FROM THE PUBLISHER
DOES ANYONE REALLY READ PRINT ANYMORE? A LOOK AT DIVERS’ AGES
In 2023, DEMA conducted a consumer survey with over 8,700 divers responding. Based on this extensive survey, approximately 40% of respondents in the U.S. are over the age of 55. When asked what influenced their purchasing decisions for training, equipment, and travel, an astounding 89% said print magazines had an impact on their choices. Further, when the data is filtered for dive professionals, Divemaster/Con and above, out of 599 respondents, 42% said they rely on print magazines for travel and equipment pur- chasing decisions. Our Editor-at-Large, Neal Watson, Sr. , said this about our magazine: “A consumer magazine might garner 100 bookings for a great ad with the right audi- ence. This magazine, sent to retailers, could get you 10 retailers who each book 20 peo- ple per year for the next five years.” It’s simply a numbers game: $250k vs. $2.5 million in potential bookings - and at a low advertising cost. Specifically, for consumers aged 55 and older, who make up 40% of our current diver base, responded that “ print dive magazines ” influence the following purchasing deci- sions: Continuing Education Influence : 93.2% ▪ Travel Planning Influence : 86.8% ▪ In other words, the largest age group in our consumer base still values and uses maga- zines when making diving-related decisions. While we may think of print as old school, for today’s divers, it works. Additionally: Divers 55+ had 151% more friends who are also divers compared to those aged 21– ▪ 34 (15.2 vs. 6.0). They tend to travel in dive groups with retailers. Divers 55+ were 330% more likely to have purchased travel during their last visit to ▪ a dive retailer (7.0% vs. 2.1%). This highlights the importance of reaching retailers. Divers 55+ were 198% more likely to have completed all certifications locally (59% ▪ vs. 30%). Again, the retailer is key. All of this points to two clear takeaways: Print is not dead in diving, and reaching the retailer is critical for any successful marketing strategy in this industry. Equipment Purchase Influence : 87.1% ▪ Average Usage of Dive Magazines : 89.0% ▪
William Cline, Publisher Patty Cline, Associate Publisher Amber Wagenknecht, Executive Editor Betty Orr, Copy Editor Neal Watson, Sr., Editor-at-Large Britain Cline, Advertising Sales Manager Gavin Young, SE Asia Advertising Sales Walker Cline, Digital, Social & SEO Contributors: Alex Brylske, Ph.D., Avon Park, FL Tec Clark, Fort Lauderdale, FL Jeff Cinciripino, Rocky Hill, CT Cathryn Castle Garcia, Azores, Portugal Al Hornsby, Singapore Amos Nachoum, Pacific Grove, CA SCUBA DIVING INDUSTRY™ MAGAZINE MARCH 2025 VOL. 2, NO. 3
Dan Orr, Driggs, ID Peter Symes, Denmark Gil Zeimer, San Rafael, CA
Scuba Diving Industry ™ Magazine: (Print: ISSN 2996- 1416, Digital: ISSN 2996-1424) Published monthly by Cline Group LLC, 1740 Airpark Lane, Plano, TX 75093. Printed copies are mailed within the USA to select dive retailers & advertisers. Subscriptions are free to dive professionals & distributed digitally to 165 countries. POSTMASTER send address changes to Scuba Diving Industry Magazine, 1740 Airpark Ln., Plano, TX 75093. Any part of this publica- tion may be reproduced, as long as the source is quoted “Scuba Diving Industry Magazine.” For editorial requests, email william@williamcline.com or 972-267-6700. The views and opinions expressed in this magazine are those of the contribu- tors and do not necessarily reflect the official policy or position of Cline Group LLC or any of its affiliates. © 2025, all rights reserved by Cline Group LLC.
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William Cline, Publisher
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