the journ al of light construction publisher’s audience...

THE JOURNAL OF LIGHT CONSTRUCTION

PUBLISHER’S AUDIENCE STATEMENT | January 2019

T H E J O U R N A L O F L I G H T C O N S T RU C T I O N

December 2018 $4.95

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Organizing Mechanicals

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AUDIENCE SUMMARY*

THE JOURNAL OF LIGHT CONSTRUCTION MAGAZINE PRINT DIGITAL TOTAL PAID NON-PAID TOTAL

August 60,098 8,835 68,933 25,769 34,329 60,098

September 60,239 5,639 65,878 25,483 34,756 60,239

October 60,008 5,697 65,705 25,324 34,684 60,008

November 60,025 5,688 65,713 25,191 34,834 60,025

December 60,000 11,159 71,159 24,899 35,101 60,000

January 60,137 6,493 66,630 23,400 36,737 60,137

Average for 6 Month Period 60,085 7,252 67,336

BONUS DISTRIBUTION*

September • 2,000 Copies to the Remodeling Show/Deck Expo

October • 1,000 Copies to JLC Live

November • 1,000 Copies to JLC Live

DIGITAL*

133,704JLC Newsletter Recipients Per Issue (48 issues per year)

403,431JLC Website Traffic: Average Monthly Users

784,875JLC Website Traffic: Average Monthly Page Views

5,425 1,327

SOCIAL MEDIA

THE JOURNAL OF LIGHT CONSTRUCTION is written by and for residential and light commercial contractors—its pro-grade detail and step-by-step instruction make it a leading training manual for the industry. Whether it be through the magazine, website, e-newsletter or in-person events—JLC’s loyal subscribers rely on it for expert instruction and advice.

THE JOURNAL OF LIGHT CONSTRUCTION serves builders, remodelers, general contractors, architects/designers, engineers/consultants/home inspectors, subcontractors, code officials, as well as building product or tool dealers/distributors/manufacturers, and others allied to the field including professionals serving the industry.

AUDIENCE FOCUS

JLC reaches 55,000 residential or light construction professionals and 5,000 professional deck builders.

Established: 1986Issues per year: 12

*Source: Publisher’s own data December 2018 and JLC January 2019 Issue

BUSINESS/OCCUPATIONAL BREAKOUT*

BUSINESS BY TITLE TOTAL PERCENT OF TOTAL

Owner/Partner/Principal, President, Vice President, CEO, Corporate Executive

Project Manager/Foreman/Lead Carpenter, Construction

Supervisor, Architect/Designer, Engineer, Inspector, Carpenter, Business Manager, Estimator, Salesperson, Purchasing Agent

or Buyer, Other Manager

Other Titles And Titles Not

Available

Builders, Remodelers, General Contractors, Subcontractors 55,846 83.8% 45,661 9,119 1,066

Architects/Designers, Engineers/Consultants/Home Inspector, Building Product or Tool Dealer/Distributor/Manufacturer

6,753 10.1% 3,950 2,644 159

Education, Real Estate/Insurance/Finance, Code Officials, Government/Institution/Association 1,425 2.1% 456 478 491

Other Paid and Others Allied to the Field including Professionals Serving the Industry 2,606 3.9% 729 222 1,655

TOTAL CIRCULATION 66,630 100.0% 50,796 12,463 3,371

PERCENT 100.0% 76.2% 18.7% 5.1%

DO YOU HAVE PURCHASING/SPECIFYING AUTHORITY WITHIN YOUR COMPANY?*

*Source: JLC Reader Profile 2018 (Conducted by The Farnsworth Group)

