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IN THE POOL AND SPA INDUSTRY
IN THE POOL AND SPA INDUSTRY
REFLECTING SUCCESS
IN THE POOL AND SPA INDUSTRY
REFLECTING SUCCESS
IN THE POOL AND SPA INDUSTRY
2015
MEDIA PLANNER
RATE CARD
INSIDE:
About AQ and APSP....................p2
Get to know our audience...........p3
2015 editorial calendar..............p4
AQ Magazine is the official magazine of the
Association of Pool & Spa Professionals (APSP).
Integrated packages...................p5
Advertising rates........................p6
NEW! AQ Ad Wave.......................p7
Ad specifications........................p8
Submitting files..........................p9
REFLECTING SUCCESS IN
THE POOL & SPA INDUSTRY
Industry Insights
No other publication in the industry has more influence and technical expertise behind it than AQ Magazine. As the
official publication of the Association of Pool & Spa Professionals (APSP), AQ provides exclusive access to a highly experienced and trained audience of professionals through a multiplatform presence that includes print and digital editions,
e-newsletters, AQ Ad Wave and AQthe​Magazine.com.
More than 9,000 decision makers (total audience with pass along is 28,800) in the pool, spa and hot tub industry turn
to AQ for news and information, how-to applications, case studies and regulatory information. Now you can promote your
brand, develop sales leads and engage with our members on a deeper level.
This ongoing series explores challenges the pool and spa industry
may face, and growth opportunities it could enjoy, in the years ahead.
Read the first part of this series, “The Next Generation of
Pool & Spa Business Owners” at AQtheMagazine.com.
Future Watch
ttra cting
P
Finding ways to infuse young
people—and their fresh
ideas—into the pool and
spa industry.
By Lenny Giteck
Industry Insights
12
APSP Quarterly
art one of “The Next Generation” explored
what some see as a worrisome trend in the
pool and spa industry: Fewer young people
are choosing to make a career in the business.
It suggested several factors that might be behind the
development. This second installment looks at ways to
attract more young people to the pool and spa industry.
If the observation of a number of longtime, prominent players in the pool and spa industry—that the
field is attracting significantly fewer young people
to its ranks—is correct, what will the implications
be for the future?
According to industry veteran Charlie Schobel, the
lack of new blood undoubtedly will have a negative
impact. “When you have fewer people trying to sell
pools in a community, fewer pools will be built,” he
flatly states. Although now retired, Schobel was a board
member of The Association of Pool & Spa Professionals (APSP) for a decade, and the board’s chair from
2009 to 2010. In addition, he held a number of highlevel positions at chemical manufacturer BioLab for
many years.
“That’s why the idea that having another pool business down the street from you hurts you is
misguided,” Schobel continues. “It’s
probably going to help you. If you
have five or six more pool builders
in town, an even greater number
of homeowners will think seriously about putting in a pool.”
“
%
A skilled and trained workforce is key—
and that workforce needs to be continually replenished with new people entering
the field.”
Terry Brown,
APSP director of operations
and strategic support
Q1 2014
AQtheMagazine.com
13
How should the pool
and spa industry
respond to America’s
growing water crisis?
by Lenny Giteck
A
round the world, the
issue of inadequate water
supply is taking frontand-center stage among
the many other problems humanity
faces—environmental degradation, climate change, lack of food
security and dwindling energy
resources, to name a few.
Perhaps above all other
considerations, however, water
is absolutely essential to life
on Earth. Insufficient water
resources would seem to be the
last problem on our planet, given
that oceans and seas cover nearly
three-fourths of its surface;
unfortunately, only an estimated
3 percent of the vital liquid is
freshwater fit for human needs.
Like many parts of the world,
the United States is facing serious
water shortages—a looming crisis
that could pose a serious challenge
for the pool and spa industry.
California, the nation’s most
populous state and 12th largest
economy in the world, is in the
midst of a water emergency
unprecedented in recent history.
According to an article on news.
nationalgeographic.com, “California is experiencing its worst
drought since record-keeping
began in the mid-19th century,
andВ scientists sayВ this may be
just the beginning.”
