Media Kit - Plumbing & HVAC

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Media Kit - Plumbing & HVAC

Readership

IN PERSPECTIVE II

A look into the reading habits of

Canadian Mechanical Contractors

Copyright, September 2009

Newcom Business Media Inc.


Contents

Research Company’s Statement ...........................................5

Publisher’s Statement ...........................................................7

Audience Demographics...................................................9

Type of Work Performed ..............................................10

Purchasing Authority....................................................10

Number of Years in Business ........................................11

Number of Employees..................................................11

Age of Recipients.........................................................12

Markets Served ............................................................13

Relative Importance of Issues Facing the Industry .........13

How Brands Are Selected.............................................14

Readership Analysis........................................................17

Duplication Analysis .....................................................18

Frequency of Readership ..............................................19

Depth of Readership ....................................................20

The Reader’s Choice ........................................................21

Pass-along Readership..................................................22

The Reader’s Choice.....................................................24

Reach................................................................................27

HPAC and Mechanical Business....................................28

Plumbing & HVAC........................................................29

Summary..........................................................................31

3


Research Company’s Statement

Background

Most research studies conducted on business publications

focus on profiling the audience of the publication that

sponsors the research. However, these surveys generally do

little to assist marketers and their advertising agencies in

their media planning process.

This is not the case here. Newcom, a publisher of a

number of Canadian business-to-business publications

worked with several well-known independent suppliers to

conduct this survey.

An independent list was used to draw the sample,

(thereby eliminating the bias of a publication using its own

list), a third-party mailing house was used, and all responses

were sent directly to Starch Research, a leading Canadian

media and marketing research provider.

In short, Newcom underwrote the cost of this study but

had no involvement in any aspect of the research process.

Objectives

• To determine the extent to which each of three major

publications serving the Canadian mechanical contracting

sector reach and influence the buyers in this market.

• To uncover basic demographic information on the decision

makers within the market and to determine their

purchasing authority and buying habits.

Methodology

The survey was conducted by direct mail.

The questionnaire was a 4 page (8 ½ x 11) booklet.

It contained cover reproductions of the three magazines

as a cue for accurate identification.

Each mailing package contained a letter from Starch

Research encouraging participation, a questionnaire, a

postage-paid return envelope addressed to Starch, and an

incentive. Respondents were offered the opportunity to enter

a draw. Three respondents received a RIDGID SeeSnake

micro camera and five respondents received a $200 value

RIDGID tool kit.

The sample was drawn on a systematic random sample

basis from the Info Canada Sales Solutions Inc. list. The list

covers the Standard Industry Classification (SIC) code 1711

which defines Plumbing, Heating and Air Conditioning

Contractors.

The selected sample was provided to Cardinal Mailing

Services, an independent mailing house.

The mailings took place on June 26 and July 29, 2009.

Mail returns were sent by Business Reply Mail directly

to Starch Research Services Limited in Toronto

(www.starchresearch.com).

Starch opened the questionnaires, edited them for

completeness and entered the data. Starch provided

Newcom with detailed tabulations of the results.

Mailing Summary

Total Returns 544

Usable Returns 532

The margin of error on a sample of 500 is ± 4.3%

19 times in 20.

Summary

Starch Research was involved in questionnaire design, and

was responsible for all aspects of editing, coding, tabulating

and reporting.

Starch Research Services Limited is a corporate member of

the Marketing Research & Intelligence Association (MRIA)

and adheres to its code of ethics and professional standards.

Brian Hickey, CMRP

President

5


Publisher’s Statement

Many of you may have seen the readership study we conducted in 2007.

The study revealed Plumbing & HVAC was the most preferred magazine amongst

Canadian mechanical contractors by more than a 2:1 ratio. When asked “If you

could receive only one magazine, which one would it be?”… the answer was

Plumbing & HVAC 69.5% … HPAC 30.5%.

Since then a new publication has entered the market. Initially published in the fall

of 2007, Mechanical Business has since become a part of some mechanical trade

marketers’ advertising budgets. Each year millions of dollars are spent in these trade

magazines by industry marketers. To assist them in making the most effective media

decisions, they need to know which publications the buyers receive, which ones

they prefer, and the degree to which each publication is read.

Welcome to “Readership in Perspective II”

Unlike our first “Readership in Perspective” study which was conducted using

our own e-mail list, and for which we gathered and compiled the responses,

“Readership in Perspective II” is a 100% third-party study.

