PUBLISHER’S AUDIENCE STATEMENT | December 2016

EXECUTIVE SUMMARY

Below are the Average contacts per occurrence, including frequency per period reported.

POOL AND SPA NEWS MAGAZINE (9 issues this period) NON-PAID PAID AVERAGE

14,424 1,606 16,030

DIGITAL

24,414Pool and Spa News Insider Newsletter Recipients Per Issue (24 issues per year)

24,279Retail Pro Newsletter Recipients Per Issue (12 issues per year)

27,085Website Traffic: Average Monthly Users

61,634Website Traffic: Average Monthly Page Views

3,441 2,226

SOCIAL MEDIA

Mission Statement

POOL AND SPA NEWS serves the interests of residential builders, retailers and service techs who build, sell, service, and support the use of pools, spas, and backyard environments.

FIELD SERVEDQualified recipients are builders, retailers, dealers, service/maintenance firms, distributors, wholesalers, manufacturers, manufacturer’s representatives, importers/exporters, subcon-tractors, architects, engineers, consultants, and others allied to the field. DEFINITION OF RECIPIENT QUALIFICATIONQualified recipients are owners, partners, presidents, executives, vice-presidents, treasurers, controllers, secretaries, general managers, managers, assistant managers, sales directors, sales managers, sales representatives, designers, engineers and other titled and non-titled personnel.

Established: 1960Issues per year: 21 (includes annual directory)

BUSINESS/OCCUPATIONAL BREAKOUT

TITLE

BUSINESS AND INDUSTRY TOTAL QUALIFIED

PERCENT OF TOTAL

QUALIFIED NON-PAID

QUALIFIED PAID

Owner/Partner/

President/Executive

VP, Treasurer/Controller/

Secretary, GM/Manager,

Assistant Manager

Sales Director/Sales Manager/

Sales Representative

Designer/Engineer

Other/No Answer/Not Available

Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep

14,530 90.6% 13,378 1,152 9,230 3,313 1,338 95 554

Importer/Exporter, Engineer/Architect/Consultant, Others 1,500 9.4% 1,111 389 785 406 119 91 99

TOTAL 16,030 100.0% 14,489 1,541 10,015 3,719 1,457 186 653

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TITLE BREAKOUT

Owner/Partner/President/Executive 10,015 62.5%

Vice President 819 5.1%

Treasurer/Controller/Secretary 148 0.9%

General Manager/Manager/Assistant Manager 2,752 17.2%

Sales Director/Sales Manager/Sales Representative 1,457 9.1%

Designer/Engineer 186 1.2%

Other/No Answer/Not Available 653 4.1%

TOTAL 16,030 100.0%

BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT

Supplementary Data for Issue of November 11, 2016 Issue

Business and Industry Total Qualified

Percent of Total

Pools: Concrete/

Gunite

Pools: Prefab/Vinyl

Liner

Spas/Hot Tubs

Both Pools & Spas/Hot

Tubs

Above Ground Pools

Outdoor Kitchens/Grills/Fire

Pits

Casual Furniture/Backyard

Accessories

Leisure Products/

Games

Covers - Pool/

Spa

Pool Equipment & Accessories

Pool Chemicals & Testing Equipment

Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep

14,530 90.6% 5,264 2,975 3,578 4,310 2,395 1,136 672 682 876 1,357 1,080

Importer/Exporter, Engineer/Architect/Consultant, Others

1,500 9.4% 608 180 257 477 117 170 108 84 59 128 84

TOTAL 16,030 100.0% 5,872 3,155 3,835 4,787 2,512 1,306 780 766 935 1,485 1,164

BUSINESS BY BUILD / SELL / MAINTAIN BREAKOUT - CONTINUED

Supplementary Data for Issue of November 11, 2016 Issue

Business and Industry Total Qualified

Percent of Total

Pool & Spa Surfaces

Decking and Fencing Lighting

Water Features/

Fountains/ Ponds

Landscaping/Garden

Accessories

Pool Service/Maintenance

Safety/Disability

Accessories

Engineering/Architecture

Business Services/Software

Other (please specify)

Non-Respondents Respondents

Builder, Retailer, Service/Maintenance, Distributor, Wholesaler, Subcontractor, Manufacturer, Manufacturers Rep

14,530 90.6% 655 705 848 809 405 930 361 225 74 341 5,263 9,267

Importer/Exporter, Engineer/Architect/Consultant, Others

1,500 9.4% 86 125 138 113 76 69 59 139 22 110 418 1,082

TOTAL 16,030 100.0% 741 830 986 922 481 999 420 364 96 451 5,681 10,349

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BUILD / SELL / MAINTAIN BREAKOUT

