How to Build or Revive Your Brand
Like other publishing executives from consumer and business-to-business publications, Ken Gazzola is always looking for ways to extend his company’s brand. As executive vice president and publisher for the group at The McGraw-Hill Cos. in New York that is responsible for covering aerospace, with its leading magazine Aviation Week & Space Technology, Gazzola refers to his current strategy as “transform and expand.”
Part of this includes a name change from Aviation Week Group to McGraw-Hill Aerospace & Defense. He says this signifies his group’s broader coverage of the defense sector. “Right now we get little advertising for land and sea. It’s a whole new market for us,” he says.
What began in 1916 with one magazine has transformed through the years along with the aerospace and defense industries into a global, multimedia information provider. But Gazzola says that despite the billions of dollars spent annually and the regular deployment of advanced technology in the aerospace and defense industries, both segments are mature markets.
“When an industry is not growing, you do two things. You take additional share. Then you try to expand your market franchise to go after new markets,” Gazzola says. Part of this effort includes the group’s magazine Defense Technology International. “To not cover air, land and sea leaves out a significant part of the evolved industry. Our new name signifies that we’re going broader from aerospace into land and sea to cover broad-based defense,” he says.
On the commercial side of the aerospace industry, McGraw-Hill Aerospace & Defense publishes Business & Commercial Aviation and Overhaul & Maintenance magazines. Gazzola says that while the commercial airlines are struggling in the United States, the commercial aviation market around the globe is expanding. “There’s a lot of purchasing of new aircraft,” he says.
That activity provides an opportunity for magazine expansion. “We’re shifting more and more of our activities internationally in terms of audience development and editorial coverage,” he says.