architectural products 2021 media guide the trade …where product specification begins. the product...

Architectural Products magazine is a publicationof Construction Business Media, LLC

Architectural Products, Architectural SSL, andNet Zero Buildings are publications of Construction Business Media


The Trade Show In-PrintWhere Product Specification BeginsThe product publication of the U.S.-based architect working cooperatively with manufacturers to reveal the ongoing product, system and material improvements moving design forward.

A R C H I T E C T U R A L P R O D U C T S 2 0 2 1 M E D I A G U I D E

MAR-APR 2003 JUL-AUG 2020

2003 2020

“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-quality images and projects it presents!”

—Scott E. Thayer, AIA, NCARB, LEED AP Principal, Ankrom Moisan Architects

Architectural Products became the first product-driven magazine to reside

in the architectural publishing space in over 35 years. The need was self-

evident. Advancing technologies, improved codes, sustainable practices and

elevated standards have pushed and expanded product development across

all categories, and architects need help to stay current. Launched in 2003,

in less than five years, Architectural Products ranked among the leading

architectural titles and settled in as the “go-to” magazine for manufacturers

with an important product message to impart.

Separating AP from the rest is its use of the case-study method. This approach

combines the editorial presentation of products framed by a success story.

Moreover, how products, materials and systems add value to specific projects.

Architectural Products is an applications magazine where architects find

proof-of-use, proof-of-performance and outcome—products and systems are

presented in context with design.

Leading architects to products, materials and systems: It’s why AP is so often the manufacturer’s top choice

In AP, your products and their applications take center stage In AP, your products proof of use and proof of performance is shared In AP, your commercial and institutional customer is the focus In AP, there is but one reader motivation—product and material discovery In AP, sales-response is cultivated and abundant In AP, your branding finds a home in our award-winning design In AP, your website traffic is positively influenced In AP, your product news becomes our editorial content In AP, your publishing partnership is active and respected In AP, your print media investment is optimized

Respected and RequestedFor over eighteen years, Architectural Products magazine has been

entrenched as the first and favorite product and specification-driven

magazine for architects. Fully audited, Architectural Products ensures

the level of credibility and confidence you want in your media buy.

This award-winning, results-oriented, all-product

publication serves architects information in the way

they most want to receive it.

A Brief History of Architectural Products

Architectural Products is a publication of Construction Business Media Contact: Gary Redmond [email protected] or Tim Shea [email protected] | (847) 359-6493 | www.arch-products.com

1

Reader Impressions

g l a s s + g l a z i n g

o v e r v i e wm a r k e t r e a c ha u d i e n c e m e t r i c sE d i t o r i a l p u r p o s eR e a d e r E n g a g e m e n te d i t o r i a l a p p r o a c he d i t o r i a l r e l e v a n c e

Architectural Products Media Kit 2021

I NF

L UE N

C I A L P R O D U C T O R M

A T ER

I AL

INSPIRIN

G A

RC

HI T

ECT U R A L P R O J E C T S K E Y A R C H I T E C TU

RA

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S

The Trade Show In-Print!

The editorial goal of Architectural Products is to create awareness and rec-

ognition of products, materials and systems through the use of case studies

and application narratives. The practice of architecture being a licensed

profession, architects rely on such content to make informed product and

system choices through careful examination of proof-of-use, proof-of-per-

formance and proof-of-performance outcome content. No other magazine

uses its considerable editorial expertise to impart curated messaging so

expertly to provide successful, evidence-based product and system integra-

tion into design.

Matching Products with Architects

Manufacturers’ challenge: Getting products noticed and specified

Architects’ challenge: Obtaining up-to-date product information

Mutual solution: Be seen in Architectural Products magazine

Devoted to Product Discovery

“I believe Architectural Products is one of the most useful magazines we get and I refer to it most often.”

“This is a wonderful source of the latest products in our field. I love that all the people in my workplace share thoughts with each other regarding this magazine.”

—Comments via Readex Readership Study

Unique in Our Ability to Create Product-Oriented Design Content

By presenting key design trends applied within inspiring architecture with

the influence of products, materials and systems enabling a desired out-

come, the editorial style of AP provides a level of “social proof” to which

architects respond.

Architects want the confidence that their product choices will serve the in-

tent. It is this middle-ground within the Venn diagram (above) that has high

value to both manufacturer messaging and reader takeaway.

A source of “social proof”

Project: Goergen Institute for Data Sciences, University of Rochester Quoted Architect: J. Frano Violich, FAIA, Vice Principal, KVA

Key Trends: Design-Assist, Using Traditional Materials in New Ways

Influential Product: Custom 12-in. Glen-Gery 55-DD Brick

Winning Hearts & MindsIn most instances, each article

is approached from three distinct angles to offer a broad

perspective on the solution. Each of these editorial

angles is key in delivering Architectural Products’ unique

value to the architect.


