Future Talks by RTF: In conversation with Alvin Chang

by : RTF Future Talks

Ladies and gentlemen, welcome to Future Talks by RTF, where we delve into the world of design and architecture through captivating conversations with the pioneers who breathe life into design stories. Today, we are privileged to introduce you to an extraordinary figure in the design industry, Alvin Chang.

Alvin Chang embarked on his design journey over two decades ago, back in 1998, a time when the concept of design was still in its infancy in Malaysia. He played a groundbreaking role in shaping the industry by becoming the first to publish home and design magazines that would ultimately popularize and revolutionize the field. In 2013, Alvin took a monumental step forward and founded ACGMEDIA, a dynamic and rapidly growing hub for communications, events, and publishing in the Asian market.

ACGMEDIA has become a powerhouse with seven magazine titles, two digital online platforms, and an impressive collection of seven industry awards. This remarkable organization serves as the leading voice for a multitude of sectors, including the interior and architecture industry, the property market, branded furniture, building materials, and retail across all levels. Their foundation is built on brand and communication strategies, and their transformative approach has catapulted numerous brands to prominence in their respective markets.

In 2023, Alvin Chang and his team initiated “www.designspeak.asia,” a digital platform designed to connect with the global design community. It acts as a nexus for all things design-related, providing insight into “Who’s Who” in the design industry, introducing groundbreaking new products and technologies, showcasing remarkable homes and iconic commercial buildings, and most importantly, educating on the vital topic of sustainability for the modern world.

Alvin Chang’s role as the Asia Pacific Ambassador of the International Federation of Interior Architects/Designers further underscores his commitment and influence within the design world. He is a visionary who leads by example, championing originality, authenticity, and the integrity of brands. His tireless dedication ensures that both consumers and readers receive the very best in design, leaving an indelible mark on the industry.

ACGMEDIA acts as a catalyst, uniting the design community and inspiring them to appreciate the finer things in life. It provides a unique platform for networking with the industry’s movers and shakers, all with the noble aim of making a more significant impact on humanity’s standard of living. With a strict policy to uphold originality, authenticity, and brand integrity, Alvin Chang and ACGMEDIA set the gold standard, assuring their audience that they are indeed getting the very best that the world of design and architecture has to offer.

Today, we invite you to join us in an insightful conversation with Alvin Chang, as he shares his wealth of experience and wisdom in the realm of design. Get ready to be inspired by the man who is truly shaping the future of design in Asia and beyond.

RTF: Hi Alvin, We are glad to have you as a guest on Future Talks by RTF. Thanks for joining us. Give us an idea of how readers’ approach towards consuming media has changed since you started working. 

Alvin: When we first started out in the 90s, readers were more predictable and our approach were straightforward. Things were simple then.

But in today’s climate, the media have to customised itself to cater to the Baby Boomers, Gen X, the Millennials, Gen Z and Gen Alpha, with different communications and media approach. Each generation have its own priorities and likes. It is both challenging and fun.

RTF: Culture takes a different shape daily. What does it take for publishers to constantly be on the bandwagon and put up relevant content?

Alvin: Culture may be different, but human needs are the same. Therefore, design speak a universal language.

RTF: Magazines have a unique relationship with advertisers. How do you maintain editorial independence and integrity while working with advertisers and sponsors?

Alvin: ACGMEDIA’s strict policy to uphold originality, authenticity, and the integrity of brands is our core values. As long as we hold steadfast to these principles, advertisers and sponsors identifies with these values. The whole purpose of the values is to protect their branding and brand positioning in the market.

RTF: What are some challenges that the interviews and general exchanges with designers, creatives and entrepreneurs present?

Alvin:  In the ever creative market, ideas and concepts changes constantly. But the exchanges and interviews that we did before give new designers an insightful reference to where we were before and where we are going towards. This point of reference is important as they can look back and ask, how can we do this better.

RTF: How important is a ‘Constantly Learning’ attitude in a field that you’re a part of?

Alvin: “Constantly Learning” is an ever on-going process and it should never ends because the day it does, creativity is dead. Creativity is ever changing and it’s constantly evolving with each new experience, exploration and discovery. A good designer should have the same intense curiosity as when he/she first started out. This same curiosity is the driving force to an open creative mind.

RTF: How important is a good pitch to get a project published? What must be the approach towards it?

Alvin: We received tons of pitches daily but what each public relations (PR) need to know is to prioritised what is newsworthy. Merely sending out a piece of article without a purpose or an objective is a big no. Don’t waste the publisher’s time and yours. If the article’s header or the first 2 lines don’t catch the publisher’s attention, the whole article don’t matter. Questions each PR need to ask are;

• Why should the media publish this?
• What message am I sending across? Is it important to readers?
• Why should the readers be interested?
• Are these readers my targeted market?
• Does it increase the media’s value by publishing my article?

In addition, the PR themselves should market their company and tell us what they are experts in. Most PR just act as a sending station, as a mediator between their client and publishers, but they have no relationship with the media, the media don’t have any relationship with them. If we are not friends, then the PR agency have failed.

RTF: Give your insights on print journalism and how you look at the notion, ‘Print is dead’?

Alvin: During the pandemic, many people turned to online shopping. They said shopping malls and retails are dead, digital is in. They were wrong.

When Tinder app is available, people said dating is dead, digital is in. They were wrong.

When Airbnb exploded, they said hotels and inns are dead. But they were wrong.

So the mantra “Print is dead” is a myth. Print has evolved into a premium, while digital is the mass. Because it cost more to produce print, therefore print has been elevated to premium status. So clients valued being on the cover of print than on digital, merely because digital is SO available, it has no value.

RTF: How do you look at the media kit? What makes it comprehensive?

Alvin: The media kit is a guide to what the media can do, with audited information showcase. But it’s not the end of it. The media kit merely shows it potential, but its reach and influence cannot be sidelined.

RTF: What do you think about the media landscape today, and what is the route for magazines and publications going to look like in the times to come?

Alvin: We are in the transition where we cannot go fully print and we cannot go fully online, no matter what the debate is on. As long as they are baby boomers and the Alpha generations, we will need both to send the message across.

Digital is good at spreading the news fast, but the print authenticate the news. Digital is unreliable at times due to the potential of fake news.

RTF: What would you suggest the aspiring designers and creatives who wish to get their feature published in the top publications?

Alvin: Build your brand and be expert at what you do best. They are many designers in the world but we like to hear from the pros/experts on what they have to say. If you take time to hone your skills, others will take the time to listen.

And publishers will seek you out. Look at what programs “The Voice” or “America have Talent” do. If you have the talent, regardless if you win the contest, agencies will sign you up.

RTF: What are the other paths you stroll on when not working?

Alvin: When not at work, I like to spend my time reading a book. The Holy Bible is my only reading material as of now, because I can’t get enough of the stories, the wisdom and the revelations of how it is still relevant to me today, and it has improved my life tremendously.