A ‘Vanguard’ Publication: Textile Services Magazine

Textile Services magazine earned high marks in TRSA’s most recent AdBrand™ Report.

Readers who responded to this survey of January’s issue described a cutting-edge print/online publication that highlights innovations in technology and other areas that can boost competitiveness among linen, uniform and facility services companies.

“I like to see how others are utilizing available and emerging tech,” said one respondent in a verbatim section of the survey that asked readers to describe how they use Textile Services in their work. “I like to see what innovations for processing and budget optimization are on the vanguard.”

The survey, conducted by Signet Research Inc., drew responses from 142 readers affiliated with commercial and institutional laundries. Respondents completed a brief questionnaire in which they answered questions about each of the 19 display ads in January’s issue. They also commented on the publication itself and its advertising impact. “I find that the advertising in Textile Services is educational and an important part of the publication,” said a respondent in the anonymous survey. This reader added that “I often read (the advertising) as much as the articles. I also believe that companies that advertise build trust and are viewed as reliable sources.”

Overall, 76% of the respondents said they think the advertising in Textile Services is an important part of the publication. Fifty-six percent said they read the magazine as much for the ads as for the articles.

The laundry operators who completed the survey represented a broad swathe of industry sectors and job titles. One quarter of the respondents identified themselves as “Plant Manager/Production Manager/Director of Operations. Twenty-one percent said they were in the “Owner/President/CEO/COO category, while another 11% described themselves as “Vice President/General Manager.”

As for the number of respondents by industry sector, 24% reported being primarily engaged in laundering healthcare textiles. Twenty-three percent said they were in food and beverage (F&B/Linen), while 23% were in industrial and 19% were in hospitality laundering.

As in previous studies, the respondents to this AdBrand Report confirmed that they are closely involved in purchasing an array of products for their companies. In fact, 85% of all respondents said they were directly involved in “recommending, approving or purchasing” one or more of the 32 product areas listed in the survey. These included “Laundry Processing Equipment (46%), “Linens/Textiles (47%), “Chemicals” (47%) and “Carts” (45%).

As for demographics, 70% of respondents identified as “male,” while 24% identified as “female.” Respondents in the “Generation X” cohort (born 1965-1979) made up 37% of the respondents. The second-largest group was “Baby Boomers” (born 1945-1964), at 32%. “Millennials” (born 1980-1995), made up 22% of the respondents.

A key element of the AdBrand Report asked readers to review each display ad in January’s Textile Services. Specifically readers were asked 1) whether they were aware of the company and its services; 2) whether they would consider using the company to provide products and services (if needed); 3) whether they’d seen a sales person from the company for the product advertised in January’s issue; and 4) whether they associated the company with the following attributes: Quality/Products/Services, Service/Support, Innovative, Reputation and Value. The survey participants’ combined responses to the first two questions comprise their “AdBrand Score.” The study also included verbatim comments. Most advertisers received 20 or more comments on issues ranging from the text/graphics used in the ad to readers’ views on the company’s quality and service. The top-scoring ads for this study in terms of AdBrand Scores included:

• JENSEN USA Inc: 180
• Kannegiesser North America: 171
• Tingue: 168
• Pellerin Milnor Corp.:162
• Workwear Outfitters (WWO): 160

To encourage participation, the survey offered an incentive to prospective respondents. Each subscriber who completed the study received a $10 Starbucks e-gift card. In addition, the names of all respondents were entered into a drawing for five $100 Amazon gift cards. The drawing winners included:

• Bob Boyle, Arrow Linen Supply Co. Inc, Garden City, NY
• Patrick Garcia, Division Laundry & Cleaners, Inc., San Antonio, TX
• Fredy Hincapie, Wash Cycle Laundry Inc., Philadelphia
• Emeka Okeani, Shared Hospital Services Corp., Nashville, TN
• Jared Riddlesperger, CORE Linen Services, Birmingham, AL

For more information on TRSA’s AdBrand and AdStudy® surveys from Signet Research, supplier partners may contact their ad representatives or Textile Services Senior Editor Jack Morgan at jmorgan@trsa.org.