where architects find products - architectural products magazine

architectural products | 2012 Advertising + Media Guide

Architectural Products, illuminate, and Architectural SSL are publications of Construction Business Media

The Leading Publication of Commercial and Institutional Product Decisions

Where Architects Find Products

media resource center | Architectural Products Media Kit 2012


More Resources: Visit the Architectural Products Online Media Center

print resources

Architectural Products print strategy is built

around the need to connect manufacturer with

commercial and institutional specifiers and

architects, offering print options that begin by

establishing product familiarity and end by ush-

ering these eyes to the manufacturers website.

web | interactive resources

From routine banner positions to innovative

FastPath direct-link interactivity and search

functionality, the online offering of Architectur-

al Products is designed to work cooperatively

with print, and lead visitors to your own web-

based product detail.

in person | event resources

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AP ProductWire eNewsletter

Banner Ad Opportunities

Tradeshow Traffic Builders

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Exclusive Email Sponsorships

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All of the Architectural Products print, interactive, and in-person resources are available online wherever and whenever you may need them. Simply visit the link below and browse to the appropriate downloadable resource. www.arch-products.com/media

A Brief History of Architectural Products

Architectural Products became the first product-driven

magazine to reside in the architectural publishing space

in over 30 years. The need was self-evident. Advancing

technologies, improved codes, sustainable practices and

elevated standards have pushed product development

across all categories, and architects need help to stay cur-

rent. Launched in 2003, by 2008 Architectural Products had

become the solid #2 magazine serving architects, and the

“go-to” magazine of manufacturers with an urgent product

message to impart. Separating AP from the rest is a ground-

breaking hybrid-editorial style that not only presents product, but then editorially

demonstrates how product adds value. Architectural Products is a magazine where

products are put in context with their applications, and where architects are able to

begin the specification process.

Supporting Reasons to Make Architectural Products Your Top Architectural Media Buy

In AP, your products and their applications take center stage

In AP, your commercial and institutional customer is the focus

In AP, there is but one motivation—product and material research

In AP, you reap the benefit of our established relationship with top firms

In AP, sales-response is cultivated and abundant

In AP, your brand finds a home in our award-winning design

In AP, your website traffic is our ultimate goal

In AP, your product news becomes our editorial focus

In AP, your publishing partnership is respected

In AP, your print media investment is optimized

Architect’s Desktop Favorite

For nine years Architectural Products

magazine has been entrenched as the

first and favorite product and specification-driven

magazine for architects. Still the only audited prod-

uct publication in the sector, Architectural Products

ensures the level of credibility and confidence you

must have in your media buy. This award-winning,

results-oriented, all-product publication serves architects information in the way they

most want to receive it; by putting products in context with application.

overview | Architectural Products Media Kit 2012

“I have received Architectural Products magazine for many years and have always thought it to be one of the best resources for new product information, and appreciate the wealth of high qual-ity images and projects it presents!”

scott e. thayer, AIA, NCARB, LEED AP

Principal, Ankrom Moisan Architects


Reader Impressions

1

Exceptional Reader Continuity



”In our vast experience with publishers, very few BtoB magazines that we have had the opportunity to measure can show the kind of audience loyalty and satisfaction that Architectural Products receives. We regularly see this with each and every re-qualification of Architectural Products magazine.”

jim gallagher, President,

Enhanced Tele-Services, Inc.

2

Desired & Beloved

90% reader continuityArchitects want this magazine. Telemarketed reader requalifica-

tion efforts regularly return a better than 90% retention rate… a

phenomenal level of continuity and evidence of the strong reader affinity for this one-

of-a-kind magazine!

Source: Enhanced Telemarketing Services, Inc. 2006-2010

Your Product Presentation LeaderMatching Products with Architects

Manufacturers’ challenge: getting products noticed and specified

Architects’ challenge: obtaining up to date product information

This magazine became an instant sensation in 2003 for its ability to move product

awareness forward and lead to an informed and improved architectural specification.

Built purposefully around the critical need for this exchange of product information

with architects, AP functions as a conduit for manufacturer product outreach. No other

magazine pays so much attention to your product communications.

