BREAKING NEWS!
2015 TUCSON EZ-GUIDE EXPANDING TO TWO EDITIONS!
Shortly after Xpo Press began publishing the first Tucson EZ-Guide in 2004 we made a commitment to our advertisers and readers to never become like the incumbent show guide that had been distributed in Tucson for years — too big and bulky for ads to be seen and for show-goers to use while they're at the show. (This is why it's called the "EZ" Guide, short for "Easy" to use, read, and see the ads — as a good show guide should be.)
We promised to never exceed 200 pages and we promised that the number of ad pages in our Guide would never exceed the number of pages with editorial content about the shows (so, never more than 100 pages of ads). Our first EZ-Guide in Tucson was just over 100 pages total, and, honestly, it was hard to imagine back then that we would ever grow to a 200-page book! But in 2013, the 10th edition of the Tucson EZ-Guide went over 200 pages, and so did the 11th edition in 2014. We had grown rapidly, yet we had to keep our commitment. Problem was — albeit a good problem — new advertisers were calling us weekly desiring to get in to Tucson's best, most engaging, easiest to read show guide, which was also the most affordable to advertise in. To keep our Guide under 200 pages we had three choices: 1) Turn away new advertisers, 2) Raise our ad rates so only a limited number of advertisers could get in (and probably lose many of our longstanding advertisers), or 3) Take advantage of the natural distinction between the types of shows, dealers and buyers who do business in Tucson and customize two separate show guides to meet these diverse cultures' distinct needs. This distinction has always been palpable in Tucson: For the most part, buyers and sellers of minerals and fossils do business at the shows that feature minerals and fossils; buyers and sellers of jewelry and beads do business at the jewelry and bead shows. Xpo Press is launching a long overdue show guide concept that will make the the annual Tucson Gem & Mineral Showcase experience much EZ-er for everyone!
The two Tucson EZ-Guide editions both have a 25,000 circulation (for a combined 50,000 circulation) and are distributed side-by-side on custom-made, two-column racks at all the Tucson shows, at the Tucson International Airport, on the shuttle routes, and at select local businesses.
The "Black Book" (Rock, Mineral & Fossil Buyers Edition)
The Black Book publishes detailed show information
for 23 Tucson gem shows where the products sold by
their vendors are over 50% mineral, fossil, rock, rough,
and/or gemstone related. However, every Tucson show
vendor will be published in both books with their show
locations published.
These are the shows covered in the "Black Book":
The "White Book" (Gem, Jewelry & Bead Buyers Edition)
The White Book publishes detailed show information for 17 Tucson gem shows where the products sold by their vendors are over 75% gem, jewelry, bead, findings, and/or gemstone related. However, every Tucson show vendor will be published in both books with their show locations published.
• African Art Village
• AGTA GemFair™
• American Indian Arts Expo
• Best Bead Show
• G&LW Show / Gem Mall
• G&LW Show / Holidome
• GBM Show
• GJX Gem Show
|
• JCK Tucson
• JOGS Gem & Jewelry Show
• JG&M Expo / Michigan Street
• JG&M Expo / Simpson Street
• The Gem & Jewelry Show on Grant
• To Bead True Blue
• Tucson Bead Show
• Tucson Glass Art & Bead Show
|
Two editions make sense for show-goers and buyers
Now, the two distinct Tucson Show cultures — mineral and fossil folks, and jewelry and bead types — can pick up a specialized gem-show guide and find only their type of shows and only the types of dealers they want to do business with. Before now, jewelry or bead buyers who used a show guide had to leaf through dozens (even hundreds) of pages of information and ads that had nothing to do with the products they came to Tucson to buy. Same with mineral or fossil buyers. Both cultures now have a guide where they can quickly locate the shows and vendors that they specifically want to deal with.
Two editions make sense for advertisers
Each book will have fewer pages than the one guide that Xpo Press published in recent years (the two editions will be about 130 pages each rather than the 200+ page book from years past). So advertisers' ads will be easier seen, and the ad rates are less expensive per book. So, for example, if a mineral advertiser only wants to be in the Black Book, they will pay less for their ad that will reach primarily mineral show buyers and attendees; rather than pay more for an ad in a guide that will be picked up by as many jewelry and bead buyers as mineral buyers. Conversely, jewelry and bead advertisers can choose to be in only the White Book, and for a lower cost, so their ad reaches primarily jewelry or bead buyers.
