The question of “exclusive” media access to projects has come up in conversation with a few people lately so we thought we’d take a closer look at this idea and how you might make it work in your favour.
An “exclusive” is exactly what it sounds like: a media outlet such as a magazine, newspaper or website asks to be the only publication of its kind to feature your project for a set period of time. We see this a lot with celebrity events (weddings and the like) and, in these instances, media outlets often pay quite a premium in order to obtain the exclusive rights to cover the function.
But, unfortunately, it doesn’t generally work that way when it comes to interior design (unfair, I know).
So let’s look at why a media outlet would want an “exclusive” on your project:
- In a competitive environment it gives them a point of difference to their competition
- They can promote the fact that they have an exclusive with the idea that this will lead to more copy sales/hits/comments
- It can be a way of keeping a valued client happy
- It can be offered as a “value add” to a client in order to get a booking form signed
Now, let’s look at what’s in it for you:
- The personal kudos that comes with having one of your projects featured “exclusively”
- The opportunity to promote this in your PR and marketing campaigns
- You can promote this to potential clients in order to stand apart from your competitors
- Added space within the print or online publication to give you a point of difference to the other advertisers
- Cost saving – sometimes you’ll be offered a discount on your booking if you agree to an “exclusive”
Each individual situation and the terms of the exclusive will be different in every case so I can’t give you a blanket opinion on whether or not an exclusive will benefit you or not, but here are a few things to consider if one is offered:
- Will you hamper any other marketing or PR activities by accepting the exclusive?
- Does the media outlet offering the exclusive have the circulation/readership range to compensate for the restriction in exposure?
- Is the cost saving (if it’s offered) enough to balance the lack of opportunity to promote this project through other outlets?
- How long is the restriction in place and what are the penalties if it is breached?
- Does the restriction include no promotion on your own website or for award entries?
Award entries is a particularly relevant area to consider as many industry associations partner with media outlets to promote winners and finalists so be careful if your project has been entered and may be circulated via these means within the restriction period.
Overall, I’d say be wary of accepting an offer of exclusivity and think carefully about whether the benefits outweigh the costs (not just dollars). In general, I believe this industry benefits from more coverage of projects, not less, so it’s hard to see a situation where an exclusive will benefit you but, depending on the individual circumstances and if you play it correctly, there are ways to make it work.
What has been your experience? Have you been offered an exclusive and did you accept?
