I am sitting here writing up new products for the July/August issue (CHA Summer Show) and I'm thinking... I thought I had more than this. This isn't the first show that two months out I am sifting through new products and thinking, there should be at least three times as many products here.

Three scenarios spring to mind. 1. People are forgetting to send me new product info (no formal press releases required- just send details and a high res photo) 2. People aren't introducing any new products at CHA summer (highly improbable) or 3. Products are "on the water" or details on features or packaging are yet to be finalized (likely).

I am seeing more prototype packages and products printed on an inkjet than ever before. The ripple effects of the  closer-to-the-show introduction is that Marketing folks end up behind the eight-ball and expected delivery? Way down the road.

As an industry I think we are going to have to manage our consumer's expectations (demands?) for new product. This condensed production process doesn't work for anyone. Manufacturers' staffs are becoming leaner and leaner, leaving fewer people to execute new products. Plus how does a manufacturer evaluate the success of a new product? Is a product a dog if it doesn't take off within the week? I think not. Some great products need a little nudge, especially the ones that have to be demonstrated.

The challenge facing our industry today- especially within the paper crafts category: how do we manage our customer's voracious appetite for new product? It's alot easier for a paper or fabric company to respond to seasonal trends but what about the tool companies?

 And what about that new product- is it being stockpiled and collected or is it being consumed? A two-part solution is needed- one that will rachet down the velocity with which new products NEED to be introduced and two, identify ways to get consumers to actually consume the products the craft industry sells so that they feel free (read without guilt) to buy more. Suggestions? Send them on to me Beth.Mauro@fwpubs.com--Beth