Delivering More Product Information To Market(2010 total pages)

1,000

1,250

0

250

500

750

1,500

UnauditedMagazine #1

UnauditedMagazine #2

ArchitecturalProducts

1,350*

864†

104†

Industry Perspective

�“Keep�up�the�great�work�on�Architectural Products—there’s�more�cool�stuff�in�your�magazine�than�in�the�rest�of�the�architectural�pubs�put�together.”

gary henry,�PROSOCO

Sources: * IMS Reports, 2010; † Publisher’s Data



3


The Leading Authority

Connecting with Commercial + Institutional Decision-Makers

By targeting North American architects, designers, owners and product specifiers in

the firms that dominate commercial and institutional work, AP offers C&I targeting

unlike any other architectural title.

A True Office Resource

A magazine that is entirely devoted to

commercial and institutional products,

materials and applications is a magazine

that reaches an audience fully dedicated to

the products of the non-residential markets.

A magazine that is a true office resource

reveals itself by its high office pass-along

rate, as well as its tendency to be saved for

later reference. Architectural Products maga-

zine has no peer in its ability to serve the

immediate interests of its readers—day after

day, project to project!

Advertising Page Growth

Source: IMS Reports 2010

Magazine 2010 Ad Pages % Change from 2006

Architectural ProductsArchitectArchitectural Record

640 +42%

519 +27%

935 -44%

Nine Years of Cooperative Product Coverage

category leading growth. By working closely with product manufacturers, and by

best serving product specifiers, this magazine has laid down an unparalleled path of

growth in the architectural sector!

78% save copies of AP for reference

(source: October 2009 Readex Preference Study)

98% select / specify / approve product

(source: Creative Data Services)

4.0

5.0

0

1.0

2.0

3.0 Industry rpcaverage (b2b)

ArchitecturalProducts

97%

78%

U.S. Located

99%

77%

U.S. Located

Save copies of AP forfuture reference

97%

78%

U.S. Located

99%

77%

U.S. Located

Select/specify/approve products

3.7 readers per copy “well above b2b industry rpc averages!”

Equates to 140,600 rpc

Source: July 2010 Readex Preference Study

“We’ve been analyzing, planning and purchasing, architectural media for the past 25 years and began watching Architectural Products from day one. There was something special about it that set it apart from conventional lead generators: Superb images, exquisite type handling, compelling copy, quality stock and relevant editorial. Positioning clients’ brand imagery in classy visual editorial environments is good marketing.”

john klein, Managing Partner, Marketing Services

KleinMickaelianPartners

83% do 50% or more in commercial billing

(source: Creative Data Services)

99% are U.S. located

(source: BPA audit, Dec. 2010; 38,000 total qualified)

97%

78%

U.S. Located

99%

77%

U.S. Located

50% or more commercial billing

97%

78%

U.S. Located

99%

77%

U.S. Located

U.S. located

The First, The Original

The Only Audited Product Publication for Architects.

Print magazine circulation audits reduce risk for brands and buyers. Audits bring

third-party verified audience metrics that ensure your print investment. Beware

unaudited magazines! There is usually a reason a magazine is unaudited, and it’s

rarely a good reason. Architectural Products fully audited circulation is of the highest

standards!

June 2011 BPA Audited Circulation: 38,063

Your Best Choice for Results

The pioneer of the architect’s product publication, Architectural Products is firmly

entrenched as a category leader, and by its function and purpose. Every single piece of

editorial in this magazine is presented in behalf of product. By presenting product in

context with application and project, AP best serves architectural need.

Authoritative, Award Winning

In a quick and authoritative way AP presents product data and does what few other

magazines dare to do, ushering readers to the manufacturer’s website to obtain

specification-grade data housed there. In Architectural Products architects have the

informative and functional resource they need, crafted in the handsome and award

winning style they enjoy. As a result, the manufacturer/advertiser has the very best

platform from which to retrieve the eyes and consideration of the architect reader,

towards enabling product decisions.


“Anyone can send a magazine to a mailing list. Architectural Products’ busi-ness publication circulation audit conducted by BPA, insures that the magazine is not simply received but, most importantly, is requested, and certifies that the circulation file is up-to-date. The circulation statement is critical to instilling confidence in any media buy.”

tera arthur, Principal,

Arthur Associates


Industry Perspectives

4

Generating Product Awareness



AP is Where Product Advertising & Editorial Get Noticed

No other architectural title has come close to having as prosperous a track-record as

AP over the past several years. Nearly a decade of familiarity, acceptance and desktop

functionality anchor this magazine. Architects across the U.S. and Canada have made AP

a regular and important part of their workday. This does not happen overnight. It takes a

magazine that serves a market need, in a useful way, with consistency and style to gain

access to a design professional’s time.

