Market Focus - Insurance Agents: Shine the Silver Lining
The insurance-agent sector can be further subdivided according to working situations, like if an agent is working for a firm or is an independent salesperson, says van Aartrijk. The "Career Guide to Industries" breaks it down similarly: "The insurance industry consists mainly of insurance carriers (or insurers) and insurance agencies and brokerages." Insurance carriers, such as the "big guys," provide insurance and assume policy-related risks, while independent agencies are free to sell policies from a variety of carriers, the report says. But the disparity between large and small is considerable. In describing his magazines' target audience, Luke says, "Both publications cater to Fortune 100 organizations, all the way down to family-run businesses."
Despite a wide range of outlets, however, one thing is fairly common across the board. "The ownership of these firms is still dominated by males, although females are increasing in ownership. Currently, I estimate 10 [percent] to 20 percent of firms are owned by females," van Aartrijk adds. When it comes to industry publication subscribers, Hassan finds the same holds true. "We would say that only 20 [percent] to 22 percent of the agents and brokers reading these publications are females," he reports.
A former Inside Direct Mail staffer, Christen Gruebel is currently senior editor at sister publication Promo Marketing. She can be reached at email@example.com.