It is a direct-mail survey, using a third-party list supplied by Info Canada Sales

Solutions Inc., the largest distributor of lists in Canada. The names were

randomly selected from SIC code 1711 which defines Plumbing, Heating and

Air Conditioning Contractors.

Info Canada sent the selected names to Cardinal Mailing Services who

conducted the mailing, and all responses were sent directly to Starch Research

Services of Canada. At no time did Plumbing & HVAC have any involvement

in the study.

In fact, to ensure complete fairness, we insisted that three different questionnaires

be printed with each publication appearing equally in the first, second and

third positions where their respective covers were printed on the questionnaire.

What follows is a look at the survey in detail and I invite you to have a careful

look. It may very well change your view about the best way to reach and influence

this audience with your commercial message.

Mark Vreugdenhil

7


Audience Demographics

9


Type of Work Performed

Respondents who said they perform any of the following types of work

An industry

dominated by

generalists

Today’s mechanical contractors

have widened their service

offerings to build a broader

customer base. As you can see

from the type of work chart, over

five of the types of work are

performed by over 50% of the

mechanical contractors.

From a marketer’s perspective,

buyers are interested in reading

a wide spectrum of editorial

content. This means that

choosing magazines based on

their featured content for that

particular month will not

necessarily help the readership of

your advertisement. The best

strategy is to choose the

magazine that reaches – and is

read by – the most buyers.

These readers

are buyers

100%

75%

50%

25%

100%

75%

50%

25%

All Respondents

(Base 530)

70.6% 69.3% 66.4% 58.7% 58.3%

45.9%

Plumbing

84.7%

Warm Air

Heating

73.1%

All types of work performed

(Base 524)

29.3%

Purchasing Authority

70.0%

Hydronic

Heating

Ventilation

Air

Conditioning

Drain

Cleaning

66.8% 64.7%

56.9% 56.7%

45.2%

9.8%

Refrigeration Fire

Protection

30.4%

10.3%

As you will notice on the opposite

page (see number of employees)

these are mostly small operations.

Purchasing authority levels are

therefore high. When examining

purchasing authority levels within

each type of work, the levels rise

as high as 98.4%. The owner or

senior technician is likely to be the

person who makes the final

decision regarding which brand or

product is selected. He is also

most likely to be the person who

reads the trade magazines.

100%

75%

50%

25%

Tools &

Equipment

98.4%

Base:

366

Plumbing

Products

Within each type of work performed

(Base Varies)

96.7%

Base:

360

Warm Air

Heating

Products

96.0%

Base:

347

Hydronic

Heating

Products

Controls &

Instrumentation

Products

94.4%

Base:

304

Ventilation

Products

92.5%

Base:

308

Air

Conditioning

Products

92.0% 90.1%

Base:

237

Drain Refrigeration Fire

Cleaning

Protection

Base:

152

82.4%

Base:

51

Plumbing

Products

Warm Air

Heating

Products

Hydronic

Heating

Products

Air

Conditioning

Products

Ventilation

Products

Drain

Cleaning

Refrigeration

Fire

Protection

10


Number of Years in Business

Base: 532

100%

Years in Business

84.8%

The market contains

a number of

well-established

companies

75%

50%

25%

3.0%

Less Than

5 Years

12.2%

5-10 Years 10 Years

or More

This is a very experienced

group. The fact that such a

large percentage of contractors

have been in business for over

10 years is a good indicator

that they are making money

and like what they are doing.

The large number

of small businesses

presents a

marketing challenge

100%

75%

50%

25%

Number of Employees

Base: 529

Base: ??????????????

Number of Employees

79.6%

Small Firms

1-9

18.3%

Mid-Sized

Firms

2.1%

Large

Firms

Not only are mechanical

contracting firms generally

small, they are also widely

dispersed. This makes reaching

them with a commercial

message much more difficult.

In markets such as these,

business magazines and

websites play an important role

in communicating with buyers.

The vast majority of these

buyers are too small to warrant

direct sales calls. Research

shows that when no sales calls

are made, business publication

advertising performs the most

effective role in enhancing

buyer perception of individual

brands. The same study shows

that as few as five

advertisements a year increases

average brand preference,

share of customers, and share

of dollars. 1

1

The John E. Morrill Study;

Harvard Business Review.

11


Age of Recipients

An older

and more

experienced group

Consistent with fears in

business at large, this

market is predominantly

comprised of older workers.

