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2018 Media Kit perspective 1
2018
KITMEDIA
p e r s p c t i v ee
2018 Media Kit perspective 2
DEAR PERSPECTIVE ADVERTISER:
Perspective is the thought leadership journal of the International Interior Design Association (IIDA), the leading membership association for commercial interior designers. Collectively written and edited by design journalists in collaboration with IIDA, Perspective offers fresh points of view, bleeding-edge case studies of interior design today—including workplace, healthcare, hospitality, education and retail spaces—and thought-provoking deep dives into the issues shaping the industry. Targeted to a dedicated readership of design principals, design directors, and professionals practicing at every level in the industry in firms around the world, the magazine offers readers a unique “perspective” that designers appreciate, share, and archive for future reference and inspiration.
As an Association, IIDA promotes the industry of commercial interior design and supports designers who play an active role in determining how the complexities of the built environment affect society at large. As an extension of IIDA, Perspective reaches beyond your local community of interior designers, engaging an audience of more than 15,000 members across 58 countries—many of whom are practicing at the highest levels in the industry—with a distinctive voice and clear purpose.
Show your support of the industry while reaching influential design professionals with your messaging and products. Based on our surveys of Perspective readership: • 63% saved their Perspective for future reference.• 29% filed an ad for future reference. • 25% discussed an ad with a colleague. • 81% say they learned from the ads.
We have special advertising opportunities for IIDA Industry Members, including complimentary half page ads for new members.
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by: Jere
my W
itte
veen
Cheryl S. Durst, Hon. FIIDA, LEED APEXECUTIVE VICE PRESIDENT AND CEO
FROM IIDA
Perspective reaches beyond your local community of
interior designers, engaging an audience of more than
COUNTRIES.58
15,000MEMBERS
ACROSS
“
“
2018 Media Kit perspective 3
MISSION Published three times a
year by IIDA, Perspective is
unique from other design
publications. The thought
leadership magazine focuses
primarily on the professional
practice of interior designers,
the business of design firms,
and the development and
education of the design
community. Perspective
features a range of voices
from individual practitioners
to the world’s largest design
institutions, from clients to
educators, manufacturers to
social influencers. The goal
of each issue is to expose
readers to a diverse set of
methods and approaches to
the practice of design, and
show how design deliverables
and outcomes can be
affected by these ideas.
ABOUT IIDAIIDA is the Commercial Interior Design
Association with global reach that
supports design professionals, industry
affiliates, educators, students, firms, and
their clients through a network of 15,000+
members across 58 countries. IIDA
advocates for advancements in education,
design excellence, legislation, leadership,
accreditation, and community outreach
to increase the value and understanding
of interior design as a profession that
enhances business value and positively
impacts the health and well-being of
people’s lives every day.
AWARDSPerspective consistently receives coveted honors from an array of respected
associations year after year. Perspective’s distinguished awards include:
ASAEGOLD
CIRCLE AWARDS
Winner, Print Magazine,
2016
OZZIE AWARDS
Silver Award, Best Overall Design, Association/
Non-Profit, Spring 2008
Winner, Redesign, Association/
Non-Profit, Fall/Winter 2016
Silver Award, Design
Excellence, 2011
Silver Award, Excellence,
2011
Gold Award, Design
Excellence, 2010
Gold Award, Single Topic
Issue, Summer 2007
Gold Award, Magazine
Redesign, Fall/Winter 2016
EXCEL AWARDS CONTENT MARKETING
ASSOCIATION AWARDS Best Print
Publication – Design, 2017
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aig
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2018 Media Kit perspective 4
TYPICAL CLIENTS OF OUR READERS are 88% commercial and 12% residential.
READERSHIP
Our readers TAKE ACTION when
they see a product or service ad in
Perspective that interests them.
63% saved Perspective for
future reference.
38% clipped or copied an article.
29% filed an ad for future reference.
25% discussed an ad with a colleague.
21% passed an ad on to others.
