In the fall of each year, most construction industry magazines publish editorial calendars for the coming year. Building product marketeers can use editorial calendars to create publicity opportunities. Review the calendars of magazines your prospects read, then contact the editor to provide news or suggest timely stories that fit the calendar.

For example, The Construction Specifier has just issued the following calendar for 2010:

JANUARY
Openings
Acoustics
Concrete
Existing Conditions

FEBRUARY
Thermal and Moisture Protection
Metals
Finishes
Transportation

MARCH
Openings
Masonry
Wood
Earthwork

APRIL
Thermal and Moisture Protection
Concrete
Safety and Security
Plumbing and Bathrooms

MAY
Openings
Finishes
Plastics/Composites
Exterior Improvements

JUNE
Thermal and Moisture Protection
Masonry
Bathrooms
HVAC

JULY
Openings
Finishes
Concrete
Electrical

AUGUST
Thermal and Moisture Protection
Site Construction
Safety and Security
Utilities

SEPTEMBER
Masonry
Acoustics
Openings
Conveying Systems

OCTOBER
Finishes
Thermal and Moisture Protection
Concrete
Furnishings

NOVEMBER
HVAC
Masonry
Wood
Exterior Improvements

DECEMBER
Thermal and Moisture Protection
Openings
Finishes
Communications