Publication Readership
The publications section of the Architects Construction Media Index starts with its most important finding, “Over three quarters of architects read industry publications”, be it online, print or both which is much higher than average. This is significant because architecture is a profession that via most routes is hard to reach when businesses want to engage individuals to sell their products. The CMI 2023 suggests publications provide the most penetrable route.
Also, the transition continues from print to both print and digital, or just digital. Importantly, print still has its place with half of the profession picking up a magazine and reading it. Architects are tactile and like the touch and feel of a print publication. This bucks publishing trends across the board, therefore, worth a mention.
But why are publications so popular and why do architects crave this type of content?
Firstly, in UK architecture, we are fortunate to have a stable of quality publications that are beautifully designed, well edited, and relevant to the audience. The report states that some publications have high percentage readership across print and digital. The report also states that the biggest barrier to access industry news is “time to read” so publications must be good to be worth reader’s time.
Secondly, advertisers are investing marketing budgets in publications, which enables publishers to do such an excellent job and provide the useful, informative and business critical editorial mentioned in my first point.
And thirdly, sentiment. Many say architects treat their job as a hobby as well as their profession – I recall my first day at the RIBA Journal, 13 years ago, when the editor said, “an architect never goes on holiday without looking at a building” – how true. I am convinced they treat and read their publications with the regard a consumer might. Also, they are busy, yet they find the time and are prepared to go online, pick up a magazine because they both want and need to. The motivation to do so is both head and heart.
This provides businesses targeting architects, in this case manufacturers of building products, a solution to build awareness and generate interest in their products. For me, the challenge for marketers is establishing the right blend of hard copy and digital, display and branded content and understanding how to appeal to the audience. Given the time pressure in the target market, well designed copy and interesting content is crucial for effective campaigns.
I wrote in my Thought Piece for the 2022 CMI, that the report was encouraging for construction marketers, showing clear channels where they can find their audience, and a continued appetite for information and inspiration. That remains! The difficulty is in finding the right balance, however, the information presented across the latest report provides a base to make that easier and build effective campaigns.
Richard Tomlin, Head of Sponsorship and Advertising
The Construction Media Index is a set of comprehensive and impartial research reports detailing the communication channels available for engaging with the UK construction sector. The 2023 reports on Architect and Contractor communication channels are now available and provide information on Publication Readership, Online Sources of Information and Influence, Social Media, Sources of Technical Information and Engagement Preferences. They are must-have documents for anyone who wishes to engage with these important decision makers, be it via advertising, social media or CPD. _____________________________________________________________________________________________________________________________________
