Page 33

Building Products October 2017

40TH ANNIVERSARY OCTOBER 2017 | BUILDING PRODUCTS 33 Because of a constant thirst for product information from professional readers, there will always be a need for well-presented, unbiased information (reinforced by Independent surveys which highlighted high readership scores for product news). Aimed at specifiers and buyers across the building team the carefully targeted launch circulation was in the order of 28,000. Reader responses broke enquiry records for both advertising and editorial. And, as a controlled circulation magazine, we achieved our aim to have a fully requested readership. Such was the popularity it was achieved within 18 months. Editorially our team were tasked to only publish worthy material and write in their own style. All material was checked and verified before publication leading to strong reader loyalty. Those high standards meant our readership had easy to read information they could rely upon. The launch editor Kevin Munro, ex Group Publicity Director of Dexion, set early policy and standards, which were refined by Peter Farrington, Dawn Frosdick- Hopley and Joe Simpson. However there is little point in creating interest if the advertiser has to wait two weeks to receive a lead. Prior to Building Products, the average lead turnaround time from magazine to advertiser was 14 days. In that time the enquirer might have either forgotten they had responded or found another solution. We therefore committed to 24 hour lead turnaround and changed the method of delivery by sending to advertisers pre-addressed self-adhesive labels to make it easy to forward information fast. Not ‘rocket science’ but essential. Today of course with internet and email it is a different story but then, revolutionary. And over 600,000 leads per year were the norm. The greatest form of flattery is imitation and 'me too' products soon came along, first with What's New in Building and then ABC&D but instead of weakening Building Products, it reinforced it as the industry's key information guide. Our issues in Interbuild years' topped 250 pages and were listed by Media Week as one of the UK's top B to B titles measured by display advertising pagination. Success breeds success and Patey Doyle attracted talented people who replicated BP's success in editorial, sales and marketing in other Business sectors. Tony Debell, who joined Patey Doyle in 1977, helped steer its continued success and managed our stable as Publishing Director of Building Products, Roofing, Cladding and Insulation and Public Service and Local Government. I believe there's a great future for well written and independent product information. 'Must have' content is King, the channel being a matter of reader choice and with online magazines now coming to the fore, what better way than seeing, tracking reactions and giving readers instant access to information. So to inform, educate, inspire are values that are still alive and are as strong today I look forward to seeing many more years of BP in whatever form. Roger Patey is one of the original publishers of Building Products magazine


Building Products October 2017
To see the actual publication please follow the link above