Ad Vantages

Published on .

Laura Viscusi has spent her 18-year tenure at McGraw-Hill Cos. with Architectural Record. Published for 114 years, Architectural Record is the magazine of the American Institute of Architects (AIA) with a monthly circulation of 112,000. She was named VP-media sales at McGraw Hill's Construction Information Group last year.

MB: How is Architectural Record building on its position as the leading publication in its field?

Viscusi: With 10 consecutive years of growth and a clear leadership position ... our job is now one of taking customers further into the profession with all of McGraw Hill Construction media. Three years ago Architectural Record's media sales staff represented only 12 issues of Architectural Record and In addition to Architectural Record, their portfolio now encompasses all McGraw-Hill Construction media including Engineering News-Record, Product News Tabloid, 12 regional publications, six professional events and, of course, online. This has presented both opportunity and challenge. Most important is that they can serve customers with a greater breadth of media and price points.

MB: What challenges does this array of offerings present?

Viscusi: Time management and maintaining customer focus. With such an extensive portfolio, it is essential the sales reps have their advertisers' needs top of mind at all times and serve accordingly, rather than product by product, or they will not be able to keep up. Time is money.

-Christine Bunish

Most Popular
In this article: