What magazines (knife and non-knife) do you read?

[Joyce Laituri]

Hiya,



It's that time of year again in the Spyderco Marketing Department. We're thinking about where to place print advertising next year.



Your opinions and input are needed! What magazines to you read/buy and what do you notice about the ads- both knife ads and non-knife ads?



Anyone see Boker's new ad in KNIVES ILLUSTRATED...comments?



Joyce

[boxer93]

Hi Joyce,
Interesting question. I don't read knife magazines. I'm more a car person. I read Road & Track, Roundel, and Coinage.
As for What I see in ads would be their uniqueness. Like cars painted lime green would stand out where many are silver, black, blue, etc. Also for products I notice are ones that have oversized photos. Like a 8 inch photo of a cranberry Salsa would say STOP and look at me.
I honestly don't know if I've ever seen a knife ad in a magazine other than Boys Life and I'm not counting that as 'good' ads.
I hope this helps.
Chris

Be Excellent to each other.

[charlie]

Hi Joyce:
AutoWeek, Fly Fishing Southwest, Blade, Finescale Modeler, Money, Super Street.

[SpyderNut]

Joyce,

I too get the Blade magazine from time to time, as well as Field &amp; Stream, Outdoor Life, and Popular Mechcanics. (PM has NOTHING to do with mechcanics nowadays...<img src="sad.gif" width=15 height=15 align=middle border=0>) Anyhow, I think Boxer mentioned a good point: any knife picture that incorporates a cool background, or a 'zoomed up close' look, is bound to grab your eye. I remember a Blade magazine that featured a few of Cris Reeve's newest blades on the front cover. The whole picture was sweet, because they used a awesome back-drop and other neutral props. Just a few ideas...<img src="wink.gif" width=15 height=15 align=middle border=0>

Mike

[CalypsoKid]

Joyce, just my opinion but I think that <img src="spyder.gif" width=15 height=15 align=middle border=0> should post ads in Backpacker and Outside, if you don't already.

~C

[Sword and Shield]

Let's see... Blade, TK, Knives Illus. if nothing better's around, Reader's Digest, CoinAge and Excellence, the rag for Porsche nuts.

I personally like the look of the older <img src="spyder.gif" width=15 height=15 align=middle border=0> ads. Even going back to 2000 with half-page ads gives a little more to catch an eye.

The Centofante ad from Blade in April 2000 was what I consider a winner, as are the ads for the Lum series today. It's so mind-bending to ponder how that knife bent around a tree! <img src="wink.gif" width=15 height=15 align=middle border=0>

Keepin' it real...real sharp, that is.

[glockman99]

Tactical Knives
Blade


Dann Fassnacht Aberdeen, WA glockman99@hotmail.com ICQ: 53675663

[Jurphaas]

Hi Joyce, good to hear from you! I read all the three big US knife publications. I also read NG Adventure, which I like very much, and Auto Week. From the Euro publishing front I get Passion des Couteaux and Excallibur from France and the German Messer Magazin. Have a great week and you know about our plans for February! We hope to you see then!

[4 s ter]

The only magazines with &quot;knife&quot; content that I read regularly are Tactical Knives and Blade.

I find ads with clear, informative pictures to be of the most value and the most likely to interest me. For example, your Chinook ad in the Feb 2002 Blade showed clear, unobstructed photos of both sides of the knife. I could see the clip placement and if it was moveable. I also could get a clear view of the handle shape.

In comparison, your Massad Ayoob ad in the Aug 2002 Blade had a handle obscured by a hand holding it. Even if the hand were removed it would have been a black handle on black background. The clip side wasn't shown.

I know I can search on the internet and get the information I want, but if an ad doesn't show me a good view of the whole knife I may not be interested enough to look for more info (unless it happens to be a new Spyderco models - but those of us posting on this site tend to be a little biased <img src="wink.gif" width=15 height=15 align=middle border=0> ).

Hope this is of some value!

