It's very interesting to see the results of the recent poll here on GHC, regarding what trade magazines we are all reading. The results posted look like this:

Giftware News 17%
Country Business Magazine 14%
Gifts & Dec 31%
Gift Shop Magazine 28%
Don't read trade magazines 10%

There are so many fabulous resources for the industry – from online content to print media to newsletters that come straight to our own in boxes. It's never been easier to stay in touch and well-informed about what is happening in retail. There are publications for every niche market in retail, too - from independent booksellers to hospital gift shops. (By the way, I notice that GiftBeat magazine isn't listed up there in the poll...it's a great one!)

So I wonder, why are 10% of GHC readers not reading trade magazines????

It may be lack of time to do so – we are all busy people. Perhaps it's a cost issue – those print issues can eat up a lot of money, even at subscription prices. Maybe the problem is that newer, less experienced retailers don’t know about these publications, or where to get them. OK – now, how can these concerns be overcome?

First, there is the issue of time – specifically, having not enough of it! It affects us all, no matter what we do for a living. Life is always moving faster, it seems! Is there a way to arrange time to fit reading into your business day? Sure. Do you take the train or bus to work. or perhaps carpool? Take along one magazine a day, and read on the way in and the way home. (Let your phone calls wait until you reach the store or the office – it's more productive and less annoying to others, anyway!) Running errands where you know you'll have to wait on line? The post office, UPS, the doctor's office, school, the airport? Tuck a trade magazine into your tote, purse, or briefcase and that line won't seem so frustrating. One unconventional and yet sensible way to fit business reading into your day is to take the magazines with you when you visit the restroom. Seriously! We all read in there anyway, it might as well be something that can do some good.

The cost issue can be overcome, too. First, grab those FREE copies of trade publications when you are at gift shows. Yes, I know, it makes your luggage heavier! So the night before you leave, take an hour to flip thru the mags, tearing out the pages of articles you find interesting and want to read later. (Then recycle the rest of the magazine, of course!) This way, you carry with you only the parts that you find interesting and relevant. Also, if you sign up for trade magazine subscriptions while you are at the gift shows (if they have a booth for that), you can often save over 50% of the regular subscription price. How about this one: Share a subscription with another shop owner that you know! Split the bill, have the issues sent to one shop, read it fast and scan copies of the articles you want to keep - no corner turning or page-marking of the magazine before your buddy reads it! Then pass the issue on to the other shop owner. Cost AND paper-saving, which is good in many ways. Finally, check your local library. Most large cities have a full array of magazines from many industries – and if they don't, you can request one and they'll hunt it down for you. Even my local small-town library does that! Then you can read it, copy interesting articles to save, and take it back so the next savvy retailer can read it, too!

Or you can forego the print issues altogether, and sign up for the online newsletters that so many trade publications offer – these often contain just the 'meat' of each issue of the magazine, anyway, so it's very time-saving. Check out the web sites & blogs of each publication weekly to keep up with trends, news, events, and such. Locate the web sites for your manufacturers and do the same – for instance, did you know that Rosanna ceramics has a web site with trade-only pages of information, AND a blog that anyone can read where she mentions her appearances? Sending out information is what smart companies are doing now – capitalize on their willingness to share, and keep yourself and your customers in the loop.

Spread the word – when you find a new publication or web site that is really helpful, tell others about it. Share it here on GHC, talk it up in other business forums you are participating in, mention it at a chamber meeting.

To do my part in sharing resources, I'll give you this tip: Check out Visual Merchandising & Store Design magazine - online at www.vmsd.com. You can subscribe to a print version, but there is a plethora of inspiration available at their online site, as well.

Now, if you'll excuse me, I've got some reading to do!