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Scrapbooking and Photography Industries Continue Convergence With Co-Located Tradeshows in 2008

It is understood that the Photo Marketing Association International (PMAI), which holds its annual convention and trade show each year in Q1, and MemoryTrends Expo, now in its 8th year, will be co-locating their 2008 shows in Las Vegas from January 31-February 2, 2008, at the Las Vegas Convention Center.

MemoryTrends will hold its previously scheduled 2007 show, as planned, from September 18-20, 2007, at the Sands Expo and Convention Center in Las Vegas. The co-location of the two tradeshows will begin in 2008.

Vienna, Virginia-based Lucidiom quickly commended PMA, the PSRO (Professional Scrapbook Retailers Organization), and CK Media's MemoryTrends Expo for co-locating its tradeshows in 2008. Lucidiom is the company that launched the Luci scrapbooking and crafting kiosk. It, along with other photo kiosk companies, has been exhibiting at both photo tradeshows and scrapbooking/crafting tradeshows for the past few years as the photo and scrapbook markets have converged.

"We participate in PMA, PSRO, and MemoryTrends and always are looking for new avenues to have our photo retailers and craft retailers learn from each other," said Lucidiom VP of Scrapbook and Craft Business Development Kesley Anderson. "This co-location shows that PMA is truly embracing the scrapbook world and making a real dedication to its development."

"We see this co-location as a unique opportunity to have photo retailers truly understand the scrapbook market and learn about the profit potential that exists when consumer creativity is mixed with photo technology. And, scrapbook retailers can grow beyond crafting, round out their business knowledge, and gather insights from the best practices in retailing," added Anderson.

A spokesman for PMAI offered no comment at this time and repeated calls to CK Media's MemoryTrends executives were not returned.

According to Dennis Conforto's article "The Power of Market Synergy!" published in's weekly newsletter of June 13, 2007, "Both PMA and Memory Trends shows will be in the same building at the same time with separate entrances and separate halls, but from which any retailer from any industry will have access to. Both exhibit areas will be joined together in the middle where the PMA SMART Store will be located. And the educational tracts that PMA is famous for will be integrated into the Memory Trends educational programs." The SMART Store first debuted at the Craft and Hobby Association (CHA) show two years ago.

According to a recent press release from PMA, the Photo Marketing Association purchased the Carlsbad, California-based SMART Group's membership and education for an undisclosed amount. The SMART Group is The Scrapbooking Manufacturer and Retailer Trade Group, an industry group supporting the scrapbooking industry. The scrapbooking industry is currently estimated to bring in $2.5+ billion dollars yearly. According to The SMART Group, that number could grow to upwards of $40 billion dollars.

According to Dennis Conforto, CEO and president of A-Z Media Group, the owners of The SMART Group, "Our goal was to provide low-cost educational services to our members and help them not just survive but thrive. We believe this transaction is in the best interest of the members and scrapbook industry as a whole. It was never the intention of The SMART Group to be the educational arm for the industry for the long term. It was to kick-start the process and find a safe home where the guiding principles of the group could grow even faster. With PMA, this will occur."

"We have been impressed with PMA and their commitment to grow and expand everything related to the photo industry, including scrapbooking," he said. "PMA's worldwide network will help the scrapbook manufacturers grow, their educational programs will help retailers be more profitable, and their natural synergies will help greatly expand the scrapbooking message not only within the markets we are in today, but into new emerging marketplaces."

"We believe that the scrapbooking industry will be best served within the PMA organization," said Ted Fox, executive director of PMA. "We have the talent and resources to add value to every business within the scrapbooking community. Our goal is clearly to grow every business that is tied to the photo community. We know that with scrapbooking, it starts with the photo, moves to the story, and ends up as a creative expression of events, times, and/or places that are important to the lives of scrapbooking and photo consumers."

According to the press release, PMA will be working with the A-Z Media Group to create a "Scrapbooking Photo" newspaper section in major newspapers within North America for retail members of PMA. PMA management sees it as a perfect synergy to grow the marketplace. Photo retailers need more pictures printed, and scrapbook retailers are one way to help make that happen.

Look to the July issue of PTN for an expanded article on this subject.