The Watercraft Journal By The Numbers: September 2015


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“The law of diminishing returns states that in all productive processes, adding more of one factor of production, while holding all others constant (‘ceteris paribus’), will at some point yield lower incremental per-unit returns,” so states digital info-dump Wikipedia. This constant looms over the heads of all companies, regardless of product, service or holdings. It is the point wherein doing the “same ol’ thing” no longer works anymore. Many are lucky, and can whether the storms of economic ebbs and floes without needing much change. Others live and die by the smallest twitch in the market. The personal watercraft industry is somewhat of an anomaly: although reticent to accept new technologies (ie. digital magazines), it’s enthusiasts have fully embraced them (ie. digital magazines).

Chances are, if you’re a manufacturer, a dealership or a custom shop within this niche industry, you’ve read the writing on the wall. Traditional print advertising yields little to zero result as so few would-be new customers subscribe to paper magazines. So you turned to Facebook (it’s free after all – well, to start that is), and that’s been good. Here’s the problem though, unless you’re aggressively pursuing, cultivating and feeding that Facebook/Twitter/Snapchat/Instagram/Google+ account, your reach will run out. Again, it’s the law of diminishing returns. So where to turn? The days of “build it and they will come” are gone. Today, we need to build it and take it to them. If you’re looking for fresh faces, you need to go to where the people are.

So where is that? Your best, easiest and most reliable source in this industry is The Watercraft Journal. No other outlet reliably produces more content, welcomes more new and returning PWC enthusiasts, and delivers more confidently on its obligations than any other magazine, forum or media outlet. Producing fresh, entertaining and informative magazine-quality articles each and every day, The Watercraft Journal has escalated to become the single-most popular personal watercraft magazine in North America (and is quickly zoning in on Australia) in just two short years. With nearly 1,000 articles published thus far, The Watercraft Journal also wields one of the largest catalogs of professionally-written “evergreen” PWC content on the Internet today.

You want your company to grow, to reach new and returning customers and a third-party resource to advocate and present your products. We at The Watercraft Journal want to continue to cultivate and support this intimate, niche industry and all those companies within it. This is a partnership ready to happen. Already over 20 companies have come to support The Watercraft Journal, and in return have been rewarded with high impact digital advertising, up-to-the-minute time-sensitive news posts, and intelligent and enjoyable feature-length content, all of which to direct its 200,000 annual readers to their storefronts. Let The Watercraft Journal be your partner and resource in helping grow your brand today. And here’s why:

September 2015
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A Paradigm Shift In Trend
The above graphs might not mean much to the untrained eye, and that’s OK. What’s important to note is how September’s performance numbers stack up against August’s (which are compared below). Although more “users” or “unique visits” came to The Watercraft Journal in August, you’ll note that September’s readership read more articles and came back more often than ever before. Why is that? Well, there’s a multiplicity of reasons, but we wager its because no other publication was first or more thorough with some of the industry’s most important announcements, race coverage or product reviews. That always seems to be the case.

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

September
Total number unique readers: 31,502*
Total number of articles read: 81,373
Percentage of new readers: 55.5%

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

When Quality Matches Quantity
It’s important to note that in this day of immediacy that there is a reliable source for top quality, professionally-written magazine content that is published each and every single weekday. Pending a national holiday, you won’t see a day go by without new and uniquely-written articles from The Watercraft Journal. Providing coverage from the entirety of the personal watercraft industry – be it touring, fishing, racing, freestyle/freeride, or do-it-yourself tech – we bring the enthusiast the widest array of coverage possible. And we produce more sustainable content than any other publication, be them print or memory-sapping downloadable PDFs – both of which we don’t do.

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

News articles published in September: 21
Feature articles published in September: 17
Total feature word count: 17,261 words*

*When this number is translated to print publication standards equals a 136-page magazine. Please note that this number does not include an average of two uniquely-written news articles published daily.

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Social Animals
As we’ve said before, The Watercraft Journal doesn’t require any sort of download, or paid subscriptions or even a password to log in and access our industry-leading content. What that has done is make us the single-most popular outlet for PWC news, reviews, tech and coverage in North America. We’re the first source that people check (we know, we have the data to prove it). And with our Facebook, Twitter, Instagram, YouTube, and weekly newsletters, we bring our content directly to them. No waiting around for updates. No checking the mailbox. If they’ve got a computer, a laptop, tablet, smartphone or Apple Watch, they can read The Watercraft Journal

September Facebook likes: 14,438
Top Five countries: United States, Australia, France, United Kingdom, Canada

Changing Seasons
With the upcoming World Finals and the new 2016 models coming out, it also marks the slow closure of much of this continent prime riding season (yes, we know. All of you in Florida and California can still ride any time you wish. Quit rubbing it in). Yet, that didn’t stop The Watercraft Journal from growing during last year’s winter and it won’t for this year. In fact, this past January, February and March actually eclipsed 2014’s June, July and August! That’s an incredible indication of the power of this audience. So again, if looking to grow your clientele, reach a broader audience of would-be customers and spread the word about your brand, product and services, let The Watercraft Journal be your resource and email kevin.shaw@shawgroupmedia.com about advertising your company in the single-most popular PWC magazine today.

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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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