Perhaps most chilling, National
Geographic headlined its mid-February report with the following
question: “Could California’s
Drought Last 200 Years?” The
answer, according the article, is
APSP Quarterly
yes. “During the medieval period, there was over a century of drought in
the Southwest and California,” B. Lynn Ingram, a paleoclimatologist at
the University of California at Berkeley observes in the report. “The past
repeats itself,” she adds.
While many Americans are aware of the water shortage in the Golden
State and various parts of the Southwest, they may be unaware that the
problem isn’t limited to those areas—a fact made clear by a December
2013 article on HuffingtonPost.com (“These 11 Cities May Completely
Run Out of Water Sooner Than You Think”).
This report focused on research by the National Oceanic and Atmospheric
Administration’s Cooperative Institute for Research in Environmental Sciences (CIRES). The CIRES study “showed that nearly one in 10 watersheds
in the U.S. is �stressed,’ with demand for water exceeding natural supply—a
trend that, researchers say, appears likely to become the new normal.”
Impact on the Industry
Obviously, one way drought conditions could directly impact the pool
and spa industry is if widespread voluntary or mandatory water conservation rules are put in place—as they already have been in a number
ofВ jurisdictions.
Even in the absence of such measures, however, drought conditions
could seriously damage our industry—indeed, all industries—if the shortage of water leads to a steep economic downturn. One need only look
back at the recession that began in early 2008 to see how devastating
aВ deep economic reversal can be for the pool and spa industry.
“The exact financial impact of the historic drought in California has yet
to be calculated,” notes an article on fox4kc.com. “But the financial blow
could be in the billions of dollars, especially if the 2012 national drought
is any indication. That disaster cost the country $30 billion, according to
the National Climatic Data Center.”
The psychological impact might be equally detrimental. When middleclass homeowners feel they are on shaky economic ground, they’re much
less likely to invest in new backyard pools and spas. Even the well-to-do
may not have completely recovered—at least, psychologically—from the
last recession.
“From consumer research we commissioned, we know that people who
have money have been holding onto it, which is why enormous sums are
now stashed away in savings,” says
Lisa Grepps, director of marketing
and communications at The AssoCalifornia is expeciation of Pool & Spa Professionals.
riencing its worst
“During the recession, many of the
wealthy didn’t want to be viewed
drought since
as ostentatious, so they cut back
record-keeping
on spending—all things being
relative, of course. That trend
began in the midhas continued.”
19th century, and
APSP is taking the looming
water crisis and its potential
scientists say this
ramifications for the pool and spa
may be just the
industry very seriously, according
to Grepps. “This is an extremely
beginning.”
significant strategic issue facing
our industry—something APSP
National Geographic
“
Q2 2014
AQtheMagazine.com
AdWave
ABOUT APSP
of readers said that
the magazine is
relevant to their job.
green
article
From Sea to Shining Sea
10
93
And building more pools, says Terry Brown, director of operations and
strategic support for APSP, is essential for the industry to thrive over the
long term. “If we don’t have a strong workforce able to build those pools,
it’s going to impact the growth of our business,” Brown says. “A skilled
and trained workforce is key—and that workforce needs to be continually
replenished with new people entering the field.”
The negative impact of fewer young people coming into the field also
is likely to be felt in customer demographics: Having young pool and
spa professionals tends to help the industry reach out more successfully
to young homeowners. Conversely, a lack of young people in the business could have repercussions for years to come.
“Many older homeowners who have swimming pools today also had
them back when they were new parents,” Schobel says. “Now they’ve
installed pools for a second time because they want the grandkids to visit.
If we don’t get today’s young couples—homeowners in their 20s and 30s
who have kids—there’s a good chance they’re not going to want swimming pools when they’re in their 50s and 60s.”
11
You are receiving AQ Ad Wave because
you receive AQ Magazine and/or the AQ
e-newsletter. APSP does not endorse the
products or services featured in Ad Wave.