The average age is

approximately 51 years old.

But since a large

percentage of contractors

are entrepreneurs they

tend to be older than the

general population.

The lack of younger

people does raise

concerns, however.

Many respondents

commented on the extra -

ordinary amount of everyday

red tape involved in

conducting their business, as

well as the poor level of

apprentice training and

the rules surrounding

apprentice hiring.

It’s interesting to note that

the West seems to be

attracting more young

people into the trades.

100%

75%

50%

25%

100%

75%

50%

25%

100%

75%

50%

7.0%

8.6%

All Canada

(Base 528)

18.6%

Canada West

(Base 198)

17.7%

40.9% 33.5%

18-34 35-44 45-54 55+

42.4%

31.3%

18-34 35-44 45-54 55+

Canada East

(Base 330)

40.0%

34.9%

25%

6.1%

19.0%

18-34 35-44 45-54 55+

12


Markets Served

100%

75%

50%

25%

10

5

92.3%

Repair,

Replace,

Retrofit

88.0%

Residential

Base: All ??????????????

Canada

(Base 532)

Relative Importance of Issues

Facing the Industry

Base: Varies

Mean on a scale of 1-10 with 10 being most pressing

7.84 7.50

Shortage

of Skilled

Workers

85.7%

Commercial

Access to

Quality

Training

71.1%

New

Construction

7.29

Current

Economic

Climate

47.9%

Industrial

5.93

Negative

Public

Perception

of the

Industry

39.3%

Institutional

Most contractors

involved in

several markets

As in the case of “Type of Work

Defined”, the type of markets

mechanical contractors are

working in is also varied.

Most contractors are involved

in residential, commercial and

new construction markets,

leaving only some specialists in

industrial and institutional

markets. From a marketer’s

perspective, this is good news.

It is not necessary to advertise

in vertical publications aimed

at these various segments of

the market.

Issues facing

the market

The current economic climate

has resulted in a reduction in

business in Canada, but

nowhere near as severe as in

the USA.

The industry’s number one

concern is still the shortage of

skilled workers. Many

contractors believe that high

schools are not doing enough

to encourage young people to

enter the trades.

This is exacerbated in Ontario

where contractors are required

to hire three journeymen for

each apprentice. There are also

concerns that training facilities

are not keeping up with the

latest technologies.

13


How Brands

Base:

For industry

marketers branding

is the key

100%

I choose a brand that I’ve used before and that I trust

Contractors tend to be

conservative. They use the

brands they know, but at

the same time they are

constantly on the lookout

for products that will save

time or reduce their reliance

on the skill of their

tradesmen. They rarely

choose the least expensive

products; their key concern

is to do a reliable installation

and avoid callbacks.

The influence of wholesalers

in product choice has

dwindled somewhat due to

a growing lack of

knowledgeable individuals

at the counter. Getting

specified on drawings is

important but 73.9% of

contractors make

substitutions.

Making sure your brand has

top-of-mind awareness with

contractors is essential if you

are to develop the level of

brand preference necessary

to motivate them

to specify your product for

their next project.

75%

50%

25%

100%

75%

50%

25%

100%

75%

50%

25%

50.3%

49.3%

46.4%

Always More than 50%

of the time

38.4%

0.4% 0.4% 2.5%

I choose a brand that comes with a guarantee or warranty

Always More than 50%

of the time

26.1%

44.4%

Less than 50%

of the time

7.2%

Less than 50%

of the time

16.7%

Seldom

1.1%

Seldom

I use the products specified by the drawings

7.0%

Don’t know/

not stated

4.0%

Don’t know/

not stated

5.8%

Always More than 50%

of the time

Less than 50%

of the time

Seldom

Don’t know/

not stated

14


Are Selected

532

100%

I change the products specified by the

drawings to equivalent products

I take whatever the wholesaler recommends

100%

75%

75%

50%

35.9%

50%

40.0%

25%

28.0%

22.9%

25%

24.6%

28.0%

6.0%

7.2%

2.1%

5.3%

Always

More than

50%

of the time

Less than

50% of the

time

Seldom

Don’t know/

not stated

Always

More than

50%

of the time

Less than

50% of the

time

Seldom

Don’t know/

not stated

I choose the cheapest products I can find

I am aligned with a certain brand

100%

100%

75%

65.0%

75%

50%

50%

40.0%

25%

22.8%

25%

12.4%

19.2%

23.9%

0.6%

5.8%

5.8%

4.5%

Always

More than

50%

of the time

Less than

50% of the

time

Seldom

Don’t know/

not stated

Always

More than

50%

of the time

Less than

50% of the

time

Seldom

Don’t know/

not stated

15


Readership Analysis

17


Duplication Analysis

One magazine

stands out from

the rest

Plumbing & HVAC reaches

91.9% of the entire market.

