where product choices are made

Transcription

1 2008 media & advertising guide where product choices are made the leading publication devoted to commercial product decisions

2 what the architect's desktop reference the architect s desktop favorite... Market research confirms Architectural Products as the go to source for product information in the architectural market....and first choice for product exploration Five consecutive years of desktop utility anchor Architectural Products into the architect s workday. 90% reader continuity Architects want this magazine. Telemarketed reader requalification efforts regularly return a better than 90% retention rate a phenomenal level of continuity and evidence of the strong reader affinity for this one of a kind magazine! Which magazine do you turn to first for product information? Source: 2006 AP Readership Study Project Deconstruction carson-tahoe Our firm does cancer extensive center work on upscale hotels and resorts. As technical director, I encourage our design and technical staff to subscribe to Architectural Products in order to stay current on product offerings from manufacturers. michael d. chambers, FAIA, FCSI, CCS, Technical Director, SB Architects

3 in step with market dynamics why the fastest growing magazine in all of architectural publishing: 1 A communication codependency exists between in step with changing market dynamics manufacturers and architects 2 Prefiled, ganged directories have lost favor and utility within the architectural community 3 Busy architects welcome the desktop functionality products get noticed, sales leads are generated 4 This magazine acts as a bridge by directing readers Manufacturers' challenge: getting products noticed and spec'd Architects' challenge: obtaining current product information to your website critical first-look Architectural Products is a unique magazine allowing architects and specifiers a critical first look at products and materials and their application in a high-style, response-oriented format. AP attracts C&I decision-makers Architectural Products is effective in reaching decision-makers who specify the most products and drive product demand. By targeting North American architects, designers and product specifiers in the firms that dominate commercial and institutional work, as well as specifying authorities in government and building/developer organizations, AP is unlike any other magazine. I think Architectural Products has tapped into what this market has been missing for years. pamela a. bush, Director, Corp. Communications

4 how exclusively targeting C&I design only AP targets the firms dominating C&I design The 80/20 Rule is true for the architectural design market. The biggest action is in the Top 100 major metro markets stemming from 4,000-5,000 firms. AIA Architectural Firm Billings Industrial, Residential, Other Construction and Non-construction Billings Commercial & Institutional Billing the C&I reality It s a growing $400 billion non-residential construction market with more than 76% of all architectural firm billings derived from Commercial & Institutional project design exactly where this magazine is focused. Only Architectural Products focuses completely on C&I design and products. Source: AIA Firm Survey serving architectural need The readership of Architectural Products extends beyond traditional firms and into corporate, in-house design/development departments. AP reaches firms in each of these critical segments and more: retail chains healthcare facilities entertainment complexes hotels and hospitality public and private educational facilities office/property management divisions public/municipal institutions cultural spaces In targeting the commercial sector and delivering product-driven editorial, AP is accomplishing what no other category magazine is able. kathleen jonila, Director of Marketing, Hanson Brick

5 exclusively targeting C&I design how bigger firms, bigger billings As few as 4,000 firms carry out as much as 87% of all commercial & institutional billings! Smallest Firms Small Firms Largest Firms Medium Firms Architectural firms of 10 or more employees generate over 80% of all architectural billings, and over 87% of all commercial and institutional billings Source: AIA Firm Survey Project Deconstruction carson-tahoe Our extensive cancer research center and experience in this market indicates that only about 4,000-5,000 U.S. firms are responsible for almost 90% of commercial/institutional design nationally...which matches up with AIA Firm Survey data. If manufacturers want to sell into the commercial/institutional market, then they need to focus on the product decision-makers in these 4,000-5,000 firms. colin gilboy, President, 4Specs.com

6 how dedicated to product exploration architects find your products in AP AP is a solution. While architects consider proper product exploration and review a vital task, they have only limited time to devote to the evaluation. I was in an architect's office the other day and noticed that they had every issue of Architectural Products for the last year and a half there for ready reference. tera erickson, Director of Client Services, Badertscher Communications Architectural Products delivers more product editorial than any other design sector magazine. Manufacturers product information becomes our content delivered to readers at the critical stage when design and specification decisions are being made. Architects value this quick-read magazine! the spec one When Specifications are Made by Architects, Designers, and Specifiers Specifiers need your... Technical Data Product Changes Application Guidelines Product Announcements Product Changes Product-Based Solutions Project Start Project Completion where product choices originate When asked to identify the top 3 sources for initial collection of product information, readers identified industry magazines and manufacturer's websites as the leading sources. 100% 90% 0% the top sources cited AP acts as a 'bridge' to the product information that resides on manufacturer's websites. Manufacturer s Websites (65.7%) Industry Magazines (49.3%) Professional Experience (46.8%) Colleagues (32.4%) Manufacturers Reps (30.9%) Sweets Catalogues (27.8%) 70% 60% 50% 40% 30% 20% 10% Source: AP Product Information Survey 2006 Industry Events/Tradeshows (23.9%)

7 critical market traction how where advertising & editorial get noticed architects enter this magazine for one and only one reason to explore product options only AP can say this. AP is red hot The fastest growing magazine in the architectural & design category. Connectivity and results propel advertiser and reader growth! product coverage as a percentage of editorial pages (average*) Architectural Products Magazine Architectural Record Architect Magazine five years of familiarity, acceptance and desktop functionality anchor this.. ocated magazine Architects across the U.S. and Canada have made AP a regular and important part of their workday. This does not happen overnight. It takes a magazine that serves a market need, in a useful way, with consistency and style to gain access to a design professional s time. AP is already there, and getting the job done Ad Page Growth ( vs. ) Avg. per year Advertiser Growth ( through ) Avg. per year about AP, Folio Magazine says: the only book focused unrelentingly on product.