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rem acea qui untecta cum apienis rectias renis quiducia qui temporis et por aspieni hiciaeperro
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corions equisquaest, simo con niatur? Nam, od eostis reicae nonemporum ipsunt, utemolor alicient quiditatatur ad que aut eniet
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Find all of our products on our website:
www.aqthemagazine.com
AQ Ad Wave features advertisers that support AQ Magazine.
Thank you for reading.
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APSP TRAINING AND
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ISPSC UPDATES
The Association of Pool & Spa
Professionals (APSP) is the
world’s oldest and largest association representing swimming
pool, hot tub, and spa manufacturers, distributors, manufacturers’ agents, designers, builders,
installers, suppliers, retailers,
and service professionals.
Dedicated to the growth and
development of its members’
businesses and to promoting
the enjoyment and safety of
pools and spas, APSP offers
a range of services, from
professional development to
advancing key legislation and
regulation at the federal and
local levels, to consumer outreach and public safety. APSP
is the only industry organization
recognized by the American
National Standards Institute to
develop and promote national
standards for pools, hot tubs
and spas. For more information,
visit APSP.org.
REFLECTING SUCCESS
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On the cover: 2014 APSP International
Awards of ExcellenceВ® Winner Red Rock
Pools & Spas, Gilbert, AZ
AQ Magazine Media Planner  Page 2
REACH YOUR
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AQ Magazine is a quarterly magazine dedicated to enhancing the business
success of pool, spa and hot tub business owners and managers. Its readers are some of the top decision makers in the industry, with the majority
of readers being presidents, CEOs, owners or holding other upper management positions. They also include many of the industry’s prominent
builders and contractors, service companies, manufacturers and retailers.
Additionally, readers of AQ are:
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DECISION MAKERS WITH PURCHASING POWER. Pools and spas
represent aВ $20 billion a year industry. 73.8% of readers are owners and/or are in top management. 52% of readers spent more than
$500,000 on pool and spa products in 2013.
59.8
%
HIGHLY ENGAGED IN PRINT AND ONLINE. 77.1% of readers rated
AQ as a valuable resource for information. 68.4% read most articles
or cover to cover. 84.2% read at least three out of four issues.
of readers see
AQ Magazine as
a valuable part
of their APSP
membership.
MORE LIKELY TO CONSIDER PURCHASING PRODUCTS AND SERVICES from companies that advertise in APSP’s publications. 77.1%
of readers had visited an advertiser’s website as a result of seeing
an ad. 44.6% contacted the advertiser directly for more information.
44.6% recommended/specified/purchased the product or service.
PERCENTAGE OF AQ READERS PURCHASING VARIOUS POOL & SPA PRODUCTS
Filters, pumps & valves
Chemicals
Pool & spa accessories
Heaters
Cleaning equipment & products
Test products
Pool & spa covers
Lighting & audio/sound products
Hot tubs
Spas
Software
Liners
AQ Magazine Media Planner  Page 3
75.9%
72.4%
69%
69%
67.8%
62.1%
59.8%
49.4%
37.9%
35.6%
36.8%
36.8%
AQ MAGAZINE EDITORIAL CALENDAR
Q1 (Trends Issue)
Insurance and liability trends
Trends in hot tub design
How-to build an acrylic pool
Pool and spa accessories
2014 AOE Bronze Winners
BONUS DISTRIBUTION:
Atlantic City Pool & Spa Show
Western Show
Orlando Pool & Spa Show
Mid America Pool & Spa Show
Desert Pool & Spa Show
Pool Corp International Sales Conference
Aquanology
Master Pools Guild Fall Meeting
Piscine Global
Pool Corp Retail Summit
Southwest Pool & Spa Show
