PUBLISHER’S AUDIENCE STATEMENT | December 2016
EXECUTIVE SUMMARY
Below are the Average contacts per occurrence, including frequency per period reported.
POOL AND SPA NEWS MAGAZINE (9 issues this period) NON-PAID PAID AVERAGE
14,424 1,606 16,030
DIGITAL
24,414Pool and Spa News Insider Newsletter Recipients Per Issue (24 issues per year)
24,279Retail Pro Newsletter Recipients Per Issue (12 issues per year)
27,085Website Traffic: Average Monthly Users
61,634Website Traffic: Average Monthly Page Views
3,441 2,226
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: 21 (includes annual directory)
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
14,530 90.6% 13,378 1,152 9,230 3,313 1,338 95 554
Importer/Exporter, Engineer/Architect/Consultant, Others 1,500 9.4% 1,111 389 785 406 119 91 99
TOTAL 16,030 100.0% 14,489 1,541 10,015 3,719 1,457 186 653
TITLE BREAKOUT
Owner/Partner/President/Executive 10,015 62.5%
Vice President 819 5.1%
Treasurer/Controller/Secretary 148 0.9%
General Manager/Manager/Assistant Manager 2,752 17.2%
Sales Director/Sales Manager/Sales Representative 1,457 9.1%
Designer/Engineer 186 1.2%
Other/No Answer/Not Available 653 4.1%
TOTAL 16,030 100.0%
BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT
Supplementary Data for Issue of November 11, 2016 Issue
Business and Industry Total Qualified
Percent of Total
Pools: Concrete/
Gunite
Pools: Prefab/Vinyl
Liner
Spas/Hot Tubs
Both Pools & Spas/Hot
Tubs
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
14,530 90.6% 5,264 2,975 3,578 4,310 2,395 1,136 672 682 876 1,357 1,080
Importer/Exporter, Engineer/Architect/Consultant, Others
1,500 9.4% 608 180 257 477 117 170 108 84 59 128 84
TOTAL 16,030 100.0% 5,872 3,155 3,835 4,787 2,512 1,306 780 766 935 1,485 1,164
BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT - CONTINUED
Supplementary Data for Issue of November 11, 2016 Issue
Business and Industry Total Qualified
Percent of Total
Pool & Spa Surfaces
Decking and Fencing Lighting
Water Features/
Fountains/ Ponds
Landscaping/Garden
Accessories
Pool Service/Maintenance
Safety/Disability
Accessories
Engineering/Architecture
Business Services/Software
Other (please specify)
Non-Respondents Respondents
Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep
14,530 90.6% 655 705 848 809 405 930 361 225 74 341 5,263 9,267
Importer/Exporter, Engineer/Architect/Consultant, Others
1,500 9.4% 86 125 138 113 76 69 59 139 22 110 418 1,082
TOTAL 16,030 100.0% 741 830 986 922 481 999 420 364 96 451 5,681 10,349
BUILD / SELL / MAINTAIN BREAKOUT
Supplementary Data for Issue of November 11, 2016 Issue
TOTAL PERCENT OF RESPONDENTS
PERCENT OF CIRCULATION
Pools: Concrete/Gunite 5,872 56.7% 36.6%
Pools: Prefab/Vinyl Liner 3,155 30.5% 19.7%
Spas/Hot Tubs 3,835 37.1% 23.9%
Both Pools & Spas/Hot Tubs 4,787 46.3% 29.9%
Above Ground Pools 2,512 24.3% 15.7%
Outdoor Kitchens/Grills/Fire Pits 1,306 12.6% 8.2%
Casual Furniture/Backyard Accessories 780 7.5% 4.9%
Leisure Products/Games 766 7.4% 4.8%
Covers - Pool/Spa 935 9.0% 5.8%
Pool Equipment & Accessories 1,485 14.4% 9.3%
Pool Chemicals & Testing Equipment 1,164 11.3% 7.3%
Pool & Spa Surfaces 741 7.2% 4.6%
Decking and Fencing 830 8.0% 5.2%
Lighting 986 9.5% 6.2%
Water Features/Fountains Ponds 922 8.9% 5.8%
Landscaping/Garden Accessories 481 4.7% 3.0%
Pool Service/Maintenance 999 9.7% 6.2%
Safety/Disability Accessories 420 4.1% 2.6%
Engineering/Architecture 364 3.5% 2.3%
Business Services/Software 96 0.9% 0.6%
Other (please specify) 451 4.4% 2.8%
Non-Respondents 5,681 35.4%
Respondents 10,349 64.6%
# 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%
NON-QUALIFIED CIRCULATIONAllocated for Trade Shows and Conventions
Pool Industry Expo (PIE)
International Pool/Spa/Patio (PSP Expo)
Piscine Eurexpo
Canadian Pool & Spa Conference & Expo
TOTAL COPIES: 9,605
GEOGRAPHICAL ANALYSIS OF MAGAZINE CIRCULATION
STATE TOTAL QUALIFIED PERCENT STATE TOTAL
QUALIFIED PERCENT
Maine 51 Kentucky 156
New Hampshire 66 Tennessee 331
Vermont 38 Alabama 215
Massachusetts 298 Mississippi 86
Rhode Island 43 East So. Central 788 4.9%
Connecticut 225 Arkansas 94
New England 721 4.5% Louisiana 207
New York 761 Oklahoma 169
New Jersey 447 Texas 1,237
Pennsylvania 571 West So. Central 1,707 10.7%
Middle Atlantic 1,779 11.1% Montana 45
Ohio 442 Idaho 86
Indiana 292 Wyoming 21
Illinois 475 Colorado 193
Michigan 366 New Mexico 70
Wisconsin 267 Arizona 536
East No. Central 1,842 11.5% Utah 140
Minnesota 212 Nevada 225
Iowa 133 Mountain 1,316 8.2%
Missouri 261 Alaska 20
North Dakota 35 Washington 195
South Dakota 31 Oregon 137
Nebraska 90 California 2,055
Kansas 156 Hawaii 80
West No. Central 918 5.7% Pacific 2,487 15.5%
Delaware 48 United States 15,664 97.7%
Maryland 276 US Territories 30
Washington, DC 11 Canada 204
Virginia 300 Mexico -
West Virginia 43 Other International 132
North Carolina 468 APO/FPO -
South Carolina 228 -
Georgia 523 -
Florida 2,209 -
South Atlantic 4,106 25.6% 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