. It is a paper that relates to shoppers and owners of the second hand market. It brings buyers and sellers together uniting The Garage Sale community to the second hand economy. If this post didn't relate or peak someones interest then how is it that I have gotten 7 replies within the 1st 4 hours? I am relating to someones interests, hence the replies right? The Garage Sale Weekender has been well received here in Northeast Florida and has had inquiries from CA and Michagan to start our humble lil paper called "The Garage Sale Weekender". Sorry if I have rambled on but I am very passionate about the paper and am only looking for ways to better improve upon it. Thanks Again for the post. Henry |
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Saler wrote in message . .. Let me clarify, I am a publisher of a well received newspaper called The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" For the life of me I am definetly confused when it comes to dealers. Where do you get your merchandise, (not like it is not known when, how, and where you purchase your merchandise) who supports your stores overhead? (The second hand economy how else would you be able to call your store a collectible or antique store?) What I am getting at is why not promote your store in a low cost, well written, professional paper that deals directly in "YOUR INDUSTRY"? Our advertising rates are very competitive if not lower. Our distribution covers 4-5 counties. and we are open to doing advertorials for our customers. When I first started this paper my business plan had Antique stores as one of the major supporters of our paper, but it looks to be that I was wrong. How can this be? Am I missing something here, am I out of the loop on some underground knowledge amongst owners of collectible/antique stores? Please feel free to be candid. I am open to suggestion. "LET'S GO SALE-ING!" I'm reminded of an old (well, I guess they all are old) episode of The Beverly Hillbillies. It's the one where Mr. Drysdale is showing the Clampett's around their new mansion for the first time, pointing out the Louis XIV chairs and genuine Chippendale sofas and Tiffany chandeliers and other fabulously expensive antiques. Jed finally says something along the lines of "That's OK Mr. Drysdale, we're simple folk. We don't mind second hand.". While I suppose antique whatever is technically second-hand, that's not the way people generally view it, and not everything second-hand is an antique. I could understand why an antique dealer wouldn't want his/her stock to be considered second-hand furniture. I'd also expect that the average person "shopping" in your publication is unlikely to be looking for relatively expensive antiques, so no matter how low your rates, their perception could be that it's not likely to increase their sales. But you're asking the wrong people. You should be asking these dealers themselves why they don't want to advertise in your publication, and what you would have to do to get them to change their minds. It might be that something as simple as a name change would be all it takes to win some of them over. |
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Bob Ward wrote in message . ..
On 29 Oct 2003 06:40:27 -0800, (Saler) wrote: When I first started this paper my business plan had Antique stores as one of the major supporters of our paper, but it looks to be that I was wrong. How can this be? Am I missing something here, am I out of the loop on some underground knowledge amongst owners of collectible/antique stores? Please feel free to be candid. I am open to suggestion. "LET'S GO SALE-ING!" Henry It sounds like your business might be based on a flawed business plan, from your description. Could you explain how my business plan is flawed? I mentioned that it HAD antique stores as ONE of the major supporter but never said that it was the only one. How would you suggest I improve upon it? Although you never mentioned that it was a bad idea neither. :-) I especially look forward to hearing back from you, Henry The Garage Sale Weekender. |
#10
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Arri London wrote in message ...
Saler wrote: Let me clarify, I am a publisher of a well received newspaper called The Garage Sale Weekender reporting on the second hand economy. I have had resistance (not sure if this is the right term) from many of the local antique stores/malls when asked if they would like to advertise their in our FREE paper. I have heard from "It's not our market" to "It's like telling our targeted client to go and purchase on eBay" snip Please feel free to be candid. I am open to suggestion. "LET'S GO SALE-ING!" Henry Not an antiques dealer but certainly haunt the shops/galleries and talk to the proprietors a lot. Real antiques can be quite expensive to obtain; at least those with any valid provenance. Consequently they are expensive to buy at retail. The dealers you talked to probably don't wish to lower their 'tone'. It works for them to advertise the most to people who have the money to buy what they are offering. After all the poshest jeweller locally never advertises in the 'Thrifty Nickle' or 'Pennysaver'. No need to do so and no desire to change the image. Thank you for your reply it is much appreciated. I somehow beg to differ, we have a local rolex dealer that advertises in the smallest of local community papers. Why he is advertsing that he buys coins and rolexes. And after being in his shop I have a feeling he is not hurting for money. Advertising is a communication tool to let buyers and sellers know about your store and what it has to offer. Thanks again for your reply to my post. Henry The Garage Sale Weekender |
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