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Media Intelligence : MT Resource Guide 2011
MediaTitles 61 Case Study B2B magazines What are some of the major selling propositions of Houses pitched to advertising decision makers? Houses® is about good design for living. It’s Australia’s leading residential architecture and interiors magazine. Its pages present the homes, the surroundings and the products that designers and the design-savvy choose for themselves and their clients. In addition, each issue has inspirational insights from leading designers, the editor's selection of edgy new products and much more. Houses® reaches a highly focused audience of professional designers – residential architects, building designers and interior designers. And, just as importantly, it also reaches their clients and high-end consumers actively looking for inspiring ideas and quality products. One highly focused magazine – two key target audiences. What research and/or measurement does this title offer media buyers?/ Independent readership research conducted every four years has consistently put Houses® first for information on house design. The most recent one was the Survey of Architects’ Magazine and Journal Readership 2008 conducted by Sweeney Research (Study No. 16824). When architects were asked which magazine is best for information or ideas on house design, Houses® was the overwhelming first choice – 48% of respondents put Houses® first, far ahead of other professional and consumer titles. Next best was Architecture Australia 8%, Architecture Review Australia 4%, Monument 4%, Belle 2% with others like Luxury Home Design, Trends, Vogue Living scoring 1% or less. When architects were asked the broader question, which magazine is best for design information, Houses® rated in the top three, surpassing other architectural magazines. What other cross promotions support the magazine? The title is promoted through the other Architecture Media publications – Architecture Australia, Artichoke, Architectural Product News and Houses® companion title Kitchens+Bathrooms as well as through the Selector. com website and e-newsletter. It’s regularly mentioned in the Institute of Architects’ e-newsletter to members. It is also promoted at industry shows like DesignEX and Designbuild, at Institute conferences, relevant event programs and with participant handouts. Houses® also has its own Twitter feed and Facebook presence. In addition there is the Our Houses series of talks which are conversations between architect and client around houses that have been featured in the magazine. This year we have established the Houses Awards program which has eight categories covering sustainability, outdoors, renovations and new builds, with the top award for House of the Year. The program is judged by a peer panel chosen for their practical expertise, professional standing and high profile. Advertisers in the magazine are supported through editorial product placement in Architectural Product News and on Selector. Can you elaborate on the role of Selector.com, how it has developed and how its effectiveness is measured? Selector.com was initially established in 1998 and relaunched in September 2009 with a completely new structure. Selector.com is a fast, easy to use website where architects, interior designers, landscape architects, builders and home renovators find and enquire about products. It is an excellent way for building industry suppliers to promote their products to a large, targeted audience of professional specifiers and end users. Designs on success Publisher Sue Harris discusses how Architecture Media's publication effectively reaches its target markets. case study 61 “Independent readership research conducted every four years has consistently put Houses first for information on house design.” p61 caseStydy_houses.indd 61 14/4/11 1:34:47 AM
MT Resource 2010
Media Trends+Strategy 2012