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Accounting for the creative - BikeBiz

Accounting for the creative

No uploads until editor gets back from swish - and ruddy expensive retail design forum in London
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Sorry, there will be no news stories for the website for the next day or so. Theres a good reason. The BikeBiz editor is at the Creativity in Retail Forum at the Park Lane Hilton Hotel in London (paying nearly four hundred quid for the privilege)!

This one-day power forum brings together all the movers and shakers in cutting edge retail design and includes case studies on the creation of Niketown and stores around the world which are making money from retail theatre, a concept all retailers will have to adopt if they are not to be swept away by the e-commerce revolution. Various reports on the forum will appear in future print editions of BikeBiz.

Only BikeBiz attends these sort of mind-expanding, future-forecasting, business-boosting seminars. And we dont just mean from the bike trade press, no other trade mags other than retail ones ever turn up at these things.

But for independent retailers in any trade its critical that they get to hear about design trends and find out where retail is going, and so BikeBiz will continue to shell out to attend these sort of events on behalf of IBDs.

With BikeBiz being so focussed on the future growth and success of IBDs it makes you wonder why companies advertise in the other bike trade mags? Inertia? Commercial myopia? Plain stupidity?

Some wont advertise in BikeBiz at all: youre still young, they say, we might advertise with you in two years. Doh! With that kind of attitude we wont be around in two years! But the duff mags will, what a waste!


(BIKE SHOPS: If you want to see BikeBiz drop through your postbox each month, impress on your suppliers that you read BikeBiz cover-to-cover yet throw the other mags in the bin after, at most, five minutes! Keep an eye out for advertisers who keep the duff mags afloat to the detriment of BikeBiz. Point out the error of their ways at every opportunity. Dont be shy, we do it all the time)!

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