Fermentation Readership and Intimidation
Having just finished a survey of the readers of this blog, I wanted to report on one finding in particular that should be of interest to PR folks, advertisers, readers and, obviously, me.
Sixty two (62) Percent of FERMENTATION readers do now or have "worked in wine, restaurant, beverage retail or wine-related industries".
This makes FERMENTATION a "Trade Media Outlet". For advertisers, it means that if you want to access the eyeballs of members of the wine industry, FERMENTATION isn't a bad choice. The same of course can be said of trade related firms that are seeking coverage.
I've known this about my readership for some time now. What's interesting is that when I last took a survey of FERMENTATION readers in 2006, 50% of survey respondents reported working or have worked in the wine or restaurant or alcoholic beverage industries. That's roughly a 25% increase in the percentage of people who are in the trade that read this blog over a three year period.
In the end, it means that roughly 15,500 unique industry types read FERMENTATION on a monthly basis.
Let me be honest about on thing. This is intimidating to me. Where insightfulness is concerned, I don't fall anywhere but on the middle rungs of the ladder. There are folks who have far more creative and interesting takes on the wine industry. And make no mistake, this blog is about my "take" on things. Rarely is there original reporting a la Wine Business Monthly, Wines & Vines, Wine Industry Insight, Wine Spectator or other media where a trade readership is significant.