Out of 532 respondents,

489 receive Plumbing

& HVAC. Furthermore it

duplicates the other

magazines audiences by

over 90% (HPAC by 94.2%

and Mechanical Business

by 90.0%).

By extension, Plumbing

& HVAC has the largest

unduplicated audience by

an equally large margin.

Almost five times more

than HPAC (27.4% vs.

5.8%) and three time

more than Mechanical

Business (35.8% vs. 10.0%).

Plumbing & HVAC truly

does stand out from the

rest. It delivers the highest

percentage of the market

and has the most

unduplicated recipients.

If you want to reach

mechanical contractors in

Canada and only have

budget for one magazine,

your choice is crystal clear.

100%

75%

50%

25%

100%

75%

50%

25%

100%

75%

50%

25%

Plumbing & HVAC recipients who also receive...

Base: 489

100.0%

489

100.0%

72.6%

355

94.2%

64.2%

314

P&HVAC HPAC Mechanical

Business

HPAC recipients who also receive...

Base: 377

377

100.0%

355

90.0%

73.2%

276

HPAC P&HVAC Mechanical

Business

Mechanical Business recipients who also receive...

Base: 349

349

314

79.1%

276

Mechanical

Business

P&HVAC

HPAC

18


Frequency of Readership

(Readership of last four issues)

100%

75%

50%

25%

100%

75%

50%

25%

100%

75%

50%

76.4%

373

Plumbing & HVAC

Base: 489

11.9%

7.0%

4.7%

58

34

23

4 of 4 3 of 4 2 of 4 1 of 4

74.8%

282

HPAC

Base: 377

10.6% 8.8% 5.8%

40

33 22

4 of 4 3 of 4 2 of 4 1 of 4

70.5%

245

Mechanical Business

Base: 347

In general the

magazines are

being read

Readers appear generally

interested in the magazines

they receive. Although

frequency of readership is

relatively close, Plumbing

& HVAC leads the field.

It is read more often than

HPAC (88.3% vs. 85.4%

read at least 3 of 4 of the

last four issues) and vs.

Mechanical Business (88.2%

vs. 84.1%).

Average frequency of

readership of the past four

issues of Plumbing & HVAC

is 3.60; HPAC is 3.54; and

Mechanical Business is 3.49.

Plumbing & HVAC’s readers

are also the least likely to

skip reading issues.

11.7% of Plumbing & HVAC

readers read half or fewer of

its issues.

The comparible figure for

HPAC and Mechanical

Business are 14.6% and

15.9% respectively.

25%

13.6%

47

10.1% 5.8%

35 20

4 of 4 3 of 4 2 of 4 1 of 4

19


Depth of Readership

Base: P&HVAC 487; HPAC 377; Mechanical Business 348

Plumbing & HVAC

is read more

thoroughly

50%

Read Cover-to-Cover

50%

Read 50% or More

47.9%

233

44.0% 45.7%

Following the same trend as

the number of issues read,

Plumbing & HVAC is more

thoroughly read than the

other two magazines.

In terms of reader

involvement, 73.4% of

Plumbing & HVAC readers

read half or more of the

magazine. That is 6.3

percentage points more

than HPAC and 7

percentage points more

than Mechanical Business.

Both of these figures are

well outside the survey’s

± 4.3 percentage point

margin of error. At the

other end of the scale, only

8.6% of Plumbing & HVAC

readers skim or do not read

the magazine. The figures

for HPAC and Mechanical

Business are respectively

11.4% and 14.7%.

Percentage-wise these

numbers are significant.

Compared to Plumbing &

HVAC, 32.6% more HPAC

readers skim or do not read

HPAC and a whopping

70.9% more Mechanical

Business readers skim or

do not read Mechanical

Business.

