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Scrap 2014 Media Guide

By the numbers, Scrap is the best medium for your ad dollars.

It’s easy to claim you’re the best or “prove” it using unscientific e-mailed surveys with notoriously low response rates. It’s harder to hire a professional research firm to conduct a statistically valid survey.* We feel you deserve the objective truth, so we asked Readex Research to survey our readers, soliciting their honest opinions of Scrap and how it stacks up against other recycling publications. The results? Scrap remains the premier publication for reaching the recycling industry for the following reasons:

A Premium Audience: You want to reach decision-makers in the recycling industry, and Scrap delivers the best audience in the field, with 60 percent of its readers in corporate/executive management positions, 15 percent in purchasing/sales management, and 15 percent in operations management. Notably, Scrap’s circulation includes the entire membership of our parent association, the Institute of Scrap Recycling Industries, which represents the leading companies in the recycling business.

Our readers are the people with the power and resources to buy. In fact, 78 percent are involved in their companies’ purchases of equipment, products, and services. What’s more, 74 percent have taken an ad-related action in the past 12 months as a result of reading Scrap, such as visiting an advertiser’s website (48 percent), discussing an ad with others (30 percent), contacting an advertiser (27 percent), and/or passing an ad along to others (26 percent).

Engaged Readers: The typical Scrap recipient has read or looked through six of the last six issues, including 75 percent who read about half or more of each issue. In short, our readers spend time with Scrap and rely on it for advertising and editorial information, making them your best prospects. Scrap’s status as ISRI’s official bimonthly magazine ensures devoted readers, who trust the publication to connect them with the advertisers they need to know.

Extensive Reach: Scrap offers a qualified circulation of 10,410** recipients, and its readers share their copies with an average of 1.9 other individuals, nearly tripling the magazine’s reach and giving your ads much broader exposure. In addition, Scrap offers bonus distribution at key industry events throughout the year, taking your marketing message to national and international audiences. Most notably, only Scrap gives you exclusive distribution in the tote bags at ISRI’s annual convention. Also in 2014, Scrap will distribute bonus copies at CONEXPO in Las Vegas—a once-every-three-year event. Together, the ISRI convention and CONEXPO will expose your ad to more than 10,000 additional prime prospects—at no extra cost.

Relevant Ads and Content: Although 84 percent of Scrap recipients regularly read other recycling-related publications, the highest proportion of survey respondents say Scrap is the most credible and authoritative, and it’s the one publication that has articles and ads most relevant to them and their businesses, helping them make purchasing recommendations and decisions.

It isn’t surprising, then, that Scrap is the preferred industry publication among its audience, with 44 percent saying they would select Scrap as the one recycling-related publication to receive if they had to choose. (No other recycling publication received more than 30 percent.)

Beyond these recent survey numbers, Scrap continues to offer value to advertisers in several other ways:

  • Scrap’s digital edition gives your ad bonus exposure at no additional cost, helping you connect with recyclers on the move and giving them live links to your company’s website.
  • Scrap’s bimonthly publishing schedule stretches your ad dollars and gives your ads a longer shelf life.
  • Scrap’s award-winning editorial content and graphic design make it the quality choice among recycling publications and ensure an interested audience for your marketing message.

Let Scrap’s numbers and unique advantages help you boost your sales numbers in 2014. Contact Bob Emery— (440) 268-0501 or bobemery@scrap.org--to discuss Scrap’s advertising options for every budget.

For more information on Scrap’s 2014 advertising rates and editorial calendar, see the Scrap Media Guide menu item above. For information on all ISRI media products that accept sponsorships, advertisements, and banners, see the ISRI Media Guide menu item above.

*Survey Methodology: Readex Research selected a sample of 1,300 Scrap recipients in a systematic fashion from the magazine’s domestic, qualified, named circulation of 9,115 and collected data via mailed survey from June 18 to July 30, 2013. The survey was closed for tabulation with 323 usable responses, yielding a 25-percent response rate. The margin of error for percentages based on 323 usable responses is +/- 5.4 percentage points at the 95-percent confidence level.

**Based on Scrap’s June 2013 BPA circulation statement.