The Watercraft Journal By The Numbers: August 2015


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Although all are welcome to read each month’s “The Watercraft Journal: By The Numbers”, this monthly feature is primarily designed to serve as a performance report for our current advertisers as well as a resource for those companies looking to expand their brand’s reach to an actively engaged, digitally-inclined enthusiast readership. Thankfully, nearly two years of consistent and reliable publishing – and continued, steady growth – has managed to reeducate several companies of the new marketplace.

Unfortunately, there are still several companies continually mystified by “intangible clicks, unprovable registered subscribers, or the vague reference(s) to page views” resentful towards the evolving landscape, and there are others who enjoy enough steady work that the need to evolve is unnecessary. These are our industry’s great white sharks and crocodiles, animals efficient enough that the need to evolve eludes them. For the rest of the food chain, it is a matter of “adapt or die,” and that is why this report is published.

Those companies who do advertise with The Watercraft Journal and smartly use the creative content we produce on their behalf by not only allowing us to advocate their brand, but engages their own audience with our third-party content, sees the greatest return on their advertising dollar – as our readers purchase more product more often than any other PWC magazine in North America. We not only wield the largest reading audience of any publication, but our core audience is directly within your purchasing demographic. We know because it’s intentional.

Advertising with The Watercraft Journal presents your brand and products before the largest, most active and engaged magazine readership in North America. Yet, it is apparent that we need to break down what “clicks,” “subscribers” and “views” mean to the companies who otherwise have never consider these terms, and explain how through an advertising campaign with The Watercraft Journal can be used to benefit their business. Using the Google Analytic report below as our map, we’ll walk you through the words and numbers below, because we’re not anything if not helpful.

August 2015

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What is a “User” and What Does It Mean to My Company?
A “user” is often referred to as a “unique visit,” or the number of individual visitors within a specified time period. [For example: if one person visits a website (4) times, it will be recorded as (1) unique visitor. -Ed] If a company is accustomed to purchasing ad space in a print magazine based on its readership, there’s some very basic math: In terms of a traditional paper magazine, a “unique visit” is equal to the sale of a single issue. It is estimated that the leading print PWC magazine sells between 2,400-and-2,650 copies per issue – or in webspeak, “2,400 unique views” every two months. Comparatively, The Watercraft Journal welcomed nearly 33,400 in August alone.

July
Total number unique readers: 31,543*
Total number of articles read: 67,887
Percentage of new readers: 68.5%

August
Total number unique readers: 33,396*
Total number of articles read: 79,334
Percentage of new readers: 63.5%

*This number is considered equal to an individual sale of a single copy of a magazine.

What Are Pageviews And What Does That Mean?
Above you will have seen the word “pageviews” or the total number of times an individual page has been viewed. As each new page is a new article, this number represents how many articles were read by a reader. If the same story is read more than once by the same person, it will be counted multiple times. If a story is particularly popular [or “sticky” -Ed], the individual pageviews for that story will be significantly higher. The more unique the story, more exotic the destination or how hot the news is the more likely the story will be sticky. And because we publish every day, the likelihood of a story becoming popular increases dramatically.

News articles published in July: 24
Feature articles published in July: 14
Total feature word count: 13,065 words*

News articles published in August: 22
Feature articles published in August: 16
Total feature word count: 13,899 words*

*When this number is translated to print publication standards equals a 118-page magazine. Please note that this number does not include an average of two uniquely-written news articles published daily.

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Who “Subscribes” to The Watercraft Journal?
First, we don’t have paying “subscribers” but we do have plenty of readers who come back again and again. As you’ll note above, out of our 33,400 “unique” readers for August, 36.5-percent of those were return readers. And yes, that also means that 63.5-percent of August readers were first-time visitors, adequately explaining our continued growth. It will be when you see those numbers transposed that our readership will have plateaued. But The Watercraft Journal excels at reaching more readers than anywhere else not only because of our reliably daily content, but that we take our content to them through our Facebook, Twitter, Instagram, YouTube, and weekly newsletters.

August Facebook likes: 14,161
Top Five countries: United States, United Arab Emirates, Australia, Japan, France

How Do These Numbers Work For Me?
Getting your brand and products on The Watercraft Journal through our comprehensive editorial support and advertising programs not only provides high impact digital advertising to one of the largest PWC audiences in the industry, but also generates originally-written, professional magazine-quality content expressly tailored to highlight your company. If you’re looking to introduce an extra 33,400 potential clients to your company, then email kevin.shaw@shawgroupmedia.com about advertising your company in the single-most popular PWC magazine.

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Kevin Shaw

Editor-in-Chief – kevin.shaw@shawgroupmedia.com
Kevin Shaw is a decade-long powersports and automotive journalist whose love for things that go too fast has led him to launching The Watercraft Journal. Almost always found with stained hands and dirt under his fingernails, Kevin has an eye for the technical while keeping a eye out for beautiful photography and a great story.

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