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As companies shrink their budgets in accordance with the slowdown in sales, promotion spend in traditional mediums is down across the board for the jewelry industry, new statistics show.

If it seems as though there’s fewer ads lately for diamonds, fashion jewelry and watches–either on the airwaves or strewn across the pages of your favorite magazine–it’s not your imagination.

At Birks and Mayors, a Montreal-based chain with stores in both Florida and Georgia, Chief Executive Officer Thomas Andruskevich doesn’t must consult any balance sheets to recount his company’s ad spend in 2008 and 2009.

While experts warn retailers against disappearing from sight during a recession, the pullback this time is accompanied by a change in the promotion world itself, as traditional mediums such as print lose ground in a world that is tethered to its BlackBerrys and laptops.

Spending on print media and billboards has been down this year, while spending on radio is flat or down slightly. The reason? He says in this recessionary environment, all traditional mediums of promotion are basically less effective.

“People are spending less money,” Andruskevich says. “That’s a proven fact. No matter how hard you promote, a lot of it is for naught. If [consumers] don’t have the money to spend on jewelry, promotion is not going to change their mindset.”

Information obtained from Adweek magazine (which, like National Jeweler, is part of Nielsen Business Media and owned by The Nielsen Co.) shows that lots of jewelry stores are going the Birks and Mayors route when it comes to traditional promotion spend.

Inside the numbers

Between 2007 and 2008, overall jewelry store spending on cable TV fell by 24.3 percent, radio declined by 24.7 percent and outdoor promotion slipped by 5.7 percent.

Ad spending went up moderately for both print and network TV, but overall jewelry-store spending across all one mediums fell 4.6 percent.

Ellen Fruchtman, president of Fruchtman Promotion, says the drop in ad spend is due to a combination of a general pullback in spending due to the slow economy as well as a shift of some–but not all–advertising dollars to the Web.

Information for first-quarter 2009 showed similarly lackluster results, with jewelry-store ad spend down 17 percent across the board in all one categories compared with the first quarter of 2008.

“How do you fault them for that?” he says of stores spending less on promotion. “As a promotion person, I can say you need to be out there promotion, and I do believe that. But by the same token, it is easier said than completed. You have got to pay the bills.”

The only traditional mediums that showed signs of life in 2008 were network TV, for which ad spending rose 4.2 percent, and print, where spending was up a surprising 8.1 percent.

Years ago, the large networks–ABC, CBS, NBC and Fox–had less competition, but today there is a channel for everything, from lawn care to horror movies.

Fruchtman says the bump in network TV ad spend was due to networks offering better rates.

“Everyone has become a competitor to network television,” Fruchtman says, adding that the increase in print spend is attributable to manufacturer coop programs.

He recommends promotion in fashion magazines than bridal titles, contending that the latter are read by those who are already engaged, with rings on their fingers.

But Andruskevich says the company did increase its spending on network TV, investing in a coop program with a well-known watch brand in 2008, an exception for the 69-store chain, which does not normally run television adverts.

Birks and Mayors did not increase its print spend and actually switched up its strategy, pulling ads from local newspapers to promote in lieu in The Wall Street Journal, whose reader base has a higher average income than that of lots of local newspapers.

The Adweek information also analyzed ad spending in jewelry, a section that covers a wide range of brands, including Hearts On Fire, Tacori and David Yurman, and watch names such as Rolex, TAG Heuer and Timex.

“We felt they were great ads,” Andruskevich says. “We felt it was a effective program and it was something they got excited about.”

Jewelry-brand promotion declined across the board between 2007 and 2008 and in the first quarter of 2009, with one exceptions: For reasons researchers were unable to name, radio promotion for jewelry brands (not stores) skyrocketed 78.8 percent between 2007 and 2008, while outdoor promotion inched up 1.3 percent in first-quarter 2009.

A slight shift online

Mike Sprouse, chief promotion officer for Epic Promotion, says the New York-based firm’s survey of several hundred promotion executives indicated a “slight” shift in promotion spend to the Web in 2009.

While a quantity of the slowdown in traditional promotion spend is attributable to general economic conditions, a portion of those dollars are finding a new home on the Web.

“We had started to see that [shift] in the first quarter of this year,” he says.

The majority of those surveyed said the trend would accelerate in 2010.

The reasons companies are choosing to go online with their ads are varied: It is an easier and faster way to reach potential customers, technology makes it simple to track who is looking at the ads and when they are doing so, and it is relatively cheap.

“It’s cheaper, which is always lovely when you are faced with a recession as well as a down budget,” Sprouse says.

As of now, information detailing online ad spend in the jewelry industry is scant and not useful for comparative purposes.

How much and how quickly a shift to online ads will extend in to the jewelry industry remains to be seen however.

