campaignlive.co.uk, Monday, 17 April 2000 12:00AM
The Builder Group has launched a magazine targeting the growing
pounds 74 billion-a-year facilities management business.
The Facilities Business - which hits the newsstands this week - is a
monthly magazine aimed at decision-makers within the senior white-collar
Ben Greenish, publisher of the new title, believes the Builder Group has
struck advertising gold by finding an unexploited niche within a growing
Over one-third of the 90-page launch issue is made up of paid-for
display advertising, and a further 14 pages comprise recruitment
’Facilities management is a huge and rapidly growing market that
accounts for pounds 74 billion. Only ten years ago facilities managers
tended to be blue-collar operatives dealing with the lights and company
cars, but today it is a much bigger concern, sometimes accounting for up
to 10 per cent of turnover,’ explained Greenish.
He also suggested the market would expand further, predicting larger
companies would increasingly outsource facilities management tasks to
’The Facilities Business was launched after extensive research involving
dozens of focus groups from around the country,’ said Greenish. ’The
groups gave us an idea of what different people in different roles
wanted and how good the print media was at delivering information on
As a result, the Builder Group concluded there was a large gap in the
market that could be exploited by the new publication.
On the advertising side, Greenish is particularly attracted by what he
regards as a reservoir of recruitment ads just waiting to be snapped
’Recruitment advertising for this sector is only found in the national
press and some construction and property media. Our first edition has
pulled in 14 pages of recruitment ads and we expect to see ad revenue
grow dramatically over the next year,’ said Greenish.
The magazine is served by a three-strong display sales team comprising
advertisement manager Neil Presland, Southern sales executive Andrew
Pert and Northern sales executive Jonathan Bibby.
A further six sales staff from the Builder Group’s classified
advertisement department sell the classified section of the magazine,
but not on a full-time basis.
Big-name advertisers in the launch issue include Honeywell, Amec, Knight
Frank and Group 4.
The new publication is aiming for a circulation of 15,000 with some
5,000 registered prior to publication.
Editor Kate Lowe, who joins the magazine from Property Week where she
was deputy editor, leads a four-strong editorial team.
This article was first published on campaignlive.co.uk