Our members’
AREAS OF PRACTICE include:
34% Corporate
17% Residential
14% Healthcare
14% Hospitality/Retail
6% Facility Planning & Design
6% Government/Institutional
Our members specify the
following types of PRODUCTS AND SERVICES: 76% Paints/interior finishes
75% Carpet
75% Floor covering
74% Fabric
68% Tile/granite/stone
67% Laminates
62% Wall coverings
62% Contract/commercial
60% Lighting/commercial
59% Hardware/fixtures/accessories
59% Contract systems furniture/panels
35% Kitchen/bath
33% Decorative accessories
26% Arts/craft
25% Lighting/residential
25% Outdoor/casual furnishings
21% Residential furniture
T The IIDA professional audience is the
most coveted in the design industry.
Ninety percent of our professional
members working in the commercial
design industry are employed by the top
200 architecture and design firms.
Perspective readers are commercial interior
design leaders working on the cutting edge
of design. And they turn to Perspective to
keep them informed on what’s new and
next: 82% learn about new products from
our members, and 4 out of 5 members learn
about new products from magazine ads.
Interior designers specify more than
in products and services each year. $46 billion
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2018 Media Kit perspective 5
A completely reimagined feature well
and mix of departments explore the
topics that matter most to commercial
designers:
• design trends and innovation
• humanity + culture
• business + leadership intelligence
• industry developments
• global advocacy
44 perspective iida.org/perspective
Cre
dit CA T
B A L A N C I N G
A strong personal brand
can open doors to new and exciting
opportunities. But if it doesn’t align with your
employer’s brand, it could also slam them
shut.
By Matt Alderton
EDITORIAL
32 perspective iida.org/perspective spring/summer 2017 perspective 33
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PBy Shaila Wunderlich
OPRetailers, restaurants, and hotels are opting for the ephemeral—but is there a lasting payoff for designers?G
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38 perspective iida.org/perspective fall/winter 2017 perspective 39
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Four students sound off on the state of the
industry—and how they plan to make their mark.
VISIONNEXT-GEN
EXPERIENCE A NEW PERSPECTIVE
Perspective feature stories showcase fresh voices,
bold POVs, and thought-provoking deep dives into
the issues transforming today’s interior design
in every sector:
• 10 visionaries on how designers can stay
on the bleeding edge
• The power of design to catalyze
community connections
• Retail reboot: brick, mortar, and technology
• Designing the next great classroom
READERS WALK AWAY SMARTER—READY TO CHANGE THE WORLD.
DESIGN IS LIFE. IIDA IS DESIGN.
16 perspective iida.org/perspective fall/winter 2017 perspective 17
Cre
dit
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DESIGN
THEYEAR
INThe world is changing—and so
must the design narrative.By Lydia Lee
2018 Media Kit perspective 6
20 perspective iida.org/perspective
Crossville Tilep. 21
DATA VIZ | Stats + Design + Analysis
$26 millionThe cost of the United States’ first beer-themed hotel. Planned by Stone Brewing in Escondido, California, USA, the hotel—to be designed by Basile Studio principal Paul Basile—will feature a bar-style lobby with a waterfall, and the 99 guest rooms will feature floor-to-ceiling windows.
United States 4,775 projects (578,508 rooms)
Source: Australian Business Traveller; Condé Nast Traveler; Hard Rock Hotels; STR February 2017 Asia Pacific Hotel Pipeline Report; STR February 2017 United States Hotel Pipeline Report; The San Diego Union-Tribune; The Telegraph; Tourism Accommodation Australia, 2017
Despite almost flat occupancy rates in 2016, the hotel industry has projects launching all over the globe. Here’s a whirlwind tour of the countries leading the pack.
HOTEL HOTSPOTS
1908The year Dukes Hotel opened in the Mayfair neighborhood of London, England. More than a century later, the second Dukes will open in Dubai, United Arab Emirates, giving visitors a taste of quintessential British interior design by the U.K.’s Andrew Martin International.
United Arab Emirates183 projects (54,000 rooms)
44,000 square metersThe size of mainland China’s first Hard Rock Hotel. This 258-room hotel—which opens in Shenzhen, China later this year—combines a mix of its requisite music-themed design and décor with modern Chinese elements.
China 512 projects (137,641 rooms)
$250 millionThe price tag on the revamped Hyatt Regency in Sydney, Australia, the country’s largest hotel. Designed by local firm Bates Smart, the reimagined space includes a new top-floor lounge inspired by the design of ship cabins.
