The Jewelry Information Center’s media placements for its first quarter were up more than 87% despite the challenge of economic uncertainty multiplied by the Sep. 11 terror attacks.
The New York City-based organization recently released its first quarter publicity results (Oct. 1 through December 31). They are as follows: Broadcast placements were up11.5% versus the same quarter in 2001, magazine placements increased 67.26%, and newspaper placements-a including stories in The Dallas Morning News, Denver Post and The New York Times as well as articles picked up by news services Knight Ridder, Copley, and the Associated Press-were up 136%. Overall, publicity placements were up 87.23%.
JIC says this rise in publicity placement was achieved despite “a period that obviously presented major challenges-not to mention questions of appropriateness-in vying for airtime and newspaper space for jewelry stories.”
So how did JIC do it?
Elizabeth Florence JIC executive director, says that she and Media Liaison Michelle Orman looked to the past in order to look forward. “We mined issues of Vogue and Harper’s Bazaar from the 1940’s, and examined wartime playbills in order to examine the ways in which fashion and beauty related topics were handled in times of economic uncertainty and military conflict.”
Gingerly at first, but with increasing determination, Florence and Orman spread their message and upheld the JIC’s mission to stimulate consumer desire for fine jewelry and watches, and to drive traffic to the doors of U.S. retailers.
Because national consumer magazines typically have lead times of four or five months, this category was not immediately impacted by the events of September 11. Story ideas planted by the JIC’s summer luncheon, “Zen and the Art of Fine Jewelry,” bloomed in late fall, including placements in Martha Stewart Weddings, Essence, Harper’s Bazaar, Women’s Wear Daily, Bride’s, Bridal Guide, Modern Bride, and InStyle. Elizabeth Florence was featured as a gem authority in a colorful, multi-page gemstone feature in Real Simple. An exciting moment for new JIC member Sunhera came when their jewelry appeared on the cover of the December Glamour, thanks to the efforts of the JIC.
The Jewelry Information Center was founded in 1946 by eight industry visionaries who foresaw the need for a generic public relations campaign on behalf of the entire industry. For more information on the JIC and to become a member, call (800) 459-0130.