The future of construction media

The trend towards online delivery of news, features and information is as prevalent in the construction trade press as it is in other B2B publishing sectors. So does this spell the end of paper-based media?

Most construction industry news is now available free, every week, and delivered direct by email should you so desire. Whether or not this will ultimately result in the demise of paper-based magazines was the subject of passionate debate at a recent event entitled The Future of Construction Media, organised jointly by the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and International Building Press (IBP).

The panel discussion, chaired by Media Week Editor Steve Barrett, saw three eminent journalists, Nick Edwards of Construction News; Stuart MacDonald of Inside Housing and Niki May Young of World Architecture News (WAN), debate the changing relationship between paper and screen in delivering content to the reader. The view from the readers' side of the fence was represented by Ian Exall of Rockwool, Mike Webb of Corus Construction Services and Andy Cassie of the marketing agency CIB.

While the editors of the weekly news journals recognised the value of real-time online publishing, both predicted that paper-based media would continue to play an important role in delivering information. They argued that the computer screen often isn't as effective in presenting in-depth project features and reports. Niki May Young begged to differ, claiming that the WAN website successfully provides users with significant online-only content, including detailed and image-led reporting of projects from around the world.

The reality is that in the short to medium term the construction industry probably requires both paper-based journals and online publications, and will do for a number of years to come. WAN may be helping to set a new standard, but there are still plenty of people who get their news and inspiration away from a computer screen.

There is an undisputed shift towards online publishing, however. And this needs to be taken into account when evaluating which media to use to communicate with target audiences. Regular research to identify preferences is important, as there is clear evidence that not all construction industry professionals behave the same way. Some groups embrace the internet more willingly than others. Architects are typically attuned to the World Wide Web as they treat the computer as their primary working tool. Builders merchants, small builders and contractors are perhaps less so.

From an advertiser's point of view one needs to be wise to the changing media. Andy Cassie suggested that currently around 20-30 per cent of campaign budgets are spent online. The Internet provides a whole host of new opportunities from a creative point of view, including sound, moving images and interactivity. And with it come new and faster ways of measuring response. But all that said, the impact of a well-designed double- page spread remains harder to achieve online. Ultimately the most important outcome should be that business-to-business publishers continue to deliver content that readers want to consume. Paper and screen are simply modes of delivery.

Although the discussion didn't end with a formal vote, the general consensus among panel members and audience was that both paper-based and online media have a future in the world of construction publishing – in the short to medium term at least – but with an ever-growing shift towards online.

Ian Exall is a committee member of CIMCIG, and Operational Marketing Manager of insulation manufacturer Rockwool.

Back to top