Back IN OTHER SECTIONS of this advertiser’s planning guide, we’ve presented reams of evidence to support our claim that Instore is, by far, the favorite magazine of American jewelers today. In this section, we want to tell you why. The answer is pretty simple, actually. And it’s because our magazine has been built from the ground up to provide jewelers with information they need. That means practical, real-world data that will directly help American jewelry store owners sell more, save more, manage better, or even just sleep easier at night. If a story doesn’t do one of these things, then it doesn’t go into Instore. Period. That means no boring coverage of seminars and awards dinners. (Who cares?) No tedious summaries of corporate mergers and quarterly earnings reports. (Snore.) We simply don’t have the space — and we know our readers don’t have the time. Think about it. In your own business, what kind of information do you most value? Our guess is that it’s direct, actionable advice that will help you get more of your products into more of your customers’ hands. (Did we guess right?) Well, that’s exactly what Instore gives its readers. In each issue, we give them more coverage than anywhere else of the big, mission-critical issues that concern them — store management, sales training, advertising promotions, crunching the numbers — not to mention the finer details that help make great (and profitable) jewelry stores. In doing this, we expanded the definition of what kinds of stories a trade magazine can cover. Instead of viewing jewelry retail merely as a business, we see it as a way of life — one that every one of our readers has chosen. And Instore’s role is to pack our pages with the best advice and most useful knowledge we can find for living that life. Which means that, for the very first time, there’s a magazine that focuses on the things that really happen in American jewelry stores. Want to know how to motivate a shy salesperson to ask for the sale? Read Instore. Want to know how to keep a staff member’s family happy when they’re working tons of holiday overtime? Instore will tell you. Want to know what coffee to serve your customers? Only Instore’s got the answer. Still, none of these philosophies would matter a bit if American retailers didn’t read our magazine. And that’s where what is perhaps the most revolutionary aspect of Instore comes into play — the fact that we’ve created a serious business magazine that’s actually fun to read. We write short. To the point. And we’re not afraid to crack a joke when we think the going might be getting a little slow. (Is there an 11th Commandment that says that all trade publications have to be boring? If so, we must have missed it.) Was our approach unconventional? Definitely. Instore is like no other magazine on the market today. And you know what? We’re proud of it. As we begin our fifth year of publication, Instore has grown from a mere brainstorm to an industry phenomenon — voted for the third consecutive year by jewelry retailers across America as the most-read, most-useful, most-influential, and the most-eagerly-waited-for-at-the-mailbox publication around. And that’s no secret. INSTORE'S EDITORIAL LINE-UP IS FULL OF STARS!   COOL STORES One of Instore's most popular features — each month, we visit one of America's most innovative jewelry stores and tell their story.   BEST OF THE BEST Instore highlights "best practices" from retailers around the country.   CALENDAR A big reader favorite, Instore's monthly "Calendar" gives retailers an outline of monthly activities that will boost their businesses. Now with our "Manager's To-Do-List"— a new, valuable tool for planning.   THE REAL DEAL Every month, Instore takes a real-life problem a retailer is facing and presents it to our readers for their real-world solutions. A must-read!   IN-DEPTH LEAD STORIES Instore pushes the envelope each month with its feature lead story. Tips, profiles, and deep-reaching analysis that help store improve.   BENCHMARKS This popular new column focuses on a promotional category each month and provides retailers with "best of the best" examples to inspire them.   IN THE END Our back-page humor column. Who said business mags weren't funny?   EXPERT COLUMNISTS Sales, inventory management, promotional guidance, motivating employees — Instore's expert columnists cover all the bases each month.   TIP SHEET Pure knowledge in its most condensed form. Each month, we provide readers with ten concrete, easily-implemented tips to improve business.   STYLE COVERAGE Instore's ever-expanding style section gets to the core of why consumers buy — with star coverage, excerpts from fashion magazines, and buying advice from fashion-concious retailers and industry experts.

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