Australia 228 projects (34,702 rooms)
140 podsThe number of rooms in India’s first pod-sleeper hotel. Located in Mumbai, India, the space was designed by Singapore firm Formwerkz Architects to have a contemporary, minimalist feel.
India145 projects (22,314 rooms)
12 perspective iida.org/perspective
BoydLighting
p. 13
WORLD VIEW | A Global Tour of Trends
From SOUTH KOREA’S rest stop redesign to the FOOD HALL BOOM in the United States
CHEONAN, SOUTH KOREA Rest Stops, Reinvented
Highway rest stops aren’t typically known for their design credentials, but South Korea is bent on making
them an art form. The Korea Expressway Corp., which runs
the country’s rest stops, launched a renovation program to
make travel breaks more exciting. One aim was to reflect local
culture with each design. Korean designer Teo Yang’s scheme for the
Mangyang rest stop, for example, references the simple white and
timber-clad interiors of a traditional hanok house. This gives the room a courtyard-like layout with a display
of plants at the center. Culture isn’t the only influencer: Other rest stop
themes range from space travel to the classic film Roman Holiday.
STOCKHOLM, SWEDEN The Architect’s TouchWhen architects dip their toes into product design, they often create something pure that strips away decorative excess. February’s Stockholm Furniture and Light Fair saw some extraordinary examples of minimalistic creations: Pritzker Prize-winning French architect Jean Nouvel unveiled a flooring collection by Swedish
company Bolon, with a textural hand-woven effect in a palette of black, gray, red, and blue. The straight rod stainless steel pendant light designed by architect Andreas Bozarth Fornell for &Tradition also revealed a minimal design.
TOKYO, JAPAN
A Common LanguageA barrage of tourists will descend on Tokyo
in less than three years for the 2020 Summer Olympics. To ensure spectators can find their
way from event to event, the Geospatial Information Authority of Japan has revamped
18 common street symbols and map icons to be more universally recognizable.
In the spirit of promoting further understanding for foreign travelers, the Sanitary Equipment
Industry Association—a consortium of plumbing-producing companies including
TOTO, Panasonic, and Toshiba—came together in January to simplify and
standardize icons for the often-complicated control panels on Japanese toilets and bidets,
according to Fast Company. These new icons illustrate how to raise the lid, raise the seat, large flush,
small flush, rear spray, bidet, dry, and stop.
By | Emily Brooks
CHICAGO, ILLINOIS, USAFood Hall FrenzyFood halls may be a common dining destination in Europe, but in the United States, these foodie havens are just starting to boom. The number of food halls in the country is expected to double to 200 by 2020, according to a November 2016 report from Chicago-based real estate company Cushman & Wakefield.
While having a roster of quality vendors is certainly the first key to ensuring a high-traffic hall, the design also contributes to the draw. “The most successful operations in the market don’t just embrace cutting-edge design flourishes like industrial chic or exposed brick and timber construction; their layouts tend to be outside the box,” says the report. The best layouts are generally more interactive, with more common areas for social events. P
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AHIDDEN SPACESGiven the center’s dual usage, Wehmueller faced a challenge when it came to designing a dedicated space where production souvenirs and trinkets could be sold. “How do we create a visually fun retail piece in that lobby that at the same time could be secured so that students don’t have access during the day—right in the middle of the space?”
Her solution was a gray box that folds up into the wall, blending seamlessly into its charcoal backdrop. “If you’re looking at photos when the retail store isn’t open, you probably wouldn’t even notice it’s there.”
A COZY LIVING ROOMLeaning into the center’s hospitality side, Wehmueller sought to create a lobby environment that would encourage patrons to linger and mingle after the final curtain drops—but wouldn’t feel too buttoned-up for students using the space to study or socialize on a regular afternoon. Inspired by the idea of a cozy living room, she opted for a floor-to-ceiling wood installation near the bar, reminiscent of a hearth (albeit with a large TV feature screen rather than a crackling fire). “We talked a lot about the pattern in which the wood was installed—that it wasn’t just a straight wood installation,” Wehmueller says. “It’s a little bit more of that dynamic angle, allowing the pattern to create this sense of warmth.”
