Country Bumpkin Corporate Profile

Country Bumpkin
Corporate Profile
Ta b l e o f C o n t e n t s
2
History
3
TheCompanyToday
5
TargetMarkets
7
Products
10
QualityStandards
11
Positioning
12
PromotionsSchedule
13
Contacts
History
Country Bumpkin Publications is
an independently owned publisher
specialising in the publication and
distribution of niche embroidery books,
magazines and products.
CBP is more than just a publisher, as many of the staff
are also tutors and are actively involved in showcasing
traditional techniques, developing new techniques,
and sourcing and promoting new talents. Each set of
hands that plays a part in the creation of a book CBP
publishes brings a unique perspective from people
who care not only about quality publications, but
also maintain a deep personal commitment to the
promotion and continuation of needlework.
The company was founded by Director and Publisher,
Margie Bauer, in the small country town of Keith in
1985. Born from Margie’s own desire to learn the
art of smocking, soon she was developing her own
patterns, writing books and teaching around Australia
and New Zealand. She began the first mail order
catalogue that year, and has watched the business
grow from those small origins to an internationally
recognised publisher with two quarterly magazines,
nearly fifty books in print, a retail store, fashion label
and its own international embroidery convention:
Beating Around The Bush.
CBP also creates a space for tutors, students and
designers to come together to share their knowledge
with its internet-based needlework forums, as well
as the annual Beating Around The Bush convention
in which tutors and students from around the
world convene for a week of teaching, learning and
community.
Over the years, Margie has ensured that CBP inspires
its readers with publications as well as through
philanthropy. Through her leadership, the company
has been able to offer financial and material
assistance for many local charities and as far away as
Africa, India and Tibet.
Country Bumpkin Publications (CBP) has a distinct
place in the market as a publisher of high quality
needlework and embroidery books. As the interest in
traditional needlework resources has increased over
the past decade, CBP has led the way, expanding its
scope to include knitting, crochet, quilting and many
specialised needlework techniques. Its best-selling
A-Z series has sold more than one million copies and
caters to novice and skilled enthusiasts alike. The
Inspirations collection continues to showcase many of
the top talents in needlework today and truly inspire
readers to create more beauty in their lives.
Country Bumpkin was founded on generosity of spirit,
simplicity of language and passion for the beauty of
all needle arts. CBP welcomes you to our community
and looks forward to learning more about yours.
2
T h e C o m p a n y To d a y
Once a small mail order catalogue in
rural Australia, today CBP is thriving
as a retail store and publishing house
which includes two quarterly magazines,
Australian Smocking & Embroidery and
Inspirations, as well as more than
forty-five titles in print.
that Country Bumpkin Publications will continue to
thrive for generations to come.
Helen Davies, CEO
Helen Davies has been a core
member of the Country Bumpkin
team for over ten years. Originally
from Sydney, she brings more than
twenty-five years of experience
within the publishing and
advertising industries, and has previously worked
for Fairfax Magazines and Ogilvy & Mather. Helen
began her career with Country Bumpkin as a graphic
designer in 1999 and was promoted to Production
Manager and editor of Australian Smocking &
Embroidery in 2003. She assumed the role of
Managing Director in 2007 and became CEO in 2009,
while continuing to successfully grow the profitability
of the business and maintain the highest levels of
quality in all of the products and publications that
Country Bumpkin produces.
CBP is proud to introduce its management team:
Margie Bauer, Director and Publisher
Director and Publisher Margie
Bauer, has made it her life’s work
to combine needlework, service
and leadership to create the world’s
most beautiful publications and
spread enthusiasm for creativity,
community and philanthropy. Her ability to recognise
superior style and design, paired with her deep
commitment to engendering a spirit of respect for all,
has lead the company from strength to strength over
a history that now spans twenty-five years of success.
Margie’s leadership of the company and her staff has
never set limits or focused on setbacks. Instead, it has
consistently pushed boundaries to say, “we can do
this” when others would have said “we can’t”. She
has built up a company born from her own desire to
create more beauty in the lives of those she considers
most dear, that encompasses not only a staff of
more than thirty people, but a global community of
needleworkers that reaches into the thousands.
