The jewelry industry has been a relatively late adopter of digital technologies, according to David Squires, group editorial director-associate publisher at SmartWork Media, which produces two b-to-b jewelry magazines—InStore (
for retailers) and (InDesign)
for designers—along with a website, InStoreMag.com, for both.
In 2005, InStoreMag.com became a repository for magazine content; in 2009, news, news links and daily advice were added. In preparation for the recent redesign, introduced in April, the team developed a new, digital-first approach to content. This is reflected in features such as Shine News daily news, Shine Times news analysis and Shine Designs, featuring large-scale product photos.
“Our redesign enabled us to repackage our multimedia content,” said Chris Hughes, online content manager. “We highlight three new videos daily on our home page. A more prominent blogging format allows us to better promote and display our authors' submissions, and that has dramatically increased social interaction.”
The new InStore Community, which requires registration, is a closed social network designed to allow professionals to share information in a secure environment.
While newsletter revenue is doing well, online advertising sales have grown slowly, and “improving those numbers was one of the goals of the redesigned site,” Squires said. Since the relaunch, the advertising packages offered include newsletters and Web exposure, and relate to the new departments and an expanded blogs section.