Tarmac
produces aggregates, asphalt, ready mixed concrete and related products. It
wanted a more distinctive profile with its clients and the construction industry
at large; Barrett, Byrd Associates suggested the company publish and distribute
a business magazine which subtly promoted the company.
We were initially commissioned to come up with designs, potential editorial content and possible means of distribution. Choices were made by Tarmac and the company decided on a 20 page, four colour, A4 news and features magazine, to be called ‘Matrix’. Distribution was to be via Tarmac’s own database plus delivery as an insert to a national technical magazine. Total circulation of the first issue was 80,000 copies.
‘Matrix’ was designed and produced by us; all the editorial was researched and written by us, after which it was approved for publication by Tarmac. The magazine included a reader reply card and web based contact mechanisms, to gauge response to the magazine and facilitate interest in Tarmac products and services.
‘Matrix’ was deemed a considerable success. We were told that, on the back of one article alone, two contracts were let almost immediately, the benefit to Tarmac amounting to considerably more than the cost of producing and distributing the magazine. Tarmac was soon after acquired by the Anglo American plc group, and support for Matrix was withdrawn following issue two.
