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We did it again!
2009 Study: PRI Is Ranked #1

By a margin of 4 to 1!  "The most useful publication in sourcing new performance racing product lines."

—2009 Study conducted by Readex Research. A leading independent research company in publishing.

 

PERFORMANCE RACING INDUSTRY magazine remains a uniquely powerful link between the manufacturers of racing products and the volume buyers in this business--retailers of racing products, race engine builders, fabricators, WDs and professional race teams. That's the good news we received from a Readex Research readership study three years ago, and it's been reconfirmed in 2009 by a brand new Readex Research report.

 

PRI Is #1 In Racing Publications For Sourcing New Products!
Q: Which one of the following racing publications, including PRI is the most useful tool to you in sourcing new performance racing product lines?
  • 75% Performance Racing Industry
  • 18% National Dragster
  • 15% Performance Business
  • 10% Circle Track
  • 5% Racecar Engineering
  • 5% Speedway Illustrated
  • 3% Racer
  • 3% Sports Car
  • 2% National Speed Sport News
  • 8% None of these
Survey questions allowed for multiple responses.
75% Prefer PRI

 

91% Say PRI Is Read By Owner, President Or Other Executive!
Q: Including you, what are the job functions of those who typically read or look through your copies of PRI?
  • 91% Owner, President, Executive
  • 40% Sales
  • 37% Installer
  • 36% Manager
  • 32% Purchasing
  • 21% R & D
  • 8% Machinist/Fabricator/Other
91% Read by executives

 

Fast Fact: PRI readers return again and again to reference a single issue by an average
of 3.5 times.

 

98% Are Involved In The Purchase Of Racing Products For Their Companies!
Q: Which one of the following best describes your involvement in your organization’s purchases?
  • 98% Involved in some way
  • 61% Authorize purchases
  • 25% Approve budget
  • 10% Recommend, or specify brands or suppliers
  • 2% Involved in another way
  • 1% Not involved in purchasing
98% Afffect Purchasing

 

89% Take Action From Reading Advertising In PRI!
Q: In the last 12 months, what actions have you taken as a result of reading advertisements in PRI?
  • 89% Indicated taking action, including the following:
  • 66% Visited an advertiser’s website
  • 46% Purchased/ordered a product or service
  • 38% Contacted advertisers by telephone, e-mail, etc.
  • 31% Sought advertisers out at a PRI trade show
  • 30% Referred a product or service to someone else outside your organization
  • 3% Other

89% Take Action from advertising in PRI!

 

Fast Fact: 87% of PRI readers pass the issue along to another person. The average pass-along circulation is 2.3 additional people per reader.

 

81% Use The PRI Buyers Guide To Source Products Throughout The Year!
Q: Do you use the PRI Buyers Guide to source racing products?
  • 81% Yes
  • 17% No
  • 2% No Answer

81% Use year round!

 

63 Minutes Is The Average Time Racing Entrepreneurs Spend With Each Issue Of PRI!
Q: About how much time do you spend reading or looking through a typical issue of PRI?
  • 12% 2 Hours Or More
  • 9% 1½ Up To 2 Hours
  • 25% 1 Hour Up To 1½ Hours
  • 39% ½ Hour Up To 1 Hour
  • 14% Less Than ½ Hour
  • 0% Do Not Read
  • 1% No Answer




Mean: 63 Minutes
63 minutes is the average time spent reading PRI!

 

Fast Fact: 90% of PRI readers have taken action as result of reading an article in PRI, including purchasing a product, making a buying decision, referring a product or service, visiting a website and more.

 

78% Have Read Or Looked Through All 4 Of The Last 4 Issues of PRI!
Q: How many of the last 4 issues of PRI have you read through or looked through?
  • 78% - 4 of 4
  • 12% - 3 of 4
  • 6% - 2 of 4
  • 2% - 1 of 4
  • 0% - 0 of 4
  • 1% - Haven’t Received 4 Issues
  • 1% - No answer



Mean: 3.7 Issues 

78% Have read the last 4 issues of PRI!

 

97% Save Their Copies Of PRI An Average of Nearly 7 Months or Longer!
Q: About how long do you save a typical issue of PRI?
  • 32% 1 Year or Longer
  • 10% 7 – 11 Months
  • 31% 3 – 6 Months
  • 18% 1 – 2 Months
  • 6% Less Than 1 Month
  • 2% Do Not Save
  • 2% No Answer
 
 
Mean: 6.8 Months 
97% Save their copies of PRI

 

Fast Fact: Average revenues per company: $767,000

 

 

 

 

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