The Watercraft Journal By The Numbers: December 2016


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“Just do it,” has been Nike’s company slogan since 1988. The one-time advertising campaign was a call to action, asking – no, demanding – its recipient to shirk all fears and hesitations, and simply do it. The phrase now lives larger than the massive multi-billion-dollar company it represents, inspiring athletes, entrepreneurs and everyone from all ilks to pursue that one goal that has alluded them for far too long. If 2017 is to be anything, it is the year that you, no we take action. Last year took more than it gave, and now it’s our turn to take from life what it is that has remained out of our grasp for too long.

This all sounds nice and inspirational, but how does it really apply to a jet ski magazine, you might be thinking. Please allow this illustration: Ours is an intimate industry. When people say they support a company, they often think of the owner themselves, likely having met the man in person. Personal watercraft owners typically retain close relationships with either the dealer they purchased their current unit from, or a local shop who performs their service. You know who owns what in your local area, and where they like to ride. It’s a worldwide sport that feels like living in a small town.

After minding your budget, making smart (and often sacrificial) moves for the past three or four years, you’re now confident that with recent economic changes happening currently and in the near future that the market will respond to your brand in a larger scale. And rightly so! Consumer confidence hasn’t been this high in 9 years. The DOW has reached 10 record-breaking days in two months. So now is the right time to act, right? YES! Now is the right time to act, and do so boldly. Today is the day to start your advertising campaign, to roll out those new products, and get the word out in a big way. Today is finally the day to start advertising on The Watercraft Journal.

As you’ll see outlined below, The Watercraft Journal not only has continued to grow in readership by an astounding 35-percent since 2015, welcoming over 340,000 readers, there is no website, blog or YouTube channel to come close to our reach. Some companies choose to develop and publish their own images, updates and videos, sharing them through their own social media outlets, only to find that they’re preaching to their own choir. Do not keep your brand from accessing the single-largest audience of personal watercraft enthusiasts. Allow us to introduce them to your products and services by advertising today.

January – December 2016

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January – December 2015

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Unparalleled Growth Throughout The Year
While so many will denounce the industry as being a “seasonal sport,” we find that our fluctuations are rather marginal, and not solely because our Australian and New Zealand readership buoys during their summer months. Not so. Rather, it is because while their might be snow on the ground, PWC enthusiasts are still hungry for news, content and insight, even if they aren’t out on the water as often as they would like. As would-be competitors throttle back their degree of content production, The Watercraft Journal never slows. And our reward is continued growth, continual readership and constant approval.

January – December 2015
Total number unique readers: 232,459*
Total number of articles read: 614,870
Percentage of new readers: 63.3%

January – December 2016
Total number unique readers: 343,557*
Total number of articles read: 806,187
Percentage of new readers: 62.7%

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

Unmatched Quantity, Unrivaled Quality & Unequal Exposure
Like any good professional racer knows, exposure is the name of the game. If they fail to place their sponsors in a positive light, employ every opportunity put their sponsors’ logos in the forefront, then they won’t be sponsored very long. The Watercraft Journal works very much the same way; being 100-percent advertiser supported, we develop specific editorial calendars for each and every client, producing a set number of professionally-written articles published over and throughout the calendar year – all of which, whose topics and context have been reviewed and approved by you, the advertiser.

News articles published in December 2016: 27
Feature articles published in December 2016: 10
Total feature word count: 10,283 words

*When this number is translated to print publication standards equals a 102-page magazine. Please note that this number does not include an average of two uniquely-written news articles published daily.

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Unsolicited Social Behaviors
Literally one year ago we made it a decision to cancel all Facebook advertising (save for the rare “boosted” post – of which, we’ve had 6 boosted posts all year). No “Likes” campaigns. Nada. Nevertheless, we’ve out grown all other domestic websites, blogs and magazines on Facebook and elsewhere in social media. And when you think about it, it only makes sense. We offer our content freely and easily – whether it’s via a desktop, a laptop or a portable device, anyone can read our content. And with our Facebook, Twitter, Instagram, YouTube, and weekly newsletters, we bring our content directly to them. And that’s a huge part of our success!

December Facebook likes: 19,861
Top Five countries: United States, Australia, Japan, France, Canada

Listen to The Beouf And Do It
[C’mon, man. How could we not share this video? -Ed.] With 2016 behind us and a whole new year ahead, all of us at The Watercraft Journal are incredibly enthusiastic for what the future lies in store. Unlike any other media outlet, The Watercraft Journal enjoys partnerships with of some of the best companies in our industry as supporting advertisers, you can expect to see much more in-depth coverage of these shops, manufacturers and services in the coming months. Again, now is the time to get your company and products on The Watercraft Journal. To inquire more about advertising with The Watercraft Journal, please email kevin.shaw@shawgroupmedia.com

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Kevin Shaw

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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    linkman 4 January, 2017 at 11:13 Reply

    I hope the success and growth of the WCJ goes hand in hand with an expansion of PWC popularity. It seems that the visibility of the sport has been at a low point during the prior 15-20 years. All too often I run into a young adult at the lake who looks at one of my standups and asks “what is that?”

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