The Cool Hunter [TCH] is one of the most widely read design and pop-culture sites across the world.
While not a trend-spotter, trend-watcher or trend predictor, the site covers topics that inspire them in the realm of design, architecture, lifestyle, art and travel while remaining relevant by staying outside of trends and fads.
Since its launch in 2004, TCH connects with over 1.8 million readers monthly, generating over 2.1 million page views. Not only has TCH become an ideas hub, but it’s also become a launching pad for founder Bill Tikos.
“When I started, I was one of the few [bloggers], so I would get great six-figure ad campaigns. It’s cluttered now, so you need to create other ways to generate revenue – relying on advertising alone, you won’t survive,” Tikos said in an interview with News.Com. Au in 2013.
“TCH advertising comes from four portals; Australia, UK, US and Singapore. The content isn’t regionally specific, so it’s hard for advertisers to get where the readers are from. People will see The Cool Hunter.uk and they’ll think it’s a UK site. Fake it. If you want to be global, that’s how you do it. Agencies won’t know where you’re from and you won’t generate enough ads in the Australian market alone.”
The Cool Hunter also introduced several pop-up events, galleries and stores including the online store and the now-permanent boutique in Melbourne, Australia. Other The Cool Hunter stores are opening globally.
Ironically, Tikos didn’t complete high school and lacked any design or architectural qualifications.
“I don’t see myself as an expert in the field, maybe others do. I think I just curate it at a level and my mission was from the beginning; I just don’t want to post for the sake of posting. I want to post what’s great and I want the readers to be blown away,” says Tikos.
“I’ve been approached by a few TV networks to do a Cool Hunter TV show, but I’m thinking it needs to be more of a 60 minutes show. I’ve got a really loyal database so now it’s just about creating a new experience because there are a hundred million others, and with each experience you do, it needs to be better than the last one.”