It is through her vision and dedication to the core
values of respect, service and a commitment to
teaching others how to create beauty in their lives,
Pam Pinkard, Finance Administrator
Pam Pinkard’s extensive finance
administration experience has
been developed over a period of
twenty-five years in the advertising
and graphic design industry. Since
joining Country Bumpkin in 2006
as Finance Administrator, she has developed systems
which have allowed the company to more accurately
measure their trade and successfully apply this
knowledge to future planning.
3
Only the finest materials are used in the creation
of projects featured in the publications. All are art
directed by Margie and her team of stylists, and shot
down to the tiniest detail by such world renowned
photographers as Andrew Dunbar and Randal Sach.
Lauren Gilbert,
Licensing and Development
Lauren Gilbert migrated from
America to Australia in 2006.
She has a long history in publishing
having worked for music publisher
G. Schirmer, Inc in New York
between 2000-2006 with international copyright
and licensing responsibilities, and as senior editor for
a Canadian e-publisher since 2007. Lauren joined
Country Bumpkin in 2009 as Director of Licensing and
Development, where she has successfully continued
to develop the brand globally through licensing and
distribution.
Instructions
CBP has been the world leader in using step-by-step
instructions accompanied by photographs depicting
each technique. Each project is researched and tested
on needleworkers prior to publication, to ensure the
highest level of comprehension and understanding.
Instructions are written to the highest standard, whilst
still remaining inclusive of all skill levels. CBP has set
a global trend in this area, as many books following
this style can be seen on the shelves today. However,
translated in over fourteen languages and sold in
more than 115 countries, no other publisher has the
research and expertise behind their books to reach
the calibre of achievement of a Country Bumpkin
Publication.
Anna Scott, Publications Manager
Born in Denmark, Anna Scott
migrated to Australia in 1992 after
obtaining a Bachelor of Arts with a
major in embroidery. She has trained
with the ‘Selskabet for kirkelig
kunst’ (Society for Church Art), and
has been recognised for her work on a Bishop’s robe
for Aarhus Domkirke as designed and overseen by
HM Queen Margarethe II. Anna joined CBP in 2003,
during which time she has written A-Z of Goldwork,
edited more than six publications and discovered and
promoted many new best-selling authors.
CBP’s place in the market
CBP strives to continue to be a trend-setter and
world leader in craft publishing. Each year, CBP adds
between four and six outstanding new publications
to its catalogue as well as four issues each of its two
magazines: Australian Smocking & Embroidery and
Inspirations. CBP’s publications continue to feature
the best designers, as well as promote new talents
that are found through the extensive community of
readers, subscribers, tutors and convention attendees.
Emily Menzel,
Sales and Marketing Manager
A native to Adelaide, South
Australia, Emily Menzel has been a
part of the Country Bumpkin team
for more than nine years. Taking
on the role of marketing manager
in 2005, Emily has used her experience in copywriting
and direct marketing to give the company a widely
recognised reputation of excellence in marketing and
customer service. Her dedication continues to ensure
that the face of Country Bumpkin is one of distinction
and inspiration.
Future Growth
As the company continues to grow its readership and
loyal customer base in Australasia and the United
States, increasing export sales to the UK, Europe and
more widely in North America are a key component
of the overall plan for development in the coming two
to five years.
CBP has also remained a strong leader in the use of
digital tools to reach a wider audience of needlework
readers. Through online forums, social networking
and capitalisation of the latest available technology,
which provides our books in a digital format to
libraries, CBP continues to explore new ways in which
to make the latest technology work to support its
business and customers.
What makes CBP different?
There are two key areas which set CBP publications
apart from its competitors:
Design and Photography
Every page of a Country Bumpkin Publication meets a
quality of design, photography and art direction that
is comparable to no other.