United Aqua Group Meeting
Master Pools Guild Spring Meeting
Mid-South Show
Southeast Pool & Spa Show
California Inland Empire Show
Indianapolis Show
Southern AZ Show
2015 AD CALENDAR
Q1
Q2
Q3
Q4
AD CLOSE
Dec. 5
March 5
May 13
Sept. 10
AD DUE
Dec. 19
March 19
May 27
Sept. 23
PUB DATE
Jan. 26
April 23
July 2
Oct. 30
ISSUE
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Trends
for 2013
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AND SPA INDUSTRY
the next big thingS INfor
the
pool, Spa and hot tub induStrY
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expedited perMitting
pool & Spa
ConStruCtion CourSe
national Water SafetY Month
Q2 (Special retailer focus)
Best practices for retailers
How-to install glass tile
Filters, pumps and valves
2014 AOE Merit Winners
Thank you to our
Summit Sponsors
Q3 (Special manufacturer focus)
Manufacturer and dealer relationships
Chemicals, cleaning and test products
APSP Yearbook Trends and Statistics
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2014 Industry Summit
At-A-Glance
............... page 10
FORT WORTH RESTAURANT
RECOMMENDATIONS AND
SPECIAL DISCOUNTS ...............page 11
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Q4 (APSP International Awards
of Excellence Issue)
Plus, highlights of the products used in the
award-winning designs
BONUS DISTRIBUTION:
Hardscape North America
Pool | Spa | Patio Expo
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Thank you to our Corporate Sponsors
AQ DEPARTMENTS
INDUSTRY INSIGHTS: The latest
developments, economic trends,
business drivers and newsworthy
legislative issues that impact the
pool and spa industry.
CUSTOMER CARE: Helping pool
and spa business owners improve
their customer service, sales and
marketing.
KNOWLEDGE: Practical applications of pool and spa standards
and technical codes.
TOOLKIT: Showcasing products
for pools, spas and hot tubs.
HOW-TO: A tactical approach to
stay informed of best practices in
the industry.
REFLECTIONS from the President
& CEO, NEWS BRIEFING, INDEX
OF ADVERTISERS, and more…
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#APSPSummit
On average, AQ readers pass
along their copy of the magazine
to at least three other people,
giving the magazine a total reach
of readers
per issue.
28,800
AQ Magazine Media Planner  Page 4
AQ MAGAZINE INTEGRATED VALUE PACKAGES
MAXIMIZE YOUR REACH TO THE INDUSTRY’S MOST SUCCESSFUL AUDIENCE—AND
POTENTIALLY REACH THE CONSUMER—WITH AQ MAGAZINE AND APSP.ORG INTEGRATED
ADVERTISING PACKAGES.
Spread your message across all AQ Magazine platforms in both print and digital advertising. AQ Magazine now offers bundled advertising opportunities that include print, web and e-newsletter options. These integrated packages help maximize
your exposure and getВ the best value for your advertising dollars.
Platinum Package
Total Package Price......$18,995
Total Value....................$26,528
4 full-page Magazine Ads
AQtheMagazine.com full year Leaderboard Ad (728 x 90 pixels) Total Savings................... $7,533
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(5% discount).............. $18,045
Total Member Savings.... $8,483
2 AQ e-newsletter Top Horizontal Banner Ads (468 x 60 pixels)
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Gold Package
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CUSTOMERS TO YOUR WEBSITE.
AQ Magazine Media Planner  Page
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Contact Jim Oestmann, Trey Higgens
or Tracey Aaron at 847-838-0500
orВ [email protected] for more information.
NET ADVERTISING RATES
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AQ Magazine Media Planner  Page 6
Contact Jim Oestmann,
Trey Higgens or Tracey
Aaron at 847-838-0500
orВ [email protected]
to reserve your
preferred placement.
ADVERTISING SALES:
Jim Oestmann, Trey Higgens and
Tracey Aaron
Arlington Publishers Representatives, Inc.
