Jo-Ann launches quarterly magazine

Discount Store News, Oct 25, 1999 by Debbie Howell

HUDSON, OHIO -- Building its name brand image has been a focus for Jo-Ann Stores this past year. The retailer's latest image-building move takes the form of a magazine that targets customers interested in creative pursuits such as home decorating, crafting and sewing.

The quarterly magazine, Jo-Ann etc..., made its debut this month in all 1,021 Jo-Ann Fabrics & Crafts and Jo-Ann etc stores. It also is available nationwide at Kroger, Walgreens and other select retail outlets, selling for $3.95 per issue.

A joint effort between Jo-Ann and pattern maker Butterick Co., the publication focuses on advice and how-to projects in various crafting and home decorating categories. All of the project materials featured in the magazine can be purchased at Jo-Ann stores.

"The idea is to help people make the best use of our stores and to spur their imaginations at the same time," said Barbara Semen, publisher of the magazine and vp of marketing for Jo-Ann Stores.

The first issue included features on subjects such as retro dress patterns and sewing techniques, bead crafting, using ribbons and bows, fusible material tips, quilting, holiday candle decorating ideas, gift decorating, making a fruit topiary, shadowbox-making tips, tablewear and holiday decorating and crafts. Another section dealt with children's projects, such as making refrigerator magnets and beaded bracelets. At the back of the four-color glossy book are patterns and detailed directions on making the featured projects.

Throughout the publication, information on Jo-Ann stores is interspersed, such as a nationwide store listing, a history of the retailer, pages showcasing the new Martha Stewart Home line of decorator fabrics and information on Jo-Ann's ornament-decorating contest to support breast cancer research.

Semen said initial customer reaction to the magazine has been positive. Visitors to Jo-Ann's Web site have commented that they especially liked the store coupons on two pages of the magazine, which range from $10 off a purchase of $50 to 30% off a regular-priced item in the floral department.

Trisha Malcolm, editor of Jo-Ann etc..., said she believes the magazine is the first ever sponsored by a retailer to feature fashion and home decorator sewing combined with crafts. The quarterly magazine, also available by subscription for $11.85 per year, competes with numerous other craft publications such as Craft & Needlework Age, Crafts and Country Marketplace, to name just a few.

"We've had incredible response from the advertisers. They commented that there's really nothing like this in the industry. And there hasn't been a new craft magazine launched in years," Malcolm said.

Jo-Ann chose to work with Butterick on the project since the company publishes other materials for the retailer as well as Butterick's own Vogue Knitting magazine.

Promotion of the magazine will be primarily through Jo-Ann stores, on the retailer's Web site and through direct mail fliers to preferred customers.