4
Ta r g e t M a r k e t s
Much research has gone into determining
target markets. CBP confidently
represents all spectrums of the baby
boomer generation. Here are a few key
words which describe a reader of Country
Bumpkin Publications:
Mothers
Grandmothers
M entors
Opinion Leaders
Partners
Decision Makers
Friends
Shoppers
5
Primary Target Markets
The primary target market of Country Bumpkin
publications are female, retired or working part-time,
with above average personal and household incomes,
and aged between 40 and 65 years.
Key Drivers:
These consumers enjoy shopping for items for
themselves or to beautify their home. They treat CBP
publications as collector’s items, and while they have
the income to afford the materials and time to make
the projects, do not necessarily do so themselves. They
may hire an outside source to create the garments or
items for the home, or they may simply just collect the
publications to use as coffee table decor.
Secondary Target Markets
The secondary target market of Country Bumpkin
publications are female, homemakers or working parttime, with mid-level personal and household incomes,
and aged between 35 and 60 years.
Key Drivers:
These consumers enjoy making items for their home,
their children or grandchildren and as gifts for others.
They do not live in cash-rich suburbs and view the
projects as something to aspire their crafting abilities
towards. They enjoy using the instructions in the
publications to teach themselves how to take simple
or less expensive items and transform them into
something beautiful for the home or their children.
6
William Morris in appliqué
A-Z OF EMBROIDERY STITCHES
ISBN 978 0957715981
Emily and Sophie. A part-time
registered nurse,
Copyright
©1997
Country Bumpkin Publications, Australia
she continues to practice to 'feed my obsession'.
PUBLISHED IN AUSTRALIA
Printed in China
•
Michele began her quilting journey in 1986
serenade
and has been addicted ever since. She started
designing her own quilts in 1996
with
All rights
reserved. No part of this publication may be
used in any form or by any means
or mechanical, including
recording, or information storage
retrieval systems without the written
permission of the publisher.
•
reproducedor
William Morris and architecture
being her
sitting pretty
greatest inspirations. Each ofgraphic,
her appliquéelectronic
picnic time
She teaches throughout Australia and is
•
photocopying,
patterns have a strong connection
to one or
and
more of Morris' original designs.
Edition
passionate about encouraging First
her students
and August
1997
1997
1998
Reprinted May 1999
1999
2000
June 2003
exhibition and also encouraging
children – our
Reprinted
March 2005
Reprinted December 2006
future quilters.
Reprinted June 2008
more than just a magazine ...
William Morris
in appliqué
ES
PRIC
W
NE
snow white
Reprinted
fellow quilters to create original
designs andNovember
collection of unique appliqué
quilts by Michele Hill. Inspired
by the genius of William Morris, each
87the beauty
magnificent quiltISSUE
captures
interpreted by Morris.
washing day
Made from more than forty individual
patterns, the six main projects are
accompanied by clear and easy to follow
instructions and coloured diagrams.
87 step-by-step
instructions
Easy to use, full size templates are
capturing the beauty of his designs in appliqué.
included on tear out pattern sheets.
PPN 531610001
a chapter of essential basic start to finish
step-by-step instructions are included.
ISSN 1038-2445
62
ISSN 1320-4610
sweet slumber
771320 461079
•
780977 547685
9
lavender delight
9
Learn the art of TEMARI and join our challenge.
Make a proddy flower bag using RAG
RUG techniques.
aud $49.95
inc gst
Our readers showcase their most prized possessions.
For those new to appliqué and quilting
9
•
PPN 531610-0017
inspirations books
constance
ISBN 978-0977547685
Fabulous crewel bag inspired
by the Jacobean era
Intricate and lifelike thread painting
Classic designs
for all ages
style of William Morris into simple forms
•
www.michelehill.com.au
Keeping the genius of William Morris alive
Superb
silk special
occasion dress
appropriate for appliqué is outstanding.
Michele Hill has designed a collection of six magnificent projects,
of the Quilters' Guild of South
Australia Inc.
