Two decades ago, Building Indiana Business began as a modest 15-page publication aimed at helping Northwest Indiana businesses connect with their target audiences. Today, the bimonthly, 65-page-plus print and digital news platform has become one of the largest business-to-business magazines in Indiana, reaching thousands of decision-makers statewide.
Building Indiana’s success is built on a foundational commitment to helping businesses thrive and grow through a diverse offering of industry-related content. Each of the six annual print issues and daily website updates is packed with insightful articles, useful facts, important announcements and enlightening columns. The topics covered appeal to leaders in construction, manufacturing and agriculture, professional development and education, finance, technology, healthcare, and cross-sections of those industries.
In the 20 years that industry professionals have been turning the pages of Building Indiana, the smaller-scale effort has grown into a comprehensive look into the business and industry that has been shaping Indiana.
Filling the Void
With a background in radio and television, Andrea M. Pearman transitioned into the marketing field, landing in the then-male-dominated construction industry where she continued to flourish in her career. Ready for her next accomplishment, Pearman launched her own company – Diversified Marketing Strategies (DMS), assisting with the marketing and advertising needs of a vast portfolio of clients. Under DMS, she eventually created Building Indiana Media Group.
“From the start, Building Indiana was intended to address the needs of executives in industries that struggled to connect with other businesses who could help them advance their projects,” said Pearman. “Project owners needed contractors. Contractors needed subcontractors. Manufacturers were looking for economic guidance and agricultural executives were looking for technology partners who could elevate their processes into the future.”
The publication became a central location for cohesive information that could help businesses grow, learn and, especially, connect. And within a short time, Building Indiana’s impact began to spread to decision-makers thirsty for the same knowledge beyond the northwest corner of the state. The larger the area became, the more connected industry leaders felt.
“The publication’s wide-ranging audience acts as a bridge between industries that may otherwise not have many opportunities to cross paths. By facilitating the sharing of ideas and best practices across sectors, Building Indiana has created a platform where companies can learn from each other's successes and challenges, as well as stay ahead of market trends and innovation,” said Kylee J. Fraze Norman, a certified public accountant and partner with CLH, CPAs and Consultants. CLH is a frequent editorial contributor and advertiser with Building Indiana.
Strategic Approach
It wasn’t enough for Pearman to develop a magazine where industry professionals “might” see it. She wanted to make sure – for both the readers and the advertisers – that the right eyes were on every issue. It was imperative that decision-makers could easily access the information they needed and that advertisers could rest assured that their resources were optimized. She abandoned a bulk-drop delivery method and instead chose to direct-mail the magazine, a business model decision that would prove successful.
Pearman’s delivery strategy paid off for everyone involved. Annual readership has reached 360,000 and more than 90 percent of the publication’s original advertisers are still partnering with Building Indiana for their marketing needs.
“The choice to put the information directly into the hands of those who needed it was absolutely the right one,” said Dewey Pearman, executive director of the Construction Advancement Foundation. “As an organization that has been involved with Building Indiana as both an industry that values the information and as an advertiser that appreciates the careful consideration of our advertising spend, I believe decisions like this have been a major factor in the success and growth of the magazine.”
In addition to Building Indiana’s readership and advertising growth with its print product, the platform has also seen significant progress in online engagement. As of October 2024, the multi-award-winning publication is averaging 168,000 unique yearly visitors and 220,000 page views annually. Online impressions, content that has been shared to other websites, have reached 2 million and the platform’s email marketing engagement rate has grown to 29%.
Norman said Building Indiana’s expanded reach has enhanced CLH’s brand visibility immensely.
“We are grateful for the opportunities to contribute to the publication’s content in various ways, such as highlighting our team members’ accomplishments and sharing critical accounting insights that may impact their readership, which has helped to position our firm as both knowledgeable and credible,” she said.
Looking Ahead
To celebrate 20 years in publication, Building Indiana has undergone a redesign that better reflects the platform’s growth and connection with industry leaders statewide. New design layouts in both the print and web versions of the publication feature cleaner, sleeker looks, with Indiana state colors represented throughout. Enhanced website features allow users to become more interactive with the Building Indiana team, including the opportunity to submit news and article ideas.
“Of course, we always welcome those personal interactions by phone or email with our readers and clients as well. That’s one of the great things about our redesign with our website – it gives everyone options,” said Pearman. “It’s an exciting time for us at Building Indiana as we look back on all that we have accomplished and look forward to all that lies ahead. We absolutely could not have thrived as much as we have in the last 20 years without the tremendous support and crucial feedback from our readers and advertisers. We eagerly await all the new growth in many decades to come.”