20 20 - FenderBender · 2020. 8. 18. · Glass repair Mechanical repair Custom painting Detailing Heavy-duty Wheel alignment Fleet services None of the above 50% 49% 30% 55% 13% 38%

20 20

2020_FB_ReadershipStudy_v3.indd 12020_FB_ReadershipStudy_v3.indd 1 7/28/20 7:14 AM7/28/20 7:14 AM

2 / 2020 FENDERBENDER READERSHIP STUDY


FenderBender is the leading progressive media brand exclusively serving collision repair shop owners and operators through content

examining in-depth, real-world struggles, showcasing business successes, and offering solutions from the industry. The trusted

brand provides readers and users the inspiration and tools necessary to help them succeed in the collision repair industry.



2020 FENDERBENDER READERSHIP STUDY / 5

METHODOLOGYThe FenderBender Readership Study was conducted May 13-29, 2020. The sample for this online survey was systematically selected from the qualified circulation of FenderBender, and findings in this report are based on the input from 268 survey participants.




CONTENTS

12-19

10-11 20-25

26-278-9

The Right Audience

TestimonialsBig Decision Makers, Big Influence

Loyal, EngagedReadership

Dominating the Competition



OF THE INDUSTRY READS FENDERBENDER

Q1 Q2Do you read FenderBender? How much influence has FenderBender had on your shop?

97%Very often

B I G D E C I S I O N M A K E R S , B I G I N F L U E N C E

Substantial influence 9%

66%

23%

2%

Some influence

Limited influence

No influence0 4 010 50 8020 60 9030 70 100

98% OF COLLISION REPAIRERS SAY FENDERBENDER INFLUENCED THEIR SHOPS



Q3How often do you find advertisements in FenderBender help you stay informed about products or services? Q4

In the last 12 months, what actions have you taken as a result of reading articles or seeing advertisements in FenderBender?

OF COLLISION REPAIRERS

HAVE TAKEN ACTION IN

THE LAST 12 MONTHS

16% 53% 27% 4%

Very often Somewhat Often Seldom Never

22%

94%

No action taken

Other1%6%

Visited a website

Purchased a product/service

54%

Implemented/ modified an idea

43%Shared an idea

with others

59%

Filed an idea for future reference

Sought further information

34%30%96% OF READERS SAY

ADVERTISEMENTS HELP KEEP THEM INFORMED



Q5 Q6On a scale of 1 (poor) to 5 (excellent), how would you rate FenderBender overall?

If all of the following publications arrived on the same day, which one would you read first?

D O M I N A T I N G T H EC O M P E T I T I O N

FENDERBENDER IS PICKED UP FIRST WHEN COMPARED TO OTHER

INDUSTRY PUBLICATIONS

FenderBender- 55%

Bodyshop Business- 16%

Auto Body Repair Network (ABRN)- 6%

Autobody News- 4%

Hammer & Dolly- 2%

AASP-MN News- 2%

New England Automotive Report- 1%

Other- 10%

None- 4%

OF READERS RATE FENDERBENDER

AS A 4 OR 5 OUT OF 5

92%

39% 8%

53%


Q7If all of the following publications arrived on the same day, which one would you read first? Which of these publications do you find to be the most interesting and/or informative?

COLLISION REPAIRERS BELIEVE FENDERBENDER IS THE MOST

INFORMATIVE INDUSTRY PUBLICATION

FenderBender- 57%

Bodyshop Business- 18%

Autobody News- 9%

Auto Body Repair News (ABRN)- 6%

Hammer & Dolly- 2%

New England Automotive Report- 1%

Other- 4%

None- 3%



Q8 For how many years have you been a reader of FenderBender?

35% 18% 6%8%

1-5 years 6-10 years 11-15 yearsSince the beginning

(21 years)16-20 years

33%

9 YEARS AVERAGE NUMBER OF YEARS OUR READERS HAVE ENGAGED WITH US

L O Y A L , E N G A G E DR E A D E R S H I P



Q9 How thoroughly do you read or look through a typical issue of FenderBender?

29% 10%

Read all or almost all Read about 3/4 Read about 1/2 Read about 1/4

31% 30%

90% OF COLLISION REPAIRERS READ AT LEAST HALF OF A TYPICAL ISSUE



Q10 What article from the past year was the most memorable and why?