Reprinted
August
AU$14.95
and richness of nature
so exquisitely
www.countrybumpkin.com.au
•
An award winning quilter, Michele
is a member
Reprinted
October
She is currently involved in their
annual
Reprinted
THE FIRST BOOK IN THE HIGHLY SUCCESSFUL A-Z SERIES
ast meets present in this amazing
her ability to translate the sumptuous
William Morris devotee and world renowned quilter,
Reprinted
share their passion for quilting
with others. April
P
Michele's use of colours and patterns and
J
•
More than 1300 step-by-step colour
photographs of every stitch you
will ever need.
Page 1
87
garden of earthly delights
Michele Hill lives in South Australia with her
husband Larry and their two adult daughters
2:46 PM
• Hearts & Roses • Little Wonder • Eloise • Poppy • Luminesce • Summer Blooms • High Five • Serious Fun
J
12/3/09
Michele Hill
ISSUE 87
"I highly recommend
this publication"
L. Larson, USA
We have also included some new,
unpublished stitches for your pleasure.
OF
A complete manual for the beginner
through to the advanced embroiderer.
Michele Hill
| A$12.95 NZ $14.95 (INCL GST)
•
AUD$34.95 (incl. GST)
Issue 62
oliver twist temari
ISBN 978 09577159 8 1
Many of the original stitches were pertinent
www.countrybumpkin.com.au
only to articles in the issue in which they
were published. Where necessary, we have
re-photographed the stitch or have
re-written the instructions.
A~Z
Embroidery
Stitches
inspirations
TM
The A-Z of Embroidery Stitches includes
original and revised information from
Inspirations issues 1 to 13.
ONE OF THE GREAT REFERENCE BOOKS OF ALL TIME
OVER
2.5 MILLION
COPIES OF
THIS SERIES
SOLD!
T H E WO R L D ' S M O ST B E A U T I F U L E M B R O I D E RY B O O K
•
Z of Embroidery Stitches is designed to
e you to try new techniques, explore new
, and above all, to experiment. Whatever
us as an embroiderer, we hope this book
es your enthusiasm, and provides you
enriched knowledge of this timeless art.
A~Z of Embroidery Stitches
e superb step-by-step stitch photographs
mpanied by easy instructions, and learn
g you ever wanted to know about ribbon
wool embroidery, bullions, shadow work,
oss stitch and much, much more.
Cover + Spine AS&E87
Page 1
Issue 62, 2009 chiffon flower
Z of Embroidery Stitches is presented to
he publishers of Inspirations, the world's
utiful and successful embroidery magazine.
2:50 PM
inspirations
inspirations books
Embroidery
has come of age.
4/2/09
6 stunning projects and over 40 individual designs
william morris cover.indd 1
19/03/09 10:19 AM
Products
A-Z Series
The series has been proven time and again in diverse
markets, with continued interest from loyal readers
around the globe.
The A–Z series have been core publications for
CBP for over ten years; covering topics as broad
as knitting, sewing and quilting and as specific as
goldwork, thread painting and bullion embroidery.
The very first in the series, A-Z of Embroidery Stitches
was published in 1997 and has since been reprinted
nine times, proving the timelessness of its appeal.
Today, there are twenty titles in the A-Z catalogue
with a new publication added annually. Titles have
been translated into over twelve languages and
distributed in more than 115 countries. The series
offers readers everything they ever wanted to know
about their favourite handwork technique in a simple
and easy-to-follow format.
“I use my A-Z books often for instructions completing
projects. They are all so clear and informative. I love them
CBP was the first publisher to utilise the step-by-step
instruction method with accompanying photographs.
Paired with spiral binding and an easy to manage trim
size, the books quickly became recognised as the best
in their category.
and will purchase one of each book. I eagerly await new
ones coming out that I can use. Thank you so much for your
efforts in publishing wonderful books. I love them all.”
PENNY LORMAND, CANADA
“The A-Z series of books are just perfect for those of us who
The books appeal to a wide spectrum of readers:
beginners because of simple language and ease of
use, and equally with advanced needleworkers, due
to superior quality and diversity of topics with in
depth coverage.
are beginning in various sewing skills and even for those
who have experience. Fantastic books. I tell anyone to give
them a try. They will be hooked!”