David

"Not all who wander are lost"

[Simple Man]

Motortrend, did get Trucktrend, but about half of their articles came out of Motortrend. Several catalogs.

[V-1]

About every issue:
Tactical Knives
World War II
Military History
Blade
Military History Quarterly

Now and then:
Soldier of Fortune
Combat Handguns
American Handgunner

When it comes to knife ads the thing that catches my eye is a clean picture of the knife. Clear color pictures (w/o hands blocking the view) w/ specs listed work best for me.

[rico]

Blade, Knives Illustrated, TK, Forbes, The Economist, AutoWeek, etc...

[J Smith]

American Handguner
Guns and Ammo
Thinking about it I have never seen a spydie add in G and A.It has a huge following and most people that are into guns are also into knives.Hope to see some cool spydie ads in G and A soon.

JEFF .............Sooooo I see the internet is on the computer now.-Homer Simpson

[Big-Target]

If you want to push the Salsa knives. Maybe you should put an ad in Chile Pepper&amp;Zesty Recipes magazine http://www.chilepepper.com/

Also, you may consider Backwoodsman Magazine http://www.backwoodsmanmag.com/

And perhaps the new Modern Survival E-zine http://www.modernsurvival.net/

BIG-TARGET>>>>>"Whosoever delights in solitude, is either a wild beast or a god."-Francis Bacon

[cmassicotte]

Joyce - not that I would ever expect to see a Spyderco add in one, but I read Cooks, PC Magazine, and Smithsonian - almost in that order.

Geez, my macho has got up and left me I suppose.

Chuck


There is no right way to do a wrong thing

[seaman]

PM/TK/GWLE/SOF...

[Kaizer]

Hello Joyce,
Well Here in india we dont have any regular knife and gun publications I read mostly mags regarding current issues and finance.

The thing that i would look for in a knife ad, especially, is a clean picture of the knife. THere shouldn't be any obstructions and another thing i always found lacking in photos on the <img src="spyder.gif" width=15 height=15 align=middle border=0> website is images of BOTH SIDES OF THE KNIFE. That's something that i have not seen for any product. Just as i look intently at the side shown i also want to see what the knife looks from the other side.

Hope this helps,

Have a nice day,
Kaizer.

A door half open is a door half closed. But a knife half open is a knife fully closed.

[Rger No. 1]

Blade and American Rifleman (NRA). Also 4 wheeling mags sometimes.

Really liked the ad with the <img src="spyder.gif" width=15 height=15 align=middle border=0> in the trees.

"Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to evolution." Albert Einstein

[KBR]

Hi Joyce.

Let's see,

Tactical Knives,
Knives Illustrated,
Blade,
The American Rifleman
Guns and Ammo
American Handgunner


Survive, Adapt, and Overcome...

Edited by - KBR on 7/28/2002 1:52:05 AM

[java]

Hi Joyce,

Let's see here:

Blade
Knives Illustrated
Air &amp; Space
Aviation Week and Space Technology
Scientific American

I'm with Calypso Kid on Backpacker and Outdoor magazines. Maybe look at the popular hunting and fishing mags as well.

Stay safe! Stay sharp! <img src="spyder.gif" width=15 height=15 align=middle border=0>

[rainman]

Hello Joyce,
There really isn't much to read:
MECGAR, Made in Italy, KTP40-40 S&amp;W,
then a patent #. Sorry, I couldn't resist.
Seriously though, how about something in the NRA mag to compete with those over-priced, yet generally inferior-quality Franklin Mint knives that have the full page ads in the NRA monthly? I get &quot;America's First Freedom&quot;, and can't find much in the way of eye-candy (except for the guns) <img src="smile.gif" width=15 height=15 align=middle border=0> .
To really take this and run, how about an NRA Q ? Offer a few as prizes in a contest, then give us gun-totin forumites a shot at the rest?
Just a thought.
thanks,
-------rainman

[Joyce Laituri]

this is great guys...thanks keep 'em coming!