Architectural Products has become a familiar desktop fixture, a good friend of the reader and gets the job done.

Best Delivery of Your Product Message

When architects consider product they usually consider product in context with the

ultimate application. Recognition of this reality has influenced the groundbreaking

‘hybrid’ editorial style unique to every issue of AP, a style that puts products in-context

with applications. In AP, the reader

mindset going in is product explora-

tion and every single page is devoted

to product. This magazine is truly

where product choice begins.

Attracting the Product Influence

Product information, the way architects prefer it be delivered,

quickly and in context with the intended application, brings

the most influential readers to this magazine…

“…I think it’s very well laid out. The graphic quality is great. I put several magazines on my desk for the taking and the architects grab Architectural Products right away.”

marketing specialist, Hobbs & Black Associates

“I just read the October issue cover to cover (literally: I’m on a plane to Detroit) and wanted to tell you how impressive it is, like an encyclopedia of ‘applied green’.”

jerry yudelson, PE, MS, MBA, LEED AP, Hon FIGP,

Principal, Yudelson Associates

5


78%

U.S. Located

99%

77%

U.S. Located

97.3% - Yes

Select / Specify / Approve Products

2.7% - No

Source: 2009 Companion Questionnaire,Readex Research

Delivering Return-On-Investment



Sales Leads Non-Stop!

Return-On-Investment is the reason advertisers move to Architectural Products and the

reason they stick with AP. The editorial and design formula is simple and effective, and

did we mention award-winning! Design a magazine to generate sales leads, and sales-

driven manufacturers will pay attention. AP advertisers each benefit from multimedia

exposure that comes to them without charge and with our compliments! Here are some

of the ways AP works harder to generate quantifiable response…

working harder to generate response• Full in-magazine reader service for all ads and editorial.

• All ads and editorial are image-mapped with dynamic one-click access to

product-specific web pages.

• Email reader service push for any advertiser of half-page or larger.

• “Opt-in” category lead service for advertisers only.

• Customized wrap-ad design assistance.

• AP ProductWire eNewsletter connectivity.

• AP Readers are compelled to take action.

In the last 12 months, what actions have you taken as a result of

seeing ads in Architectural Products? 97% indicate at least one ac-

tion taken.

Source: 2009 Companion Questionnaire, Readex Research

78%

U.S. Located

99%

77%

U.S. Located

97% - Yes 3% - No

6


“Not only does AP produce high numbers of sales leads, but the leads we receive from our advertising investment are of high quality. This is why I have advised my clients to expand their programs in AP.”

derik broach, Principal, Broach Media

Every Item on Every Page Linked!

A print periodical that enables web connectivity

Your product’s publication in Architectural Products, automatically results in its inclusion

in a searchable, online version of the magazine known as ‘FastPath.’ This dynamic online

service speeds interested specifiers from the print edition, directly to the critical specifi-

cation information resident within the manufacturer's website.

an integrated, multi-channel approachIt all starts with Architectural Products’ print edition. Functioning as a push-marketing

mechanism, the magazine triggers interest in products and directs architects to the

quickest route to more information. FastPath operates as a bridge from the print publica-

tion to the most current, comprehensive product information available—the specifica-

tion detail held within the manufacturer’s website.

FastPath Connectivity

Bring Architects to Your WebsiteVisit FastPath to see how this invaluable

companion tool to Architectural Products can help

bridge architects to the specification detail

housed within your website. Go to www.arch-

products.com/fastpath.

Circulation Focus: C&I Design

market reach | Architectural Products Media Kit 2012


The Commercial &Institutional Reality

It’s a $380-billion non-residential con-

struction market with more than 76%

of all architectural firm billings derived

from commercial and institutional

project design†… exactly where this

magazine is focused. Only Architectural

Products focused completely on C&I de-

sign and products. Since you might not

need to reach those 10,000 small firms

focused almost entirely on residential

design, then why pay for them? Pay

for only what serves your interests, in

Architectural Products.