LINDA LARSON, USA
7
771038 244056
i62_outer covers
Inspirations Books
Inspirations Magazine
Inspirations Books titles bring the same superior quality
that CBP is renowned for the world over. Showcasing
the best talents in the needle and handwork
community, this collection seeks to entertain,
challenge and educate, but most of all, to inspire.
Launched in 1993 and published quarterly, this awardwinning magazine is sold in over eighty countries,
and continues to showcase leaders and innovators in
hand embroidery. With a readership of over 185,000,
Inspirations is recognised as the leading publication in
hand embroidery techniques today.
CBP currently boasts over twenty titles in the
Inspirations Books catalogue, with between four and
six new titles published annually. The topics covered
range from manuals such as The Embroiderer’s
Each issue contains ten new projects, the same high
quality photography that can be found in each of
CBP’s range of books, as well as articles and news to
Handbook and Quilting for Embroiderers to the more
specialised William Morris in Appliqué and Designer
Smocking for Tots to Teens. This catalogue also has
a range of single-project books, including the recent
thread painting title, Lovable Bears featuring twelve
designs by Jenny McWhinney.
keep readers up to date on all of the latest news and
collaborations happening in the needlework world.
Internationally recognised artists such as Carolyne
Pearce, Susan O’Connor and Jane Nicholas repeatedly
contribute designs and patterns to the magazine,
making each issue a collector’s item for many readers.
Many of the titles in the Inspirations Books catalogue
have been translated into foreign languages and
distributed around the world. Time and again,
publishers come to CBP first, because they know that
no one else brings the level of passion, dedication and
commitment to quality. An Inspirations Book title is
an instant value-add to any publisher or distributor’s
offerings.
Many of the projects and articles have been translated
and published around the world in languages such as
Russian, Italian, French, Turkish and Japanese.
Readers can also participate in classes on techniques
and projects found within the magazine by attending
CBP’s international embroidery convention, Beating
Around the Bush, or by registering for classes held
on site at the retail store in South Australia.
“I look forward to receiving your new books. I always enjoy
“Your magazine is beautiful. The projects are gorgeous, the
your products. Each item that I have purchased lives up to
photography is wonderful and your stitch instructions are
its advertisement and more. I have been delighted with
the best I’ve seen. I’m looking forward to reading and being
everything that I have ever used from Country Bumpkin.
inspired by all new and back issues I will buy.”
Thank you!”
JENNIFER MULLINS, USA
BERRY BOGLE, USA
“Inspirations IS an inspiration. I know of no other magazine
“Projects from the books have been very gratifying.
which is so beautiful to look at on every page and which
When times are difficult, you can lose yourself in creating
makes me believe I could produce a beautiful piece of
something beautiful. Thanks again.”
needlework. Thank you for such a beautiful magazine and
HILARY DODDS, AUSTRALIA
please keep up the good work.”
“I am busy planning my new projects using the books I
V A L E R I A R AY, U N I T E D K I N G D O M
bought from you. They are so well illustrated and very easy
to follow. Thank you!”
H E AT H E R H U G H E S
8
Australian Smocking & Embroidery
Magazine
Retail and kits
The early success of Country Bumpkin can be largely
attributed to the mail order catalogue, followed by
the first retail store which opened its doors in 1985.
Australian Smocking & Embroidery (AS&E) is a deluxe
niche publication, released quarterly. Launched by CBP
in 1987, AS&E has continued to grow in readership
and circulation, with a significant subscription base
in the United States. In each issue, AS&E presents a
balance of topics to cater to beginners, intermediate
and advanced smockers, and offers fashion for babies,
toddlers, older children and adults.
Today, CBP has brought that side of the business well
into the 21st century with its state-of-the art online
store, fully staffed kits department and a retail outlet
which also includes a library, teaching room facilities
and project gallery.
Each issue of Inspirations and Australian Smocking &
Embroidery gives readers the opportunity to purchase
ready-to-ship kits of each project in the magazine.
Readers may purchase on the CBP website, by calling
the customer service centre or sending an order in
the mail.