[Xibalba]

Joyce,
No knife mags for me, either. I am a regular reader, however, of Runner's World, Men's Health, and PC Gamer. Occasionally I peruse Outside, and sometimes martial arts mags like Black Belt.
Good luck with your ad campaigns. The more
<img src="spyder.gif" width=15 height=15 align=middle border=0> converts, the better!
Mike

"'The best de-fense is a good o-ffense.' You know who said that? Mel, the cook from 'Alice'!" - Ed Gruberman

[mnblade]

I'm not a subscriber but I enjoy reading Field &amp; Stream, Backpacker, Outside and Playboy from time to time.

[Alan2112]

I subscribe to American Rifleman, North American Hunter, American Handgunner, Knives Illustrated &amp; Tactical Knives. I get alot of various gun mags. passed on to me, so I read most of them each month. I've always liked the classy ads put out by &lt;img src=&quot;spyder.gif&quot; width=15 height=15 align=middle border=0&gt;, and Benchmade. I like girls as much as the next red blooded heteralsexual American male, but I don't like the new Boker ad, that's the kind of thing we need to get away from in this country! RKBA!

Edited by - Alan2112 on 7/29/2002 12:05:58 AM

[bogeyman]

Hi Joyce,

Tactival Knives
Blade
Discover
Sports Illustrated
Golf Tips
Golf Digest

What's wrong with talking to yourself?? It's sometimes the best conversation and eitherway you're always right...

[bogeyman]

Hi Joyce,

Tactival Knives
Blade
Discover
Sports Illustrated
Golf Tips
Golf Digest

What's wrong with talking to yourself?? It's sometimes the best conversation and eitherway you're always right...

[sam the man..]

mmmm... let's see :

Outside
Backpacker
Knives Illustrated
Tactical Knives (a darn good magazine!)
Blade

Sam

have bone implant will travel..

[Tightwad]

What mags do I read?? Whatever catches my interest at the time.

That is my way of saying that a ad budget focused on the knifenut
or outdoor community is like preaching to the chior. From my point
of view the only way niche knife marketing will ever be successful ,
longterm, is to push the ad envelope for thier product ever futher into
non-traditional territory. That to me is the only real way to pick up
market share by going where the other knife companies won't go.

Pushing the envelop is one thing that spyderco has had to do to become
a viable company in the first place. It is my opinion that they should
join Buck knives in placing ads in media that will bring cultley into
mainstream , viewed positivly, once again. That takes both time and money.
But it also takes vision.

As to the Boker ads.. Well they must have hired a ad company that gave the
job to a knife hater. The ads all leave bad taste in my mouth and I'm sure others
must feel the same way.

[AllenETreat]

Knife mags :

BLADE <img src="wink.gif" width=15 height=15 align=middle border=0>, Knives Illustrated.

Non-knife :

TIME

Popular Science <img src="smile.gif" width=15 height=15 align=middle border=0>

Popular Mechanics <img src="smile.gif" width=15 height=15 align=middle border=0>

Black Belt ( for knife training articles <img src="wink.gif" width=15 height=15 align=middle border=0>)

ATE <img src="wink.gif" width=15 height=15 align=middle border=0>

[AllenETreat]

Knife mags :

BLADE <img src="wink.gif" width=15 height=15 align=middle border=0>, Knives Illustrated.

Non-knife :

TIME

Popular Science <img src="smile.gif" width=15 height=15 align=middle border=0>

Popular Mechanics <img src="smile.gif" width=15 height=15 align=middle border=0>

Black Belt ( for knife training articles <img src="wink.gif" width=15 height=15 align=middle border=0>)

ATE <img src="wink.gif" width=15 height=15 align=middle border=0>

[java]

Sam<img src="spyder.gif" width=15 height=15 align=middle border=0>!!!!!!!!!!!!!! <img src="smile.gif" width=15 height=15 align=middle border=0> <img src="smile.gif" width=15 height=15 align=middle border=0> <img src="smile.gif" width=15 height=15 align=middle border=0>

Welcome home, dude! We missed ya!! Don't forget to add your &quot;catalogs&quot; so Joyce can cover all the bases! <img src="wink.gif" width=15 height=15 align=middle border=0> <img src="wink.gif" width=15 height=15 align=middle border=0> You've got an e-reply!

