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Editorial on the infamous "Martin Girls"

5980 Views 57 Replies 38 Participants Last post by  jmac_or
Thought you guys and gals might enjoy someone else's perspective on the Martin Ads of late.

It's been much debated here...... and sides have been drawn in the past over the Martin Ads.

This is in the Feb. Issue of Bowhunting World magazine. Page 6. From the editor Mike Stradlund


The inquiries I get from readers typically deal with one among three basic issues, and my answers are pretty pat.
"What's the best bow?" ("Sorry, there is no such thing.")
"Where's my magazine?" ("Sorry, let me connect you to circulation.")
"I've got a problem with something in your last issue." ("Sorry.")

In the last year I've been answering a new question more than all others put together. I've honestly gotten more feedback from this than any topic in my 14 years with this magazine.

"Why do you run those ads with disgusting pictures of naked women?"

Yes, some actually put it to me that way and my response is, "I may agree with you to a point but, sorry, I think they have a right to run those ads."

I'm referring of course to the Martin Archery Ad campaign that seems to have captured everyone's attention in one way or another. To me, the young ladies who form the central theme seem wholesome, happy and healthy enough; they certainly seem to be getting all their vitamins and maybe supplements in some cases. To me they seem just typical American females normal but for their particular penchant for Martin bows.

Sure, it's an unusual advertising approach in a bowhunting magazine, and that's where I agree with the complainants. I was personally more impressed with some of Martin's ads in their recent past. I would like to think that Martin could sell more bows with those ads about patriarch Gail Martin's history and family bent, or those hailing the achievements of of their bows in the field or on the target range in the hands of Martin's own awesome bowman George Ryals.

The thing is, they can't.

"We've been in business 50 years and people were thinking of us as an older, conservative company," said president Terry Martin. "We got this idea of a way to show we are young and aggressive, and boom , that took care of it. Our bow sales are up about 25% since we changed our ads."

Most people realize that in the business that's the bottom line. Others think it's not worth the cost they perceive.

"You don't know what it's like to have your own children see those ads...."

"Sorry, I do." My son Brad, at 15, naturally turns that page a little slower than most. My daughter Sara, 10, instinctively scans for fashion tips and thinks it's cool to see a girl shooting a bow for a change. I can't get too concerned, knowing they have been exposed to much more dubious things searching for Sponge Bob Square Pants on satellite TV, and on every trip to the mall.

We find the ads comparatively innocent, though Brad would rather see pictures of really big elk, he says. More generally, we try to minimize taking such things too seriously and maximize our tolerance of other people's ways of doing things and opinions. To that end, we will always welcome yours.

Terry Marin's own stepdaughter Kate is a favorite subject in Martin's recent ad campaign. Kate's mom Donna took the photo.

I found this to be a very interesting perspective from someone in the publishing industry. I thought the article was well written and covers the topic very well.

It proves that whether we as archers agree with the ad campaign or not, it has indeed brought success to Martin.

Personally, I think the latest pics posted by GRIV were in good taste and if that 15 year old would rather look at big elk....... well, I'd have a few questions...... :D

Interesting perspective..... :)
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I like to view myself as largely unaffected by advertising. On that bases it is very hard to imagine that a 25% increase in sales is the result of this particular advertising campaign. I would have to say that Martin has been hard at work developing a very successful line of products. And this fact has been recognized by an ever increasing group of archers. In fact, if I were in the market to buy a new bow right now I would be giving serious consideration to the martin line-up, and it is not because they have pretty girls in their ads.

That said, I certainly hope that Martin doesn't get rid of these ads because I think it is very refreshing to find them in archery and bowhunting periodicals. and since they are crediting such a large portion of their sales to this campaign, maybe, just maybe we'll be seeing more of this from some other archery manufacturers :)
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