847-838-0500
[email protected]
EDITORIAL:
Lisa Grepps
Director, Marketing & Communications
(703) 838-0083 Ext. 179
[email protected]
Association of Pool & Spa Professionals
2111 Eisenhower Avenue
Alexandria, VA 22314
New
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250 pixel
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for art, show
up to 3В images
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doluptaqui doluptur? Ebis mi, simus re vel ilis et poressit quam doluptatur?Lestemo lluptatem. Ut quae offictendis rem. Sumquam,
eossitate lacepudisSa qui quatur molorem non cor ad mo volor am
rem acea qui untecta cum apienis rectias renis quiducia qui temporis et por aspieni hiciaeperro
Edipsandis milictore, exero odicaepre net dio optae offic tota
corions equisquaest, simo con niatur? Nam, od eostis reicae nonemporum ipsunt, utemolor alicient quiditatatur ad que aut eniet
omniet autempo resecatibus doluptat liciunti ut quam repudanis
debitias nonsect ureratq uianis eiusam as quen.
logo(s) — maximum
of 250 pixels in width
your call to action and
contact information
Contact us to get this exciting new product now!
Northeast Office 888-888-8888
Midwest Office 888-888-8888
West Office 888-888-8888
Southeast Office 888-888-8888
Find all of our products on our website:
www.aqthemagazine.com
AQ Ad Wave features advertisers that support AQ Magazine.
Thank you for reading.
without optional banner
2111 Eisenhower Ave, Alexandria, VA 22314
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copy —
75 words
or fewer
recommended
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of 250 pixels
in width
You are receiving AQ Ad Wave because
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Michael Miller explains his
multimodal marketing of
MillerВ Pools.
by Myrna Traylor
M
iller Pools has a tremendous asset in its
president, Michael Miller. He not only runs the
Houston-area pool and spa service company;
he also has successfully employed a variety
of outlets—one of them a little out of the ordinary—to
market the company and the joys of pool ownership
inВ general.
You took over an existing pool service business in the
1990s. What were some of your earliest marketing tools
for the new Miller Pools?
We were really fortunate; we took over the previous
company’s phone number—713-944-4444—which is
so memorable. Customers who had our predecessor’s
number would call and get us, and with good service,
we were able to retain that business.
You now have an unusual way to reach customers in your
area. Tell us about that.
How did that come about?
Impact
Thirsty for Relief
green
article
The pool, spa and hot tub industry responds to the California Water Crisis.
T
he state of California is
in the midst of a serious
water crisis, and 2014 is
on track to be one of the
state’s driest years ever. As 2014
progresses, extreme heat hasn’t
been helping to improve what has
been coined the “California Water
Crisis.” Because of the dryness,
crops will suffer, less hydropower
will be created, and there will be
an increased risk for wildfires.
14
APSP Quarterly
Q2 2014
THE PROBLEM
EXTREME DROUGHT
RECORD HIGHS
According to the U.S. Drought Monitor,
the period from July 1, 2013 –
January 31, 2014 broke an
all-time record for dryness.
Sandberg, CA, reached or
exceeded 70В°F on seven days
throughout the month of February—compared to the previous
record of 4 days, which was
set in February 1963.
Abnormally Dry
Moderate Drought
Severe Drought
Extreme Drought
Exceptional Drought
THE SOLUTIONS
BREAKDOWN OF CALIFORNIA’S
DROUGHT-RELIEF PACKAGE
In early March, in response to the drought conditions, California Governor
Jerry Brown signed into law a drought-relief package of $687 million.
$25.3 MILLION
$21 MILLION
will provide food assistance for
those affected by the drought.
will provide housing assistance
for those affected by the drought.
$640.7 MILLION
The rest of the money will go toward funding measures such as:
Water recapturing
Expanding the use
ofВ recycled water
Better managing of
groundwater storage
The Association of Pool & Spa Professionals’ charitable foundation, the World
of Recreational Water Foundation (WRW), awarded $20,000 to the California
drought relief campaign, “Let’s Pool Together,” to promote responsible water
usage and conservation with pools, spas and hot tubs. With this sizable donation to the “Let’s Pool Together” campaign, the industry is better positioned
to educate the public and policy makers about how recreational water can
The U.S. Drought Monitor is jointly produced by the
National Drought Mitigation Center at the University
of Nebraska-Lincoln, the United States Department of
Agriculture, and the National Oceanic and Atmospheric
Administration. Map courtesy of NDMC-UNL.
