Print Advertising

Subscriber Profile

Targeted, Responsive Circulation Aimed at 'Heart' of the Market

Advertisers seeking to target the kitchen and bath market need look no further than Kitchen & Bath Design News, whose carefully honed, highly-qualified audience of product decision-makers remains among the magazine's most highly-valued assets.

KBDN's circulation is unmatched in scope – and impact – by any other magazine serving the kitchen/bath, remodeling or homebuilding markets. And it's a circulation that's essential for marketers to target if they want to reach the heart of the kitchen/bath trade.

KBDN is not an "interior designer" or "architect" magazine, whose circulation has been diluted by generalists whose practice is aimed primarily at the commercial or contract sectors – and who specify products such as wall treatments, fabrics and furniture.

Nor is KBDN a horizontal magazine endeavoring to be all things to all people in the residential construction market.

In sharp contrast, KBDN is a kitchen and bath design magazine, editorially aimed at a narrow but critical niche – along with subscribers whose primary, or exclusive, business is the design, sales and installation of new and remodeled kitchens and baths.

Once again in 2009, KBDN will reach a powerful audience of subscribers – product specifiers with a collective buying power that totals in the billions of dollars annually. 5 6 Highlights of this comprehensive market coverage include:

• A Total Controlled Circulation that remains the largest in the kitchen and bath industry.¹
• The industry's largest combined circulation of kitchen & bath designers, dealers, "whotailers" and distributors – a critical buying force of more than 23,000 subscribers.^{1 2}
• A 100% Personal-Direct-Request Circulation – only 4.6% of which is aided by telemarketing, compared to the competition's 18.5%.¹ In our opinion, this represents a dramatic statement about subscriber demand.
• A 94% One-Year-Qualified Circulation. ²
• An average of 2.5 pass-along readers per copy, comprising a total potential monthly readership, including the recipient, of approximately 191,400 industry professionals. ⁴
• Purchase involvement (advising, recommending, specifying or approving the purchase) in one or more key kitchen/bath product categories among 97% of readership. ⁴

KBDN's qualified circulation also consists of subscribers who are actively engaged with the magazine.

For example, 92% of readers report the editorial topics covered in KBDN are either moderately or very helpful. ⁴ And 88% report that KBDN's oversized tabloid format makes the magazine easier to read and/or makes editorial material and ads more dramatic and visible. ⁴

Perhaps most importantly, KBDN's readers respond to the magazine and its contents.

For example, over the past 12 months alone:

• KBDN generated more than 131,000 reader inquiries – an average of approximately 11,000 per issue. ³
• 96% of KBDN's readers report they took specific action – including product purchase, recommending the purchase or visiting the advertiser's Website – as the result of ads or articles they saw in the magazine. ⁴
• 70% say they return to an issue of KBDN after reading it once – with the average reader surveyed returning to the magazine 3.1 times. ⁴

All this paints a compelling picture, and reinforces what savvy advertisers have known for years: Kitchen and bath product marketers will derive enormous value and results from their 2009 investment in Kitchen & Bath Design News – reaching the industry's key decision-makers with a single, costeffective ad buy or a bundled print/online/seminar package.

Sources:
1 KBDN and K+BB BPA Statements, 12/07
2 KBDN BPA Statement 6/08; 56,088 qualified circulation
3 Creative Data Services, 6/08
4 Harvey Research 'Ad-Q' Study, 5/08
5 KBDN Dealer/Designer Business Practices Survey, 4/07
6 Publisher's projection as of 1/09. Average circulation per KBDN BPA 6/08– 56,088

* Figures represent the total sum of each magazine's BPA-audited circulation in the following business classifications: For KBDN – Kitchen & Bath Dealers, Designers or Specialists; Wholesale Distributors/Retailers ('Whotailers') of Kitchen & Bath Products; Wholesale-Only Distributors of Kitchen & Bath Products; Decorative Hardware & Plumbing Showrooms. For K+BB – Kitchen/Bath Design Firms/Dealers; Plumbing Retailer/Distributor/Wholesaler/Decorative Hardware Retailer, including Appliance Distributor/Wholesaler.