Only Architectural Products Targets the Firms Dominating Commercial & Institutional Design

• The 80/20 rule applies to the architectural design market

• The bulk of all activity occurs within the Top 100 metro markets

• Currently, about 4,500 architectural/design firms dominate this work*

The 4,500 largest firms, of the 20,000 active architectural firms, were responsible for over

80% of all revenues. Conversely, the bottom 10,000 firms —half of all active firms—each

do less than $499,000 in sales/revenues – meaning they are highly unlikely to be engaged

in any relevant amount of non-residential activity. Source: U.S. Economic Census, 2007

“We are using the magazine for screening new products in the marketplace that we can share with our specifications department and with our designers, project managers and architects. We find AP is addressing the commercial institutional practice quite well.”

principal, Yost Grube

24% Industrial, Residential,Other Construction and Non-Construction Billings 76% Commercial &

Institutional Billing

AIA Architectural Firm Billings

Source: AIA Firm Survey

7

*† Sources: AIA Firm Survey

*Source: AIA Membership Levels from 2008 to 2011

* Source: Creative Data Services

Reader Impressions

Circulation Gains into 2012: Over the past two years more than 2,400* quali-

fied requestor names from BOMA (Building Owners and Managers Association)

have been added. Building Owners and Managers have increasingly looked to

Architectural Products as they become pertinent to product and systems discussions

and choices particularly as related to sustainable and LEED decisions.

Circulation Gains into 2012: Over the past two years base circulation has

grown by 5.6% to over 38,000. Even as the architect population constricts—AIA

estimates a 35%* decrease in membership, from 81,000 to 52,800 – the circulation

of AP grows! Evidence, this magazine is a functioning partner to active architects

and their product exploration.

BPA Audited Circulation, June 2011: 38,063

Bigger Firms, Bigger Billings

market reach | Architectural Products Media Kit 2012


“Architectural Products keeps me updated on products in a compact way. I like the fact that it’s a quick read, the more concise, the better. I like the layout, it is well designed. AP gives the who, what, where used and contact information. I also like that it gives the website, because that’s the first place we go.”

architect, Lindsay Pope Brayfield

Small Firms(1-4 employees)30% of all firms

Largest Firms(10+ employees)24% of all firms

Medium Firms(5-9 employees)23% of all firms

Smallest Firms(1 employee)

23% of all firms

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2%of net billing

5%of net billing

10%of net billing

83%of net billing

53% of firms do only 7% of all net billings,mostly residential work

Architectural Products’Target Audience

The top 500 design firms account for 33% of this value. The big 4,000 account

for the remaining 50%. 500

4,000

Architectural firms of 10 or more

employees generate over 80% of

all architectural billings, and over

87% of all commercial and institu-

tional billings.

Serving Architecture Where it Exists

The reach of Architectural Products extends well beyond the traditional architectural firms

and into corporate, “in-house” design/development departments, into public, govern-

mental and more.

AP reaches firms in each of these critical segments and more:

8

retailWal-MartMcDonald’s Corp.Brinker IndustriesGensler AssociatesCallison

healthcareKaiser PermanenteScripps HealthcareCleveland ClinicHDRNBBJ

hotelSheratonHiltonHyattHarrah’s CasinosSOM

educationBall State UniversityUniv. of CAUniv. of Notre DameAECOMFanning Howey

officeSyska & HennesseyGenslerArupHOKPerkins & Will

publicGSAState of CaliforniaState of FloridaState of New YorkState of illinois

sustainabilityHNTBHDRKohn Pedersen FoxEllerbe BeckettRTKL

bim usersAECOMSmithGroupCH2M HillHDRHKS

Source: Creative Data Services

Reaching Key Architects and Specifiers Wherever They are Employed

Source: AIA Firm Survey

Reader Perspective

Architects Find Your Products Here

informing architects | Architectural Products Media Kit 2012


“I just went through the magazine and folded back 12 pages that I wanted to go back to for further information. There is a lot of useful information in one place. It is filling a great niche.”

specifier, BHDP Architecture

Manufacturers’ Reps (29%)

(58%)

Manufacturers’ Websites (38%)

Colleagues (23%)

Professional Experience (21%)

Industry Events/Tradeshows (18%)

Sweets Catalogues (9%)

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

the top sources cited

IndustryMagazines

Project Start Project Completion

the spec zoneWhen Specifications are Made by ArchitectsProduct specification occurs early in the project cycle. An informed architect is one more aware of new and improved products. Architectural Products is at their desk performing this critical function.

Specifiers need your...