8 what high quality product-centric editorial editorial that is leading architects to a new awareness of products: quality product editorial front to back An industry-trusted team of fourteen experienced design and construction writers collaborate on every issue of AP. Our goal is to present product information visually and technically in the way that architects prefer. In each issue, product coverage includes a look at application science, case studies, innovative architect product selections, products emerging from R&D, new and improved products and much more. groundbreaking editorial designed to educate From our innovative gatefold Project Deconstruction to our market segmentations and trend overviews, Architectural Products maintains the highest editorial standards. market of choice Focus on a specific market of opportunity, with insights about current market needs and products meeting those needs. new & improved The latest product innovations for architects. project deconstruction A visual explosion of 12 architect-selected products that notably served project need. trend lines Covering new product directions that are influencing architectural choice. specifiers' solution Case studies that demonstrate how products become solutions. last detail First-person accounts of an architects product of choice. illuminate An exploration of lighting products and trends of merit. product editorial as no other magazine is able to deliver Architectural Products' entry into the market has definitely created a stir. The magazine provides unique product coverage in an innovative and practical way. larry mclane, President, McLane & Company looking for the 2008 editorial calendar? Find it in the slip-sheet pocket

9 category dominating sales leads what Not only does AP produce high numbers of sales leads, but the leads we receive from our advertising investment are of high quality. This is why I have advised my clients to expand their programs in AP. category dominating sales lead results derik broach, Principal, Broach Media ap works harder to generate response full in-magazine reader service for all ads and editorial all ads and editorial are image-mapped with dynamic one-click access to product-specific web pages reader service push for any advertiser of M-page or larger opt-in category lead service for advertisers only customized wrap-ad design assistance AP Product Wire e-newsletter connectivity

10 AP is your first choice for connecting with architects editorial distinction circulation quality built for reader response advertiser & reader acceptance 1 Products-only environment attracts active architects, designers and specifiers looking for product information 2 Commercial/Institutional focus permits manufacturers a market-targeted messaging environment 3 Trusted editorial based on product performance and specification data 1 Telemarketed reader requalification efforts for AP commonly yield a 94% success ratio a phenomenal success rate of recipient retention... recipients love this magazine 2 BPA audited circulation is the design sectors fastest growing over the last two years, evidencing robust reader affinity 3 Targeted firm demographic 1 Oversized format allows for impactful brand-oriented ad units or full product line depictions with photos and captions 2 Full in-magazine reader service for all advertising and editorial including multiple reader service numbers for full-page wrap ads designed to generate large numbers of qualified leads 1 Five full years of developed reader traction. The first product publication to occupy the niche, the familiar publication, today s architects established desktop resource 2 Advertisers: Fastest growing magazine in design/construction publishing since 2003 launch (number of advertisers, through August, 2007) 4 Editorial that showcases the broad spectrum of product for selection/specification in all commercial and institutional building types best serves suppliers of commercial/ institutional products and materials 4 No overseas or foreign circulation among controlled 3 Free push program for all qualifying advertisers designed to generate sales leads and deliver addresses to advertisers 3 Editorial Pages: Fastest growing magazine in design/ construction publishing since 2003 launch (editorial pages, through August, 2007) 5 Innovative style and graphic browse-by-picture presentation allows for imparting of visual attributes of products as well as technical data recipients 5 99% of readers are actively involved in the review, selection and/or specification of products 4 Free opt-in category lead service designed to generate additional sales leads from reader requesting category-specific information 4 In 87% of instances, AP readers say this is the publication they go to first for product information (2007 AP Product Information Survey) 6 Award-winning graphic design appeals to visual sensibilities of a highly educated audience 7 50/50 ad/edit ratio best serves the reader s wide product/material interest level 6 Large market orientation guarantees readers engaged in commercial/institutional work; true market segmentation to firms responsible for upwards of 85% of all U.S. design work is achieved 5 Optional AP ProductWire e-newsletter provides architects another opportunity to retrieve product information critical to their current work 6 Fully web-linked e-magazine makes one-click product searching a reality for all companies with products featured in advertising and editorial. Readers delivered to manufac ASBPE Award: Best New Magazine Design (American Society of Business Publication Editors) 6 From 5 issues in 2003 to 10 issues and 4 supplements in % growth in published issues indicates wide market acceptance of both editorial and advertising propositions turer web sites via FastPath functionality

11 editorial/administrative oaces Construction Business Media LLC 579 First Bank Dr., Suite 220 Palatine, Illinois Phone: Fax: Gary Redmond advertising sales national Tim Shea central-south Todd Tidmore central-north David G. Haggett southeast Reginald Lawrence midwest Jim Oestmann west Jim Führer mid-atlantic Ted Rzempoluch northeast Bob Fox