McGraw-Hill to launch new construction title

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In November, McGraw-Hill Construction will launch HQ: Good Design Is Good Business, which will be published quarterly in 2009. A Web site will be simultaneously launched, and one or more events will grow out of the brand next year.

More than10 years ago, McGraw-Hill Construction’s Architectural Record partnered with sibling BusinessWeek to create an annual awards program recognizing the most successful collaborations between architects and businesses. In a continuation of that relationship, BusinessWeek will provide editorial and audience development guidance, among other resources, to HQ, said Norbert Young Jr., president of McGraw-Hill Construction.

Robert Ivy, editor in chief of Architectural Record, will oversee the content of HQ, along with Bryant Rousseau, editorial director for digital media at McGraw-Hill Construction.

“This is a new publication for the owners of buildings,” said Harry Sachinis, president of McGraw-Hill’s Business Information Group, which includes McGraw-Hill Construction. “There are four segments in the commercial construction industry: product manufacturers, architects, contractors and owners. We are very much embedded in the first three. This is an effort to expand more deeply into that fourth segment of owners.”

With a controlled circulation of 65,000 to 85,000, HQ will target C-suite titles at major corporations that build and lease buildings. “We are also finding interest from presidents of colleges and universities and government officials,” Young said.

“We did a lot of research and found that C-suite executives have a high participation rate in making decisions on raising capital funding for financing new and renovated buildings,” Young said. “Yet there hasn’t been a good source for them to find information on such topics as the business drivers for good design or the payback for it. So our editorial treatment will be heavily based on case studies and proprietary research. This group is hungry for facts and data.”

At the same time, he added, “many of the large building product manufacturers and service companies are desperate to serve these influential CEOs.” He said McGraw-Hill Construction is “targeting a very select group of product manufacturers and service companies as advertisers. We have a good understanding of the providers that matter, and we want HQ to maintain a certain high-level image.”

One of the key features of the Web site will be a community section in which construction, engineering and architectural companies can post project photos and research reports.

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