• Technical Data • Product Announcements• Product Changes • Product Certifications• Application Guidelines • Product-Based Solutions

PlanningPlanningPlanningPlanning DesignDesign Bidding Construction Post ConstructionBidding Construction Post Construction

This magazine is making a difference. When asked to identify top sources

for initial collection of product information, readers identified industry

magazines and manufacturer’s websites as the leading sources. AP acts as a

‘bridge’ to the product information that resides on manufacturer’s

websites. What remains clear is the critical role played by

reliable print media in directing architects

to web-based product information.

9

Architect Perspective

Source: Readex Research, November 2010

Fact: Architects read this magazine for one crucial reason: to explore product options …

only AP can say this with absolute certainty.

The Pioneer of the Architectural Product PublicationProduct advertising and product editorial work in perfect harmony to provide readers

important product information at the critical planning and examination stage of the

Specification Process, when design and specification decisions are being made.

LEED & Sustainable Objectives Expand the Architect’s RoleAn increasing number of product and system decisions are now made in the ‘Spec-Zone’

as LEED objectives and sustainable practices have shifted such decisions further forward

in the process. Architects now more than ever are impacting product choice in the fol-

lowing categories and more: HVAC, controls, water conservation, insulation, roofing,

lighting, and more.

Where Product Choices Originate

Ground-Breaking Editorial Approach



Architectural need continuously shapes the editorial style of this magazine. The pioneer

of using a highly visual presentation and short-format editorial to highlight products in

context with their applications, Architectural Products magazine remains the standard by

which others measure.

An industry-familiar team of twelve experienced design and construction writers col-

laborate on every issue of AP. Our goal is to present product information visually and

technically, and with brevity … in the way architects prefer.

In each issue product coverage is 100% of content and includes a look at application sci-

ence, case studies, innovative architect product applications, product emerging from

R&D, product trends, sustainable (green) products, new and improved products and

much more.

Editorial that is leading architects to a new awareness of products


�“I�really�like�your�magazine’s�series�‘Achieving�LEED’.�Most�magazines�publish�lots�of�pictures�of�LEED�buildings�but�include�no�product�names�or�product�information.�Having�the�product�names�really�demystifies�things!�I�am�saving�and�sharing�all�these�articles�with�others�in�our�firm.”

debra shockley,�RossTarrant�Architects

10

Market of ChoiceFocus on the state-of-being

of a specific construction-

type, including insights

about current architectural

trends and products meet-

ing those trends. Industry

experts assist in this brief

synopsis of one specific

design sector.

New & ImprovedA broad and all-encompassing

selection of the latest product

innovations and product

improvements available to

architects. This is where the

unexpected is found.

Product-Based Solutions



From our innovative gatefold Project Deconstruction to our market segmentations,

LEED-achieving project examinations and trend overviews, this magazine maintains

the highest editorial standards while serving product information in the way archi-

tects prefer, with style, in context, and with reference.

Architect Perspective

“I was browsing the most recent issue of Architectural Products and noted how well designed the publication was. I have many friends who are graphic designers and I know they sometimes don’t get the recognition they deserve. Very beautiful, balanced and clear. Props to you.”

andrew jose, LEED AP

Green Associates

11

Achieving LEEDA unique, product-cen-

tric, overview of a LEED-

rated project, presenting

the manufacturers,

products and systems

that earned LEED credit

points, complete with

a glossary of possible

points available and

points achieved.

Project DeconstructionA visual explosion of ten

architect-selected products

that notably served project

need. This groundbreaking

editorial treatment reveals

how product selection posi-

tively impacts end result.

Trend LinesA timely, and usually

eye-opening, presenta-

tion of new directions in

construction technolo-

gies and methods that

are coming to influence

architectural choice.

editorial/administrative oaces

Construction Business Media LLC 579 First Bank Dr., Suite 220

Palatine, Illinois 60067

Phone: 847.359.6493 Fax: 847.359.6754

www.arch-products.com

advertising sales

national

Tim Shea 847 359-6493

[email protected]

David G. Haggett 847 934-9123

[email protected]

Jim Oestmann 847 838-0500

[email protected]

Ted Rzempoluch 609 361-1733

[email protected]

Gary Redmond 847 359-6493

[email protected]

Bob Fox 914 777-1898

[email protected]

Trey Higgens 847 963-8624

[email protected]

Jim Führer 503 227-1381

[email protected]


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