Universal Media Co’s SpecifierSource database has achieved over 23,000 since its launch six months ago. Publisher Janice Williams explains how.
Launched in May 2019, SpecifierSource publishes information for architects, product managers, specifiers and designers of mixed-use residential projects. Umco describes it as a “visual reference network”.
Information is published via its website, three e-newsletters (inbox media) and on social media. SpecifierSource also publishes a newsfeed that covers residential projects from around the world and the latest news from building and construction.
Williams explained that SpecifierSource presenting products and services to the designer community in the format they are most likely to engage with, while providing clients marketing their products an opportunity to capture leads by “report[ing] back on who is interested”.
“We serve out an information unit called the CleverSpec which is essentially a flip-card-style image with caption, designed to create awareness of ideas and products in the market,” said Williams.
Williams said that the success of the database has risen largely from listening to the needs of its intended audience.
“We spoke to a community of crazy-busy design professionals and asked how they wanted to receive their information – the overwhelming majority chose Inbox Media.”
She said that the subscriber milestone “is a good result and testimony to the power of email in B2B communications.”
Universal Media Co publishes 53 niche magazine brands including special interest and B2B titles, 14 of which are in the ‘home and outdoor’ niche.
