The last time paid newspaper circulation in the United States was at its current level, a new house cost $4,600, a gallon of gas was 15 cents and the average annual wage was $2,400. Clearly a lot has changed in the past sixty-four years.
Unfortunately, furniture marketing is stuck in this mid-20th century fantasy land. Print media is still the dominant media choice for family-owned and family-run furniture companies.
According to the 2009 ABTV industry watch report, the Top 25 sources experienced an average drop in sales of 10.4% last year. According to this same report, “Marketing holds the hope for revival.” This is a scary proposition, because as the report points out, “In furniture companies, of course, marketing has traditionally been weak.” It goes on to say, “Even dire circumstances have not induced furniture companies to try to learn from other consumer goods sectors” (page 15).
Marketing in today’s environment is confusing and difficult. Retailers and suppliers alike are trying to find enough consumer money to keep the lights on. Marketing professionals are paddling beyond control to learn and implement emerging media in a way that benefits their clients.
At the same time, even the studies are confusing and conflicting. While newspaper websites report that 43.6 of all U.S. internet users visit their sites, newspaper page views are less than one percent of total U.S. page views. In minutes, newspaper sites get the attention of the U.S. online audience just 1.2 percent of the time.
The conclusion of the ABTV report and my point are exactly the same: “The furniture industry needs to reject the old formulas that no longer get results, to replace the old dogmas that have lost their meaning, to refuse to settle for mediocrity, and to insist on world-class performance. It’s the only way to survive.”