Aviation Week & Space Technology
Company: McGraw-Hill Cos. 2005 revenue: $20.5 million 2004 revenue: $19.0 million Revenue growth: 7% Circulation: 97,000
Aviation Week & Space Technology has long garnered a healthy share of its market through its comprehensive coverage of the aviation industry, from initial design of aircraft to operational issues to maintenance. Now, it's opening up new editorial corridors.
In February, McGraw-Hill Cos.' Aviation Week Group launched a strategic rebranding program. Under the new name McGraw-Hill Aerospace & Defense, the group is expanding its footprint into the broader A&D sector.
"We've always covered aerospace and defense but only the aeronautical part, such as weapons systems," said Ken Gazzola, McGraw-Hill Aerospace & Defense exec VP-publisher, adding that Aviation Week & Space Technology now owns about a third of its market.
However, with the rebranding, "we'll cover the land and sea [aspects of A&D], which have become very important with the proliferation of IEDs [improvised explosive devices] in Iraq and Afghanistan," he said. By integrating air, land and sea into its overall packaging, "we'll be able to cover everything from the `sensor to the shooter,' " he said.
Even before the rebranding, Aviation Week & Space Technology landed 76 new advertisers in 2005, including Dell Computer, Jabil and ITL Optronics.
The magazine has also gotten a lot of mileage out of the 12 events it holds annually in the U.S., Europe and Asia that cover the maintenance repair overhaul (MRO) market. Each U.S. program draws about 5,400 attendees.
"The commercial aviation industry is dealing with aging aircraft and the airlines are not buying as many airplanes," Gazzola said. "They're trying to use airplanes for more productivity, and the Federal Aviation Administration is requiring more maintenance and safety standards. We're right in the middle of that."