Nielsen Online information on the subject dates back only to 2007, and shows that between May and December of 2007, the industry spent $2.2 million on online promotion. The figure for all of 2008 totaled $4.3 million, while it’s added up to $1.1 million for the first one months of 2009.

“For the jewelry industry, let’s be honest,” Fruchtman says. “This is an industry that is not progressive or forward thinking . Traditional media will remain strong because this is an industry that is reluctant to change.”

“The general public still wants to watch TV and will still read popular magazines,” he says. “They will still drive cars, so they will still look at billboards. The only traditional medium in its current format that is at extreme risk is newspaper. They live in a society of ‘now,’ not what happened yesterday reported today.”

But that is not necessarily a negative for some mediums.

While TV and outdoor will make a comeback, Fruchtman says retailers should shift bridal promotion to the Web because 85 percent of that market is doing their research on the Web, even if they are not buying there.

He recommends investing in paid search promotion, where a company pays a search engine company, like Yahoo or Google, for higher placement for their Web site’s link in search results.

Andruskevich says Birks and Mayors already has had success with Web promotion and is upping its online promotion spend in 2009. But that does not mean the company is abandoning its elderly promotion standbys.

“If you are not driving that consumer to your Web-site, then you are missing the boat,” Fruchtman says.

“I think [traditional ad mediums will] come back,” Andruskevich says. “I know in our specific case, we’d be spending more money in the categories they spent it before. In the jewelry industry, I believe firmly this has a lot more to do with the recession than with a shift from traditional promotion to online promotion.”

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A Pasquini Livia 90 Fully Automatic Espresso Machine will have your friends visiting you instead of Starbucks. The Pasquini Livia 90 Fully automatic espresso machine works just as well as the semi automatic model, but is more convenient for the home, office or small business. It will take an average of seven minutes for your machine to warm up. When doing a comparison to other espresso machines it is extremely quick.Press some buttons then do other tasks. Return to a perfect shot of brewed espresso,each and everytime.

One can make espresso and steam milk simultaneously when using the Pasquini Livia 90 Fully Automatic Espresso Machine. Actually, using the same device. What kind of time saver is that? You must have realized why your friends prefer visiting your home than go to Starbucks. Such features help in fast and dependable coffee preparation, suitable for marketing purposes You could be heading toward a new life as a commercial coffee peddler with the help of your Pasquini Livia 90 Fully Automatic Espresso Machine. Since the Pasquini Livia 90 Fully Automatic Espresso Machine comes with an NSF Sanitation Certification there are no worries with that either. This is the product of mass appeal and acceptance.

Let us know examine the push-button controls and features. Would you like a single shot or a double of expresso? All you have to do is choose the cup size that you want, and then you can let the Pasquini Livia 900 fully automatic espresso machine take care of everything else. Would you prefer a certain type of espresso? At the press of a switch. Press a single button and you can make ordinary coffee in large and small sizes. Flip back the switch and you are ready for espresso again. That fast.

Learning and remembering the controls is not something you need to be concerned with. These are simple to understand and utilize. The green indicator light on the front of the machine lets you know, that the espresso machine is ready to give you the shot you need to start your day right. You know when the boiler is heating up when the orange light on the front is lit up. Immediately beneath the control panel is a pressure gauge, which indicates when the correct pressure has been attained for proper brewing. easy

Now we can move onto the topic of frothing hot milk and getting hot water out of the machine if you want to, for example, make tea. You would have to admit that the Pasquini Livia 90 Fully Automatic Espresso Machine produces a very nice cup of steamed milk. There is no need to wait a period of time until brewing is finished. On the left side of the apparatus you will find the chrome plated brass steam pipe, reach for it and pull it down to bring the steam to the tip. Two different tips are available: the standard stainless steel type often seen on the commercial models, and a Teflon tip with a froth enhancer for those who prefer their espresso on the “extra-foamy” side. Any latte and cappuccino fan is going to love hearing this.

Now, twist the knob to the right and you have immediate hot water available to you. This includes tea and hot chocolate to your presentations, or also allows you to include a little of hot water to your Americanos.

This espresso machine is simply a work of art; you will not be disappointed. The rugged portafilters are easily fillable large tanks of water that are even fillable while the machine is in use…we could continue to do this for miles. You deserve a nice shot of espresso You and your friends deserve the best, a Pasquini Livia 90 Fully Automatic Espresso Machine.

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Are you bewildered when it comes to shopping for prom dresses? With all the types of formal gowns and dresses available, there are also many terms that describe the length, design, neckline, and style of a prom dress. You might feel overwhelmed when speaking with a sales clerk at a formal wear shop or even while shopping online for prom dresses. Below we’ve put together some helpful terms and definitions to help you be an informed shopper for prom dresses and other prom-related items of women’s interests.

