I’ve been a World of Interiors reader for more than 15 years. Or
should I say viewer - like many, I suspect, I spend more time on the
pics than the words. I’ve seen the cover price go from pounds 1.50 to
today’s hefty pounds 3.20. I’ve hoarded it from university flea pits to
rented flats, owned flats and houses.
I still believe WoI is the pre-eminent title in the quality section of
the home interest market, providing a diet of stylish interiors by top
decorators as well as surprises: check out the garden full of painted
boulders at Revolver Creek in South Africa in the May issue.
WoI never spells out to its readers what they should and shouldn’t
Rules, ideas and how-tos just don’t feature - they are there, of course,
but only in visual terms and it is this lack of prescription that keeps
I also like the fact that people so rarely feature in its pages. All its
rivals seem to go for showing people in envied surroundings with ’Wish
you were here?’ looks on their faces. The difference with WoI is that it
always has been exclusively about design and the things associated with
it - architecture, gardens, fine art and exhibitions.
The range of advertising carried is a good guide to the title’s
Nigh-on 100 of the 210 pages in the May issue are ads. Stylish pages and
spreads for Joseph, Chanel, Gucci, Saab and Volvo sit comfortably with
ads for Brinton, Gaggenau and prestige fabrics.
Quibbles? Just one. Although there are two nice advertorials in the May
issue, I’m left wondering how clever WoI is at generating below-the-line
opportunities for its readers and advertisers.
Funnily enough, after this paean of praise, I admit I’m probably a long
way from the magazine’s vision of its ideal reader - I suspect they have
someone like Anouska Hempel in mind. Ah well ...
Caroline Marshall is Campaign’s deputy editor.