A NEUTRAL CANVASWehmueller approached the lobby’s color scheme as a stage of its own, opting for bright white walls, charcoal floors, and a minimalistic hanging light display. “They’ll do different exhibitry and instillations with the different shows, so when it’s time for A Christmas Carol, they can bring in a lot of decorative elements to transform the space,” Wehmueller says. With students coming and going through the lobby space all day long—studying at café tables along the lobby’s windowed walls—the dark flooring helps hide whatever messes might be tracked in. The rich gray hue was also carried onto the walls of the Spencer Theatre, creating a black box effect that wouldn’t distract from the theatrics inside.
An intriguing directive was given to Helix Architecture + Design for the renovation and expansion of the multipurpose James C. Olson Performing Arts Center on the University of Missouri-Kansas City campus: “cocktail lounge meets university,” says Alissa Wehmueller, IIDA, LEED AP, 2017 IIDA Member of the Year, principal, Helix, Kansas City, Missouri, USA.
By day, the shared arts center is home to hundreds of UMKC students who can be found rehearsing in the theater and studying in the building’s lobby. By night, the space welcomes patrons of the Kansas City Repertory Theatre for a show and a night out on the town. Wehmueller and her team aimed for a “happy marriage” of durability and design—with a dash of drama—to serve both groups.
By | Kate Rockwood
NEUTRAL COLORS +
HOSPITALITY + SECRET
SPACES inspire a
welcoming multiuse
space with a
dramatic flair.
The James C. Olson Performing Arts Center on the University
of Missouri-Kansas City campus plays a duel role: study hall
for students by day and theatre by night.
SUM OF ITS PARTS | Adding Up Design Elements
50 perspective iida.org/perspective fall/winter 2017 perspective 51
“Hello, Robot. Design
Between Human
and Machine”
Design museum Gent,
Ghent, Belgium
Runs through April 15, 2018The increasing presence of machines in our lives spurs many questions about whether robots
are saving the world—or taking it over. This exhibit
examines the possible advancements and pitfalls
robots could usher in with the goal of spurring
conversation about how much humankind should rely on technology.
This exhibit will also run at Gewerbemuseum Winterthur, Winterthur, Switzerland, from May 12, 2018, through Nov. 4, 2018.
“Sonic Arcade: Shaping Space with Sound”
Museum of Arts and Design, New York,
New York, USA
Runs through Feb. 25, 2018How is the ephemeral and abstract nature of sound made material? This multicomponent exhibition—with interactive installations and immersive environments by contemporary artists, designers, and performers—is out to answer that question. The display explores sound as an interdependent material physically crafted and transmitted through electronic circuits and signals, radio waves, and resonant bodies that create encounters that are not just heard but felt.
By | Kelley Hunsberger
Take a LOOK AND YOU’LL SEE
Into Your Imagination
Designing Disability:
Symbols, Spaces, and
Society; Elizabeth Guffey
(Bloomsbury Academic,
2017)
Elizabeth Guffey, a professor of art and design history, traces the emergence of physical access for the disabled through the evolution of the International Symbol of Access. The book draws on approaches from design history, material culture, and recent critical disability studies to examine not only the development of a design icon but also the cultural history surrounding it.
SCRATCH PAD | Cultural Food for Thought
WHERE TO GO
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“Sonic Arcade: Shaping Space with Sound” explores how the ephemeral and abstract nature of sound is made material.
Yonezawa, Directional Robot, 1957 private collection, from the “Hello, Robot. Design Between Human and Machine” exhibit.
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The Spanish-born Manolo Blahnik got his start making tiny shoes for lizards.
WHAT TO WATCHManolo: The Boy Who Made Shoes for Lizards (2017)
This documentary takes viewers inside the mind, life, and career of Manolo Blahnik, the man behind one of the most famous shoe brands in the world. The Spanish-born Blahnik reveals he got his start making tiny shoes for lizards. The film also features interviews with fashion designers Isaac Mizrahi and Paloma Picasso, as well as singer Rihanna and Vogue editor Anna Wintour. Yet Blahnik says his most cherished part of the process isn’t working with celebrities or becoming a pop culture icon, but instead, the craft itself. “My joy in life is spending time in the factories, you see,” he says. “It is quite sad to say that, but this is the only thing I love.”
