A few months back, Green Building Advisor shifted administration from BuildingGreen, LLC over to Taunton Press, publisher of _Fine Homebuilding_ magazine, in order to better integrate and serve the residential design and construction market. Part of that integration involves me taking responsibility for both Finehomebuilding.com
and GreenBuildingAdvisor.com. Like _Consumer Reports’_ Money Adviser, GBA will be _Fine Homebuilding’s_ Green Building Advisor. It is a natural extension that boosts value to each product.
As you may know, advertising is a significant part of _Fine Homebuilding’s_ business model, along with the circulation revenue that comes from readers. It is also seen as another source of interest to readers, and reader surveys reflect this.
As a former editor at _Fine Homebuilding_, and an author of many articles about products, materials, and tools, I can tell you unequivocally that the advertisers don’t influence the journalistic integrity of the articles in the magazine. When tool or product manufacturers do not like the reviews, they sometimes pull their ads. So be it. We will give manufacturers some space in the ‘Letters to the Editor’ column in the following issue, but only if we feel they have a good point that our readers will find useful.
This wall of separation will continue as GBA opens the door to advertising. This wall of separation however, is a two-way street — editorial will not qualify the products and manufacturers who want to buy ad space in any way. We are confident that our robust community forum will dissect the green claims of products and help everyone on the site make good choices.
Ads will appear in a couple of stages; first, we will turn on Google ads which are served through an algorithm. The second phase will be actual display ads sold through FHB’s ad sales team. This will help keep our product robust and our editorial efforts at full force.
We hope you understand our decision and trust our integrity.
Managing editor, GreenBuildingAdvisor.com
Senior Producer, FineHomebuilding.com
If you would like to advertise on the pages of GreenBuildingAdvisor.com, please contact Peter Badeau, Advertising Sales Director of Fine Homebuilding at [email protected], 203-304-3572.