Each issue contains full size pattern sheets,
step-by-step colour photographs and instructions,
and “ready to smock” kits, which can be ordered by
mail or online.
AS&E has served as an outlet to promote and preserve
traditional hand smocking techniques, and provide a
venue for masters in this field to publish their patterns
and designs. Designers such as Gail Doane and
Julie Graue have gone on to publish feature books in
the Inspirations Books catalogue as well as become
recognised tutors and mentors to students around
the world.
Kits continue to comprise a sizeable percentage of the
business, reaching out to readers around the world,
and providing them with high quality customer service.
“Your smocking kits are wonderful. They are complete and
beautifully packaged. I was ecstatic that the fabric comes
pre-pleated. Thanks again for your kits and beautiful
publications.”
D A W N G R AY, A U S T R A L I A
“I have ordered several of your kits. I love the finished
products and the convenience of the kits. I can grab the
correct issue of AS&E, put a kit in my bag and go, knowing
everything I need is right there. Thank you for offering them!”
JANE FENDER, SWEDEN
“I recently placed my first order for two kits. I was surprised
by how fast they came to California. I had expected it to take
much longer than it did. I was also surprised that ‘everything’
was in the kit down to the cord for piping and the needles.
You are terrific! Thank you again.”
“Country Bumpkin is the BEST smocking resource for patterns
LISA ROBERTS, USA
and supplies that I have found. I am a long-time subscriber
to AS&E, and they offer so many choices for projects that I
Beating Around the Bush – International
Embroidery Convention
could never in a lifetime get them all done!”
MARY K. GARDNER, USA
First held sixteen years ago in 1993, this event
continues to be the longest running of its kind in
Australasia to focus exclusively on hand embroidery
and smocking techniques. Students and tutors travel
from around the globe to attend, convening in South
Australia to partake of the week’s events. Attendance
numbers have steadily climbed, with more than 6,000
attending “Mini Market Day” at the last convention
and over 340 students and twenty-eight tutors
registered to attend in October 2009.
“Inspirations and AS&E are the best I have ever had.
Everything about them shouts quality, from the paper used,
to the photography and articles. Thank you. I only wish they
were published more frequently!”
JOAN CLARK, UNITED KINGDOM
“AS&E is definitely the best smocking magazine. I wait
impatiently for each new issue. The patterns are all so very
neat and the details are awesome.”
S A L LY S C H A B L E
9
Quality Standards
“The World’s Most Beautiful” is an ideal
that goes into every product, every action
and every concept that CBP develops.
The management team strives to instill
beauty, creativity and inspiration in not
only the direction of the company, but in
how clients and customers are treated,
how CBP communicates to the rest of the
needlework community, and the attitudes
with which their distributors and overseas
publishing partners are met.
Printing
Managing Director, Helen Davies, personally oversees
much of the printing process, with regular press
and quality checks on location in China. The longstanding relationship between CBP and their printers
allows CBP to have optimal access to the best quality
equipment and services to print and bind each book
to the highest possible standard.
Distribution and Licensing
Country Bumpkin Publications has an international
presence each year at a variety of book fairs,
including: Book Expo America, Frankfurt Book Fair
and Tokyo Book Fair. Licensing and Development
director, Lauren Gilbert, personally attends each of
these events to meet with and maintain valuable
relationships with current publishers and distributors,
as well as to source potential new clients and the best
distribution channels for CBP’s products.
CBP currently has distribution partners on five
continents, with some relationships spanning over
fifteen years. Staff members make a point to visit
local and overseas distribution centres, to maintain
these positive relationships, as well as conduct quality
checks. CBP is actively broadening its distribution
scope in both English and non-English speaking
countries and estimates a continued growth in export
sales through 2012.
Over 50% of the publications in CBP’s book portfolio
have been successfully licensed in overseas markets,
making the catalogue one of the most widely
translated in craft titles today.
Editing
Country Bumpkin Publications have a reputation for
quality like no other craft publisher in today’s market.
