For more than three decades Mistral has brought quality Expert System Software to a specific niche market. Our RAC industry. Bringing accurate, logical, intuitive, jargon free Application Engineering Software to the RAC industry, at the lowest possible cost to users.

There's the rub. The costs of research and development, the need for constant, daily code both upgrading and updating, maintaining essential security systems, along with all the usual costs of running a business, are eye watering. Even when measured globally the market Mistral serves is relatively tiny. Regrettably Mistral's operating costs can sometimes exceed revenue. But only just. And as for so many, individuals and enterprises alike, recession, inflation, malevolent politicians, pandemic and global conflicts haven't helped.

An area Mistral has identified where more benefit can be added to its already extremely comprehensive systems is to help software users connect quickly with essential suppliers. By carrying links to product and service supplier advertisements and to on-line purchasing.

Traditionally advertising, but not of course on-line purchasing, is an area served by Trade journal or magazine publishers. Mistral believes at quite extraordinarily high charges.

Mistral believes it has found a way to introduce advertisements, along with on-line purchasing, to its world class software products. Unobtrusively and very economically.

Unobtrusively because advertisements must never impede, interfere with or obstruct the main purpose and functionality of the software. Mistral is determined that operation of its software will remain exactly as it always has done. No abhorrent, uninvited 'Pop-ups' then! No surreptitious Cookies either. At least not in Mistral software or on its websites. Mistral neither condones nor uses Cookies. Declared or otherwise.

Secondly, to provide advertisers with far, far more effective results from their advertising, for a fraction of traditional advertising charges.

Mistral serves, mainly, engineers. Also educators, government bodies, RAC 'End Users' and building services consultants. Therefore mainly decision makers in the functions of specifying and purchasing.

Mistral software is used by many engineers constantly throughout the working day. Trade magazines do not and cannot possibly match this.

Trade publications typically charge £1,495 for a single month insertion of a quarter page printed advertisement in a monthly published magazine. So almost £18,000 per year!

Mistral will charge from just £600 to a maximum of £800 for annual display of a link to, if they wish, effectively an unlimited amount of advertising material.

The Trade magazine advertisement may or may not get seen by the majority of the target audience. Before being pulped or incinerated.

Mistral's advertisements connect decision makers to suppliers of products they need, when they need them. Effectively 24/7. Every day of the year. Every minute of the day. Yet these advertising links never get in the way of software functionality.