Stay safe! Stay sharp! <img src="spyder.gif" width=15 height=15 align=middle border=0>

[sc_rebel1957]

Hi Joyce (my better halfs name) i read T.K. Blade, Knives Illustrated, Guns and ammo, Shooting times, Field and stream, and about anything else that has to do with hunting, fishing,outdoors.. A magizine thats getting really hard to find now is American survival guide i guess its not politically correct enough for some people but it usually had very good Spyderco ads/reviews, i'm like the rest of the flock i like an ad that gives the specs and good graphics that catch your eye..Ron

[dialex]

Dear Mrs. Joyce,

I find this a very interesting topic you posted here. First, note that I am aware that you guys from the marketing dept. know most of the things I'll talk about, but I think that some statements are necessary to clear the communication.
But let's get to the point:
As you know a commercial has three purposes: to inform, to convince and to remember.
Now, all of the members at the Forum know about Spyderco. Most of them are devoted fans so they don't need to be convinced. They don't need someone to remember them of Spyderco either as they are usually in touch with the most recent news (and gossip), many of them unavailable to common customers.
That's why I think that asking the members of the Forum about the magazines they read it's somehow irrelevant.
For finding the appropriate magazines I'd make a different approach, based on the target market.
Let's start with the gender. Call it just a hunch of mine, as I don't have statistic data to make an educated presumption, but I think that the very part of your beneficiaries are men. Of course that there are women who enjoy knives, I met at the Forum some who can really teach me a thing or two about knives, but I want to emphasize the percentage here. Note that I use the term &quot;beneficiaries&quot; rather than &quot;customers&quot;, as I reffer to those who actually use the product. I mean, a woman can buy a knife but the final user is her husband (boyfriend, son or whatsoever).
I read previous postings saying that what they really appreciate is a clear, both sided image of the knife, but I think that in a case like the above mentioned, I'd choose a commercial featuring something that a women would like to buy for a man. This would be a commercial to inform mainly. It should be charismatic and emphasize the attitude, the feeling rather than the product.
There are people who read speciality magazines (Blade, TK aso.) As they are obviously interested in such things, it is likely they already know about a brand like Spyderco, therefore, for them I'd choose a commercial destinated to convince. In this case, where people know where to look at, it is necessary to choose a sharp, crisp, almost technical commercial.
Apart from speciality magazines, there is also a category destinated mainly for men (FHM, Playboy, Penthouse aso.). Though it may seem odd to post a knife commercial in one of those magazines, I think that it would help. I can imagine a reader somehow &quot;in the mood&quot; turning the page and seeing a Big Civilian - carried eventually by a dreamgirl <img src="smile.gif" width=15 height=15 align=middle border=0> and above is written &quot;You can afford one of these, too&quot; (or &quot;one of these two&quot<img src="wink.gif" width=15 height=15 align=middle border=0> <img src="tongue.gif" width=15 height=15 align=middle border=0>.
And let's not forget the ladies, as Spyderco has several models that seem to be created especially for them. As these ladies read magazines as Cosmopolitan (it's the only one I know, sorry for not mentioning more), the commercials eventually featured there should have that &quot;fashion touch&quot; (the Mini Police Necklace or the Tie Clip, maybe), they should inform and convince mainly.
I guess that does it. My point in this commercials problem is that it is not important only where you place them, but also what you put there.
Thanks for your attention, if you read this far it means that you are a patient nature. <img src="wink.gif" width=15 height=15 align=middle border=0>

[Scorpius711]

Tactical Knives, Blackbelt, Newsweek, Consumer Reports.