In a recent opinion poll of UK and US customers, an
overwhelming 78% responded that quality is what
they like best about CBP’s publications.
Each book title that CBP produces is overseen by
Publications Manager, Anna Scott, and supporting
staff that are not only committed to producing to the
highest standard, but who are also needleworkers
themselves. Instructions for projects are written,
including stitches, thread colour and type, and
measurements for fabric. Projects are proofed with a
pattern maker who also establishes measurements,
draws designs and creates the pattern(s).
The project is then proofed a second time before
going to layout, and a copy is sent to the designer
to verify that it is correct, or to advise of any errors.
An “order of work” is also written by staff, who
go through the steps needed to create the projects
themselves, in order to create the simplest and best
quality instructions for a reader to follow.
10
Sales and Promotions
Country Bumpkin Publications continues to maintain
a high standard of public interface by participation
in local and international craft fairs, as well as
through regular book and magazine launches.
The books, magazines and kits are taken to craft
shows throughout Australia by CBP staff, providing
customers an opportunity for direct communication
with staff and designers. This process also ensures
that staff are able to gain customer feedback “on the
ground” and continue to incorporate their demands
into the product range. Helen Davies also attends
large international events such as the Houston Quilt
Show to study trends and promote the CBP brand.
Launches are open to the public, and are regularly
attended by readers. Launches include guest speakers
from the publications, as well as from managing
members of staff or other special guests invited
to contribute. Marketing Manager, Emily Menzel,
is present at each launch, speaking to customers
directly and ensuring that the best possible service to
customers is always made a priority.
Positioning
Country Bumpkin Publications seeks
to further promote and uphold its
trademark statement as “The World’s
Most Beautiful” in all that it does.
The current brand positioning has focused on
quality and accessibility. CBP seeks to elevate its
brand awareness in export markets as premium
niche publications, distributing the books through
traditional craft channels, but also through more
specialised channels, such as gift, boutique and
book stores.
CBP continues to focus primarily on its proven market
of baby boomers from all ranges of the spectrum, as
well as incorporate a smaller percentage of younger
readers who will one day become core buyers.
11
Promotions Schedule 2009 - 2010
2
0
0
9
2
0
1
0
January
• William Morris In Appliqué book launch
• Inspirations #61 Launch
• Embroidered Flowers for Elizabeth
book launch
• Inspirations #65 launch
February
• AS&E #86 launch
• A-Z of Heirloom Sewing book launch
• AS&E #90 launch
April
• Cute As A Button book launch
• Inspirations #62 launch
• Inspirations #66 launch
May
• Book Expo America
• AS&E #87 launch
• Book Expo America
• Paper Dolls Quilt book launch
• AS&E #91 launch
June
• Lovable Bears book launch
• Craft And Quilt Fair - Sydney
• Craft And Quilt Fair - Sydney
July
• Inspirations #63 launch
• Craft And Quilt Fair - Melbourne
• Embroiderer’s Companion book launch
• Inspirations #67 launch
• Craft And Quilt Fair - Melbourne
• AS&E #88 launch
• AS&E Nightwear book release
• AS&E #92 launch
• Craft And Quilt Fair - Brisbane
March
August
September
October
November
• Frankfurt Book Fair • Beating Around
the Bush Convention • More Beautiful
Embroidered Blankets book launch
• Inspirations #64 launch
• Frankfurt Book Fair
• Houston Quilt Show paired with
book launch
• AS&E #89 launch
AS&E #93 launch
December
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• Inspirations #68 launch
Contacts
Country Bumpkin Publications
315 Unley Road
Malvern, SA 5041
t) +61 8 8372 7616
f) +61 8 8372 7622
www.countrybumpkin.com.au
Helen Davies - CEO
helen@countrybumpkin.com.au
Lauren Gilbert - Licensing and Development
lauren@countrybumpkin.com.au
Anna Scott - Publishing
anna@countrybumpkin.com.au
Pam Pinkard - Finance
pam@countrybumpkin.com.au
Emily Menzel - Marketing
emily@countrybumpkin.com.au
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