The media landscape for today’s designer has changed dramatically over the past decade, even over the past year! On this subject, Julia Noran and Sophie Donelson of Editoratlarge.com recently presented “Design Revolution” at a meeting of the Long Island chapter of the Interior Design Society held at Robert Allen | Beacon Hill showroom in Woodbury. It was such a big hit that we asked Julia to be this week’s guest blogger.

Julia Noran, founder, editoratlarge.com
If you don’t think you’re “techno-savvy,” this post is for you! I’m going to share some basic ways designers can use new technologies to grow their business.

Gone are the days when glossy national or regional print magazines are best or only option for designers to showcase your work. In the new media landscape, it’s important for you to first create a web presence for your brand, and second, publish your work over the internet.
A lot of people throw around the words blog and website and social media, but what does it all mean? A blog is, in short, an online journal. It tends to have one page that can be scrolled down— Habitually Chic is an example. So is All the Best vs. a website, like Shelterpop where it has tabs and menus--navigation.

An online magazine can take a couple different forms but typically uses original photography and stories to create a magazine in a web format. Lonny is the preeminent shelter magazine, and uses a flip-book interface, Lonny magazine averages 500,000 unique visitors after only three issues—which is the same as that of to Elle Décor or Veranda, which claims the same numbers. How did this happen? The word spread quickly to the design community through Facebook, Twitter, and the blogs, that “the new Domino” was launching online, and readers rejoiced.


Nesting Newbies is a new online resource that is a hybrid website magazine with different features and functionality, often including one or more blogs. All of these sites accept submissions from interior designers. Some, like Lonny and Decor Demon, only publish work that they photograph themselves, while many of the blogs will post single or multiple project images and sometimes designer profiles.

Before you're able to reach out to the online community, it's best to establish a web presence for yourself or your firm. This can be as simple as creating a Facebook page. You can see ours above. You don't need to publish your date or birth or pics of your kids--you can use Facebook as a business tool to post project images in albums and then, you can "friend" editors, magazines, and potential clients. Some designers use Facebook as a pseudo blog, by posting interesting finds and inspiring images for their friends. For another example, check out Robert Allen's Facebook page at http://www.facebook.com/pages/Robert-Allen/95399870259.

Another way to promote your firm is through Twitter. While your company website or Facebook page is a great place for images and information to live, Twitter can help you shout it out to a larger audience. When you write a Tweet, it is posted on the homepage/newsfeed to your friends, fans and followers. Twitter sends bite-sized bits of information such as a comment or a link to an article or image. Your followers can also subscribe to receive an RSS of your tweets —which means they get can find them in a bookmark or have them sent via email.
Just remember, the idea of exclusivity still exists in the new media landscape. Part of what this means is that if you have a great story to share, don’t post it on Facebook or your website if you have hopes of getting it published in a reputable publication.

Unfortunately, times are tough for magazines and many are short on staff, which means designers and publicists have to work extra hard to grab their attention. With this in mind I founded a website called The Editor at Large, which makes it easier for designers to reach editors—and vice versa!
Like match.com, Editoratlarge.com allows designers and manufacturers to create a profile page using an online submission form, uploading up to 50 photos with the click of one button. If one of our Editoratlarge.com Contributing Editors approves the project, you pay a one-time fee and the project will go live in the database, and be emailed to your selections from approximately 100 different publications. If a publication is interested in a submission, they will contact you directly via email.

Here’s an example of what an editor sees in the projects database. We’ve had many great successes to date with regional, national, international and online publications, and we’ve been pleased with the level of participation in the community. Editoratlarge.com offers resources such as a daily design newsfeed; a calendar of design events; an interior design job board; and Editor TV—design industry event coverage. If you want to know more, please visit Editoratlarge.com
Hope you’ve found this brief overview helpful. There is great opportunity in the new media landscape --- make it work for you and your business!