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KBDN The Top Book in the Trade For Readers and Advertisers Alike
Kitchen & Bath Design News’ longstanding reputation as the leading magazine in the kitchen and bath market is far more than simply an idle, unsubstantiated claim. It’s something that’s been quantifiable for years . . . and continues to be very much the case in 2009.
In fact, no less than four separate recent independent surveys reveal that KBDN retains a significant edge in preference over its major competitor in the eyes of key kitchen and bath dealers/designers, industry advertisers, and attendees of the Kitchen/Bath Industry Show.
Coupled with current year-end advertising market-share numbers, the surveys point to KBDN being – head and shoulders – the magazine of choice among NKBAmember dealers/designers, as well as among K/BIS attendees and marketers who advertise to the kitchen/bath trade.
Specifically:
- When asked to rate KBDN and Kitchen & Bath Business (K+BB) head-to-head in credibility, quality, usefulness and preference, NKBA-member dealers and designers who receive both magazines overwhelmingly made a definitive choice – with more than three-quarters (76%) selecting KBDN as the one trade magazine they’d choose to receive, if they could receive ONLY ONE.1
- When asked to identify which trade publications they read regularly to keep up to date in their field, 65% of the attendees at the 2007 K/BIS cited KBDN as their magazine of choice, far and away the top selection. 2
- When asked which of the two industry publications delivers the best value for their advertising expenditure, five of every six advertisers (83%) familiar with both KBDN and K+BB decided in favor of KBDN. 3 The latest full-year advertising marketshare numbers clearly reinforce that sentiment, with KBDN remaining the dominant ad market share leader through calendar year 2007. 4
Other compelling survey results also underline KBDN’s leadership in preference. For example: - 70% of NKBA-member dealers and designers surveyed cited KBDN as the magazine they consider more vital for keeping them abreast of information that helps them run their business. 1
- 71% pointed to KBDN as the magazine they rely on more for industry news, columnists’ advice, product information and business insights. 1
- 75% tabbed KBDN as the magazine they tend to tear out/file articles from, pass along to colleagues, and/or keep copies of for future reference. 1
- 73% selected KBDN as the publication they believe delivers its advertising in a more visible, reader-friendly environment. 1
- 64% reported that KBDN is the most credible and respected magazine serving the industry. 1
- 62% chose KBDN as the magazine containing articles that are more objective and of higher quality. 1
- 61% said that they believe KBDN has a format and graphic design that is preferable. 1
Perhaps it’s the depth of KBDN’s coverage–as well as its editorial quality and focus–that accounts for such a decided edge in preference.
For example, in an industry hungry for product information, and with manufacturers seeking to communicate that information to key decision-makers, KBDN published information about 1,531 separate products in the 12-month period from July 2007 to June 2008, while K+BB published significantly less than that number (591).
This kind of significant competitive edge among readers and advertisers is more than simply a source of bragging rights. It’s one of many reasons why KBDN continues to fulfill its role as the kitchen/bath industry’s most essential business resource. And it’s the primary reason why the lion’s share of the industry’s advertisers make KBDN the preferred choice for their marketing message.
Sources:
1 Kitchen & Bath Industry Survey of NKBAMember Dealers & Designers, The Wayman Group, Inc., March, 20072 Survey of Attendees at the 2007 Kitchen/Bath Industry Show (K/BIS), Exhibit Surveys, July 2007
3 Kitchen & Bath Industry Survey of Advertisers, The Wayman Group, Inc., May, 2005
4 Publisher’s Own Data, 2008
Source: Kitchen & Bath Industry Survey of NKBAMember Dealers & Designers,, The Wayman Group, Inc., March, 2007
Source: Publisher’s Own Data
Source: Kitchen & Bath Industry Survey of NKBAMember Dealers & Designers, The Wayman Group, Inc., March, 2007
Source: Exhibit Surveys, July 2007
Source: Publisher’s Own Data