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The Adult Industry trade magazine
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Editor: Dale Bradford
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Publisher: Lee Schofield Annual Subscription Rates
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UK: £60
Ad. Manager: Jacinta Williams Europe: £90
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Rest of world: £120
Issue 68 May 2009
www.erotictradeonly.com
Welcome
NEWS 5
LINGERIE NEWS 16
Page 24 Page 32 Page 38 Page 54
TECHNOLOGY NEWS 18
COMPANY PROFILE 20
On the ball with ST Rubber...
Y
ou may have come across advertising for credit reference agency Experian over the last
few months, in which it invites you to sign up to its service for a free 30 day trial. You
might have thought that, sure, having a look at your own file would be worth doing but
why would you want to keep looking at it? Well I discovered the answer to that question this
A PRACTICAL GUIDE TO VISUAL MERCHANDISING 22
month.
As if there wasn’t already enough evidence to suggest that some British bankers are
Fun Factory’s Stephanie Baker with some timely tips... incompetent, I was told a truly shocking tale. I can’t really say anymore at this stage but if you
run a business then it really could be worth your while to check your credit report on a regular
HER PORN: PUTTING WOMEN ON TOP 24 basis. I think it was Harold Wilson who said a week was a long time in politics, well a lot of
Petra Joy in the spotlight...
nasty things can happen during the course of a week in other areas too, and you might not even
know about them until the damage has been done.
2009 ETO ADULT INDUSTRY AWARDS 26
While I’m quoting others, and following on from previous columns in which I suggested that
‘battening down the hatches’ was probably the worst way for a business to react to the current
With the nominations announced it’s now time to vote... recession, I was sent a link this month to a website where I read this:
“Research has shown that businesses that invest in marketing during an economic downturn
WHO’S GOT WOOD? 32 can outperform those that decrease their marketing efforts by a large margin. The current
Paul Smith finds an alternative use for trees!
slowdown in the economy creates a perfect opportunity for you to increase your presence and
competitive edge as other businesses may be cutting back on their marketing. By continuing to
LETTERS 36
market your goods and services you will be at the forefront of your customers’ minds when the
markets recover and your clients are more likely to spend again.”
MYSTERY SHOPPER - LINCOLNSHIRE 38
Sadly the author of the piece has not been credited but it comes from a good source -
Business Link. The full text can be seen at:
PRODUCT REVIEWS 40
www.businesslink.gov.uk/bdotg/action/layer?topicId=5001195966&site=102
A similar message can be found here:
DVD REVIEWS 44
“Research shows that companies that consistently advertise, even during recessions, perform
better in the long run. A McGraw-Hill Research study looking at 600 companies from 1980 to
1985 found that those businesses that chose to maintain or raise their level of advertising
SALES CHARTS 48
expenditures during the 1981 and 1982 recession had significantly higher sales after the
economy recovered. Specifically, companies that advertised aggressively during the recession had
ETO DIRECTORY 50
sales 256% higher than those that did not continue to advertise.”
That one, plus much more on the subject, can be found on the
Forbes.com website at:
DIARY DATES 50
www.forbes.com/2008/12/01/advertising-recession-wharton-ent-sales-
cx_1201whartonadvertising.html
WEBWATCH 51 Cynics, and you might be one of them, may point out that it is in every media company’s
interest to promote messages such as these, and you’d be right, it is - but I would suggest that,
RETRO 52
as well as maintaining advertising and marketing spend, companies - be they manufacturers,
wholesalers or retailers - should also continue to do everything else that they would normally do
THAT’S LIFE 53
in good times.
Money is tight for many of us but you can still: give your staff incentives for reaching targets
AITA UPDATE 53
and take them out for a meal/drinks ‘on the company’ now and again; support those suppliers
who have always looked after you in the past, but still shop around for deals; be constantly on
READER’S LIVES 54
the lookout for new suppliers and stock lines; take advantage of every opportunity to meet up
with others in the trade to keep in touch, compare notes and make new contacts...
Justin Ribeiro dos Santos of JoyBear Pictures
When we do come out of this mess, I’m confident that most of the companies that keep
doing all the above will still be with us. I wish I could be as confident about the chances of
those who have decided to stock up on battens.
Until next month,
Dale Bradford
No part of this publication may be reproduced, stored in any form of retrieval system, or transmitted in any form without the written permission
of the publishers. All rights reserved, including translation into other languages. Erotic Trade Only and all its contents is copyright Media on Screen
Ltd. 2009. All trademarks and copyrights are recognised and are acknowledged to be the property of their respective owners. Whilst every care is
taken during the production of this news magazine, we cannot be held responsible for any errors which may be included as a result of
information provided by third parties. For more information on Erotic Trade Only visit
www.erotictradeonly.com.
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