SOURCE: Trade-A-Plane

Trade-A-Plane

February 04, 2014 05:00 ET

Aircraft Owners Say... Online and in Print, Trade-A-Plane Is General Aviation's Most Powerful Marketing Tool

CROSSVILLE, TN--(Marketwired - Feb 4, 2014) - Trade-A-Plane recently conducted a survey of aircraft owners to gain insight and information on their demographics. "Since 1937, Trade-A-Plane has served General Aviation as the first choice among active buyers and sellers," said Cosby Stone, publisher. "We are now a fourth-generation family business and our roots go deep in aviation." Now in its 77th year of publication, it's obvious they are doing something right.

Readership -- online and in print

www.trade-a-plane.com is arguably general aviation's most highly trafficked website averaging over 600,000 unique visits and 5,000,000 page views per month in over 230 countries/territories in 2013 per Google Analytics.

96% of our survey respondents (who are aircraft owners) at least skim through a typical print issue of Trade-A-Plane, including 48% who read half or more. On average, recipients pass their print copy of Trade-A-Plane to 1.3 people, more than doubling our print readership.

Parts, Products and Services

Trade-A-Plane won easily as the primary shopping tool for aviation products with a vote of 61%! Second was Barnstormers (11%), followed by AOPA Pilot (10%), Sport Aviation (7%), and Controller (4%).

Personal Spending

On average, GA aircraft owners personally spent $7,160 in the last 12 months on items (other than aircraft) related to GA, via aviation publications and websites. On average, GA aircraft owners personally spent $3,100 in the last 12 months on items (other than aircraft) related to GA, by responding specifically to Trade-A-Plane or Trade-A-Plane.com, which accounts for 43% of the personal spending for General Aviation products and services.

Business Aviation Spending

12% of Trade-A-Plane readers have a business involvement with aviation, either through corporate flight departments or involvement in an aviation business. Of those readers, two out of three are involved with their organization's aviation-related expenditures.

67% of aircraft owners with a corporate or business connection stated that Trade-A-Plane is their primary shopping tool for aviation related products, representing a margin of over 3 to 1 over the second place finisher (Trade-A-Plane 67%, Barnstormer 18%, and AOPA Pilot 10%).

Buying and Selling

When asked to rate aviation media on their usefulness when searching to buy aircraft or aviation equipment, Trade-A-Plane was rated "useful" or "very useful" by 69% of the market, a 2 to 1 margin over the second place choice (2nd place Barnstormers 29%; 3rd place AOPA Pilot 23%; 4th place Sport Aviation 16%; 5th place Controller 15%). Responders could choose multiple mediums on this question.

Trade-A-Plane was rated "useful" or "very useful" for usefulness when seeking to sell aircraft or aviation equipment by 58% of the market, nearly 3 to 1 over second place (2nd place Barnstormers 24%; 3rd place Controller 12%; 4th place AOPA Pilot 6%; 5th place Aero Trader, 6%). Responders could choose multiple mediums on this question.

General Aircraft Buying

14% of Trade-A-Plane readers plan to acquire a used aircraft and 2% plan to acquire a new aircraft in the next 12 months. (Note: While this percentage is small, when extrapolated to the total market represented by Trade-A-Plane readers, it accounts for essentially 100% of new aircraft purchases).

Business Aircraft Buying

18% of Trade-A-Plane's business readers plan to acquire a used aircraft, and 4% plan to acquire a new aircraft in the next 12 months.

22% of our business readers bought at least one new or used aircraft, and 8% of our business readers bought at least one new or used turboprop or jet in the last 12 months.

Trade-A-Plane is published three times a month for pilots and aircraft owners in every state of the U.S. and more than 130 other countries. The non-editorial print edition contains sections for jets, turboprops, multi-engines, single-engines, experimentals and homebuilts, helicopters, and special types of aircraft. Many aircraft parts for sale, products, and services are also included, as well as real estate by region.

Trade-A-Plane.com, launched in 1997, complements the print edition with sections for aircraft, engines, parts and products, aviation services, and real estate. Buyers can use a number of detailed search techniques. Continuously updated, the site also features the NAAA Evaluator and Aircraft Value Trends. A mobile edition is available, as well as free apps for Android and iPhone.

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