23,371 23,832 · 2017. 10. 12. · minnesota 220 nevada 215 iowa 142 mountain 1,354 8.4% missouri...
TRANSCRIPT
PUBLISHER’S AUDIENCE STATEMENT | June 2017
www.poo l spanews . com
EXECUTIVE SUMMARY
Below are the Average contacts per occurrence, including frequency per period reported.
POOL AND SPA NEWS MAGAZINE (10 issues this period) NON-PAID PAID AVERAGE
14,676 1,354 16,030
DIGITAL
23,371Pool and Spa News Insider Newsletter Recipients Per Issue (24 issues per year)
23,832Retail Pro Newsletter Recipients Per Issue (12 issues per year)
43,157Website Traffic: Average Monthly Users
84,482Website Traffic: Average Monthly Page Views
3,583 2,390
SOCIAL MEDIA
Mission Statement
POOL AND SPA NEWS serves the interests of residential builders, retailers and service techs who build, sell, service, and support the use of pools, spas, and backyard environments.
FIELD SERVEDQualified recipients are builders, retailers, dealers, service/maintenance firms, distributors, wholesalers, manufacturers, manufacturer’s representatives, importers/exporters, subcon-tractors, architects, engineers, consultants, and others allied to the field. DEFINITION OF RECIPIENT QUALIFICATIONQualified recipients are owners, partners, presidents, executives, vice-presidents, treasurers, controllers, secretaries, general managers, managers, assistant managers, sales directors, sales managers, sales representatives, designers, engineers and other titled and non-titled personnel.
Established: 1960Issues per year: 19 (includes annual directory)
ALLOCATED FOR TRADE SHOWS AND CONVENTIONS
The Pool & Spa Show, National Plasterers Council, Everything Under The Sun Expo, Hearth, Patio & Barbeque Expo, Western Pool & Spa Show
TOTAL COPIES: 2,735 Bulk copy sales: 1,060 copies
BUSINESS/OCCUPATIONAL BREAKOUT
TITLE
BUSINESS AND INDUSTRY TOTAL QUALIFIED
PERCENT OF TOTAL
QUALIFIED NON-PAID
QUALIFIED PAID
Owner/Partner/
President/Executive
VP, Treasurer/Controller/
Secretary, GM/Manager,
Assistant Manager
Sales Director/Sales Manager/
Sales Representative
Designer/Engineer
Other/No Answer/Not Available
Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep
14,605 91.1% 13,642 963 9,324 3,288 1,316 145 532
Importer/Exporter, Engineer/Architect/Consultant, Others 1,425 8.9% 1,142 283 710 385 108 114 108
TOTAL 16,030 100.0% 14,784 1,246 10,034 3,673 1,424 259 640
w w w. p o o l s p a n e w s . c o m
13. Northeast Show Sees Positive Growth 14. European Manufacturer Breaks into U.S. Market 16. PoolCorp Makes Advances in Backyard Arena 20. Shopping Habits of Gen Z 30. The Merger’s End
w w w. p o o l s p a n e w s . c o m
Sure-fire tactics to boost sales page 48
Automatic pool cleaners
TITLE BREAKOUT
Owner/Partner/President/Executive 10,034 62.6%
Vice President 794 5.0%
Treasurer/Controller/Secretary 147 0.9%
General Manager/Manager/Assistant Manager 2,732 17.0%
Sales Director/Sales Manager/Sales Representative 1,424 8.9%
Designer/Engineer 259 1.6%
Other/No Answer/Not Available 640 4.0%
TOTAL 16,030 100.0%
BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT
Supplementary Data for Issue of May 22, 2017 Issue
Business and Industry Total Qualified
Percent of Total
Pools: Concrete/
Gunite
Pools: Prefab/Vinyl
Liner
Spas/Hot Tubs/
Saunas
Pools/Spas/
Hot Tubs/Saunas
Above Ground Pools
Outdoor Kitchens/Grills/Fire
Pits
Casual Furniture/Backyard
Accessories
Leisure Products/
Games
Covers - Pool/
Spa
Pool Equipment & Accessories
Pool Chemicals & Testing Equipment
Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep
14,605 91.1% 5,180 2,965 3,540 4,255 2,324 1,342 806 801 1,170 1,809 1,436
Importer/Exporter, Engineer/Architect/Consultant, Others
1,425 8.9% 577 182 258 463 119 199 121 104 79 176 118
TOTAL 16,030 100.0% 5,757 3,147 3,798 4,718 2,443 1,541 927 905 1,249 1,985 1,554
BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT - CONTINUED
