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Scrap 2008 Media Guide

Any publication can say it's the best, but we prefer to let the numbers do the talking.

Talk is cheap in the publishing world. So Scrap conducted a survey of recycling professionals in 2007 to gauge their reading habits and preferences—and to learn how Scrap stacks up against competing recycling publications. We hired a professional research firm to conduct an objective, nationwide survey^* and deliver the results with no sugar-coating. We wanted to know, from the reader's perspective, what Scrap brings to the market—and, therefore, what it brings to you, our advertisers and prospects. Here's what we found:

The Right Audience
About 70 percent of Scrap readers are scrap processors/brokers, auto dismantlers, demolition contractors, scrap consumers, and scrap generators—in other words, prime prospects for your equipment, products, or services.

Decision-Makers—and Buyers
About two-thirds—64 percent—of Scrap readers are in corporate/executive management positions, 19 percent are in purchasing/sales management, and 12 percent are in operations management. These premium readers are decision-makers in their organizations, which means they have the power to buy what you're selling. In fact, 78 percent of respondents say they are actively involved in their companies' capital purchases.

Of course, you want readers with more than just the power to buy. You want readers who actually buy—and Scrap delivers there, too. Some 74 percent of survey respondents report taking actions in the last 12 months as a result of reading ads in Scrap. That figure includes 13 percent who purchased or ordered an item based on seeing ads in Scrap and 11 percent who recommended a purchase based on seeing ads in Scrap.

The bottom line? Scrap is the publication that helps professional recyclers make purchasing decisions and recommendations. That makes Scrap the best medium for your advertising message to the recycling industry.

Engaged Readers
Your ads can only work if people see them—and that requires an engaged audience that spends time with the publication and relies on it for advertising and editorial information.

According to the survey, Scrap readers are "highly engaged" with their issues of the magazine, with 75 percent reporting that they read about half or more of a typical issue—including 42 percent who read all or almost all of each issue.

What's more, the average respondent spends 48 minutes reading or looking through a typical issue of Scrap and passes his or her copy along to about two other people. That pass-along readership gives your ads in Scrap triple the exposure—at no extra cost to you.

Scrapping the Competition
But how can you be sure Scrap is the best medium for reaching recycling professionals? To answer that question, we asked recyclers who read Scrap and competing publications how we measure up. Hands down, they say Scrap is the most credible and authoritative among recycling publications, with 52 percent naming Scrap as the best resource and only 29 percent selecting the nearest competitor (American Metal Market).

More notably, respondents say Scrap has the most relevant advertisements compared with other recycling publications. About 65 percent find advertisements in Scrap the most useful-that's more than four times as many as those who selected the closest competing publication (Recycling Today). Even among regular readers of other magazines, Scrap comes out the clear winner," the research firm concluded in its survey report.

Beyond the Survey

What else does Scrap offer advertisers?

The Power of Association: Scrap is published by the Institute of Scrap Recycling Industries (ISRI), the largest trade association for the for-profit recycling business. As a result, Scrap offers access to a premium audience of industry decision-makers.

Competitive Circulation: Scrap offers qualified circulation of approximately 11,500**, including all individuals linked to ISRI member companies.

Extensive Bonus Distribution: Each issue of Scrap is distributed at leading recycling industry events around the world, covering all commodities and sectors—including scrap processing, auto dismantling, demolition, and others.

Award-Winning Excellence: No other recycling publication can match the quality of Scrap's editorial content and design. Most recently, Scrap won three awards for its editorial work in 2006. That means you get a publication that recycling professionals respect and actually read—and a dedicated audience for your advertising message.

^*Survey Methodology: Readex Research selected a sample of 1,100 recipients in a systematic fashion from Scrap's domestic paid circulation and collected data via mail survey from June 6 to July 20, 2007. The survey was closed for tabulation with 462 usable responses, yielding a 42-percent response rate. The margin of error for percentages based on 462 usable responses is +/- 4.4 percent at the 95-percent confidence level.

^**Based on Scrap's June 2007 BPA circulation statement.

Exercise Your Options!
Scrap offers several advertising options, including

Display Positions: Available in sizes from 1/6 page to two-page spreads. Rates vary depending on frequency (see the 2008 Advertising Rates in this brochure).

Used Equipment Ads: These ads, which measure 2 1/4" x 2 1/2", cost $300 for four color and $250 for black and white (non-commissionable). As a bonus, all Used Equipment ads receive a free 60-day listing on Scrap's E-Marketplace at www.scrap.org.

Marketplace Classifieds: Space costs $75 per column inch, with a 1-inch minimum. A column inch can fit up to seven lines of type at 35 letters per line depending on the type face selected.

Scrap also provides other high-visibility choices to promote your business, such as inserts, outserts, belly bands, gate-fold covers, advertorials, company brochures, special anniversary highlights, and more.