Air Conditioning Heating Refrigeration News
Company: BNP Media 2005 revenue: $13.0 million 2004 revenue: $10.4 million Revenue growth: 25% Circulation: 34,000
Throughout 2005 Air Conditioning Heating Refrigeration News provided ample coverage of a new regulation-vital to the heating ventilation air-conditioning (HVAC) dealers who make up its ad base-that went into effect in January of this year.
The law mandates higher efficiency standards for air-conditioning and heating systems and has required all manufacturers to overhaul their product lines, said John Conrad, publisher of the weekly magazine.
"Because the news magazine did such a comprehensive job of informing the industry what was taking place, we benefited by getting some major advertisers in the fourth quarter," Conrad said. These included Carrier Corp., Rheem Manufacturing Co. and Nordyne, which markets the Maytag and Westinghouse brands.
The publication also ran a series of inserts in 2005 to help inform contractors how to adapt to-and profit from-the new regulation.
Another key to the ad increase: six special supplements in 2005 that homed in on a particular trend in the market. One supplement, for example, focused on "indoor comfort" sales, or how dealers can expand their business by selling humidification products and sophisticated thermostats that control the temperature in individual rooms.
A separate supplement, "Best of the News," examined how HVAC dealers can sell more effectively to a niche market, such as schools.
Marketers that run ads in the print edition of Air Conditioning Heating Refrigeration News are able to display their wares in an online product gallery "for as long as they are on the print schedule," Conrad said.
"Advertisers feel they're getting more than just ad pages when they commit to a schedule," Conrad said. "We're more than a place you can advertise. We're a marketing partner." M