Is The Boating Market Swamped?These Ad Categories Show Signs Of Growth.
Print advertising page counts in the marine magazine market have been swamped by the economy over the last 5 years.
However, we reviewed all the major product categories and their advertising activity and actually found a few that have increased their competitive advertising in the marine market.
Take Marine Apparel advertising, it’s not a huge category in the 29 magazines that we track at Patterson Advertising Reports but, total ad pages are up 47%. Sperry Top-Siders advertised 33 pages in 2011, compared to 23 in 2007.
Gill Douglas USA more than doubled their advertising as did Columbia Sportswear. We’re not exactly sure why this category grew as some others seem make more sense.
Like Marine Finishes. This ad category grew, I could guess, because it makes sense that boat owners take care of their boats with a little more interest; rather than buying new boats in this kind of market.
KOP-Coat/Petitt comes out on top in the Marine Finishes Category as the advertiser almost doubled their ad pages over the last 5 years. They had 114 total pages in 2011 and only 64 pages in 2007.
2 Other Advertisers in this category are Mankiewicz Coatings and West Systems increased as well.
Then, in Marine Services we see advertising pages increased and 2 of these advertisers are sailing schools. One is a sailing school for women? (Here’s to the adventurous ladies.)
There are a few other advertisers in the Sailing School group who have maintained their level of ad pages over the last 5 years and it;s all found in the paid version of the Marine Advertising Navigator.
What is the Marine Advertising Navigator? Well, we compiled 5 years of advertising activity in the 29 Magazines in the marine market we track and created a free report and a more detailed report you can purchase for you.
This is just a sample of the data that sits in our database. Let’s us know if there is something you’d like to see, leave a comment below.