Textile Services’ Survey Results: ‘Industry Users’ Manual’

Posted March 12, 2021 at 12:43 pm



The term that appears in quotes above was one of several glowing descriptions of Textile Services magazine that appeared in the “Publication Verbatim” section of the newly compiled AdBrand™ readership study of January’s issue. Another reader said, “It’s essential to my job,” while a third said, “(It’s) the Bible! Enough said!”

The study is designed to gauge reader responses to the 25 display ads that appeared in January’s issue. A total of 144 readers completed the survey. Each of them received a $10 Starbucks gift card as a token of appreciation from the publisher, TRSA.

“We’re grateful to everyone who completed this study, which is an important way for readers to let the magazine staff and our advertisers know their views on both ads and editorial content during a challenging time for linen, uniform and facility services companies,” said Senior Editor Jack Morgan.

The study, produced by Signet Research Inc., Englewood, NJ, included questions that confirm that Textile Services’ readership includes scores of people who are making buying decisions for their companies. In fact, 86% of the survey respondents said they’re involved in buying or recommending purchases of machinery, textiles, chemicals, carts and more for their respective employers.

The survey also confirmed that advertisements and articles included in the magazine – now in its 104th year of continuous monthly publication – have an impact on their purchasing decisions. Specifically:

  • Seventy-eight percent of the respondents said they took one or more actions based on seeing an ad or articles in Textile Services. Specific steps include buying or recommending the purchase of various advertised products/services, visiting an advertiser’s website or requesting more information from a sales representative.
  • Sixty-eight percent of respondents said they find the ads in Textile Services educational and that they are an important part of the publication.

In addition, advertisers will see reader opinions of their ads in a page or more of “Advertiser Verbatim Comments” that the Signet Research study will share in a customized report slated for distribution shortly to each advertiser. Advertisers prize these comments because they give them critical insights into what laundry decision makers think about their ads, their companies and the products that industry suppliers are selling.

The ads that drew the most attention in January’s issue were tallied based on their “AdBrand score.” That number was attained by asking readers if 1) they are aware of the company and 2) if they’d consider buying goods from the vendor, if they needed the products or services offered. The AdBrand score is a combination of “yes” answers to both questions. Based on this metric, the top-scoring ads in January’s issue included:

In the AdBrand survey report slated for distribution to advertisers, each company also will see how their AdBrand scores compare with competitors in the same category, such as “Chemicals,” “Consultants” and “Wash Aisle Machinery.”

Another benefit for advertisers is a “Perception Scores” section that includes reader responses to questions about their perception of the advertiser in terms of “Quality Products/Services,” “Service/Support,” “Innovation,” “Reputation” and “Value.” The “net perception” score represents the percentage of respondents who associated one or more of these five attributes to a given advertiser.

If your supplier partner company wasn’t included in the January’s AdBrand study because you didn’t book a display ad in that issue, don’t worry. You’ll get another chance to participate in a survey with July’s AdStudy® issue of Textile Services. This survey takes a slightly different tack with an emphasis on whether readers recall seeing and/or reading an ad. Supplier partners should contact their ad reps, Shawn Register (sregister@trsa.org) or Chris Kennedy (kennedy@trsa.org) for more information. If you’re not sure who your ad rep is, contact Morgan at jmorgan@trsa.org.

Finally, as part of the incentive effort to drive participation in the survey, five respondents were selected in a random drawing conducted by Signet Research to receive one of five $100 Amazon gift cards. The AdBrand gift card winners included:

  • Lee Baldauf, Superior Linen Service, Tacoma, WA
  • Alan Hartzell, Morgan Services Inc., Dayton, OH
  • Jose Rullan, Nixon Medical, New Castle, DE
  • Tamara Smith, Alsco Uniforms, Nanaimo, British Columbia, Canada
  • Joy Tsubooka, Crown Health Care Laundry Services LLC, Pensacola, FL
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