MSJA Debuts a Magazine to Connect Members Directly to Customers

Member listings are free—but splashier paid advertising is available

You’ve heard that in business, content is king these days. Which is why so many businesses have instituted what amounts to mini publishing houses to crank out quippy social media and blog posts and email blasts.

MJSA, which already has a robust online presence, is doing more than that. The veteran jewelry trade association publishes the long-running MJSA Journal for its members, but is poised to add another magazine to its stable—one that connects designers directly to consumers.

Scheduled to launch this spring, MJSA Retail Link will be a biannual print (and online) publication that MJSA plans to distribute to “more than 20,000 retailers of all sizes, from small independents to major chains, including Kohl’s, Macy’s, Wal-Mart, and Nordstrom,” according to a press release.

Courtesy MJSA

A promotional image for MJSA’s new publication

The publication will include free placements for all MJSA standard-level members, which includes an image, a blurb on the brand, and nitty-gritty details such as delivery times and terms, selling points, and customization options. Members who want to boost their presence in the magazine can pay for a proper ad.

But the publication isn’t just a directory; it will also include articles on current fashions and trends.

“Our members have told us that what they most want from MJSA is for us to connect them with customers,” said MJSA president and CEO David W. Cochran in the statement. “While our shows and other publications—including MJSA Expo New York and MJSA Journal—primarily connect manufacturers and designers with suppliers to the trade, Retail Link will focus on the other side of the supply chain, providing a convenient way for retailers to see our members’ finished jewelry. And you can’t get more cost-effective than free—just mailing a small postcard to 20,000 people would cost thousands of dollars in postage alone.”

JCK Magazine Editor