Hanley Wood has one of the strongest reputations in b-to-b media due to its comprehensive coverage of residential construction markets. With the recent launch of Architect, the company is betting it can achieve similar success in commercial construction.
The publication, running two times this year before moving to monthly frequency starting in January, will serve as a hub for Hanley Wood’s expansion into commercial construction. It has an initial circulation of 88,000; about 60,000 copies will go to practicing certified architects. Ad-to-edit ratio will be roughly 50-50.
Architect has an online companion, architectmagazine.com, which features breaking news, a reader-submitted design gallery, product resources and continuing education.
Pat Carroll, group publisher of Hanley Wood’s commercial design group, said those receiving the magazine work for the 23,000 largest architectural firms in the U.S., which represent 90% of architectural fees.
“One of our top three initiatives in our five-year strategic plan was to expand aggressively in commercial construction,” said Peter Goldstone, president of Hanley Wood Business Media, which includes the company’s magazines, events and e-media projects. “We want to replicate in the commercial space what we have done in the residential space, using Architect—the same way we have used Builder in residential markets—to extend into trade shows, events, e-products and data.”
The editorial will focus on architectural projects “but also the people, the products and, most important, the practice of architecture,” Goldstone added.
By launching Architect, Hanley Wood is aiming to steal share from McGraw-Hill Construction's Architectural Record, which is the No. 1 b-to-b title in the architectural category. In September, Hanley Wood acquired the No. 2 book in the market, when it bought Architecture from VNU Business Media, along with Architectural Lighting.
Hanley Wood folded the contents of Architecture into Architect. Architectural Lighting runs seven times a year and has a circulation of 25,000.
Advertisers said they expect solid returns from Architect.
“Architect will have a new and unique message about the business of architecture and not just the process,” said Patrick Kenny, global director-construction marketing for PPG Industries, an $11 billion global manufacturer of coatings, glass and chemicals for the automotive, construction, industrial and transportation markets. PPG has bought “premium positioning” in Architect through the end of 2007, he said.
“They’re fulfilling a need in covering how architectural firms are run and how they operate,” Kenny said. “It should resonate with the architectural community.”
Rick Liddell, senior VP-sales and marketing for VT Industries, which markets laminate countertops and wood doors, said the company has had success advertising its products in Hanley Wood’s Builder and Big Builder, and expects the same from Architect.
“From what I saw in the first issue, it is attracting not just the well-established architectural firms but also companies at the midpoint and new companies that are just entering the market,” he said. He also pointed out that Architect will be able to better distinguish itself from competitors because “it is focusing on North American projects whereas others are more international.”