Boat U.S. - March 2009 - (Page 73)

one-third of the one million boats registered in Florida are owned by Hispanic-Americans and by 2035 onefifth of all Americans will be Hispanic. “As a Cuban-American who grew up on an island, I have to go to the ocean at least once a month or I just won’t feel right,” he noted. Diaz, too, bemoaned the fact that there were few opportunities for Hispanic-Americans to see themselves between the covers of most boating and fishing magazines. But, while African and Hispanic Americans represent substantial and growing untapped markets, the boating industry is neglecting what may be its most influential market — women. According to Wanda Kenton Smith of Kenton Smith Advertising and Public Relations, a 30-year veteran of the boating industry, while men may technically own the vast majority of boats in this country, women have a substantial say in 80 percent of the purchasing decisions. “When you look at boating magazines and advertising, most of what you see are babes lounging in boats and not at the helm,” Kenton Smith said. Women constituted 52.5 percent of boating participants in 2006. “Women don’t want special attention, they just don’t want to be disregarded by the boating industry,” she added. And while being overlooked may well be the common element that ties these three demographic groups together, one way to reverse the industry’s sagging fortunes may be staring us in the face. Advertisers control the dollars that are the lifeblood of boating’s publications, and should be aware of these untapped markets. Those who see this as an opportunity to grow their business will encourage magazine publishers and editors to include more women, Hispanics, and African-Americans in their pages. America is a far different place than it was just 10 or 20 years ago. According to the Boating Writers International panel, those who recognize the fact that recreational boating will grow by expanding its appeal beyond one slice of the American pie will not only survive, but prosper. Michael G. Sciulla is editor-at-large of BoatU.S. Magazine. Your love for the sea can get you great deals on land, too. Visit budget.com or call 1-800-455-2848 and Rent Like a Genius® . Budget gives you the choice of $25 off a weekly rental or a free single upgrade. That’s in addition to the savings of up to 20% you can receive when you use BCD # V671500. Budget features Ford and Lincoln Mercury vehicles. 17471 © 2009 Budget Rent A Car System, Inc. A global system of corporate and licensee-owned locations. $25 Off a Weekly Rental Terms and Conditions: Coupon valid on a compact (group B) or above car (excluding groups S and X). Dollars off applies to the time and mileage charges only on a minimum five day rental period. Saturday night keep required. The savings of up to 20% applies to the time and mileage charges only. Taxes, concession recovery fees, vehicle license recovery fee, customer facility charges ($10/contract in CA) may apply and are extra. Optional products such as LDW ($29.99/day or less, except in Louisiana $49.99/day) and refueling are extra. An advance reservation is required. May not be used in conjunction with any other coupon, promotion or offer, except your member discount. One offer per rental. Coupon valid at participating Budget locations in the contiguous U.S. Offer subject to vehicle availability at time of reservation and may not be available on some rates at some times. For reservations made on budget.com, dollars off will be applied at time of rental. Renter must meet Budget age, driver and credit requirements. Minimum age may vary by location. An additional daily surcharge may apply for renters under 25 years old. Rental must begin by 12/31/09. COUPON # MUGZ267 Free Single Upgrade Terms and Conditions: Single Upgrade Coupon valid for a one time, one car group upgrade on a compact (group B) through a full-size four-door (group E) car. Maximum upgrade to premium (group G). The savings of up to 20% applies to the time and mileage charges only. The upgraded car is subject to vehicle availability at the time of rental and may not be available on some rates at some times. Coupon valid at participating Budget locations in the contiguous U.S. One coupon per rental. A 24-hour advance reservation is required. May not be used in conjunction with any other coupon, promotion or offer except your BoatU.S. member discount. For reservations made on budget.com, upgrade will be applied at time of rental. Renter must meet Budget age, driver and credit requirements. Minimum age may vary by location. An additional daily surcharge may apply for renters under 25 years old. Fuel charges are extra. Rental must begin by 12/31/09. COUPON # UUGZ186 BoatU.S. Magazine M arch2009 http://www.budget.com http://www.budget.com http://www.budget.com http://www.budget.com

Table of Contents Feed for the Digital Edition of Boat U.S. - March 2009

Boat U.S. - March 2009 Contents Reader Forum Boat U.S. Reports What’s New In The Brew? The Perfect Paint Job Launch Into Spring Boats Gear Wheels One Mom, Two Teens, No Exit So, Nigel Had This Idea Ice Devices It Was A Club Of Their Own Expanding The Boating Universe Tech Connection A Case Study In Getting Results Let’s All Do This Together Classifieds Member Benefits/At Your Service

Boat U.S. - March 2009

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