2




Reader Impressions

Source: AIA Firm Survey 2018

The Non-Residential AuthorityArchitectural Products connects with commercial and institutional

decision-makers. By targeting North American architects, designers,

owners and product specifiers in the firms that dominate commercial and

institutional work, Architectural Products offers a more complete com-

mercial and institutional audience target than any other architectural title.

Commercial & Institutional Realities:• The largest 20% of firms do 80% of all the work. Yes, the 80/20 rule

applies to the architectural design market.

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

• Currently, about 4,400 architectural/design firms dominate this work.

Showcasing Commercial & Institutional ProjectsThis article from May-June 2020 focused on how modular construction

is impacting healthcare design, including a look at how Memorial Sloan

Kettering Nassau’s user centered design delivers a “sense of place.”

Emphasis here is on key C&I trends and categories such as daylighting,

glazing and curtainwall, biophilic design, landscape products, operable

partitions, lighting and controls.U N I Q U E C I R C U L AT I O N F O C U S :

Commercial & Institutional Design Only Architectural Products Targets the Firms Dominating C&I Design

Bigger Firms, Bigger Billings

Architectural firms of 10 or more employees generate over 86% of all architectural billings and over 88% of all commercial and institutional billings, which is why we target them.

Architectural Products targets the medium and larger firms

who dominate commercial and institutional billings.

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

“We use [the publication] to look for new products and applications and as one of several elements that help us to see where the main conversations are heading within architecture.”


2% of Net Billing

6% of Net Billing7% of Net Billing

Smallest Firms(1 employee)

27% of all firms

Small Firms(2-4 employees)

33% of all firms

86% of Net Billing

N E T A R C H I T E C T U R A L B I L L I N G

of C&I Billings

The Largest Firms Generate

Largest Firms(10+ employees)

25% of all firms

Medium Firms(5-9 employees)

15% of all firms


3

Reader Impressions




A True Office Resource A magazine that is an active office resource

reveals itself by its high office pass-along

rate, as well as its tendency to be saved

for later reference. Architectural Products

magazine has no peer in its ability to serve

the immediate interests of its readers—day

after day, project to project!

This magazine is put to work by its readers!

THE ARCHITECT’S CLEAR PRODUCT SOURCE In each case common readers of both magazines were asked:

Architects Rely on Manufacturers

“Architects know a little bit about everything, but not everything.” In a recent

survey* conducted by AIA, architects reveal the high degree of reliance they

put on manufacturers to advise them.

Connecting with Readers

I rely on manufacturers to advise me about their own products

I rely on manufacturers to advise me about their product category (e.g. roofing product manufacturers to advise on roofing in general)

In the last 12 months, what actions have you taken as a result of seeing advertisements in Architectural Products?

Measures of preference/reference/engagement/relevance/actions each reveal the high degree of regard readers have with this magazine.

4.4 Readers per Copy Well above b2b industry rpc averages! Equates to 164,000 RPCSource: Readex Preference Study 2019

EXCEPTIONAL READER APPEAL

Architects want this magazine. Telemarketed reader requalification efforts regularly return a better than 85% retention rate... a phenomenal level of continuity and evidence of the strong reader affinity for this one-of-a-kind magazine! Testimony to reader desire.

Source: Enhanced Telemarketing Services, Inc., 2006-2019

“Which of the following publications provides the most useful product and

material information?”

Architectural Products was also selected over each other publication as the

one “referred to most consistently in the office.”

Indicated at least one action

Visited advertisers

website

40

50

0

10

20

30

80

90

60

70

10094%

80%

The Top Sources Cited

Filed item for future reference

Discussed ad with others

Passed ad along to others

Recommended/specified product/

service

Used reader inquiry

51%

33%

45%

33% 36%37%

22%

14%

Contacted advertiser

in some way

62%26%

12%

61%31%

8%

SNAP

ArchitecturalProducts

86%

14%

Architect


73%

27%


ArchitecturalRecord

59%

41%


Visited advertisers

website

40

50

0

10

20

30

80

90

60

70

10094%

80%






service

Used reader inquiry

51%

33%

45%

33% 36%37%

22%

14%


in some way

62%26%

12%

61%31%

8%

SNAP


86%

14%

Architect


73%

27%


ArchitecturalRecord

59%

41%

4.0

5.0

0

1.0

2.0

3.0

Industry RPCaverage (B2B)



