Essentials Magazine

Published by The National School Supply and Equipment Association

Readership Profile

NSSEA Essentials, the official flagship publication for the National School Supply and Equipment Association (NSSEA), is mailed to more than 3,300 people six times a year...

The readers in the school market include: Dealers — 723 companies and 1,503 individuals; Suppliers — 653 companies and 1,495 individuals; Service Providers — 29 companies and 72 individuals; Independent Manufacturer Reps — 37 companies and 79 individuals; Industry Press — 100; and NSSEA Honorary Members and Industry Experts, etc. — 71.

Of NSSEA Dealer readers, 96 percent are the decision-makers at their companies. Most are the sole owners of their retail stores, catalogs, and distributor businesses. NSSEA’s Dealer members are pre-qualified. To become an NSSEA member you must be in business, be in the school market, and verify a list of school market vendor contacts. NSSEA members support the industry and are serious about providing the school market with the best quality products and services available.

The School Market

The market for school equipment, instructional materials, and consumable supplies — defined by the National School Supply and Equipment Association (NSSEA) as educational products sold by dealers for use by educational institutions or as a supplement to learning outside the classroom — is estimated at $12.6 billion.

About two-thirds of the manufacturing companies in the market sell to consumers through retail stores. Of NSSEA's over 1,450 member companies, 608 are dealer operations with over 1,000 retail locations. Many of these retailers also have distributor sales to institutions and own catalog businesses. Dealers attend NSSEA tradeshows to order product for their stores, catalogs, and distribution sales.

The majority of advertising in NSSEA's magazine, Essentials, the Membership Directory & Buyer's Guide, and the Show Program is aimed at these retailers/dealers.

NSSEA publications are not aimed at consumers and are strictly for the school market trade.

Sources: NSSEA's 2004 Member Needs Survey and NSSEA's 2004 Educational Products Study.

If you are interested in placing an ad in Essentials magazine, contact DeShuna Spencer.

• 52% of Dealer readers took the initiative to contact an Essentials advertiser directly after seeing their ad in the magazine.

• 96% of Essentials dealer readers rate its quality “good” or better.

• 45% of Dealer readers purchased products or services as a result of seeing them in Essentials.

• 59% of Essentials readers file it for future reference and 58% pass it on to their colleagues.

• The most read features in Essentials are the New Products descriptions, show preview pieces, and cover articles.

• Most readers spend between 15 minutes and one hour reading an issue of Essentials. 18% of Dealer readers spend over an hour with each issue.

Click here to download the 2009 media kit.