25% 25.5% 23.1%

50%

25%

124

87

Less than 50%

20.7%

72

P&HVAC HPAC Mechanical

Business

18.1% 21.5% 19.0%

88

81

66

P&HVAC HPAC Mechanical

Business

25%

15%

10%

5%

Skim or Do Not Read

8.6%

42

166 159

P&HVAC HPAC Mechanical

Business

11.4%

43

14.7%

51

P&HVAC HPAC Mechanical

Business

20


The Readers Choice

21


Which magazine are you most likely to

More pass-along

copies deliver

more potential

buyers

100%

All Respondents

(Base 525)

Pass-along copies extend

your reach and Plumbing

& HVAC delivers these

additional readers in a big

way. When all respondents

were analyzed, 62.7% of

them passed their copies of

Plumbing & HVAC on to

others in their company.

When those respondents

who receive all three

magazines were analyzed,

58.1% chose Plumbing &

HVAC

as the magazine they

would most likely pass

along to others. In both

cases, Plumbing & HVAC

is passed-along more than

the other two publications

combined.

75%

50%

25%

100%

75%

62.7%

21.9%

15.4%

P&HVAC HPAC Mechanical

Business

Respondents Who Receive all 3 Publications

(Base 258)

58.1%

50%

25%

25.2%

16.7%

P&HVAC HPAC Mechanical

Business

22


pass along to others in your company?

Respondents who receive only

Plumbing & HVAC and HPAC (Base 91)

100%

More pass-along

readership means

reaching more

hidden buyers

75%

50%

25%

65.9%

P&HVAC

34.1%

HPAC

For those respondents who

only receive Plumbing &

HVAC and HPAC, the passalong

rate is almost two to

one in favor of Plumbing

& HVAC.

For those respondents

who only receive Plumbing

& HVAC and Mechanical

Business the results were

overwhelming... 76.9%

in favour of Plumbing

& HVAC.

Respondents who receive only Plumbing &

HVAC and Mechanical Business (Base 52)

100%

75%

50%

25%

76.9%

23.1%

These one-on-one

comparisons illustrate the

extended reach that

circulation statements do

not show. If a single

magazine is passed along

to just one extra person in a

company, the additional

reach is significant.

Based on competitive

circulations of 18,000

Plumbing & HVAC would

deliver 5,724 more readers

than HPAC and 9,684 more

than Mechanical Business.

P&HVAC

Mechanical

Business

23


If you could receive only one of these mag

The Reader’s

Choice

100%

All Respondents

(Base 526)

This is what researchers call

the “desert isle” question

and it determines whether

a readership study gets

published or winds up in

the dumpster. In this case,

the results are unequivocal.

Mechanical contractors

choose Plumbing & HVAC

over HPAC and Mechanical

Business and the degree of

preference is frankly

enormous. Plumbing &

HVAC is preferred by

62.5% of all respondents.

Among those respondents

who receive all three

magazines Plumbing &

HVAC is preferred by

58.5%... well above the

preference levels of the

other two magazines

combined.

75%

50%

25%

100%

75%

62.5%

20.2%

17.3%

P&HVAC HPAC Mechanical

Business

Respondents Who Receive all 3 Publications

(Base 260)

58.5%

50%

25%

23.1%

18.4%

P&HVAC HPAC Mechanical

Business

24


zines which would you prefer to receive?

Respondents who receive only

Plumbing & HVAC and HPAC (Base 91)

100%

The Reader’s

Choice

75%

50%

25%

100%

75%

64.8%

P&HVAC

70.6%

35.2%

HPAC

Respondents who receive only Plumbing &

HVAC and Mechanical Business (Base 51)

Plumbing & HVAC’s

preference levels increase in

one-to-one comparisons.

Among those respondents

who only receive Plumbing

& HVAC and HPAC, 64.8%

preferred Plumbing &

HVAC. Among those who

only receive Plumbing

& HVAC and Mechanical

Business, over 70%

preferred Plumbing

& HVAC.

Canadian mechanical

contractors have spoken

loud and clear.

Plumbing & HVAC is read

more often, read in greater

depth, passed-on to others

more often, and is the most

preferred magazine in the

market... by far.

50%

29.4%

25%

P&HVAC

Mechanical

Business

25


Reach

27


HPAC

Re

Base: All respo

100%

96.1%

add Mechanical Business

(incremental reach= 21 respondents; 3.9%)

add P&HVAC

(incremental reach= 134 respondents; 25.2%)

Plumbing & H

92% of this mark

70.9%

0

100%

98.5%

65.6%

70.9%

Total

Audience

Delivered

HPAC

Figure 1

Mechanical Business

65.6%

Total

Audience

Delivered

Mechanical

Business

add HPAC

(incremental reach= 21 respondents; 1.5%)

add P&HVAC

(incremental reach= 175 resondents; 32.9%)

These triangles show the

degree to which each

publication penetrates the

target market. Plumbing

& HVAC reaches 91.9% of the

market, HPAC reaches 70.9%,

and Mechanical Business reaches

65.6% of the market.