Visited advertisers

website

40

50

0

10

20

30

80

90

60

70

10092%

74%






service

Used reader inquiry

50%

33%

42%

33% 36%36%

16% 15%


in some way

62%26%

12%

61%31%

8%

SNAP


86%

14%

Architect


73%

27%


ArchitecturalRecord

59%

41%

61%31%

8%

Architectural Products

63% 12% 25%

Architectural Record

Other


Architect

Other

64% 8% 28%

61%


61% 39%

Architectural Record


Architect

74% 26%

*Source: The Architect’s Journey to Specification 2018, AIA


4

Source: Readex Research, 2014- 2019

Source: Readex Research, 2014- 2019

Impressive Audience AttributesReader Impressions

Source: Readex Preference Study, 2019

“As an architect, it gets more and more challenging to keep up to speed on new product developments. Architectural Products has been an excellent source for new and upcoming products and technologies.”

—Comment via Readex Readership Study




61%

Save copies of Architectural Productsfor reference

70%

Select, specify, approveproducts

98%

61%

Do 50% or more in commercial billing

87%

From the Architect’s Perspective “The Architect’s Journey to Specification 2018” research from AIA

reveals the specification habits, needs, and preferences of key

players in architecture firms, their specification process, and sat-

isfaction with building products and companies. The following are

excerpts that illustrate the importance of manufacturer relation-

ships with architects.

MANUFACTURER RELATIONSHIPS :

“Building relationships with manufacturers

is important to my professional success:

88% agree.” RESEARCH FINDING :

“Architects value and seek sound manufacturer relationships

where expertise is shared.” Steps for a Better Manufacturer/Architect Relationship

1 Prepare your sales reps to have a consultative skill set with the

ability to work as trusted advisors for selecting and specifying their

own products. Architects also desire engagement with people who

understand an entire product category.

2 Architects expect and need the manufacturers’ website to pro-

vide ready access to detailed product information or documents.

They need language that speaks to them and to their challenges

and in sites that do not contain obstacles to access.

3 Seize the opportunity! Architects are open to building relation-

ships, have respect for the expertise manufacturers can provide,

and are willing to find common ground.

Product SpecificationArchitects are crucial to specification. They are involved in

specification on 92% of projects, most often as the primary

decision maker. The report concludes...

“Therefore, as a minimum, architects should be considered a

primary target of efforts and resources among manufacturers.”

“Given the needs and demands of architects, a manufacturer who

is not focused on them is likely to find itself among the majority of

manufacturers who do not meet their expectations, and they will

lose out of specifications as a result.”

Architect Engagement &the Search for Social Proof FACT: Architects read Architectural Products for one crucial reason:

to explore product , material and system options. Of all architect titles

only Architectural Products can say this with absolute certainty.

To Engage with the ArchitectIn Architectural Products product advertising and product editorial work

in perfect harmony to provide readers important product information

as they need it. By vetting the products themselves, and by referencing

common applications, case study examples, new trends and opportuni-

ties and other methods that put products in the best context, AP is alone

in the ability to enlighten the reader during their product research. The

goal in each issue is to share the ideas worth sharing toward improving

product selection.

The Ways of the ArchitectWe think you will agree, the following generalities apply to many

architects and designers:

• Intelligent and highly-educated

• Opinionated

• Socially and environmentally conscious

• Curious as to how things work

• Curious to know what has been used and where

• Curious to know who has used what and why

• Curious about the product life-cycle

• Image-oriented

• Artists with a technical degree

• Honor form & function

• Success usually engenders loyalty

To this discerning and even demanding audience, (take note of the “The

Architect’s Journey to Specification 2018” to the right) a magazine must

remain relevant, meet architect’s visual standards, and engage them

through their need for product awareness and validation through social

proof. In this magazine the manufacturer plays a central role.


5

“I typically go through AP magazine, earmark products I would like to further explore, share with colleagues and then contact reps for further information.”


Reader Impressions


A u d i e n c e C O N N E C T I V I T Y Architectural Products Media Kit 2021

The Proof-of-Use, Proof-of-Performance PursuitSpecifiers are shoppers. Every product, material, and system from the

floor to the roof—and often the site—must be discovered, researched and

selected, and deliver a specific result. Architects require proof-of-use and

proof-of-performance evidence more than any other profession consider-

ing the scrutiny with which their license and certification could be held.

Quite simply, researching products and acquiring social proof in the

specification process is a job requirement of the architect. Delivering your

product advantages through peer testimonials is providing precisely what

the architect needs in a format that has proven engagement benefits.

Architects, like all creatives, are inspired by the work of their peers. Whether

it’s AIA Merit Award winners, LEED-certified work, a net-zero building, or

another form of ground-breaking design, nothing gains their attention like

great work from the great minds within their craft.

