List Services Corp., which manages Cruising World and Sailing World subscriber files, reports that boaters are discerning consumers with a great deal of discretionary income and are devoted to spending time on their boats and traveling extensively for pleasure and also often for business.
Most enthusiasts subscribe to boating or sailing publications such as Soundings, Power and Motoryacht, Motorboating, Salt Water Sportsman, Yachting, Sail, Hot Boat and others.
A Range of Resources
Maritime and outdoor recreation publications have a powerful draw when marketing to boaters. Many boating magazines now feature articles on fundamental sailing techniques, navigation and equipment-usage tips—all valuable content.
Yachting magazine's subscriber list—offered by the Millard Group—frequently is used by direct mailers and retailers. The magazine has 69,126 active subscribers with an average income of $325,000. Average market value of total real estate holdings is $963,000, and 26 percent of these subscribers own waterfront property.
Most boaters, especially yachters have the money to spend and the purchasing power to respond to big offers, says Christian Battaglia, assistant account manager for Millard Group, a list company.
Conversely, if your target is boat owners who fish, List Services offers B.A.S.S., a file comprised of avid freshwater fishers and subscribers to BassMaster. Deemed as the leading magazine devoted entirely to bass fishing, the publication's aim is to keep its readers updated on fishing tournaments, local chapter affiliations and boat owner insurance, among other topics. The median age of those on this file is 45, with an average household income of $63,342. The active members on this file make an average annual fishing expenditure of $1,928.
Outside the publication arena, an additional resource to tap is Compiled Solutions' Boat, Yacht and Commercial Boat Owners Masterfile. This compiled file represents 394,026 boat owner names gleaned from Coast Guard registration data. According to Elbrecht, class of ship is a widely used method of segmentation for separating the boating market. Pleasure, Fishing, Merchant, Rescue and Government class ship selects are available on this list.