Redesigning a magazine is a lot like planning a large holiday dinner:
It takes a lot of planning, you want to serve up your favorites, offer
something fresh and everyone should be comfortable.
With a new era of the hobby upon us, collectors are looking for new
ways to interact with their precious objects. Coming off a 25-year
collecting binge, an increasing number of collectors are shifting into
new lifestyles and downsizing their investments. The Internet has
broken down any walls that remained to collecting and it’s changed how
we embark on the most thrilling aspect of the hobby: the hunt.
Collectors were quick to follow these changes. The result is a growing
number of auction houses and a shrinking number of traditional
mom-and-pop run antiques stores and shows.
So it’s appropriate that the trade magazine you read reflect these
changes, not only in the news we report but also in the way we deliver
the information to you each week and online. Here are some of the
changes you can expect to see:
A new size – The dimensions of Antique Trader magazine will actually be
similar to traditional magazines you see on your local newsstands. The
new size will be 8 inches wide by 10 3/4 inches high. The new size also
helps us fits our “magazine” moniker. Most importantly also helps us get the magazine nationwide much more quickly. The new size no longer needs special
handling in shipping and can now be bundled with standard-sized
magazines for faster service. A sample of the cover is shown at right
using the March 17 cover story.
More pages – Average issues will have 50 percent more pages than
before. We will also feature more color pages, which helps us show off
unique items that can be adequately presented in full color.
Pictures and prices – Collectors are visual people who want to see new
and interesting things. We will be adopting a “pictures and prices”
philosophy that helps expose you to new discoveries, favorite finds and
latest market prices.
Among the new features and returning favorites:
Postcard Album – Barbara Andrews has written for Antique Trader for
more than 30 years. Her background in postcard collecting has made her
one of the most popular columnists in the nation.
Collecting Jewelry –Author Kathy Flood will share her love of antique and vintage jewelry on a regular basis. The owner of an online antique
jewelry shop, Flood will speak to the market for jewelry, popular
styles and trends. She is the author of numerous books on the subject,
most recent of which is Warman’s Jewelry, 4th Edition.
Speaking of Dolls – Sherry Minton’s monthly column is the only column
that regularly reports the latest auction prices for dolls traded on
the open market. Her pricing analysis puts her work second to none. She
is president of three clubs belonging to the United Federation of Doll
Clubs, Inc. She is a senior member of the American Society of
Appraisers with a Designated Specialty in Dolls and Toys.
More research from new voices – You will see new voices and experts
share what they’ve learned. From coin-ops to Moriage, we will offer you
the latest knowledge by those who have collected or worked
professionally in these areas.
Online sales results – Hundreds of items are traded online every minute
on both auction sites and dealers’ new online shops. These results
aren’t generally published, however, we are developing a system at
www.AntiqueTrader.com that will allow dealers and auction houses to
submit sales results. This will offer readers a broad view of what’s
selling and for what prices.
No changes will be made to the number of issues you get each year.
Thanks to a change in the production process, we will be delivering the
new format two weeks earlier than we reported in the last issue. The
new Antique Trader will start with the April 21 edition.
I’d love to hear what you want to see with this change. Drop me a note at email@example.com or call 800-726-9966, ext. 13233 and let’s talk.
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