Collecting and analyzing data about your customers is an important step in any marketing plan. Every July, Photonics Media has Signet Research, an independent research firm, survey the readers of Photonics Spectra magazine — your potential customers. As you plan for 2021, here are the key findings from the 2020 reader survey: 1. The average age of the photonics industry professional is 55 years old. 2. Each reader spends an average of 1 hour and 2 minutes with each issue. 3. 94% of readers are involved in the purchasing process at their organization. 4. Readers of Photonics Spectra authorized or directly influenced an average of $26,847 in expenditure for the purchase of products and services at their organization. 5. 42% of readers save issues of Photonics Spectra for more than 1 year. 6. 64% of readers did not attend Photonics West. 7. 67% of readers visited an advertiser’s website as a result of seeing their ad. 8. On average, each copy of Photonics Spectra is read by 2.5 people due to pass along. 9. 86% of readers are more trusting of companies that appear in Photonics Spectra. 10. The readership is primarily made up of engineers (31%), researchers (22%), and scientists (19%). Lastly, here are some of the best comments from the readers about what they think of Photonics Spectra: “I rely on PS to bring me information on companies and products that are new, or that I have not heard of. The magazine allows me to do this in my own time, and acts as a reference.” “I get to know about the latest products in the industry and I directly make recommendations to purchase/lease a product in my company.” “This is how I keep up to date, since my company isn't really sending folks to technical conferences anymore.” “It's very useful for me. Over the past 20 years, I read almost every issue of Photonics Spectra.” “Because I get the printed version it's always on my desk. I read it when I have time even over one month. I prefer that over internet browsing. I appreciate most of the Feature Articles which keep me informed about technology which is not in my immediate interest.” “Hands down the best source for up to date information on the Optics/Photonics Industry, and also how the products and technologies generated within Photonics are integrated and used into more specialized industries like Defense, Aerospace, Semiconductor, etc...” “Photonics Spectra is a tremendous publication. Technical depth of information is outstanding in every article, every month. I always make time to review Photonics Spectra every month.” “It is technically informative and easily the best publication on the forefront of optical advancements. I really like and enjoy reading it. Definitely a favorite. I share information from it with colleagues, friends, and family members.”