Chicago Dryer Tops AdStudy Survey Scores
TRSA’s recent survey of July’s Textile Services magazine included a tally of which of the 22 display ads readers said they remembered both seeing and reading. Of the 136 respondents, those who answered “yes” most often to those two questions determined the top AdStudy® scores in a readership study conducted by Signet Research Inc.
The top-scoring ads included:
- Chicago Dryer Co., with a combined “AdStudy Score” of 138
- ARCO/Murray, in a close second with a score of 137
- Pellerin Milnor Corp., 131
- Dickies Occupational, 127 and
- Kannegiesser ETECH, 124
Certificates will be mailed to each of these July advertisers in recognition of the attention-grabbing content that their ads conveyed to operator readers of Textile Services. Just as importantly, these five companies and each of the other 16 display advertisers in July’s issue will receive roughly 1.5 pages of written “verbatim” comments from readers detailing what they did or didn’t like about the ads.
These operator/respondents reflect an array of key decision makers, according to the survey, which asked each respondent to identify their post and industry sector. Thirty-three percent of the respondents described themselves as “Plant Manager/Production Manager/Director of Operations.” A total 14% and 15% of respondents, respectively, said they were “Owner/President/CEO” or “Vice President/General Manager” of their businesses. Another 7% identified themselves as “Engineer.” Nearly three-quarters of the respondents reported that they’ve taken one or more actions in the past year based on advertisements and/or articles in Textile Services. These actions, as documented in the online survey, included buying advertisers’ products (26%), recommending specified products (25%) or visiting an advertiser’s website (35%).
The survey respondents represented a diverse cross-section of industry sectors as well, with 26% saying they work in food and beverage (F&B) Linen. Thirty-one percent identified themselves as working in healthcare, while 25% said industrial and 15% said hospitality.
In addition to commenting on individual ads, survey respondents had an opportunity to comment on the value of Textile Services itself and the advertisements it publishes. Fifty-nine percent said they agreed with the statement that “The advertising in Textile Services educates and is an important part of the publication. Thirty-four percent said they agreed with the statement that “Companies that advertise build trust and are seen as a more reliable source.”
One reader summed up their view of Textile Services, describing it as a “Great publication. I read through it when it arrives and then keep it on file for future reference. Informative and helpful.” Another wrote that it “fuels the creative process to see what we can do to enhance our operation.”
TRSA would like to thank all those who completed the AdStudy survey of July’s Textile Services, conducted by Signet Research, Englewood, NJ. Individual reports for each advertiser will be e-mailed shortly. Hard copies will follow by U.S. mail in the near term. Anyone with questions about the study or its findings may contact Senior Editor Jack Morgan at jmorgan@trsa.org.