The niche title and why it really works…
It is true, design et al is not for everyone: if you need a mass consumer market this is not your publication or group of publications. However, if you want to work at the pinnacle of the design sector with designers and their high-net-worth clients, there is no other title that can reach this market for you so specifically.
The publication has been designed to do this; it sits intentionally outside any other market. As a subscription-based title from day one back in 2006, its aim has always been to target a very specific design base. Subscription titles back in 2006 were 3.8 times as effective as consumer titles in advertising terms, today the comparison would be far greater as consumer publishing plays catch up in a dwindling market.
The International Design Awards, launched in 2010, were the first of their kind and were only possible due to the title’s strong subscription base. The unique voting system created by design et al, is really something that only this title could do, due to its readership base.
However, this is where the market proves itself and excels. The interaction and engagement between global industry professionals and their clients is something, no other event has ever achieved or even attempted.
The Application/ Invitation Policy…
The Application/ Invitation Policy…
The title has always had an application/ invitation only policy, quite simply because consistent research has told us that readers want to see adverts from companies whose work is featured in projects. Over the years, we have taken this a step further: we learned from talking to suppliers that they want designers to talk about their work when they have used their collections. They were tired of seeing their pieces consistently in design features with no credit or reference. We aim to bring the two things together, so we ask designers for endorsements, never a list of the companies they have worked with in a project – just endorsements. On average we receive 2 endorsements per project: if you are endorsed, it is a real recommendation.
We only contact you if you have been endorsed and we are due to feature the project in which your work/ collection has been used. We do this to ensure your advert works for the reader and for you as a company. This simple strategy is highly effective.
“At design et al, we bring the world’s leading architects and designers directly to you.”At design et al, we bring the world’s leading architects and designers directly to you.”