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Page 70 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Let's say your target market is families and

your profession is the law. First, what do families

want today? A review of the Reader's

Guide to Periodical Literature reveals 46 articles in the last 5 years. Some of these include:

• "Parenthood: A Special Report on Families

Today" Ladies Home Journal, June 1990

• "The Future of the Family

(Results of a Survey)," Parents, January 1990

• "This Is What You Thought: 93% Say Strong

Family Ties Bring Happiness,"

Glamour, February 1989

• "Children of the Future

(Attitudes of Baby Boomers), Rolling Stone,

May 5, 1988

Next comes a review of books written on the

subject. You need to go to 2 places: a university

library and a well-stocked bookstore. On the

subject of family, for instance, a University of

California library lists 1,108 books with the

word "family" in the title. Most are at least 5

years old. For newer material, a trip to the

bookstore is in order.

The 3rd thing to

continually research

is the law

and how it impacts

families. We live in

a rapidly changing

world. New legislation,

court decisions,

and government policy can have

profound effects. You need to be a consumer

educator on what families need to know about

the law. Your industry's trade journals have

everything you need.

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