Media: Participant survey results

The media survey was sent to all 404 media registrants at ICAST 2003. Ninety-nine responded, for a response rate of 24%, the highest of any category surveyed.

Overall Satisfaction
The media were overwhelmingly satisfied with ICAST 2003 with 95% indicating they were very satisfied (29%) or satisfied (66%) with the show. These are important folks to be speaking positively about the show and it will be important to provide them with the results of this survey.

Show Experience
Media respondents indicated significant experience with ICAST with the average respondent having attended nine shows. Ten per cent have attended more than 20 shows, paced by Mark Sosin’s 42!

Reasons For Attending
There were no surprises in the media’s motivations for attending the show. The vast majority indicated obtaining editorial information, learning about new products, meeting with industry leaders as important or very important.

Interestingly, more than half rated selling advertising as important (29% rated it as very important and 27% as important). Of these, 20% indicated the show fulfilled its expectations extremely well in this area and 64% indicated very well. If the show decides to attempt to regulate ad sales it will be important to do so carefully and in conjunction with the media.

Press Room Services & Amenities
It must be noted that the media was not overly impressed with the press room services and amenities. While 11% rated them excellent and 43% good, 26% rated them fair and 15% poor. When asked to compare the ICAST Press Room with other shows, 18% rated it superior but 43% rated it inferior (35%) or very inferior (8%).

Industry Breakfast
Twenty-five percent of responding media indicated they attended the Industry Breakfast. Of these, 24% rated the content as excellent and 56% good.

Media Recommendation of ICAST
Of particular note—and marketing advantage—is the fact that 94% of media respondents would recommend ICAST to manufacturers and 92% would recommend the show to fishing retailers. A tremendous marketing opportunity exists here.

Press Room Services & Amenities
It must be noted that the media was not overly impressed with the press room services and amenities. While 11% rated them excellent and 43% good, 26% rated them fair and 15% poor. When asked to compare the ICAST Press Room with other shows, 18% rated it superior but 43% rated it inferior (35%) or very inferior (8%).