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prosalesmagazine.com
PUBLISHER’S AUDIENCE STATEMENT | June 2017
MISSION STATEMENT
PROSALES is a leading brand for building supply dealers and distributors who rely on its resources to educate them on new products and trends. PROSALES subscribers are a direct extension of the company’s sales force—the more they know about their products, the more successful they will be in selling them. These dealers turn to PROSALES for the kind of timely information that can further strengthen dealers’ key relationships with customers and suppliers. PROSALES serves independent and chain dealers selling lumber, building materials, hardware products to building professionals. It also serves molding/millwork specialty dealers, short line specialty dealers, and wholesalers/distributors selling to the retail building materials market as well as others allied to the field.
Established: 1989Issues per year: 9
EXECUTIVE SUMMARY
Below are the Average contacts per occurrence, including frequency per period reported.
PROSALES MAGAZINE (4 issues in the period) NON-PAID
Print 34,000
Digital 6,438
1. Requested 6,438
2. Non-Requested -
Total Print and Digital Copies Per Issue 40,438
DIGITAL TOTAL AUDIENCE IS GROWING
6,721Average Qualified Digital Edition Recipients
45,386Newsletter Recipients Per Issue (96 issues per year)
37,108Website Traffic: Average Monthly Users
10,640
90,621Website Traffic: Average Monthly Page Views
2,984 826
0
30,000
60,000
90,000
120,000
PrintDigital
2012 2013 2014 2015 2016
SOCIAL MEDIA
Print includes qualified print subscribers. Digital includes web users, digital edition recipients and newsletter recipients.
prosalesmagazine.com
ANNUAL SALES VOLUME OF MAGAZINE CIRCULATION
BUSINESS AND INDUSTRY TOTAL QUALIFIED
$10 MILLION AND OVER
$5 MILLION TO $9,999,999
$1 MILLION TO $4,999,999
$1 TO $999,999 NOT AVAILABLE
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer
27,756 10,942 4,373 7,023 2,869 2,549
Short Line Specialty Dealer/Distributor 4,823 1,200 576 1,487 1,069 491
Building Material Wholesaler 6,412 3,456 783 1,200 731 242
Others Allied to the Field 1,730 817 149 332 331 101
TOTAL 40,721 15,415 5,881 10,042 5,000 3,383
BUSINESS/OCCUPATIONAL BREAKOUT
TITLE
BUSINESS AND INDUSTRY TOTAL QUALIFIED
Chairman, President, Owner/Partner, Executive VP, VP Sales, VP Operations, VP
Merchandising, Other Corp Exec.
General Mgr., Store Mgr., Dept. Mgr., Other Mgr., Director, Operations, Merchandising Mgr., Purchasing
Director, Buyer, Broker, Trader, Pricing, Product Mgr.
Sales Mgr., Contractor Sales,
Salesperson, Estimator, Marketing
Other Titled Personnel
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer 27,756 9,139 10,549 7,839 229
Short Line Specialty Dealer/Distributor 4,823 2,375 1,373 1,052 23
Building Material Wholesaler 6,412 2,064 2,083 2,208 57
Others Allied to the Field 1,730 792 362 546 30
TOTAL 40,721 14,370 14,367 11,645 339
TYPE OF OWNERSHIP
BUSINESS AND INDUSTRY TOTAL QUALIFIED
INDEPENDENT ESTABLISHMENT
PART OF A CHAIN ORGANIZATION NOT AVAILABLE
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer
27,756 15,963 7,289 4,504
Short Line Specialty Dealer/Distributor
4,823 3,266 825 732
Building Material Wholesaler 6,412 3,863 1,962 587
Others Allied to the Field 1,730 1,342 294 94
TOTAL 40,721 24,434 10,370 5,917
prosalesmagazine.com
NUMBER OF STORES COMPANIES OPERATE
BUSINESS AND INDUSTRY TOTAL QUALIFIED 1–5 6–9 10–25 26 OR
MORENOT
AVAILABLE
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer
27,756 15,165 1,828 1,644 5,677 3,442
Short Line Specialty Dealer/Distributor
4,823 3,157 278 247 591 550
Building Material Wholesaler 6,412 3,213 507 477 1,627 588
Others Allied to the Field 1,730 1,205 62 97 253 113
TOTAL 40,721 22,740 2,675 2,465 8,148 4,693
FIRMS’ PERCENTAGE OF SALES TO PROFESSIONAL CUSTOMERS
BUSINESS AND INDUSTRY TOTAL QUALIFIED
71% OR MORE 51%–70% 31%–50% 30% OR
LESSNOT
AVAILABLE
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer
27,545 12,851 4,666 2,545 1,676 5,807
Short Line Specialty Dealer/Distributor
4,686 1,792 690 554 622 1,028
Building Material Wholesaler 6,295 3,952 712 379 580 672
Others Allied to the Field 1,869 1,057 248 127 246 191
TOTAL 40,395 19,652 6,316 3,605 3,124 7,698
NUMBER OF CREDIT ACCOUNTS FOR PROS
HOW MANY CREDIT ACCOUNTS FOR PROFESSIONAL CUSTOMERS ARE CURRENTLY ACTIVE AT YOUR LOCATION?
