Aim High Publishing Ltd is a small multi-platform publishing company specialising in providing critical information and insights for the residential construction industry.
We believe (backed up with research) that well-targeted communications to specific niche audiences at the right time will help build brands and drive sales. So this is what we do – whether hard copy, websites, emails or social media.
The company is owned by Mark Graham who has been publishing the Building Guide since 2006, and assorted other publications launched over subsequent years. This includes The Design Guide, an annual for homeowners looking to work with an architect or designer and written by leading architects and designers, and BoB – the Business of Building, a bi-annual publication for builders.
Mark and his team at Aim High Publishing Ltd have been publishing the Building Guide magazine and website since 2006. This is an independent guide for homeowners doing building work which all councils (except Auckland) around the country distribute.
Building Guide covers the process of building and renovating a home, right through from initial starting points, through design, construction and product selection. Building Guide is also distributed via Registered Master Builders, Certified Builders, Home Ideas Centres, NZIAand ADNZmembers, and, as of February 2013, through retail magazine shops and supermarkets. It can also be ordered from the Building Guide website …
The Design Guide is
published annually (bi-annual for 2015/2016) and is positioned between HOME magazine and Architecture NZ. Where one is full of beautiful houses with a large
readership, most of whom are not actually doing anything, the other is a trade
magazine for architects.
The Design Guide targets consumers who are using an architect to
design their home, and the architects themselves.
Architects and architectural designers represent around 6-8% of
homes built in New Zealand, or about 1500 homes per year. We print 4000 copies
each issue and architects are a secondary readership. A key difference with The
Design Guide is that the articles are written by architects which means they
carry an authority and particular insight into architectural design. It also
means it resonates with architects themselves as it is their peer group
writing. (draft 2018-2 covers shown)
Snapshot:
5,500
copies annually
National
coverage
Targets
consumers using an architect/designer; Secondary readership is architects
Retail
distribution and marketed direct to architects
Distributed directly annually to our database of 5000 Certified and Master Builders (both organisations supply us with updated lists of their full databases for each issue) and made available to a further 8000 LicensedBuilding Practitioners who attend the Building Hub seminar roadshow and via requested mailouts. Our association with the Building Hub (we are their ‘Official Publication’) means we also have an online presence to their 11,000 members and additional 15,000 visitors per month.
BoB’s editorial stance is one of independence and boldness (and often irreverence) – we are the Builders’ Guide.
Our objective is to ‘help good builders be better’ and we do that through providing advice around the day to day business activities builders undertake – project management, costing jobs, staff management, product selection, health and safety and other legislative impacts.
We include a ‘Builders ‘Forum’ in each issue, with builders on the tools discussing the issues of their lives and sharing ideas and tips which also provides an opportunity for trialing product and getting immediate feedback, too.
Snapshot:
15,000 copies distributed twice annually
Online on Building Hub website – 11,000 members using for Skills Maintenance points
National coverage (though regional loose-leaf inserts/onserts possible)
Targets builders and LBPs/Secondary readership is architects
Direct free distribution to Master and Certified Builder databases
Full page casual rate $1500 per insertion
4. BoB eDM
Aim High also has an
email database of 20,000+ LBPs. We have been emailing this list for five years
and have found it an extremely effective channel when a strong call to action
has been implemented.
We have used it to sell
a product manufacturing business, market aluminium window and door frames, recruit
staff and franchises and sell builder tools.
The list is regularly
emailed to and our telemarketers call the list at least once per year, so it is
regularly updated. The last email had a 2% (hard) bounce rate.
It works extremely well
in conjunction with editorial in the BoB magazine.
There is a charge of
0.50c delivered email and data charges thereafter (for programmatic/remarketing
programmes).
Snapshot:
20,500 emails on our LBP database
National coverage with regional breakouts available
Targets builders and or architects/designers
$0.50cper eDM to the full database, with discounts for follow up emails
