----- Original Message ----- From: "Wes Boyd" <boydwe_at_dmci.net> > neck of the woods. 24.8 million is about 8% of the US population -- and the > figure seems high now that I think aobut it, unless you call anyone who has > ever set foot in a canoe or kayak a paddler. Which is wishful thinking. I'd > guess maybe a tenth of that many people actually get in a canoe or kayak > once or twice a year. I suspect less than a tenth of that figure > participate in paddlesports as an active recreational activity. In other > words, about 250,000. And that figure feels about right, I think. There is a rule of thumb used in the publishing world. Basically you expect that a mature publication is doing its job if it is reaching about 10 per cent of its targeted audience or market. This formula doesn't always work but it certainly gives you something to wrap your hands on. So a mature magazine like C&K has an audited circulation in the 50,000-60,000 range (it is the only paddling magazine that is ABC audited, i.e. really audited and not with figures that include funny things). So, it is probably safe to say that there are 500,000 paddlers out there of the WW, canoe, SK variety. To narrow down the latter look at Sea Kayaker's circulation. Its circulation is not audited but just declared for purposes of a break in postage (they need to put a statement as do all the magazines indicating ownership, issues sold, freebies, etc. and this appears in an issue in the Fall, usually in the tiniest of prints in some back page). If I recall correctly, the latest last Fall was in the 26,000 range. But you may want to doctor that down a bit because it is not audited, say to 20,000. Multiply by 10 and you get around 200,000 sea kayakers. Again this formula is not perfect. Runners World for example has a circulation, I believe in the 100,000 range (I don't know if I have seen their box they have to publish in the fall but I think that figure is about right). It would then suggest that there are 1 million runners but there are a lot more than that, i.e. people who regularly run say 2 miles and up several times a week. The 24.8 million figure for paddlers is a pipe dream. ralph *************************************************************************** PaddleWise Paddling Mailing List - Any opinions or suggestions expressed here are solely those of the writer(s). You must assume the entire responsibility for reliance upon them. All postings copyright the author. Submissions: PaddleWise_at_PaddleWise.net Subscriptions: PaddleWise-request_at_PaddleWise.net Website: http://www.paddlewise.net/ ***************************************************************************Received on Mon May 06 2002 - 08:54:14 PDT
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