This magazine makes use of case-method editorial to deliver content that

reveals how a product, in an application, has met or exceeded the expecta-

tions of its architectural team.

“Love the clarity and intent of the magazine. I can almost by memory go back a couple of issues back flip the magazine and tell the staff: ‘Something like that! Who’s the rep?’”


5 Notable Benefits of Marketing Using the Case-Method:

1. Everyone loves stories. Telling a story increases engagement, particu-

larly when peers are quoted or cited.

2. Case Studies are niche-specific. A well-crafted case study will isolate a

specific challenge and solution that can be readily aligned with marketing

messaging.

3. They position your brand as authoritative. When you bring content

and knowledge to the market, you’re viewed as a thought-leader. Trust and

expertise are two of the most valuable keys to attaining positive brand

awareness.

4. They prove your competitive advantages. Case studies are problem

and solution-centric, and dive into the specific product benefits that ulti-

mately lead to a specification.

5. Content to multi-task. If you view the development of a case study

as research, you can hone in on specific takeaways, and use them as a

framework for spin-off content in the form of blog and social media posts,

newsletters, and presentations.


6

Reader Impressions




The Right Message at the Right Time Your Best Choice for Recognition The pioneer of the architect’s product publication, Architectural Products

is firmly entrenched as a category leader and is distinct in its function and

purpose. Every single item of editorial in this magazine is presented on

behalf of product. This is the most dependable showcase for products.

“I’ve said for years the value of trade publications is the advertisements and coverage of new products. Architectural Products fits this ‘bill’ exactly.”


Authoritative, Award Winning, Unmatched In a quick and authoritative way AP presents products and provokes rec-

ognition and a reader reaction, one that typically ushers the reader to the

manufacturer’s website encouraging a deeper-dive available there. In AP

architects have the informative and functional resource they need, crafted

in the handsome and award winning style they enjoy. As a result, the manu-

facturer/advertiser has the very best platform from which to capture the

attention and consideration of the reader.

Delivery of Your Product Message with Context When architects consider product they consider product in context of the

intended application. Recognition of this reality has influenced the ground-

breaking ‘hybrid’ editorial style unique to every issue of AP, a style that puts

products in context with applications. In AP, the reader mindset is product

exploration and every single page is devoted to product education.

HONORING THE SPEC ZONE:Influenced by objectives of resilience, high-efficiency, HPD’s, EPD’s and other specific and often measurable outcomes, the role of the architect as the project generalist means an increasing number of critical product and system choices will be made earlier in the project timeline.

Project Start Project Completion

THE SPEC ZONE

When 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


7

Reader Impressions




Architectural need continuously shapes the editorial style of this magazine.

The pioneer of using a highly visual presentation and short-format editorial

to feature products, Architectural Products magazine remains the standard

by which others measure.

Editorial that is leading architects to a new awareness of products. This is

the journal for the manufacturer of architectural products. Page after page

notifying architects of the efforts being made to expand and improve the

products from which they design, create and improve.

Ground-Breaking Editorial Approach

“Great resource, especially if we are looking for products that will fill anew need based on design-driven requirements.”

“The magazine is very informative, especially about environmental issues and its relationship to different building types. It’s very good reading be-cause of the topics covered.”

“It is important to stay updated on the newest, most recent and innova-tive products and materials to be successful in the architectural industry... Architectural Products provides just that. It is informative and very useful which is why it is commonly referenced in my workplace.”


Product-Based Solutions, High-Style Environment

Vetted Content for Influential ReadersBecause our editorial staff goes to the effort of curating the products car-

ried within, our readers know to find the very best the industry has to offer

in each issue of Architectural Products. By serving the most useful product

information, quickly and in context, AP is able to attract the most active and

influential readers to this magazine.

Product coverage is 100% of content and includes a look at: • Application science

• Case studies

• Product transparency

• innovative architect product applications

• Products emerging from R&D

• Product trends

• Sustainable products

• Resilient products

• and much more



PRODUCT EDITORIAL DONE RIGHTShort-format editorial tailored to generate pass-through. From the fully-requested print publication, to the dynamic Architectural Products website, and on to the product manufacturers landing page.


8

Reader Impressions


DESIGN & HEALTH This item from the July-August 2020 issue highlights

PSA signage. Key benefit discussed: Flexible and instantaneous messaging.

ENERGYThis case study from the July-August 2020 issue highlights a net-zero housing complex on the University of California Irvine campus. Key products and trends: exterior lighting, wayfinding, energy codes, higher education, multifamily.