WHAT TO READ
Design Is Storytelling;
Ellen Lupton (Cooper
Hewitt, Smithsonian Design
Museum, 2017)
Good design, like good storytelling, brings ideas to life. Exploring parallels between the two processes, Ellen Lupton, senior curator of contemporary design at Cooper Hewitt, Smithsonian Design Museum in New York, has created a playbook for creative thinking. The goal: push designers to amplify the narrative power of their work.
14 perspective iida.org/perspective
I DESIGN | How an Idea Hatched
T“
“Everything is inspired by earth colors,
the coffee farms in
Mexico, and the textures of leather and other
textiles found on
these farms.
The colors, sensations, materials, and aromas of Mexico laid the groundwork for Esrawe + Cadena’s latest accomplishment: a rebrand and redesign of gourmet coffee and hot chocolate company Café Garat.
Relaunched as Tierra Garat in early 2016, the coffee company has opened a series of shops in Mexico City, Mexico, including a flagship space in the upscale Polanco neighborhood. That flagship has since been honored as a 2017 IIDA Best Interiors of Latin America and the Caribbean competition winner.
Interior design firm Esrawe in Mexico City and graphics company Cadena y Asociados Concept Design in San Pedro Garza García, Mexico worked together to define the new brand. While Cadena y Asociados took the lead on the packaging and branding, Esrawe worked to express that branding through interior design. Creativity germinated from the same
place, however: the rich earth in which the coffee plants thrive.
“We worked together on the concept of the brand, then we took this one concept to all areas—interiors and graphics,” says Héctor Esrawe, founder of Esrawe + Cadena. “Everything is inspired by earth colors, the coffee farms in Mexico, and the textures of leather and other textiles found on these farms.”
Clay, for example, is used extensively throughout the flagship space, forming the serving counter, illuminated display areas, flooring, and a large wall of irregularly sized panels. The material’s natural variation in tone creates visual interest in a room that is devoid of bright color.
“Clay is a local material and a part of our culture since it has been used by Mexican artisans in every part of our country,” Esrawe says. “The wall was one of our first ideas. We knew
from the beginning we wanted to go for a monomaterial, monochromatic space, but the wall’s function is simply to give a warm, textured sensation for visitors—it’s all part of a multisensory experience.”
Esrawe is also well known for its product design, and the simple but sophisticated furniture was all custom-designed in-house. The pieces focus on the concept of traditional materials made modern, with leather-slung chairs, timber chairs with woven seats, and tables in richly grained dark wood. These natural finishes express both the robust authenticity of the brand and the experience of tasting its products.
“We conceived [it as] a very honest place; that’s why we chose all the materials so carefully,” Esrawe says. “We were aiming for a relaxing atmosphere where you could almost taste the earth flavor in the coffee or the chocolate.”
By | Emily Brooks
To take a MEXICAN COFFEE AND CHOCOLATE CAFÉ back to its roots, designer Héctor Esrawe sought
inspiration in the country’s fertile farmlands.
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EDITORIALON WORKPLACE, HEALTHCARE, HOSPITALITY, EDUCATION, RETAIL SPACES—AND MORE.QUICK TAKES
WORLD VIEWA quick tour of
emergent styles in a
scattering of locations
around the globe
NEXT What’s new and of
note, wrapped up in
chunky bits, photos,
stats, and quotes
INSIDER INTELThe inside scoop
on a featured sector
TALK, TALK Two designers dissect
a current topic
(and maybe even
debate a bit)
WHY THIS DESIGN WORKDesigners break
down the highlights
DATA VIZ
Stats + gorgeous
design + analysis
SUM OF ITS PARTSA peek into the
creative process of
how all the elements
of a design add up to
the final work
SOUND BYTESA look at the design
movements that
have people buzzing
on social
PRE/POST The ever popular
before-and-after,
but this one’s
done with style
and smarts