Supplementary Data for Issue of May 22, 2017 Issue
Business and Industry Total Qualified
Percent of Total
Pool & Spa Surfaces
Decking/ Fencing/
EnclosuresLighting
Water Features/
Fountains/ Ponds
Landscaping/Garden
Accessories
Pool Service/Maintenance
Safety/Disability-
Access
Services: Engineering/Architecture
Business Services/Software
Other (please specify)
Non-Respondents Respondents
Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep
14,605 91.1% 910 989 1,140 1,100 532 1,263 489 304 105 362 5,241 9,364
Importer/Exporter, Engineer/Architect/Consultant, Others
1,425 8.9% 119 166 182 158 108 96 85 204 30 109 346 1,079
TOTAL 16,030 100.0% 1,029 1,155 1,322 1,258 640 1,359 574 508 135 471 5,587 10,443
BUILD / SELL / MAINTAIN BREAKOUT
Supplementary Data for Issue of May 22, 2017 Issue
TOTAL PERCENT OF RESPONDENTS
PERCENT OF CIRCULATION
Pools: Concrete/Gunite 5,757 55.1% 35.9%
Pools: Prefab/Vinyl Liner 3,147 30.1% 19.6%
Spas/Hot Tubs/Saunas 3,798 36.4% 23.7%
Pools/Spas/Hot Tubs/Saunas 4,718 45.2% 29.4%
Above Ground Pools 2,443 23.4% 15.2%
Outdoor Kitchens/Grills/Fire Pits 1,541 14.8% 9.6%
Casual Furniture/Backyard Accessories 927 8.9% 5.8%
Leisure Products/Games 905 8.7% 5.7%
Covers - Pool/Spa 1,249 12.0% 7.8%
Pool Equipment & Accessories 1,985 19.0% 12.4%
Pool Chemicals & Testing Equipment 1,554 14.9% 9.7%
Pool & Spa Surfaces 1,029 9.9% 6.4%
Decking/Fencing/Enclosures 1,155 11.1% 7.2%
Lighting 1,322 12.7% 8.3%
Water Features/Fountains/Ponds 1,258 12.1% 7.9%
Landscaping/Garden Accessories 640 6.1% 4.0%
Pool Service/Maintenance 1,359 13.0% 8.5%
Safety/Disability-Access 574 5.5% 3.6%
Services: Engineering/Architecture 508 4.9% 3.2%
Business Services/Software 135 1.3% 0.8%
Other (please specify) 471 4.5% 2.9%
Non-Respondents 5,587 34.9%
Respondents 10,443 65.2%
# Copies 16,030
HOW MANY SUPPLIERS DO YOU CURRENTLY USE? ( N = 357 )
HOW HAS YOUR SUPPLIER USAGE CHANGED OVER THE LAST 2 YEARS
DO YOU EXPECT TO ADD OR CHANGE ANY PRODUCT LINES IN 2017
0
6% 8%
20% 18%12% 10%
13% 13%
1 2 3 4 5 6-10 11 or moreSource: POOL AND SPA NEWS 2017 Reader Survey
10%29%
61%
Using fewer suppliers
Using more suppliers
No change
36%32%
32%
Yes
No
Don’t know
POOL AND SPA NEWS rated as most preferred (73%) among
leading business publications.Source: POOL AND SPA NEWS 2017 Reader Survey
ESSENTIAL PUBLICATION
POOL & SPA NEWS ranked top among pool professionals when asked to rank which publications are essential.
Pool and Spa News 65%
Aqua 11%
Spa Retailer 5%
PoolPro 2%
All of them 1%
None 8%
GEOGRAPHICAL ANALYSIS OF MAGAZINE CIRCULATION
STATE TOTAL QUALIFIED PERCENT STATE TOTAL
QUALIFIED PERCENT
Maine 56 Kentucky 162
New Hampshire 68 Tennessee 321
Vermont 36 Alabama 217
Massachusetts 318 Mississippi 90
Rhode Island 47 East So. Central 790 4.9%
Connecticut 226 Arkansas 101
New England 751 4.7% Louisiana 210
New York 793 Oklahoma 167
New Jersey 460 Texas 1,258
Pennsylvania 600 West So. Central 1,736 10.8%
Middle Atlantic 1,853 11.6% Montana 49
Ohio 475 Idaho 85
Indiana 302 Wyoming 22
Illinois 496 Colorado 206
Michigan 385 New Mexico 81
Wisconsin 273 Arizona 553
East No. Central 1,931 12.0% Utah 143
Minnesota 220 Nevada 215
Iowa 142 Mountain 1,354 8.4%
Missouri 273 Alaska 19
North Dakota 35 Washington 193
South Dakota 33 Oregon 142
Nebraska 93 California 2,140
Kansas 157 Hawaii 80
West No. Central 953 6.0% Pacific 2,574 16.1%
Delaware 50 United States 15,924 99.3%
Maryland 292 US Territories 36
Washington, DC 12 Canada 28
Virginia 320 Mexico -
West Virginia 47 Other International 42
North Carolina 474 APO/FPO -
South Carolina 219 -
Georgia 528 -
Florida 2,040 -
South Atlantic 3,982 24.8% TOTAL QUALIFIED CIRCULATION 16,030 100.0%
Hanley Wood Media Inc.One Thomas CircleSuite 600Washington, DC 20005T: 202.452.0800F: 202.785.1984www.hanleywood.com