The American Society of Interior Designers (ASID) publishes a quarterly magazine, ASID ICON. As the largest and leading organization for the interior design profession, ASID needed ASID ICON to portray their stylish and professional image. From 1999 to 2001, a nationally known business-to-business trade publisher partnered with ASID to publish the magazine. The publisher utilized two sales representatives to sell advertising and averaged only 14 pages of advertising per issue.
Naylor partnered with ASID in 2002 to publish ASID ICON. Naylor saw various opportunities in partnering with ASID. First, that the previous publisher was only utilizing the two sales representatives to sell advertising. With the size of the booming interior design market, the large number of associate members, and the many vertical categories within the industry, Naylor knew that more sales executives should be selling advertising for ASID ICON. Naylor assigned 10 sales executives to the project, each personally contacting and following up with all the industry advertisers and industry partner members. In addition to identifying areas for improvement within the association’s print publication, Naylor saw an additional opportunity in online offerings. In 2006 ASID and Naylor agreed to partner in their first online project together - advertising sales on the association’s existing website.
By assigning 10 sales executives to focus on ASID's magazine, Naylor was able to grow ASID ICON to new heights. ASID ICON is currently averaging 40 ad pages per issue and has seen a 186% increase in ad pages from 2001 to 2005. In addition, ASID ICON advertising has been so successful that ASID has decided to add two additional issues in 2007 to become a bimonthly magazine, allowing for more exposure and more advertisers.
The online component of this project has also become one of Naylor’s biggest online success stories to date. By partnering with Naylor, ASID was able to take advantage of Naylor’s integrated sales pitch - one that took advantage of multiple avenues for sales for ASID - and one that continues to expand into new areas each day.
"Our relationship with Naylor has grown into
a true partnership in which we work together to further our mutual
goals. As a result, our magazine keeps getting better every year.
Thanks to Naylor, we have not only increased the amount of advertising
in ASID ICON, but we are actually realizing revenue from the magazine
for the first time. At the same time, Naylor has provided us with
the support to produce the quality magazine that our readers expect
and that our advertisers want to be part of."
- Michael Berens, Director - Communications & Knowledge
Resources, ASID