Prom Dress Styles

Some of the prom dress styles you might see include the ball gown, A-line (princess), sheath, lace-covered, high-low, baby doll, chiffon, one-shoulder, empire, golden glamour, modest, and halter.

Ballroom Gowns and A-Line Prom Dresses

A ballroom gown has a very large skirt that billows out from the waist to the mid-calf or ankles. It might have a fitted waist and top or a corset type top. The A-line or princess dress flares out to the hemline and is narrow near the waist. It forms an “a” shape as it fits to your body from top to bottom.  

High-Low, Lace-Covered, and Chiffon Prom Dresses

The high-low dress zigzags vertically at the hemline so it is short in some spots and long in others. The sheath prom dress is one that clings to the body and hides nothing concerning your figure. The lace-covered dress can be a satin or satin-like material underneath with lace as a top layer. Chiffon dresses look similar to a fancy night robe worn by the women of Rome or Greece. With a high empire waist, the dress is long and flows from the hips down to the ankles. It is great for almost any figure.

Baby Doll, One-Shoulder, and Sleeveless Gowns

The baby doll prom dress is typically very short and cute. It usually fits at the top and flows at the bottom with a high waistline in between. Baby doll dresses usually come with a tied ribbon or belt around the stomach area to give the “baby dress” look. One-shoulder prom dresses have only one shoulder strap, of course, with the other side being sleeveless. These are usually long and elegant gowns. There are also completely strapless formal gowns and prom dresses. These can be worn with or without a jacket or wrap.

Halter, Golden Glamour, and Modest Prom Dresses

The halter prom dress looks similar to a halter top at the sleeves and then flows toward the knees. It is usually no longer than just below the knees and may look similar to a high-low dress at the hemline. The golden glamour dress is usually shiny gold to appear like “Hollywood” style apparel. The modest prom dress is beautiful, simple, and modest. It covers everything while still giving the wearer a touch of glamour and elegance.

Types of Sleeves

Cap sleeves are short and cover only the upper arms and shoulders. Juliet sleeves are puffy at the shoulders and taper all the way to the wrist. Some sleeves start below the shoulders or appear to “hang off” the shoulders. Also, spaghetti straps are thin straps with no sleeves.

Necklines

Necklines are also important when choosing a prom dress. The empire neckline scoops out and then connects with a very high waistline. A sweetheart neckline looks like the top of a heart. A jewel neckline is simple and round, located just above the collarbone. The boat neckline (Bandeau) comes around to each collarbone, similar to a sailor’s suit.

Other Prom Terms to Know

There are also handbags, or small purses, and clutches that can match your prom dress. Clutches are small hand-held bags with no straps. Shawls and wraps are not jackets but fit around your shoulders loosely. You can wear them when outdoors during cold weather and easily remove them for dancing. A tiara is a princess-type hairpiece than can be worn with your hair up or down. There are elbow gloves and wrist gloves. Elbow gloves reach to your elbow, covering the bottom part of your arm while wrist gloves only cover the hands.

Before shopping for a prom dress, know what styles and accessories you are looking for so you can save time. Also, go online to view all the different styles available. You can even find great deals online on prom dresses by designers such as Mori Lee, Jovani, Clarisse, Niteline, Dave and Johny, Paris, Riva and Alyce Designs. There are often beautiful dresses online for the prom, homecoming, and other formal events that a local formal wear shop might not offer.

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Does “If it ain’t broke don’t fix it” about cover your attitude on appliances? While there is not a lot of real practical preventive maintenance posssible on many appliances, you can prevent some major problems and inconveniences and greatly enhance the life of others through regular minor service. In this article I will cover servicing of working refrigerators and freezers.

The most important thing you can do to prevent future problems with working refrigerators and freezers is to ensure good air flow over the coils which radiate heat removed from the interior compartments. If yours has a set of condenser coils on the rear, dusting them off annually should be sufficient, and even that is not critical. Don’t store paper or plastic bags on top of your refrigerator which might fall down and block air to those coils, however. Models of this type do need at least 2-3 inches of uncluttered air space above them for proper air flow. Models with coils underneath near the compressor need to have those coils cleaned at least twice a year, more often if you have an older Amana, or have pets that shed.

First, remove the kickplate/grill at the bottom front covering the opening under the lower door. Clean the kickplate with a garden hose to remove any dust and hair. Next, using either an inexpensive condenser coil brush or a vacuum cleaner with a crevice tool on the hose (which doesn’t do as good a job), or an air compressor, which is VERY messy, clean over, under and through the coils found usually on the right front half behind the kickplate. Older Amana refrigerators are especially sensitive to air flow blockage. Overheated compressors soon die. Others with coils at this location include many GE/Hotpoint/J C Penney and older Whirlpool/Coldspot/Kenmore models.