The ads I notice are ones with a creative use of photograpy, to make something look really cool.

Troy

[Sword and Shield]

I just saw the &lt;img src=&quot;spyder.gif&quot; width=15 height=15 align=middle border=0&gt; ad in TK with meerkats holding the MeerKat, very good! <img src="smile.gif" width=15 height=15 align=middle border=0> Unfortunately, the back inside cover was the new Boker ad. <img src="sad.gif" width=15 height=15 align=middle border=0>

I'll be honest, I like unusual ads as much as anyone, but this one was totally inappropriate. There is a time and place for everything and everyone (<img src="wink.gif" width=15 height=15 align=middle border=0>), but a knife ad is not the place for that kind of display.

It's an eyecatcher, and will definitely catch the eye of someone like myself, but it is strictly a turn-off. Boker doesn't make bad knives, but this soured me to them.

Also in my list of turn-off ads would be anything gratuitously violent. The image is not necessary, and can be destructive to the knife image.

Keepin' it real...real sharp, that is.

Edited by - Sword and Shield on 7/29/2002 7:08:10 PM

[Cooklane]

What do I read?
Canoe &amp; Kayak
Outside
Texas Parks and Wildlife
Backpacker

I wish you would advertise more in magazines like Outside. The yuppies think the only knifes are red with little crosses on them.

[Buddahair]

IMO, Tactical Knives magazine is the only knife mag worth opening. Others I read include: Mountain Bike, Bike, and Backpacker.
I like ads that show the knife from different angles/sides and list specs.
Keep up the good work, Spyderfolks!

[Big-Target]

Luckily, for <img src="spyder.gif" width=15 height=15 align=middle border=0>, they make so many different knives, for different purposes. They can make &quot;specialty ads&quot; in almost any magazine!!!:D

I think I'll get a copy of Christian Science Monitor, there may be a <img src="spyder.gif" width=15 height=15 align=middle border=0> ad there!!!!<img src="wink.gif" width=15 height=15 align=middle border=0>

BIG-TARGET>>>>>"Whosoever delights in solitude, is either a wild beast or a god."-Francis Bacon

[patogordo]

I only read Americna Handgunner it&#180;s to expensive to buy magazines in here(AHG about 8dlls) and almost imposible to find one about knives

I want all }{

[dialex]

BTW, I have forgoten about the cooking knives. They deserve some comercials too, right? Where to put them... isn't it obvious? Tactical Knives <img src="smile.gif" width=15 height=15 align=middle border=0>

[Spin]

A bit late in posting...

I think my taste is quite representative for the international audience...

blade, tactical knives, knives illustrated, action asia (published in asia), trail (published in UK).

[Big-Target]

I just had an evil thought!! Just to give the <img src="spyder.gif" width=15 height=15 align=middle border=0>ad deptarment a real challenge.

Put an ad in Cosmo(Cosmopolitan)!!!!<img src="wink.gif" width=15 height=15 align=middle border=0>

BIG-TARGET>>>>>"Whosoever delights in solitude, is either a wild beast or a god."-Francis Bacon

[Sword and Shield]

Ad in Cosmo? Simple. Pink Cricket, fushia Jester, the cooking knives. <img src="wink.gif" width=15 height=15 align=middle border=0>

Keepin' it real...real sharp, that is.

[hawkbill]

Was on vacation last week, so I'm late. Saw the Boker ad...I felt embarrassed for them. Their other ads have been &quot;cute&quot;, but this one is enough to make me cringe.

My subscriptions: Blade, Knives Ill., Amer. Rifleman, Police (and all the associated catalogs that these publishers sell their mailing-lists to).

[James Y]

I saw the new Boker ad and I personally did not care for it at all.

That said, I read:

Tactical Knives
Blade
Knives Illustrated
Kung Fu/Qigong
Inside Kung Fu
Fortean Times

Jim