The Motorship ? 30,000 high-calibre readers

The results of an AdQ survey for The Motorship magazine have been released by publisher Mercator Media.

The survey indicated that the magazine?s total readership was around 30,000 (on average, each copy is passed around 3.2 people, so the total number of circulated copies was read by 29,921 people).

The AdQ survey was commissioned by Mercator Media from US-based independent magazine and advertising research specialist Harvey Research. It surveyed a worldwide sample of readers of The Motorship to establish their readership habits and professional characteristics. Harvey employed a systematic sampling technique to ensure a representative cross-section would be surveyed. The readership study is intended to provide advertisers with an independent tool that demonstrates the true relevance of the publication and its readership to their target markets.

The survey proved that The Motorship is the publication of choice for technical maritime professionals who influence purchasing decisions. 83% of all respondents reported having direct purchase influence in at least one of the categories of products and services covered by The Motorship. The majority of these readers hold high-level positions in ship owning, operating, managing and supplying companies; 43% being at CEO or Board level.

Moreover, of the readers surveyed, only 25% said they also read the nearest competing title, with two other directly competing magazines being read by only 13% and 9% respectively.

The most-read editorial features in the issue surveyed (July-August 2009) were those dealing with Low Speed Engines, Ship Machinery, and Fuels, Oils and Emissions.

While recognising the value of the AdQ survey, Mercator Media also places importance on an audited circulation. The latest figures from the Audit Bureau of Circulation (ABC) for The Motorship will be available in about eight weeks? time.

Among the comments by readers about The Motorship were:

“Topics are wide ranging. It seems up to date, and informs the reader well about standards and techniques.”

“All issues of The Motorship give me the opportunity to become aware of matters related to my job. In general I would say that at least 50% of each issue contains articles I find of great interest.”

“This is an excellent magazine? every issue has been kept for reference… The Motorship is the top of the range in reading material.”

“After reading the magazine, I circulate it within my technical department for information. It is also used by the purchasing department to source equipment.”

“The Motorship is a very useful magazine in my work. I always read the news and machinery articles, which provide me with trends in shipping markets and developments in new engines and ships. Thanks to the editorial team of The Motorship.”