LARGE CIRCULATION AND READERSHIP:
25,000 average monthly print circulation plus
an average of over 30,000 visits to the web site per month.
Readership is estimated at over 90,000.
DEEP MARKET PENETRATION:
· Available free in 96% of the 200+ dive stores in
California, higher than any other dive magazine.
· Distributed free to 87% of California's dive clubs
· Available free on 84% of the over three dozen
commercial dive boats in California
· Available free in racks at major boat docks and ramps
· Large subscription base
CDN READERS:
· CDN Readers dive an average of 55 times a year,
mostly in California waters
· In the next year, 77% plan further diving education,
76% are planning dive travel, and 58% will be making
major equipment purchases (over $100)
• "Advertising in CDN has been extremely beneficial to our business."
- Steve Denapoli, American Diving
• "The ad is just super - lots of good feedback."
- Roy Hauser, Truth Aquatics
• "After only one month of our ad coming out in California Diving News we started seeing a dramatic increase in the loads on our boats."
-Kenny Hess, Charisma Charter Service
• "...we have gotten a great response..."
- Celeste Berouty, Body Glove International
• "...you have helped us achieve a milestone in our company's success."
- Manny Silva, Blue Escape Charters
READER SURVEY
What is your age? 39.8 (average)
Male 73.9% Female 19.1%
Did you attend college? YES -65%
Has reading California Diving News influenced your purchasing decisions? YES - 67.4%
Current Diving Certifications:
.07 None but enrolled in a class
2.1 None
4.3 Assistant Instructor
7.4 Instructor
16.3 Dive Master
18.1 Nitrox
22.2 Specialty(s)
23.2 Rescue
49.3 Advanced
63.9 Basic/Openwater
Diving education planned in the near future:
1.9 Commerical diving
5.1 Asst. Instructor
6.3 Basic/Openwater
7.2 Hunting
8.0 Naturalist/Marine Life
8.6 Technical
9.0 Instructor
14.7 Deep
15.3 Night
17.3 Nitrox
19.1 Wreck
19.9 Advanced
19.9 Dive Master
20.5 Photo/Video
29.3 Rescue
Average, how many dives do you make per month? 4.6
How many California dives do you make monthly? 4.3
Planned purchases for the near future:
9.6 other
10.6 Fins
11.0 Stock Wetsuit
11.0 Spearfishing Gear
11.8 Boat
12.4 Mask
13.0 Dive light
13.6 Custom Wetsuit
14.2 Kayak
16.1 Regulator
18.5 BCD
20.1 Tank
20.9 Dry suit
20.9 Dive computer/console
30.3 Underwater Camera
What are your diving interests?:
6.3 other
16.7 Technical Diving
18.5 Search & Rescue
26.6 Spearfishing/Hunting
27.0 Ecology
30.7 Deep Diving
45.1 Beach Dives
48.3 Exploring
49.9 Wreck Diving
50.8 Night Diving
53.6 Kelp Diving
54.6 Sight-Seeing
61.9 Boat Dives
64.4 Photography/Videography
64.8 Marine Life
Dive destinations of most interest:
0.37 Windward Islands
4.5 Panama
7.7 British Colombia
10.2 Other
11.2 Maldives
13.8 Cocos Island
14.5 British Virgin Islands
15.7 Honduras
15.9 Red Sea
16.1 Indonesia/Malaysia
18.5 Northern California
19.1 Central Califoria
19.1 US Virgin Islands
20.3 Turk & Caicos
24.4 Galapagos
24.2 Bonaire/Aruba/Curacao
25.4 Bahamas
26.2 Micronesia & South Pacific
31.3 Grand Cayman
32.3 Florida
33.9 Australia
34.5 Caribbean
34.5 Sea of Cortez/Baja
36.8 Belize
42.6 Hawaii
44.1 Cozumel/Cancun
49.1 So. California Coastline
55.6 Catalina
61.7 So. California Channel Islands
Do you plan a live-aboard dive trip in the next 24 months? Yes - 44.5%
Your annual household income is:
22.2% $50,000 or less
39.8% $50,000 to 100,000
22.8% $100,00 or more
