Print versus online - communicating with architects
Competitive Advantage has recently completed impartial research into architect communication channels, updating their report from 2008 which points to the best channels to use when communicating with architects. Here Chris Ashworth previews some of the findings.
Although there has been a lot of talk about digital media taking over from traditional hard copy, it has not happened yet, with 81% or architects still reading printed journals. When comparing readership of leading publications, a much higher proportion of architects read every edition of the hard copy publication than the online edition. However, if we consider less frequent readership, then the online format overtakes printed for some journals.
Google is by far the most popular search engine, with the RIBA and RIBA Product Selector amongst the top websites visited. Architects tend to stay with the websites they know, with 93% having used their favourite websites for more than 12 months.
eNewsletters have been widely adopted as a cost effective means of communication, yet 38% of architects do not read them. Those that do read between 2 and 5 regularly and most will have been subscribing for more than 12 months. Amongst the popular eNewsletters are the RIBA Bulletin and RIBA Practice.
Product Directories are used by 83% of architects, here the online version is almost twice as popular as hard copy, but a significant proportion of architects use both. The most popular product directory is RIBA Product Selector.
Blogs still have some way to go before they become a significant communication channel with only 12% of architects using them for work. Social networks are much more established with 90% of architects a member of at least one and 55% using them for work. Twitter is also starting to become established and is being used by 20% of architects to help them with their work.
Hard copy literature still has a role with half of architects using it, compared with twice that number who use the PDF version. The PDF format is now 3 times more popular than hard copy. The trend away from hard copy has developed quite recently. In 2008 when asked if there was a role for hard copy literature 100% said yes, now only 76% see it as having a role.
It is clear that architects are creatures of habit, sticking with what they know be it a journal, web site or newsletter. Breaking into that circle has always been a challenge and it remains so. While there is no doubt that digital media, in all its various forms, is growing in popularity. The traditional forms of hard copy journals and literature still play an important role. Unfortunately for those with hard pressed budgets and overworked marketing departments that means you still need to use both.
To learn more about the research findings and to get some ideas for your 2011 communications strategy why not attend CIMCIG’s half day seminar ‘Communicating with Architects’, being held at the Building Centre in London on 10th February 2011. In addition to an overview from our communications research there will be five of the leading construction communications agencies presenting case studies and ideas on the best ways to communicate with architects. For more information visit the CIMCIG website
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Chris is founder of Competitive Advantage Consultancy Limited which specialises in market research and training for the construction industry. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group.
First published 11th January 2011, by RIBA Insight
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