*Source: Publisher’s own data December 2018 and JLC January 2019 Issue

97%YES

3%NO

HOW MANY OF THE LAST 4 ISSUES OF JLC HAVE YOU READ OR LOOKED THROUGH?*

# Respondents PERCENT

4 of 4 239 83%

3 of 4 20 7%

2 of 4 11 4%

1 of 4 5 2%

None 2 1%

Have Not Yet Received 4 Issues 11 4%

No Answer 1 0%

TOTAL 289 100%

Mean: 3.8

Standard Error: 0.04

Median: 4

IN THE LAST 12 MONTHS, WHAT ACTIONS HAVE YOU TAKEN AS A RESULT OF SEEING ADS IN JLC?*

# Respondents PERCENT

Visited advertiser’s website 187 65%

Purchased/ordered a product/service 145 50%

Discussed ad with others 133 46%

Filed ad for future reference 131 45%

Passed ad along to others 84 29%

Contacted dealer, supplier, or representative 66 23%

Recommended a product/service 56 19%

Contacted advertiser in some other way 26 9%

Other 6 2%

Indicated at least one 258 89%

No actions taken 30 10%

No answer 1 0%

TOTAL (Multiple Answers) 289 100%

*Source: Readex Research: April 2017 Companion Questionnaire Results

*Source: Readex Research: April 2017 Companion Questionnaire Results

WHICH OF THE FOLLOWING PRODUCTS DID YOU PURCHASE OR SPECIFY IN 2017*



5%2%

24%

52%

14%

RevenueNumber of Residential Remodeling Projects

New Res. Const.

Labor Problem

TOTAL < 200K 250-750K 750K+ <6 6-24 25+ Yes No Yes No

Less than 10% 4.6% 4.5% 5.6% 3.8% 0.0% 4.9% 5.9% 8.0% 1.1% 3.0% 6.8%

10%-14% 2.3% 3.0% 0.0% 3.8% 0.0% 1.2% 5.9% 2.3% 2.3% 3.0% 1.4%

15%-24% 23.6% 23.9% 25.9% 20.8% 32.5% 20.7% 29.4% 16.1% 31.0% 21.8% 26.0%

25%-49% 52.3% 47.8% 51.9% 58.5% 45.0% 54.9% 50.0% 50.6% 54.0% 55.4% 47.9%

50%-74% 14.4% 20.9% 13.0% 7.5% 20.0% 17.1% 8.8% 17.2% 11.5% 12.9% 16.4%

75% or more 2.9% 0.0% 3.7% 5.7% 2.5% 1.2% 0.0% 5.7% 0.0% 4.0% 1.4%

63.2%

63.2%

62.6%

62.6%

60.9%

59.8%

58.6%

57.5%

54.0%

53.4%

52.3%

52.3%

50.6%

50.0%

48.9%

46.6%

45.4%

44.3%

38.5%

33.9%

25.9%

23.0%

19.5%

1.7%

Totals may exceed 100% due to multiple responses

Caulks/sealants Trucks

Tools: electric & cordless Windows: roof/skylights

Tools: hand Bath/shower surrounds or doors

Tools: measuring devices/laser tools Faucets

Doors: entry Baths: tubs

Doors: interior passage Truck accessories

Cabinets Kitchen sinks

Lockets/hardware Wood finishes/preservative/repellents

Tools: pneumatic Roofing: asphalt/fiberglass/shingles

Insulation Ridge vent systems

Decking: railings Lighting controls/switches

Flooring Siding: hardboard/engineered wood

Decorative mouldings/trim/columns Doors: garage

Doors: patio Siding: fiber cement

Decking: pressure-treated wood Water heaters: tanks, tankless, solar, heat...

