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Forced Anticipation As a Marketing Tactic

Text on Ravelry announcing that a pattern is available for sale now but will only be sent in October

 

Oh, this sort of thing drives me nuts.

Listen, I get it. I work for a publisher. I understand publishing schedules, and I know how nice it is to build anticipation for a product.

But when a designer releases digital goods for pre-order three months before launch, complete with styled photos, there’s something wrong. They’re frustrating their fans, not just building anticipation.

Anticipation is when Jared Flood releases a photo of a tiny detail from one knit in his upcoming collection, one week before the launch. Anticipation is when people start asking around on Ravelry for the launch date of the latest Twist Collective.

Digital publishing is still new. We’re still figuring out the rules, especially in the crafting space, where some companies still rely on the digital illiteracy of their longtime fans to make a profit (I’m looking at you, Rowan).  I know I sound angry, and I am — crafting is a big part of my life, but digital publishing is an even bigger part, and it frustrates me to see it used to such bad effect.

Love the patterns, but this is leaving a bad taste in my mouth.