SCRATCH PAD
Books, movies,
and art to cultivate
creativity
I DESIGN
A behind-the-
scenes look at what
inspires a fascinating
designer—a photo,
graph paper, a playlist,
a trip to Morocco…
IIDA NEWS + UPDATES
The latest
programming,
publications, and
events
2018 Media Kit perspective 7
ADVERTISING
AD SIZE FULL SPREAD
AD SIZE COVER/FULL PAGE
AD SIZE 1/2 PAGE HORIZONTAL
AD SIZE 1/2 PAGE VERTICAL
MARCH ISSUEAd Close January 29Materials Due February 9
JUNE ISSUEAd Close April 23Materials Due May 4
NOVEMBER ISSUEAd Close October 1Materials Due October 15
MEMBER RATEFULL SPREAD FOUR-COLOR B&W1x $10,400 $7,5702x $9,500 $7,0503x $9,000 $6,800
NON-MEMBER RATE FULL SPREADFOUR-COLOR B&W1x $11,100 $8,0002x $10,600 $7,6003x $10,000 $7,200
MEMBER RATECOVERFOUR-COLOR 1x $8,7002x $7,5003x $7,000
NON-MEMBER RATECOVERFOUR-COLOR1x $10,3002x $9,7503x $9,300
MEMBER RATEHALF PAGEFOUR-COLOR B&W1x $3,500 $2,6002x $3,000 $2,3003x $2,800 $2,200
NON-MEMBER RATEHALF PAGEFOUR-COLOR B&W1x $3,900 $3,0502x $3,500 $2,900
3x $3,300 $2,700
MEMBER RATEFULL PAGEFOUR-COLOR B&W1x $5,200 $3,8002x $4,800 $3,5003x $4,500 $3,300
NON-MEMBER RATEFULL PAGEFOUR-COLOR B&W1x $5,850 $4,0002x $5,400 $3,8003x $5,100 $3,600
2018 GROSS RATES
SPECS W x HTrim 8.375” x 5.37”Bleed 8.625” x 5.7083”Safe Area 7.7917” x 4.875”
SPECS W x HTrim 16.75” x 10.875”Bleed 17.00” x 11.125”Safe Area 16.1667” x 10.875”
SPECS W x HTrim 8.375” x 10.875”Bleed 8.625” x 11.125”Safe Area 7.7917” x 10.2917”
DEADLINES Members say they learn about new products from magazine ads.
4/5
SPECS W x HTrim 3.625” x 10.375”Bleed 4.125” x 11.125”Safe Area 3.375” x 9.875”
2018 Media Kit perspective 8
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FOR MORE INFORMATIONContact Grace Casey at 646-668-3706 or grace.casey@emeraldexpo.com for more information regarding these specifications or shipping address.
2018 Media Kit perspective 9
CONTACTSSALESDONNA PAGLIA, SALES DIRECTOREmerald Expositions
T: 216.373.1210
E: donna.paglia@emeraldexpo.com
PUBLISHING KAREN DONAGHY, PUBLISHER
Emerald Expositions
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E: karen.donaghy@emeraldexpo.com
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646 668 3706
grace.casey@emeraldexpo.com
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Perspective offers advertisers an
opportunity to engage readers while
they maintain their professional
credentials with a three- to five-page
sponsored CEU. The sponsor’s content
will be laid out as an advertorial with
logos clearly spotlighted. In addition,
a CEU questionnaire is added to
the section by the IIDA Education
Department to direct traffic to the
sponsored CEU contribution. Upon
publication in Perspective, the
sponsored CEU is also added to the IIDA
website on the online CEU options page.
Sponsors also receive a full-page, 4/C ad
that will appear in a different section of
the issue at no additional charge.
Specifications for Your Supplied CEU Content• Submit 750 to 1,200 words
(600 words at a minimum).
• Copy should be written in
an editorial tone.
• Please substantiate factual
statements with references.
• Forward images you wish to have
considered for inclusion in your
article as jpeg or tiff format in digital
high resolution, 300 dpi or more.
• Save on a CD or DVD.
• Limited to three images per advertorial.
IIDA retains sole right of editorial
approval over your final submission
to ensure all submissions conform to
Perspective’s grammar and editorial
tone standards. You will receive a
copy of the final, IIDA-edited article
prior to publication.
As we are concerned about the integrity
of graphics and preserving the design
standards of the publication, we cannot
guarantee photos, slides, or diagrams
will be incorporated. The entire editorial
staff at Perspective will do its best to
produce your article in the manner
submitted. However, we do retain the
right to final editorial approval over all
written and graphic materials.
Sponsorship Fees$8,000 for a 4-page sponsored CEU
Speak with your advertising sales
representative for corresponding issue
deadlines.
INDUSTRY IN-DEPTH CEU SPONSORSHIP
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