Best at Addressing the Architect’s Priorities Matching Issue Content to AIA Objectives and “the times”No current magazine is more in-sync with the architectural priorities of

the moment, and the conditions that influence specifications. AIA’s most

ambitious and recent research, AIA Sustainability Leadership Opportunity

Scan, isolated priority concerns and objectives for today’s architect. We

address these same priority concerns into the coverage and content of our

2021 issue line up.

Core Trends and Topics Driving Architects... and Architectural Products Magazine

H M R E

H M R E

DESIGN & HEALTH

Health of building occupants including better IAQ, greater concern for the

materials making up products.

H M R E

H M R E

ENERGY

Energy Efficiency and Building Performance including monetizing energy

efficiency to meet ROI objectives for clients.

H M R E

H M R E

RESILIENCY Better long-term planning for buildings to be able to function/recover

from devastating natural storms and events.

H M R E

H M R E

MATERIAL TRANSPARENCY Understanding materials’ health, environmental, and social impacts and

working to minimize these impacts.

AS WELL AS:

The Changing Design Front A definitive migration toward more integrated design and better cooperation

among AEC entities and manufacturers in design-assist situations.

Being Smarter in Construction Making fewer errors, saving time and bringing down costs

in the construction and design process.

“Great resource, especially if we are looking for products that will fill a new need based on design-driven requirements.”

“A very useful magazine and a great reference. It is also a great way to keep current with new products and ideas in the field of architecture.”





9

Reader Impressions


Architects Path to Specification Where Product Choice OriginatesThis magazine is making a difference. When asked to identify top sources

for initial collection of product information, readers identified industry

magazines and manufacturers websites as the leading sources. AP acts as a

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

What is clear is the critical role played by trusted print media in directing

architects to web-based product information.

Architects Embrace Magazines...It’s a place of discovery. The influence of both editorial and advertising con-

tent within Architectural Products magazine is most often tied to product

exploration at the early stages of the information-gathering process – when

readers are becoming current and familiar with technologies, products,

services and manufacturers for future specification and application. It is in

this early discovery stage that industry magazines rank highest among all

measured media types in providing useful content.

...and All MediaThough print remains preferred, an integrated strategy using web, email,

and social can compliment by utilizing each media’s core strength. In com-

bination, these media strengths can work together as a unified force.

PRINT REMAINS PREFERREDIssue Reading Habits of Architectural Products’ Readers:

“Having a consistent product magazine, hard copies, in our office, triggers thoughts and references that may not be available if online only or waiting for product reps to arrive.”

AN INTEGRATED STRATEGY AP’s model recognizes the value of a comprehensive plan that evaluates the strategic roles of each available media type and combines them for their inherent strengths to provide clarity, consistency, and maximum communication impact.

IndustryMagazines

Manufacturers’Websites

Manufacturers’Reps

ProfessionalExperience

Colleagues Industry Events/Tradeshows

40

50

0

10

20

30

80

90

60

70

100

60%

45%

30% 29% 28%

18%


the top sources cited

40

50

0

10

20

30

Spending Less Time Spending the Same Time Spending More Time Spending Much More Time

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Same More time Muchmore time

70% are spending more time with professional media

Alerts me to potential solutions

Helps deterine which manufacturers to contact

O�ers continuing education on technologies

Alerts me to new vendors

Provides information to request/access more details

Helps position individual vendors in my mind

Quick way to stay current

40

50

0

10

20

30

Significant Decrease

Decrease RemainsSame

Increase Significant Increase

85% increase or remains the same

40

50

0

10

20

30

Only Print Only Digital Majority Print Majority Digital 50% Print / 50% Digital

40%

50%

0

10%

20%

30%

Only Print Only Digital Majority Print

Majority Digital

1/2 Print1/2 Digital

85% increase or remains the same

40%

10%

24%

13% 13%


10

Source: Publisher’s Data, 2019

Reader Impressions

Source: Readex Research, 2019Top Sources for Product Research




Editorial/Administrative Offices

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

Palatine, Illinois 60067

P: 847 359-6493 F: 847 359-6754

www.arch-products.com

Advertising Sales

Tim Shea Managing Partner,

Director, Business Development847 359-6493

[email protected]

David Haggett 847 917-0287

[email protected]

Jim Oestmann 847 924-5497

[email protected]

Jim Morrissey 847 274-6482

[email protected]

Gary Redmond Managing Partner,

Director, Publishing Operations 847 359-6493

[email protected]

Bob Fox 917 273-8062

[email protected]

Jim Führer 503 227-1381

[email protected]


Architectural Products magazine is a publicationof Construction Business Media, LLC

architectural products 2021 media guide the trade …where product specification begins. the product...

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