Supplementary Data for Issue of November 11, 2016 Issue

TOTAL PERCENT OF RESPONDENTS

PERCENT OF CIRCULATION

Pools: Concrete/Gunite 5,872 56.7% 36.6%

Pools: Prefab/Vinyl Liner 3,155 30.5% 19.7%

Spas/Hot Tubs 3,835 37.1% 23.9%

Both Pools & Spas/Hot Tubs 4,787 46.3% 29.9%

Above Ground Pools 2,512 24.3% 15.7%

Outdoor Kitchens/Grills/Fire Pits 1,306 12.6% 8.2%

Casual Furniture/Backyard Accessories 780 7.5% 4.9%

Leisure Products/Games 766 7.4% 4.8%

Covers - Pool/Spa 935 9.0% 5.8%

Pool Equipment & Accessories 1,485 14.4% 9.3%

Pool Chemicals & Testing Equipment 1,164 11.3% 7.3%

Pool & Spa Surfaces 741 7.2% 4.6%

Decking and Fencing 830 8.0% 5.2%

Lighting 986 9.5% 6.2%

Water Features/Fountains Ponds 922 8.9% 5.8%

Landscaping/Garden Accessories 481 4.7% 3.0%

Pool Service/Maintenance 999 9.7% 6.2%

Safety/Disability Accessories 420 4.1% 2.6%

Engineering/Architecture 364 3.5% 2.3%

Business Services/Software 96 0.9% 0.6%

Other (please specify) 451 4.4% 2.8%

Non-Respondents 5,681 35.4%

Respondents 10,349 64.6%

# Copies 16,030

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HOW MANY SUPPLIERS DO YOU CURRENTLY USE? ( N = 357 )

HOW HAS YOUR SUPPLIER USAGE CHANGED OVER THE LAST 2 YEARS

DO YOU EXPECT TO ADD OR CHANGE ANY PRODUCT LINES IN 2017

0

6% 8%

20% 18%12% 10%

13% 13%

1 2 3 4 5 6-10 11 or moreSource: POOL AND SPA NEWS 2017 Reader Survey

10%29%

61%

Using fewer suppliers

Using more suppliers

No change

36%32%

32%

Yes

No

Don’t know

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POOL AND SPA NEWS rated as most preferred (73%) among

leading business publications.Source: POOL AND SPA NEWS 2017 Reader Survey

ESSENTIAL PUBLICATION

POOL & SPA NEWS ranked top among pool professionals when asked to rank which publications are essential.

Pool and Spa News 65%

Aqua 11%

Spa Retailer 5%

PoolPro 2%

All of them 1%

None 8%

NON-QUALIFIED CIRCULATIONAllocated for Trade Shows and Conventions

Pool Industry Expo (PIE)

International Pool/Spa/Patio (PSP Expo)

Piscine Eurexpo

Canadian Pool & Spa Conference & Expo

TOTAL COPIES: 9,605

GEOGRAPHICAL ANALYSIS OF MAGAZINE CIRCULATION

STATE TOTAL QUALIFIED PERCENT STATE TOTAL

QUALIFIED PERCENT

Maine 51 Kentucky 156

New Hampshire 66 Tennessee 331

Vermont 38 Alabama 215

Massachusetts 298 Mississippi 86

Rhode Island 43 East So. Central 788 4.9%

Connecticut 225 Arkansas 94

New England 721 4.5% Louisiana 207

New York 761 Oklahoma 169

New Jersey 447 Texas 1,237

Pennsylvania 571 West So. Central 1,707 10.7%

Middle Atlantic 1,779 11.1% Montana 45

Ohio 442 Idaho 86

Indiana 292 Wyoming 21

Illinois 475 Colorado 193

Michigan 366 New Mexico 70

Wisconsin 267 Arizona 536

East No. Central 1,842 11.5% Utah 140

Minnesota 212 Nevada 225

Iowa 133 Mountain 1,316 8.2%

Missouri 261 Alaska 20

North Dakota 35 Washington 195

South Dakota 31 Oregon 137

Nebraska 90 California 2,055

Kansas 156 Hawaii 80

West No. Central 918 5.7% Pacific 2,487 15.5%

Delaware 48 United States 15,664 97.7%

Maryland 276 US Territories 30

Washington, DC 11 Canada 204

Virginia 300 Mexico -

West Virginia 43 Other International 132

North Carolina 468 APO/FPO -

South Carolina 228 -

Georgia 523 -

Florida 2,209 -

South Atlantic 4,106 25.6% TOTAL QUALIFIED CIRCULATION 16,030 100.0%

Hanley Wood Media Inc.One Thomas CircleSuite 600Washington, DC 20005T: 202.452.0800F: 202.785.1984www.hanleywood.com

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