“FenderBender Awards for outstanding individuals

in the field!”— RICHARD GULL A , APPR AISER/SHOP COORDINATOR,

STAR COLLIS ION PAINT & BODY WORKS, MIDDLETOWN, NY

“OEM procedures, the single most important thing in our industry. The articles helped guide me through what to do.”

—JOSEPH ROEMER, SHOP MANAGER, R & R AUTO BODY, CLEVEL AND, OH

“How to retain good employees...this was good because it’s hard to keep and find good ones.”

— MARCIA SANTOS, OFFICE MANAGER, STANLEY’S AUTO BODY, WATERBURY, CT

“How to compete against Goliath by Kevin Rains. I am the owner and operator/employee and I feel my quality is

unsurpassed and makes up for my slow turn around times.”— BOB AYLETT, OWNER— BOB’S AUTO REBUILDERS, L AS CRUCES, NM

“Talk to Me” from April 2020. Workplace communication is

a large hurdle.”—ALLEN OTT, BODY SHOP MANAGER, PAT O’BRIEN

CHEVROLET VERMILION, VERMILION, OH



FENDERBENDER LEAVES LASTING IMPRESSIONS



Q11 Q12How many of the last four issues of FenderBender have you read or looked through? Where do you tend to read FenderBender most often?

14% 3% 1%

Three of Four

Four of Four

Two of four One of four none

19%

63%

OF COLLISION REPAIRERS READ FENDERBENDER

WHILE IN THE SHOP

69%

At home26%

Other5%

OF READERS HAVE READ OR LOOKED THROUGH AT LEAST 3 OF THE LAST 4 ISSUES82%




Where do you tend to read FenderBender most often?

OF COLLISION REPAIRERS READ FENDERBENDER

WHILE IN THE SHOP

Q13 Where is the most unique place you’ve found yourself reading FenderBender?

At the hair salon

While attending a regional association

meeting/dinner

On a beach in Thailand

In the woods hunting

The church sanctuary, during a boring sermon

During a Zoom call

A state competition in Boise Doctor’s office

IN MY CAR IN THE GARAGE! SOMETIMES I CAN’T WAIT TO READ A CERTAIN ARTICLE SO I START BEFORE I HEAD INSIDE.



Q14 How many other people at your shop (besides you) read or look through a copy of FenderBender?


Q15 Are your copies of FenderBender usually saved for reference?

3

4

5+

16%

9%

12%

29%

15%

2

1

19%None0 4010 50 8020 60 9030 70 100

64%OF READERS PASS FENDERBENDER ALONG TO ANOTHER PERSON81%

OF READERS SAVE FENDERBENDER FOR REFERENCE



Q16 Q17 How do you keep informed on industry issues and new products and services?How do you read your issue of FenderBender?

Mobile apps 8%

8%

16%Podcasts

41%Webinars

Other0 4010 50 8020 60 9030 70 100

Trade email newsletters 43%

Trade websites 57%

Trade publications 80%

39%Social Media

33%Online videos

40%Tradeshows and events

BOTH PRINT AND DIGITAL

49%

DIGITAL ONLY12%

PRINT ONLY39%

OF COLLISION REPAIRERS USE TRADE PUBLICATIONS TO STAY INDUSTRY INFORMED80%



Q18 Q19Which best describes your job title? Which best describes the primary business at this location?

Owner/Partner/Vice President/ Other Company Official

55%

Manager/Shop Manager/ General Manager/Director/

Administrator/Superintendent

37%

Shop Foreman/ Shop Supervisor

2%

Other (Estimator, Paint Manufacturer, Bookkeeper)

6%

74% 12% 11% 3%

Independent, single location

Multi-shop operation

vehicle dealer with body repair shop Franchise

81%

OF READERS HAVE BUYING POWER92% 74%

OF READERS OPERATE OUT OF AN INDEPENDENT, SINGLE LOCATION

T H E R I G H T A U D I E N C E

O F R E A D E R S A R E M A LE

89%

AV E R AG E AG E O F R E A D E R S

53



Q20 In which region is your business located?

