McGraw-Hill Construction and BusinessWeek have partnered to publish HQ: Good Design is Good Business magazine, debuting in November.
HQ will be distributed quarterly to C-suite decision makers as well as architects and designers in a controlled circulation model. A launch campaign, which includes direct mail and e-mail promotions, lead-capture on the HQ Web site and print and online advertising, starts this month. The publisher is using internal lists as well as purchased ones and is aiming for a starting rate base of 65-85,000.
“People have been clamoring for this kind of magazine,” Lisa Jaycox, communications specialist for McGraw-Hill Construction, said of the launch. “We did a survey of chief executives and found that people are looking for information on the best way to design a building, to be sustainable and green, and there really isn’t anything out there serving that need. “Also, we have had the Good Design is Good Business awards going on for ten years here, which is also a joint effort between [McGraw-Hill’s] Architectural Record and BusinessWeek, so this is a brainchild out of that.”
The idea behind HQ is to provide executives with information about sustainable, green and cost-efficient buildings for their companies. The service aspect of the magazine will be enhanced through its site, which will offer social networking and extra information resources, as well as branded industry events.