Each triangle illustrates the

market reach when each

magazine is shown as the

base advertising buy.

HPAC (Figure 1)

as the base buy . . . . . .70.9%

Add Plumbing & HVAC:

(incremental reach) . . .= 25.2%

Add Mechanical Business:

(incremental reach) . . . .= 3.9%

100.0%

Mechanical Business (Figure 2)

as the base buy . . . . . .70.9%

Add Plumbing & HVAC:

(incremental reach) . . .= 32.9%

Add HPAC:

(incremental reach) . . . .= 1.5%

100.0%

0

Figure 2

28


ach

ndents (532)

VAC delivers

et... on its own

Plumbing & HVAC

Plumbing & HVAC (Figure 3)

as the base buy . . . . . . 91.9%

Add HPAC:

(incremental reach) . . . .= 4.1%

Add Mechanical Business:

(incremental reach) . . . .= 4.0%

100.0%

100%

96.0%

91.9%

add Mechanical Business

(incremental reach = 21 respondents; 4.0%)

add HPAC

(incremental reach = 22 respondents; 4.1%)

If Plumbing & HVAC is chosen as

the base buy, adding a second or

third publication is not essential.

The additional dollars invested

will only deliver – at most – an

extra 8.9% of the market.

In terms of delivering the

market, HPAC and Mechanical

Business are very expensive.

When these magazines are used

as the base buy, advertisers are

essentially forced to add a

second publication to ensure

an acceptable level of market

coverage.

91.9%

Total

Audience

Delivered

PHVAC

0

29

Figure 3


References

■ Mr. Brian Hickey, President, brian.hickey@starchresearch.com

Starch Research Services Ltd.

1200 Eglinton Ave. East, Suite 901

Toronto, Ontario, Canada M3C 1H9

Tel: (416) 391-2468 Fax: (416) 391-3876

■ Mr. Don Dicks, General Manager, ddicks@harmonyprinting.com

Cardinal Mailing Services Division

Harmony Printing Limited

50 Woodbine Downs Boulevard

Toronto, Ontario, Canada M9W 5R2

Tel: (416) 232-1472 Fax: (416) 232-2862

■ Mr. Roger Banner, Account Executive, roger.banner@infocanada.ca

infoCANADA

1290 Central Parkway West, Suite 104

Mississauga, Ontario, Canada L5C 4R3

Tel: (905) 803-7135 Fax: (905) 306-7272


Summary

As previously stated, to ensure a completely bias-free result, this study was conducted

entirely by highly reputable third-party sources. In fact, if either competing publisher wishes

to contest the results, we challenge them to produce a similarly unbiased study

of their own.

If nothing else, this is the first comprehensive readership study ever produced on the

mechanical contracting industry in Canada. It provides marketers with a much clearer view

of who is reading the industry magazines, to what extent they are read, and which one

contractors prefer the most.

When the time comes to decide which publication(s) will be used to reach this market,

marketers now have an invaluable resource at hand that will help them make more

efficient and effective advertising decisions.

Research has proven beyond a doubt that business magazine advertising works.

Done right, using well-targeted, quality creative, combined with the best publication,

business-to-business advertising will increase brand preference, share of customers,

and share of dollars.

In the Canadian mechanical contracting market your #1 choice is Plumbing & HVAC magazine.

■ It reaches – on its own – almost 92% of the market.

■ It is read more often and more thoroughly than any other publication in the field.

■ It reaches many more industry people than competing magazines because it is passed

along more often than the other magazines.

■ It is the magazine of choice of Canadian mechanical contractors

One of the very first statements made in this report was … “have a careful look at this survey.

It may very well change your view about the best way to reach and influence this audience”.

If Plumbing & HVAC is not already your base buy, perhaps the opinions expressed by

the contractors who responded to this survey may change your mind.

31


NEWCOM BUSINESS MEDIA INC.

451 Attwell Drive, Toronto, Ontario M9W 5C4

416 614-2200 Fax: 416 614-8861

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