The greenbuilding of America

If you think that a) there are no new niches and b) no more smart people to spot and take advantage of them, perhaps you'll take heart from the U.S. launch of Green Builder. Working out of Montpelier, Vermont, and having accessed the list of the National Association of Homebuilders (NAHB) partners John Wagner and a New Mexico builder called Ron Jones, are creating a printed, national trade magazine from scratch.

The trick is that the controlled list saved them an estimated $2.5 million in costs of acquiring paid subcribers. Wagner was a publishing consultant, and Jones called him for some advice on a traditional, paid subscription book. Wagner told Jones that the idea would never fly the way he was going about it. "You're the first person to say no, so we want to do business with you, " said Jones. From an idea for a paid circ book, it evolved to a controlled model. On the basis of the list they were able to negotiate with the NAHB, they were able to finance the venture.

"Green is the conservative way to build houses," said Wagner, who will be Editor-in-Chief. "We're not demanding that people go green just to assuage their conscience. There are financial incentives to go green."

According to Wagner, building green means that the materials and techniques used in the construction are not only more energy-efficient, saving heating and cooling costs, but they also incorporate products that are manufactured using less "embodied energy" (resources like electricity and water), and products that are non-toxic.

The magazine debuts in January with 110,000 circulation. For more about the venture, go here.