MIDWESTIA, IL, IN, KS, KY, MI, MN, MO, ND, NE, OH, SD, WI

NORTHEASTCT, DE, MA, MD, ME, NH, NJ, NY, PA, RI, VA, VT, WV

SOUTHAL, AR, FL, GA, LA, MS, NC, OK, SC, TN, TX

WESTAK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY

FENDERBENDER IS READ BY REPAIRERS FROM

ACROSS THE COUNTRYM I D W E S T

35% N O R T H E A S T

27%

S O U T H

19%

W E S T

19%



Q21 Q22How many employees (including yourself) work at this location? What is your yearly total sales volume at this location?


1-2

7-8

3-4

9-10

5-6

11+

8%

8%

13%

16%

11%

44%

Less than $250,000- 9%

$250,000-$499,000- 9%

$500,000-$749,000- 5%

$750,000-$999,999- 5%

$1 Million-$2.49 Million- 36%

$2.5 Million-$4.99 Million- 21%

$5 Million and above- 15%

OF READERS HAVE 5 OR MORE EMPLOYEESIN THEIR SHOP79% 72%

GENERATE AN ANNUAL REVENUE OF $1 MILLION OR MORE IN THEIR SHOP



Q23 What additional services do you offer at this location?

Glass repair

Mechanical repair

Custom painting

Detailing

Heavy-duty

Wheel alignment Fleet services

None of the above

50%

49%

30%

55%

13%

38%

Restoration

31%

Paintless dent repair

66%

36%

Other

5%5%

FENDERBENDER READERS OFFER A WIDE

RANGE OF SERVICES



Q24 How often do you assess your relationships with parts vendors?

OF COLLISION REPAIRERS REVIEW THEIR VENDOR RELATIONSHIPS

AT LEAST ANNUALLY

84%

0

40

10

50

80

20

60

90

30

70

100

BIEN

NIA

LLY-

5%

AN

NU

ALL

Y- 3

8%

BI-A

NN

UA

LLY-

12%

QU

ART

ERLY

- 17%

MO

NTH

LY- 1

7%

NEV

ER- 1

1%

30%




Q25 What percent of parts in your shop are OEM, Aftermarket, and Recycled/Remanufactured?

COLLISION REPAIRERS PURCHASE AND USE A VARIETY OF PARTS

AFTERMARKET

OEM

RECYCLED/ REMANUFACTURED

0%of parts

10-40% of parts

50-80% of parts

90%+ of parts

1% 16% 66% 17%

10% 75% 15% 0%

14% 84% 2% 0%



T E S T I M O N I A L S

“Very reliable with informative information on what’s happening in our industry, and provides good info on what we need to

do to keep up.”— CURT BACON, OWNER

CURT BACON BODY SHOP, FORT DODGE , IA

“I read FenderBender faithfully because of the depth of research displayed in the lead articles. Other publications are similar to brochures touching the key points

of a topic. I want the key points, then the detail...only in FenderBender!”—JOHN ARNOLD, OWNER

ARNOLD’S BODY SHOP, DAVENPORT, IA

“It’s real people discussing effective solutions to common problems in the autobody industry. It’s not your typical trade journal trying to sell

equipment and products.”— PAUL EDGCOMB, OWNER

CHAMPION CARSTAR COLLIS ION, HIGHSTOWN, NJ



“The articles in FenderBender have helped me to streamline certain

processes within my shop to increase overall productivity.”

— GARY BARGER, BODY SHOP MANAGER K ARCH AUTO, STATE COLLEGE , PA

— DEWAYNE WHITE , COLLIS ION MANAGER TOM BUSH COLLIS ION CENTER, JACKSONVILLE , FL

“FenderBender provides great information for our industry. I love the fact that they help us through recognition articles, such as their yearly “Best of” articles. FenderBender

became a part of my monthly routine years ago and I am thankful for their contributions.”

“FenderBender is the “go-to” magazine for keeping up with

industry trends.”—JOHN MAGOWAN, OWNER

ERNIE ’S AUTO BODY, HAY WARD, WI



“FenderBender magazine is a great resource for shops to stay and lead on the cutting edge of the industry and customer

satisfaction. The magazine provides great insight and ideas to better shop performance through real world ideas.”

—A ARON ROLFSRUD, BUSINESS DEVELOPMENT SPECIALISTMASTER COLLIS ION, BLOOMINGTON, MN


Documents

20 20 - FenderBender · 2020. 8. 18. · Glass repair Mechanical repair Custom painting Detailing Heavy-duty Wheel alignment Fleet services None of the above 50% 49% 30% 55% 13% 38%