Sales_Rep_Panel_Report.pdf
Editors_Panel_Report.pdf
Dec. 12, 2012
You've created an advertisement that is visually appealing, has all the right messages and addresses the audience appropriately, but then what? When is the best time to place the ad? Why?
You want to have your new product picked up by a leading publication, but what is the best way to get the editor to pay attention? What kind of stories are they interested in? How can you get a leg up on the competition?
As communications professionals, these are common questions, but really finding the answers isn't always easy. We spoke with several editors, publishers, media representatives and publishing partners from leading industry magazines (ED+C, Building Design + Construction, Metal Architecture, Architectural Products to name a few) to get a list of "do's and don'ts" when it comes to working with media and creating an effective advertising strategy.
To answer these questions, and more, we spoke with several experts in the publishing industry to get their perspectives on how you can best plan your strategy. In the two Q&A's partially below (and available for full download above), our panels of experts - all of whom have been in the industry for many years - offer advice based on their in-depth knowledge and experiences.
Sales Rep + Publisher Panel:
Tim Shea (TS), Managing Partner with Architectural Products Magazine Architectural SSL Magazine, Illuminate Magazine and NZB - Net Zero Buildings Magazine
Gary Redmond (GR), Owner, Director of Publishing Operations for Architectural Products, illuminate, Architectural SSL and Owners/Operators of the ArchLED Conference & Event
Karrie Laughlin (EDC), West Coast Sales Manager, ED+C Magazine and Carrie Halbrook (EDC), East Coast Sales Manager, ED+C Magazine
Scott Cunningham (SC), Business Development, Commercial Building Products Magazine
Jodie Cook (JC), LBM Journal
Michael Stein (MS), Integrated Media Consultant - Building Group, SGC Horizon LLC, Publishers of Building Design + Construction, Professional Builder, Professional Remodeler, Custom Builder, Construction Equipment
What are some emerging trends advertisers can take advantage of? (In print and online).
Architectural Products: The trend we exploit, and always have, is the architects' need for good, quick, reliable information, obtainable easily at their desk. Nothing can impart more product information in a short time frame more effectively than a well-crafted product publication. The 'trend' to keep in mind is the need to capture interest with brevity and quickness and in a compelling manner.
ED+C: In print you can run a belly band or a corner-cut to catch the reader's eye before even opening the issue. Online trends include:
- eNewsletters
- Left of cover sponsor in our digital edition
- CEU article sponsorship
- Belly band or corner cut digital edition
Commercial Building Products: I think that print serves as the gateway, and if the publication "does it right" and calls out the "digital extras" in their print edition, readers will understand that the print version is the quick read. It leads them to subjects of their interest, and they understand that much more information can be obtained when accessing the publication's online product.
LBM Journal: Product Knowledge videos, QR codes (especially for the installation videos), Green certifications are still very relevant and lucrative. Advertising online is also an emerging trend, especially in eNewsletters because those ads go directly to the inbox of readers.
Professional Builder: We are seeing a lot of success in doing a balanced integrated approach. It is not about just one media option, but all options. Another tread is the success of our in-person programs. We have been helping clients get in front of our readers in specific regions around the country. This helps them make a one-on-one connection to our reads. Online is the success of our videos and e-mail blasts. In print, the ads work best as a first point of discovery. Keep them tight and with very little copy and to the point. Let the readers take the next step to the web etc.
DOWNLOAD REMAINDER OF REPORT ABOVE
Editor Panel Panel:
Derrick Teal (DT), Editor, ED+C
Marcy Marro (MM), Managing Editor, Metal Architecture, Metal Construction News
Katy Devlin (KD), Senior Editor, Glass Magazine
What three things would you tell a marketing or public relations professional NOT to do when reaching out to media?
ED+C: Follow up an email with a phone call. Send more than one follow-up email. Get my name or the magazine's name wrong.
Metal Architecture: Make sure you know the market of who you are reaching out to. More than anything, it always bugs me to get story or product pitches for something unrelated to what we cover.
Glass Magazine: Don't submit poorly written or long-winded press releases. Cut and dry, 1-page releases are the easiest to convert into product and news items.
- Don't submit a generic announcement. Knowing where you think the item should run in the publication will greatly assist the editor.
- Don't submit too many releases at once. Most publications are limited as to how much information that will print about a specific company in each issue. Don't submit six product releases in one week, but rather, space them out through the month or even year. (Or, combine several releases into one).
DOWNLOAD REMAINDER OF REPORT ABOVE
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