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I was originally a sponsor on a different version of the
show in the early 2000s. I came on as a special guest and
the producer of the show at that time really liked that I
had hands-on knowledge—because I actually repair pools
and spas—and later, he asked me to take over as host.
24
APSP Quarterly
Enacting stronger water
conservation measures
Customer Care
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Yes, I host a radio talk show called Backyard Bay. Listeners can call in with questions or to talk about their
pools, and it’s a really great forum to inform listeners
about the best choices in services and equipment.
actually save water consumption
in other areas. Also, this donation
aids in the development of tools and
tactics that can be applied in other
areas of the country where droughts
are occurring.
Visit APSP.org/WRW to donate to the cause through the World of Recreational Water.
A
s summertime rolls around
each year, pool builders
and service managers face
an influx of new accounts
and return business from established clients. Between running
the business, keeping the supply
chain fed and the right number of
employees on board, pool and spa
professionals can get overwhelmed.
The good news is that with the
right kind of planning, a pool, spa
and hot tub business can run—and
even grow—smoothly in the busiest
of seasons.
Q2 2014
’Tis the Season
Of course, seasonality is heavily
dependent on location. Climate conditions in general and the prevailing
weather in particular will dictate
how much early work can get done
before pool use moves into high
gear. Max Koby, CBP, CEO owner/
partner of SC Pool & Spa Works Inc.
in San Clemente, California, says
that even by Southern California
standards, the winter of 2013–2014
was one of the busiest ever and
lasted a lot longer than usual.
16
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AQ Magazine Media Planner  Page 8
r
ou on
e y as
ag se
an eak
m
p
to e
w th ylor
ho ing Tra
or ur yrna
s f s d by M
Tip ines
s
bu
APSP Quarterly
Q3 2014
s
an ee
h
B
t
“Normally I would have started
hiring one or two more service
techs to train in April; I couldn’t
wait and started in February/
March,” says Koby. “Most years
we use the winter to help fine-tune
operations and provide additional
training to employees, and this
year it just seems that the summer
weather never stopped, and the
phones just kept ringing. I attribute a lot of this business to our
continued success and growing
reputation, but the nice weather
certainly helps.”
SC Pool & Spa is one of the
largest pool service, repair and
remodeling companies in Orange County, and Koby
says that normally, mid-to-late spring is when the
company starts fielding calls from residential and commercial customers. “They either want to make sure their
equipment is ready for the season or they are thinking
about spiffing up the pool plaster, tile and decks to
make their pool space more enjoyable and attractive,”
he says.
However, for builder Thom Blumenkamp, CBP,
senior designer for Texas Pools in Houston, mild to
hot weather year-round means that he is going nonstop with new designs and installations. “Our biggest
challenge is volume,” says Blumenkamp. “We are in
a unique market right now. A major oil company is
relocating to the area and will be bringing in about
8,000 families. That means new homes and new pool
construction for 12 months of the year. And we expect
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Step into Summer
15% off when you mention this ad
New Product Available!
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REFLECTING SUCCESS
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Staycation Redefined
Caribbean Blue Pools & Spas, Pompton Plains, N.J.
Gold
APSP International Awards
ofВ Excellence Winner, 2013
В®
This two-level glass pool redefines the meaning of staycation.
Mimicking a Caribbean resort, the top level of the pool features
a lounge and spa area. A ride down the slide takes pool-goers
to the bottom level. Inspired by a recent family vacation, the
pool owner, a local disc jockey, was closely involved in the
design and build of this unique pool project. “The best part of
the project is that the customer got involved with the crew
and was hands-on, helping every step of the way,” says
Mark Werner, owner of Caribbean Blue Pools & Spas.
cutting edge
GLC will respond via email if the ad passes preflight
orВ needs corrections.
Type of Entry:
Technical/Engineering Achievement
on the cover: 2013 Silver APSP International Awards of ExcellenceВ® winner
Island Pools & Spas, Inc. of Edgartown, Mass.
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