The latest readership study of Textile Services magazine underscored the benefits of TRSA’s monthly publication for both operators and advertising supplier partners.
A total of 142 operator subscribers responded to the online AdStudy® survey of July’s issue that TRSA distributed through a partnership with Signet Research Inc., Ft. Lee, NJ. The survey’s primary goal was to give advertisers feedback from readers on each of the display ads that appeared in July’s issue. Most ads generate up to two pages of verbatim comments from readers on the ad itself and the company’s products/service. A key metric is the AdStudy score, which is calculated by tabulating the combined percentage of readers who “recall seeing” and “recall reading” each ad. The top five July ads ranked by this measure included:
- Pellerin Milnor 156
- ARCO/Murray 155
- Kannegiesser North America 149
- Gurtler Industries Inc. 147
- Tingue 140
The study also asked operator subscribers for their feedback on the magazine’s content. One reader responded in a verbatim section of the study that “(Textile Services) is a good and reliable source if you are looking for good vendors.” Another noted that the magazine “Keeps me informed with all the latest offerings in the industrial laundry space. It’s a one-stop place to get all the information on current happenings in the industry.”
The survey drew a broad mix of upper- and mid-level leaders from across the industry. These included:
- Chairman, CEO/Owner/President: 19%
- Vice President/COO/CFO: 14%
- Director: 13%
- General Manager: 8%
- Manager: 31%
- Supervisor: 3%
As for industry sectors, 28% of respondents reported being in F&B/linen; 28% in healthcare/outpatient medical; 12% in hospitality; and 26% in the industrial market.
Eighty-three percent of the respondents said they’re involved in “recommending, approving or purchasing” an array of products used by laundries. These range from “linen/textiles” 56%; “carts” 45%; “wash-aisle equipment” 32%; “chemicals” 44%; and many more. A total of 73% of respondents reported taking one or more actions in the past year related to equipment and services they learned about through Textile Services. For example, 52% discussed an ad or article they saw in the magazine with a colleague. Twenty-nine percent said they bought advertised products or services. Twenty-one percent said they requested additional information from a company based on an ad or article, and 39% visited a vendor website to learn more about a product or service that they saw in an ad or article.
Overall, 71% of the respondents said the advertising in Textile Services “educates and is an important part of the publication.” Thirty-nine percent said they “read through Textile Services as much for the advertising as the articles.”
To encourage broad participation in the AdStudy survey, TRSA offers $10 Starbucks gift cards to each respondent. All respondents are also included in a drawing conducted by Signet Research for a chance to win one of five $100 Amazon gift cards. The gift-card winners from July’s survey included:
- Louis Gallardo, CORE Linen Services, Ontario, CA
- Mike Malartsik, Discount Cleaners/Laundry Supply LLC, Delavan, WI
- Frank Pollard, Quintex Services, Winnipeg, MB, Canada
- Brandon Rosenblatt, Commercial Laundry Corp., Jessup, MD
- Audrey Russell, Wildman Uniform & Linen, Warsaw, IN
If you’re a reader or advertiser who missed out on the July AdStudy survey, you needn’t fret. In January 2027, TRSA will distribute its AdBrand™ study of that month’s issue. Contact your ad rep, or Senior Editor Jack Morgan at [email protected] for details.
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