We are in award season right now. Movie and music awards have been reported on. The Super Bowl has been played in a winner take all game. Even the jewelry industry bestowed some awards. These awards were acknowledged in Town and Country’s February issue, the first issue to have a jewelry awards section. My question is for all award ceremonies, why? These results can be subjective. A bad call from a referee or hint of cheating leaves questions for the fans and some fierce debates. Music and movies are like art, what determines the best story or actor? I feel like jewelry is the same way. If you are not listed in Town and Country are you less of a jeweler? So why did T&C try this and what can it mean for you as a reader or business person?
I have a few theories as to the benefit, that I will conclude with. First, I will look at T&C’s explanation of the creation of these awards. Then look at the types of awards and follow this by addressing the business side of T&C. I am focusing only on the current issue, February 2018.
Why T&C created these awards
If you are like me, when I get a magazine that has an article I want to read I go straight to that page. If you did that with this article, then you would see these awards were made to acknowledge the year’s most notable jewelry moments. A clear explanation of what to expect in the section but not the why. I went back to the letter from the editor to see what they had to add. Stellene Volandes, T&C’s Editor in Chief, focused her letter on the next generation and how the readers used the magazine to discover ‘jewelry they should collect now to hand down later.’ A nice thought but one I look at skeptically given tastes and trends that differ between generations. I think a better reason for these awards is to highlight the industry but is it purely for the readers?
What were the ‘Award’ Categories
There were 18 categories:
- Red Carpet Award of the Year
- Collections of the Year
- Stones of the Year
- Philanthropists of the Year
- Diamonds of the Year
- Green Award for Sustainability
- Watches of the Year
- Retail Innovation of the Year
- Gold Designs of the Year
- Breakthroughs of the Year
- Collaborations of the Year
- Jewelry Champions of the Year
- Pearls of the Year
- Innovations of the Year
- Events of the Year
- Rediscovery of the Year
- Fashion House High Jewelry
- Legends of the Year
I like that they had about retail innovation and collaborations, topics that need to be explored more in the industry. There were three winners for each category. So, you are looking at 54 winners. 54 designers/businesses that will get some recognition. But who sees it?
T&C Business Side
The T&C media kit outlines the reader. They average 50 years of age and mostly female. For a business looking to reach a range of ages I would press for more details and a better breakdown of who is reading the publication.
So here we are at my analysis. After a brief look at the magazine and awards I think another piece is advertising. Of the 138 pages (front and back cover included), 54 pages were dedicated to advertisements. Of the 54 pages of ads, 33 were for jewelry. See the table below:
Over half of the Ads were for jewelry. I know T&C has lots of jewelry advertisements, but I would like to see if this issue boosted that group of Ads. For those paying for placement in the magazine I would be asking some of the questions above about what reach this would have and how it would benefit my business.
I have a few more points I could go into, but I want to stop here and get some feedback from you. Have you seen the issue? What were your thoughts? Do you think this is something Town and Country should continue to do? Return in the next week as I get back on a schedule of regular posting after my holiday hiatus. Thank you for reading Data in the Rough!