While under there, on frost-free models removing and cleaning the plastic defrost drain pan often found there can prevent nasty odors later. Use warm, not boiling water and/or a garden hose. Be sure when reinstalling the pan not to jam it against the blades of the condenser cooling fan, on those models with a fan underneath in the rear (most of those without rear wall-mounted cooling coils.)

Other models, such as Admiral, Montgomery Wards, Signature, and some Maytag,Magic Chef, Norge, and Tappan models have a kind of “jelly roll” of black sheet metal with internal freon passages in the right rear underneath. The condenser brush is the only good way to clean these, other than a garden hose or an air compressor used outdoors.

Be sure,if the refrigerator gorenje ws 43080 has a rear cardboard cover, to replace it after service. If it is damaged, cut a new one from a cardboard box (prepared pizza delivery boxes work great!) The open fan cover grill areas are not critical but the solid ones are vital. These covers force air to be pulled over the hot condenser, cooling it, rather than being sucked in from open areas at the rear of the liebherr cbp 4056. Without this cover it will overheat and may burn out the compressor.

If you have a non-frost-free refrigerator or freezer, defrost the freezing coils whenever 1/4″-1/2″ of ice has built up. With the greater efficiency the compressor will run less and last longer. NEVER USE A SHARP OR METAL INSTRUMENT TO DEFROST. Pans of hot water, hair dryers, or just time with the unit turned off and open are the way to go.

While the rear condenser fans on some models do have oiling holes on the motors it is often a fairly difficult job to remove the fan motor for access. If accessible and if it has oil hole(s) use a light machine oil(3-in-1 type) or a zoom-spout oiler to lubricate this motor. If not, they last a very long time without oiling.

The only other things you can do to prevent problems are to check that the door gaskets are sealing ALL THE WAY around. Often , if not really ragged, minor gasket air leaks can be patched with razor cuts and silicone caulk and/or rolled up pieces of duct tape or newspaper, but new gaskets are also generally available if yours have serious problems. You can call me for a small fee for help with this if needed. Major air leaks make your refrigerator work harder, run longer, use more electricity, and, if not a frost-free, ice up faster.

Placing a thermometer in each compartment is an excellent idea. Then if you notice a significant temperature change in either, you will know that you need to find out why. Problems caught early are usually cheap to fix; wait a while and you may have major expense.

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I love to spend hours looking at flea markets for different items. Different vendors set up their products in a central location so that consumers can spend their time walking around and see the new and used items available for sale. You never know what you will come across at a flea market. There are plenty of new and used items as well as home made crafts and clothing to choose from.

To help make your day at the flea market the best it can be plan for the day. Most flea markets are outdoors so you may want some sunscreen and a hat. Others are inside so make sure you find out ahead of time. You don’t want to spend the day carrying around the items you purchased so make sure you take along a bag or a cart. There are some very inexpensive carts that fold up and fit into the trunk of your car.

Make sure you wear good walking shoes too so you won’t have to end your daily early due to tired feet. A good tip to help if you do get tired walking is to walk to the very end of the vendors and work your way forward. This way you will have the heaviest load from items you have purchased when you are nearest your vehicle. Keep in mind that most people start at the entrance of the flea market so if you start at the back you will be able to see many items before too many other people do.

Most flea markets are offered on the weekends but some of them do take place on weekdays as well. The number of other people looking around is generally lower during the week but then so is the number of vendors. It is really a toss up about when is the best time of day to make a deal at a flea market. It is perfectly acceptable to try to get the price lowered down from what the vendor is asking for it.

By going to a flea market first thing in the morning you are likely to be able to take advantage of the selection before everyone else has. This is the best solution if there are particular items you are interested in finding. Yet many people claim they have a harder time getting the seller to negotiate the prices when they purchase early in the morning.

By the end of the day though most vendors are very willing to lower the prices on the items they have remaining. They definitely don’t want to have to pack up any more stuff at the end of the day than they absolutely have to. If you have a particular item in mind and you can wait until the end of the day you will get a better price. You also run the risk of someone else snatching it up though if it is a one of a kind item.

There are different ways to negotiate the price of any given item. You can ask the vendor what the lowest price is that they will take for a given it. You can also offer to pay a certain price and see if they will take you up on the offer. If you want to offer $10 then have that money in your hand for them to see. Seeing the money will often entice them to take the money.

I have found it is always worth my time to look around though because I may find the vendor in the next aisle has the same item for $10 less. If I am going to go back to check on an item with a particular vendor I write down their location because by the end of the day it can be difficult to remember who is located where.

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