Decking: composite/plasticSiding: vinyl

Paints/stains Kitchen appliances

Ceramic tile Roofing: metal

Engineered lumber productsFoundation waterproofing

Housewrap Fireplaces/wood stoves

Windows: vinylGenerators: portable

Bath fixturesRoofing: clay/concrete/synthetic tiles

Windows: wood/clad-woodGenerators: stand-by

CountertopsNone of these

86.2%

85.6%

85.1%

83.9%

79.3%

77.0%

75.9%

75.3%

75.3%

74.7%

73.0%

73.0%

72.4%

71.8%

71.3%

69.5%

69.0%

67.2%

67.2%

67.2%

67.2%

66.1%

66.1%

64.4%

ROUGHLY WHAT PERCENT OF YOUR COMPANY’S 2017 TOTAL REVENUE WAS SPENT ON BUILDING MATERIALS?*

IS YOUR COMPANY INVOLVED WITH RESIDENTIAL REMODELING PROJECTS?*

WHAT TYPES OF RESIDENTIAL REMODELING PROJECTS WAS YOUR COMPANY INVOLVED WITH IN 2017?*



Baths 84.0%

Kitchens 80.1%

Cabinet installation 72.4%

Exterior Replacement Projects* 78.2%

Flooring 58.3%

Drywall 55.8%

Painting 51.9%

Countertop installation 51.3%

Lighting/Electrical work 50.0%

Room additions 45.5%

Insulation 44.2%

Whole house remodeling 42.9%

Energy efficiency projects 25.0%

HVAC 24.4%

Universal design/again in place projects 21.8%

Cabinetry 1.3%

Other 4.5%

90%YES

10%NO

IS YOUR COMPANY INVOLVED WITH RESIDENTIAL NEW CONSTRUCTION?*

WHICH OF THE FOLLOWING TYPES OF RESIDENTIAL UNITS

IS YOUR COMPANY INVOLVED WITH CONSTRUCTING?*


Totals may exceed 100% due to multiple responses. Respondents include those who have been involved with new construction projects.


7%

21% 17%

Production/SpecCustom OtherPre-fab/ModularMulti-family

50%YES

50%NO

GEOGRAPHICAL ANALYSIS OF MAGAZINE CIRCULATION*

STATE PRINT DIGITAL TOTAL STATE PRINT DIGITAL TOTAL

Maine 796 46 842 Kentucky 575 65 640

New Hampshire 757 44 801 Tennessee 851 92 943

Vermont 544 20 564 Alabama 492 82 574

Massachusetts 3,294 198 3,492 Mississippi 197 35 232

Rhode Island 417 37 454 East So. Central 2,115 274 2,389

Connecticut 1,490 135 1,625 Arkansas 278 31 309

New England 7,298 480 7,778 Louisiana 427 60 487

New York 4,272 351 4,623 Oklahoma 368 49 417

New Jersey 1,932 207 2,139 Texas 2,514 347 2,861

Pennsylvania 3,005 298 3,303 West So. Central 3,587 487 4,074

Middle Atlantic 9,209 856 10,065 Montana 424 39 463

Ohio 2,064 210 2,274 Idaho 312 26 338

Indiana 1,070 119 1,189 Wyoming 158 11 169

Illinois 2,396 262 2,658 Colorado 1,361 160 1,521

Michigan 2,291 195 2,486 New Mexico 260 26 286

Wisconsin 1,553 143 1,696 Arizona 696 75 771

East No. Central 9,374 929 10,303 Utah 403 71 474

Minnesota 1,430 124 1,554 Nevada 255 32 287

Iowa 878 63 941 Mountain 3,869 440 4,309

Missouri 921 111 1,032 Alaska 348 17 365

North Dakota 208 16 224 Washington 1,920 150 2,070

South Dakota 217 18 235 Oregon 1,059 103 1,162

Nebraska 453 48 501 California 5,729 642 6,371

Kansas 639 61 700 Hawaii 290 35 325

West No. Central 4,746 441 5,187 Pacific 9,346 947 10,293

Delaware 218 20 238 US Territories 44 17 61

Maryland 1,506 176 1,682 United States 60,006 6,257 66,263

Washington, DC 128 19 147 Canada 114 138 252

Virginia 1,945 216 2,161 Mexico - 7 7

West Virginia 237 29 266 Other International 17 91 108

North Carolina 1,903 235 2,138 APO/FPO - - -

South Carolina 758 90 848

Georgia 1,399 198 1,597

Florida 2,324 403 2,727

South Atlantic 10,418 1,386 11,804 TOTAL CIRCULATION 60,137 6,493 66,630

Hanley Wood Media Inc.1152 15th St. NWSuite 750Washington, DC 20005T: 202.452.0800F: 202.785.1984www.hanleywood.com

Source: Publisher’s own data December 2018 and JLC January 2019 Issue

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