Hanley Wood Group Publisher Rick Strachan thinks the company's latest launch, Green Products and Technology, is a safe bet.
“Trends come and go, but "green' is not a fad and is now probably driven by the fact that it's profitable to be green,” he said. “Companies can now invest in green and will get a payback.”
There is also a growing number of trade associations that are starting to study green building and are in need of information about environmentally sensitive processes, Strachan said.
“There's an interest in green building among a majority of our publications,” he said, pointing to Replacement Contractor and Residential Architect as examples. “But we wanted a focused product to reach the [sector's] movers and shakers.”
Last April, Hanley Wood acquired from Spiderweb Publishing eco-structure (28,000 circ.), which covers green building in commercial construction. Green Products and Technology, which debuted in February, is the company's first foray into green building for residential markets.
Green Products and Technology, which is being sent to 35,000 builders, remodelers and architects identified as active in green building, will run as a quarterly this year and nine times in 2009.
The editorial includes information on green building products and technologies as well as case studies. Each issue will feature product reviews related to topics such as energy efficiency and resource efficiency.
The brand also includes “Green Product News,” a biweekly e-mail newsletter, and greenproductsmagazine.com. The Web site offers daily updates and blogs, and will soon add webinars, video programming and podcasts.
In October, Hanley Wood Exhibitions will introduce the Eco Home Expo. “We'll market the trade show across Hanley Wood's database,” Strachan said.
Green building is gradually becoming the rule and not the exception. According to a report in the October issue of Penton Media's Real Estate Investor, more than half of the corporate users and developers of commercial real estate surveyed said they now own, manage or lease a green property.
Joel Makeower, executive editor of Greener World Media, a b-to-b media company created in 2006 that publishes greenbiz.com, said Green Products and Technology has major potential.
“There's a mild explosion of green products out there, and buyers are grappling to find them,” he said. “Most companies of any size are asking: "What's our green strategy?'”
As green goes mainstream, opportunities abound in b-to-b media markets, analysts say.
“I've heard more about green in the last year than I've heard in the previous 20 years,” said Reed Phillips, a partner in media investment bank DeSilva & Phillips. “In some cases, green can be a business within the entire business, and in other cases it's a special section. It all depends on the ad base.” M