Spa Magazine Copies Spa Finder - Again
I am slightly annoyed. Ok, maybe irritated is a better word. Here’s the deal.
Spa Magazine recently announced that they would be giving out annual awards for readers’ favorite spas. When I looked further into their new awards program it appears to me a very close replica of the Readers’ Choice Awards program which Spa Finder introduced five years ago. The categories, the date of announcement, the verbiage…it looks so close that I can only imagine the confusion it will create in the marketplace. Perhaps that is the point. This comes on the heels of several other changes they have made recently – including announcing a stand alone annual directory – which closely mimics our business model. While I guess we should be flattered that they find our direction to be worth copying, I can’t help but think that there are better ways to compete.
Our industry has a variety of magazines, websites, gift card programs, trade shows, etc. in which we all compete with each other. For the most part I feel as if we are quite respectful of each other and work together toward the common good. For example, I applaud Mary Bemis, who just launched a new magazine called Organic Spa. It is a fresh new concept, creative, well done, beautifully photographed, well written – and highlights an important new angle in our industry. Healing Lifestyles & Spas Magazine has also developed a personality of their own with an emphasis on spas which are retreats, escapes and healing centers for the body and soul. They even invited me as a participant to their recent wellness event pre-ISPA last year and couldn't have been nicer when I attended. Mary Blackman from Spa Addicts has put together a fun website and targets a bit of a younger demographic which helps grow our industry. The Spa Week girls have been successful with their unique program which has also broadened spa participation while emphasizing the idea of “spas for all” – not just the wealthy. An excellent message.
I realize that all of us borrow ideas from others…in fact there are very few totally unique ideas. However there just seems to be a fine line between creating something new with pieces from here and there and simply duplicating someone else’s work almost exactly.
Well….now that I have had my say, I will get back to work. After all we have some exciting new projects in the works!
Spa Magazine recently announced that they would be giving out annual awards for readers’ favorite spas. When I looked further into their new awards program it appears to me a very close replica of the Readers’ Choice Awards program which Spa Finder introduced five years ago. The categories, the date of announcement, the verbiage…it looks so close that I can only imagine the confusion it will create in the marketplace. Perhaps that is the point. This comes on the heels of several other changes they have made recently – including announcing a stand alone annual directory – which closely mimics our business model. While I guess we should be flattered that they find our direction to be worth copying, I can’t help but think that there are better ways to compete.
Our industry has a variety of magazines, websites, gift card programs, trade shows, etc. in which we all compete with each other. For the most part I feel as if we are quite respectful of each other and work together toward the common good. For example, I applaud Mary Bemis, who just launched a new magazine called Organic Spa. It is a fresh new concept, creative, well done, beautifully photographed, well written – and highlights an important new angle in our industry. Healing Lifestyles & Spas Magazine has also developed a personality of their own with an emphasis on spas which are retreats, escapes and healing centers for the body and soul. They even invited me as a participant to their recent wellness event pre-ISPA last year and couldn't have been nicer when I attended. Mary Blackman from Spa Addicts has put together a fun website and targets a bit of a younger demographic which helps grow our industry. The Spa Week girls have been successful with their unique program which has also broadened spa participation while emphasizing the idea of “spas for all” – not just the wealthy. An excellent message.
I realize that all of us borrow ideas from others…in fact there are very few totally unique ideas. However there just seems to be a fine line between creating something new with pieces from here and there and simply duplicating someone else’s work almost exactly.
Well….now that I have had my say, I will get back to work. After all we have some exciting new projects in the works!
Labels: competition, Healing Lifestyles and Spas Magazine, Luxury Spa Finder, Mary Bemis, Mary Blackman, Organic Spa Magainze, Spa Addicts, Spa Magazine
posted by Susie at Sunday, May 06, 2007
10 Comments:
I can't help but agree. THe first time I saw this, I thought these same things...and I'm not from Spa Finder.
Susie,
It is a shame that people need to copy instead of creating their own although it could be taken as a compliment is usually leaves one frustrated or annoyed. I have had the pleasure of meeting you personally and what I know is that you will take this negative experience and convert it into something posative that will led you to a new level of creativity and sucess. They will always remain the copy and you will always be one step ahead. May the muses be with you.
Great explanation... you are absolutely right there is often nothing new... But just taking action.
Regards,
John
www.spamarketing.ca
I've been a Spa Magazine subscriber for years and I'm sure they have had a special world guide to spas issue for many years.
Are you sure about this being new for them? If it isn't, you may want to change your blog post.
I would be happy to change my blog post if it was inaccurate. However, I do have the entire historical archive of SpaFinder directories and guides here in my office. The first one came out in 1987-1988.
I do not know exactly when Spa Magazine's first directory came out, however I do know they celebrated their 10th anniversary in 2006 so it couldn't have been before 1996.
Susie,
When I first read your blog post I felt perplexed. Isn't imitation the highest form of flattery? There is a tone of ownership and entitlement to your post. No one owns the trillion-dollar spa industry! So what if you were first? Last time I checked this was America. And remember, good product rises to the surface, so what's the problem?
Then I began thinking that there are no new ideas. So, though when I read that Spa Finder had created the Global Summit, it occurred to me that it's just an imitation of summits that are already happening globally. Spa Finder can *call* it totally different but it's really not. The only difference is that your event doesn't allow journalists, which I find interesting, considering its creators are in the publishing industry. I see a close-door policy
that I'm a bit uncomfortable with. How can you spot and discuss trends without the a conduit to the consumer?
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Thanks for sharing your viewpoint. I agree with some of what you say and have a different point of view on some of the specifics.
The first point regarding imitation versus copying - I already addressed in my initial post including the differences between the two.
Regarding the Global Spa Summit - From the very beginning we
acknowledged that the Global Spa Summit is modeled after the World
Economic Forum. (check out the website www.weforum.org) This is an international event which brings together thought leaders from all over the globe to solve world problems. Peter spoke several times at the World Economic Forum and I was fortunate enough to be able to attend with him. It an extremely successful format and one we felt would lend itself to high level discussions between leaders in the spa arena. We did not of course set out to duplicate the World Economic Forum itself.
Regarding the point on journalists at the Global Spa Summit - We are
actually taking another look at that. Although we did have some select journalists present at the keynote sessions, the break out sessions were closed. This is often the norm when you are dealing with executives from large companies - especially public
companies. You could not have a candid exchange of ideas if there is the possibility that words would be quoted the next day. That being said, we are looking at opening up additional general sessions to journalists next year and hopefully striking a better balance.
Thanks for your comments. Although we aren't on the same page on everything, it seems like we are both passionate about the spa industry and that's a place where we have a good connection.
Susie
One last note. The spa industry is far from a trillion-dollar
industry. In fact according to ISPA, in the U.S. it is currently a 9.4 million dollar industry.
Susie,
I'm glad to hear you're rethinking inviting the press to the Global Spa Summit. I look forward to hearing those updates.
Also, just wanted to mention that when I referred to the spa industry as a trillion dollar industry, I was taking the longer view and growth of medical spas. I think accurate stats are still hard to come by. After all, ISPA acknowledges that they don't break out nail salons, say, that call themselves "spas".
If spa treatments is good for health then what kind of treatment is healthy?
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