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

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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

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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

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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

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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

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