Overview

MAGX partnered with Associated Builders and Contractors to create a special advertising section for their national publication, Construction Executive (CE). This section highlighted “CE’s Top 50 Construction Law Firms,” based on an industry survey we designed to add value for readers and entice advertisers. Now in its seventh year, “CE’s Top 50 Construction Law Firms” has evolved into a cornerstone of the association’s content strategy, driving significant advertising revenue growth not just for the featured issue but throughout the year in both print and digital formats.

Challenge

The association was seeking innovative ways to boost engagement and generate additional advertising revenue. Despite steady readership, professional service advertisers were hesitant to invest significantly in print, and digital advertising opportunities were underutilized. The goal was to create a compelling advertising product that could:

Boost Engagement

Increase interest among advertisers in both print and digital formats.

Deliver Impact

Provide value to members through engaging and industry-relevant content.

Establish Authority

Cement ABC’s publication as a leader in the construction industry.

Solution

MAGX recognized the need for a data-driven approach to create a product that would capture the attention of both advertisers and members. The solution centered around designing a survey that would serve as the foundation for a high-profile special advertising section. Here’s how we approached it:

  • Developing the Survey

    • Researching Industry Needs: MAGX conducted in-depth research to identify key metrics that law firms value and that resonate with ABC members, such as firm size, areas of expertise, geographic reach, and focus on the construction industry.
    • Engaging Industry Experts: We partnered with industry thought leaders to craft survey questions that were comprehensive, relevant, and credible.
    • Building Credibility: We ensured transparency by outlining the survey’s methodology, including how firms were ranked and data was validated.

  • Designing the Advertising Section

    • Highlighting the Survey Results: The survey rankings formed the centerpiece of the special advertising section, lending authority and interest to the publication.
    • Creating Opportunities for Advertisers: MAGX offered firms a chance to enhance their presence with premium ad placements, Top 50 Construction Law-branded profiles, and exclusive features tied to their survey rankings.
    • Integrating Digital Content: We extended the reach of the survey results by exporting the data with interactive digital features, as well as offered a value-added thought-leadership Q&A to law firm advertisers hosted on the publication’s website.

  • Promoting the Survey and Section

    • Building Anticipation: MAGX launched a pre-survey awareness campaign through email marketing and newsletters to generate buzz.
    • Engaging Advertisers Early: We positioned participation and advertising as an exclusive opportunity to align with a prestigious industry resource.
    • Leveraging Results: We highlighted the success of the inaugural section to secure year-over-year advertiser interest.

Marketing Strategy

Leveraging Results

Results

The “CE’s Top 50 Construction Law Firms” initiative exceeded expectations, delivering impressive results:

Revenue Growth

Advertising revenue for the special issue increased by XX% compared to previous issues.

Year-Round Advertising Impact

Many advertisers opted for bundled packages, and several new advertisers continued their campaigns in subsequent issues and digital platforms, boosting overall engagement.

Enhanced Member Value

Feedback from members highlighted the value of the rankings in making informed decisions about legal representation.

Key Takeaways

  • Survey-Driven Content Attracts Advertisers: Creating a credible and engaging survey added significant value for readers and served as a powerful hook for advertisers.
  • Content-Driven Advertising Works: The combination of high-value content and advertising opportunities created a compelling product that attracted both advertisers and readers.
  • Digital Complements Print: Integrating digital elements like searchable rankings and online value-added features helped maximize engagement and revenue.
  • Sustained Success Requires Innovation: By turning the special section into an annual feature, we ensured year-round advertising interest and solidified the association’s position as an industry thought leader.

Conclusion

The “CE’s Top 50 Construction Law Firms” special advertising section not only increased revenue for the association but also provided a valuable resource for its members. This case study underscores the power of combining data-driven content with strategic advertising opportunities to achieve long-term growth.

Would you like to replicate this success for your association publication? Let’s collaborate to create innovative advertising solutions tailored to your needs.

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  • Specializing in B2B and association publications

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