None 1.1%
1–9 4.3%
10–49 6.5%
50–99 13.0%
100–249 35.9%
250–499 23.9%
500 or more 15.2%
Source: PROSALES Buying & Selling Practices Study
prosalesmagazine.com
PRODUCTS SOLD
Business and Industry Total Qualified
Total Respondents
Dimension Lumber
Engineered Lumber
Treated Lumber Windows
Interior Molding & Millwork
Exterior Molding &
TrimCabinetry Insulation Roofing Sheathing Doors Siding Flooring
Concrete & Related Products
Drywall Power Tools
Hand Tools
Locksets/Hardware Plumbing
Sealants & Adhesives/Paints &
Stain
Ceiling Products
Surface Materials Housewrap
Roof Windows/Skylights
Fasteners
Building Material Dealer/Lumberyard, Molding/Millwork Specialty Dealer
27,756 24,551 17,729 16,884 17,854 18,418 18,445 18,136 13,900 16,068 16,123 17,781 18,561 17,299 12,824 13,779 15,254 14,999 15,584 16,651 11,322 16,002 12,768 12,127 16,589 15,507 16,839
Short Line Specialty Dealer/Distributor
4,823 3,879 493 471 541 821 821 792 770 728 892 552 1,262 799 1,154 789 528 1,076 1,150 947 686 1,281 550 594 621 823 1,047
Building Material Wholesaler
6,412 5,949 2,000 1,896 1,790 1,850 1,850 2,269 1,176 1,988 2,405 1,976 2,150 2,705 1,443 1,357 1,192 1,441 1,590 1,333 887 2,068 1,068 940 2,356 1,376 2,453
Others Allied to the Field 1,730 1,324 244 248 220 280 280 307 231 300 348 221 402 326 229 229 179 194 209 203 171 293 148 140 220 172 253
TOTAL 40,721 35,703 20,446 19,499 20,405 21,396 21,396 21,504 16,077 19,084 19,768 19,530 22,375 21,129 15,650 16,154 17,153 17,710 18,533 19,134 13,066 19,644 14,534 13,801 19,786 17,878 20,592
INSTALLED SALES CURRENTLY OFFERED
FOR WHICH OF THE FOLLOWING PRODUCT CATEGORIES DOES YOUR LOCATION CURRENTLY OFFER INSTALLED SALES?
Doors: Exterior 32.6% Housewrap 13.0%
Windows 29.3% Floor Joists 12.0%
Cabinetry 28.3% Siding 10.9%
Insulation 21.7% Stairs 10.9%
Doors: Interior 19.6% Wall Panels 10.9%
Locksets / Hardware 16.3% Shelving / Mirrors
2.2%
Molding / Millwork Trim: Interior
15.2% Flooring 1.1%
Framing 15.2% Shower Doors 1.1%
Molding / Millwork Trim: Exterior
14.1% Garage Doors 1.1%
Roof trusses 14.1% Fireplaces 1.1%
Decks 13.0% Water Heaters 1.1%
Roofing 13.0%
ACTIONS TAKEN AFTER SEEING ADS IN PROSALES
IN THE LAST 12 MONTHS, WHAT ACTIONS HAVE YOU TAKEN AS A RESULT OF SEEING ADS IN PROSALES?
Discussed Ad with Others 60.9%
Visited Advertiser’s Web Site 57.6%
Passed Ad Along to Others 56.5%
Recommended a Product / Service 32.6%
Filed Ad for Future Reference 26.1%
Contacted an Advertiser via Phone, Fax or Mail 21.7%
Purchased / Ordered a Product / Service 20.7%
Contacted Advertiser’s Local Sales Rep or Distributor 20.7%
Other 1.1%
No actions taken 19.6%
Source: PROSALES Buying & Selling Practices Study
Source: PROSALES Buying & Selling Practices Study
prosalesmagazine.com
GEOGRAPHICAL ANALYSIS OF MAGAZINE CIRCULATION
STATE TOTAL QUALIFIED PERCENT STATE TOTAL
QUALIFIED PERCENT
Maine 399 Kentucky 643
New Hampshire 373 Tennessee 890
Vermont 181 Alabama 658
Massachusetts 1,023 Mississippi 294
Rhode Island 182 East So. Central 2,485 6.2%
Connecticut 551 Arkansas 402
New England 2,709 6.7% Louisiana 417
New York 2,002 Oklahoma 443
New Jersey 1,023 Texas 2,298
Pennsylvania 2,081 West So. Central 3,560 8.8%
Middle Atlantic 5,106 12.6% Montana 312
Ohio 1,686 Idaho 364
Indiana 998 Wyoming 146
Illinois 1,581 Colorado 605
Michigan 1,538 New Mexico 217
Wisconsin 1,230 Arizona 521
East No. Central 7,033 17.4% Utah 316
Minnesota 1,219 Nevada 196
Iowa 780 Mountain 2,677 6.6%
Missouri 928 Alaska 134
North Dakota 239 Washington 848
South Dakota 296 Oregon 619
Nebraska 433 California 2,744
Kansas 543 Hawaii 136
West No. Central 4,438 11.0% Pacific 4,481 11.1%
Delaware 139 United States 40,341 99.9%
Maryland 724 US Territories 44
Washington, DC 14 Canada 6
Virginia 1,015 Mexico 1
West Virginia 221 Other International 3
North Carolina 1,534 APO/FPO -
South Carolina 736 -
Georgia 1,477 -
Florida 1,992 -
South Atlantic 7,852 19.4% TOTAL QUALIFIED CIRCULATION 40,395 100.0% Hanley Wood Media Inc.
One Thomas CircleSuite 600Washington, DC 20005T: 202.452.0800F: 202.785.1984www.hanleywood.com