Soar to New Heights With Pilots
By Melissa Sepos
Every month when Plane & Pilot magazine arrives, subscribers block out the rest of the world, absorbed in its contents.
The articles are practical, how-to pieces that offer recreational pilots advice, amusing anecdotes, new places to visit, legislative information and skills-based stories.
This group of fastidious, detail-oriented aviators is interested in learning about the activity, buying the latest gadgets and staying on top of training. In addition, they're also interested in science, engineering and electronics.
Ninety-seven percent of general aviation (GA) pilots are male. According to aviation industry estimates, there are about 650,000 active licensed pilots in the United States, including about 100,000 commercial airline pilots.
While it seems like a small demographic, it's affluent: The average GA pilot's household income is $181,000, and his household net worth at $1.03 million. Most pilots are in their 40s, well-educated, typically with advanced and multiple degrees, and have an upscale lifestyle.
It's estimated that more than 50 percent of all recreational pilots own their own planes. The remaining rent planes or join clubs in which they share a plane with a group of pilots. Both demographics are interested in plane equipment. This includes maintenance, in-flight technology and planes themselves.
There are many media outlets available for marketers who want to reach recreational pilots to target high-end quality products both inside and outside of the aviation industry. Indeed, pilots tend to be avid readers and active mail-order buyers, say industry experts.
Magazines offer pilots the most up-to-date information for their hobby. Publications include Plane & Pilot, Aviation Consumer, Aviation Safety, Flying, Instrument Pilot and Plane.
These cover topics such as industry news, new tools and technology. Nearly all major aviation catalogers carry space advertising in one or more of these magazines. In addition, a handful of publications review small aircraft and their technologies, and there are some historical publications, such as Aviation History.