Textile Services Study: Mag Delivers Value!
TRSA recently received findings from our February survey of Textile Services that confirmed high levels of satisfaction among readers of our monthly print magazine.
Many of the nearly 200 laundry operators, executives and key managers who completed the online survey of that issue also commented on the 32 paid ads that appeared in our February edition. In all, we received nearly 80 pages of “verbatim” reviews of ad content. These perspectives from customers and prospects help our advertisers in their efforts to improve the products and services that they provide to laundry operators.
The magazine drew comments as well, and this input is helpful to TRSA staff. Speaking of Textile Services, one reader said that, “I read it all the time just to keep up with the new technology offered and read up on other peoples’ solutions to common problems. I also love the showcases of various plants around the world and how they manage to operate in today’s environment.” Another survey respondent described the magazine as “Incredibly useful; it consistently brings the industry to you in amazing detail.”
As with previous studies, the February ’14 survey of Textile Services documented statistics on our readership that underscore the magazine’s valueto advertisers. For example:
- Almost two-thirds of our survey respondents identified themselves either as an owner/president/CEO, vice president or plant manager/director of operations.
- The average reader also spends 43 minutes with the magazine, which in our age of media proliferation is significant.
- On average, each reader passes along his or her copy of Textile Services to four colleagues as well. This magnifies the impact of each issue geometrically.
- Readers of Textile Services are key decision makers at their companies. Roughly 80% of respondents said they’re involved in selecting or recommending purchases of one or more types of goods from textiles to machinery, chemicals and more.
But beyond ad critiques and a readership profile, advertisers in our February issue got an extra bonus. The online survey included a box located next to each ad that respondents could click on to request more information on that advertiser’s products or services. One advertiser got 28 leads from our survey based on these click-throughs. The average was around 15 leads per ad.
A key measure of each advertiser’s position in the market is reflected in the “AdBrand™” score it received in the survey. This figure reflects the combined answers to two questions: Are you aware of this company and would you consider buying goods or services from them? The ads that received the top AdBrand scores include:
- Pellerin Milnor Corp: 176
- Milliken & Co.: 171
- Tingue, Brown & Co.: 170
- Dickies Occupational Wear: 168
- JENSEN USA Inc.: 163
Finally, we’d like to announce the winner of our $500 Amazon gift card to a participant in our survey. Angel Camarena, service/route manager for California Linen Services, Pasadena, CA, was chosen in a random drawing of respondents conducted by Signet Research Inc., our survey partner.
We offer Camarena our congratulations. Likewise, we extend our thanks to everyone who participated in our survey. Our next readership study is slated for July’s issue. Watch for an e-mail link from Signet. When it comes, we urge you to take a few minutes to complete it. The participation by laundry operators, executives and key managers in these studies is a win-win for you and the industry.