In December 2015, writer Chava Gourarie reported in a Columbia Journalism Review article that 204 print magazines launched that year, along with a rash of digital brands, such as Politico, that spawned print editions.

"People want to be part of a tribe, and magazines with tailored content for an ardent readership reinforce a strong sense of community," she writes.

Tribe. Ardent. Community. All three are critical concepts for associations, and the International Interior Design Association's Perspective magazine, a 2016 ASAE Gold Circle Award winner in the Print Magazine category, brings them to life in each of its semiannual issues.

IIDA's Gold Circle Award entry describes the journal like this: "The goal of each issue is to expose readers to a diverse set of theories of, methods for, and approaches to the practice of design, to show how design deliverables and outcomes can be affected by these ideas, and to view current events, politics, and social movements through the lens of design."

We think of the magazine as an extension of the association, representing members but also broadening horizons.—Carrie Neill, International Interior Design Association

Perspective mails to 12,000 domestic IIDA members and is distributed to an additional 8,000 people at domestic and international events. The digital edition typically receives more than 10,000 pageviews per issue, and key articles are shared to more than 270,000 social media followers.

"We think of the magazine as an extension of the association, representing members but also broadening horizons," says Editor-in-Chief Carrie Neill. "I think [print] is very much alive. People are still very interested in the tactile object. Designers, especially, like to be able to see and hold and touch something."

Engaging the Association Tribe

While most interior design trade publications spotlight specific projects, Perspective focuses on the business of design.

"This magazine is really invested in design as a business strategy, so we talk to and about the business of design to our members. A lot of magazines talk about what design is. Perspective talks about who designers are and how they practice design," says IIDA CEO and Executive Vice President Cheryl Durst, the magazine's publisher.

Reader surveys prove the approach and content resonates with members. A recent poll found more than 65 percent of readers have saved an issue of Perspective for future reference, and nearly 40 percent have copied or clipped an article.

"Many of our members are using it as a conversation starter, a teaching tool, with clients," says Durst. She adds that colleges and universities can request copies at any time for their students. Each issue also provides a mechanism for members to complete continuing education credits.

Ardent About Design

One of most notable aspects of Perspective is its graphic design. While each issue is a cohesive unit with underlying graphics standards, such as typefaces, the design of each article is approached individually. In this way, the design helps engage readers; it becomes an extension of the prose.

"The beauty of the magazine is a strategic asset for us," Durst says. "I love the content of our magazine, but if the design didn't fit so aptly with the content, there would be a significant aspect of our audience that we would lose, simply because they wouldn't be captivated with that look and that feel."

Consequently, lead designer Bud Rodecker of design firm Thirst is an essential member of the editorial team.

"For Perspective, editorial, design, and art go hand in hand; they are considered at the same level of importance," Durst says. "[Bud Rodecker] is a thoughtful part of the editorial team, thoroughly thinking through how every page of the magazine relates to the words and content of the articles."

With its high-end look and feel, Perspective could easily be labeled a "luxury product," but that would be at odds with the magazine's purpose, according to Durst.

"There is a luxurious feel to it—the paper feels great—but our goal is that no matter where you are, there's something relevant to you. The content should be relevant whether you're a student or a CEO," she says.

Connecting the Community

Members add to the relevance, Neill says. "It's always so important to see what members are doing. It's a way to see trends emerge and how they're manifesting based on firms' size and focus. We're in conversation with them constantly about what they're seeing and doing."

Durst agrees. "People are very vocal about their opinions. Our members are very invested in their profession, and the products and services that come from the association are emblematic of it. And they care. We use that to inform subsequent issues," she says.

Moving forward, IIDA will strengthen the magazine's brand and the association's position as a thought leader through strategies such as increasing publication frequency, revamping its digital edition, and establishing a speaker series.

"If you're truly an authority, you're not issuing your opinion twice a year. We position the magazine as the thought leadership journal of the industry. We're looking for ways for Perspective, as a brand, to live between issues," Durst says.