Security Trade Magazine Readership Statistics

By: John Honovich, Published on Jul 10, 2017

150 IPVM members reported how many and what security trade magazines they read, both in print and online.

Here are the key findings:

  • Most do not read any trade magazines, either in print or online.
  • However, the minority that do read trade magazines are far more likely to do so via print than online / websites.
  • Roughly 10% of respondents reads multiple magazines / websites
  • While no individual magazine had more than 20% selections from integrators, one magazine stood out.

Statistics

On the print side, just over half did not read any trade magazine in print:

However, online readership was significantly lower with less than a third regularly reading a security trade website:

Print vs Online

The survey did not cover why they read more in print than online. Certainly, having long-term print subscriptions that arrive at one's home or office certainly helps print readership, relatively speaking. However, the long-term impact of readership being lower on web vs print is not clear, given web's increasing dominance of reading / information gathering.

IPVM Factors

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

We cannot determine whether IPVM members are:

  • Less likely to read trade magazines because they already read IPVM.
  • More likely to read trade magazines since they are more interested in keeping track of trends.

Since we have not surveyed non-IPVM members, we cannot determine which is greater.

That noted, from speaking with integrators at events and manufacturers in general, the results are consistent with our theory that the average integrator reads no industry publications, relying on an ad hoc mixture of manufacturer visits, hands on experience, etc.

Why None?

Here are some explanations of integrators who said they read none:

  • "I do not read regularly printed trade magazines because when the printed magazines' information is usually outdated"
  • "I get all of them, but don't hardly every read them. No time."
  • "They all go in the trash. I'm pretty sure I get at least 3 copies of everything in our office. I will usually flip through to look at the ad's but there's just not a lot of good information in there. They're usually not worth reading."
  • "None. If I'm looking for products usually I go to Manufacturers we currently use and maybe then do a general internet search if I don't find a solution for the current need"
  • "Print media is just not that interesting anymore."
  • "None - Who reads magazines?"
  • "None. I used to read Security Systems News, but even with my usual BS filters turned on, it has become pretty much unusable."
  • "Used all the time when I first got going in the industry back in 2008. Now it's just IPVM all the time. The magazines are getting thinner by the month. No point now."
  • "Occasionally these have some interesting info in them but I do get most of my product updates through manufacturers / partners we work with."
  • "None, I don't really care for trade magazines. Too much advertising or motives behind articles."
  • "Not read one for years!Advert adverts adverts."
  • 'None i've got better things to do with my time."
  • "None. I don't need another item further cluttering my desk."

Heavy Readers

A distinct minority (~10%) read lots of magazines:

  • "I read SDM, Security Insider and Security Today. These show up at the office and I browse through them throughout the month"
  • "Security Systems, Inc. Security Sales, Inc. Security Manager SDM The above cover my interests and, they are easy to read in paper."
  • "SD & I- Articles Security Management - ASIS Updates SDM- Industry Data"
  • "Security Sales and Integration, Security Management, SDM, and Security Dealer and Integrator"
  • "SDM, SS&I, Security Systems News, Security Management (ASIS), Security Magazine, Cabling installation & maintenance. Most of these are obviously primarily manufacturer/product driven, but that's not necessarily a bad thing - helps keep me aware on wider range of innovations being offered"

Mirroring the overall statistics, those integrators who read multiple magazines were far more likely to do so in print rather than online.

Top Choice - SDM

With ~20% of integrator respondents saying they read SDM in print and ~6% saying they read it online, SDM was the clear most common choice among trade magazines. There was not a lot of detailed explanation from integrators about why SDM, but they included:

  • "SDM. They actually have some useful info in there. Mostly I just look at the new product info to see if there's anything new and interesting."
  • "I will also read SDM mainly because I have been reading SDM since the early 80's."
  • "SDM Magazine Read for general knowledge/industry updates, ideas and solutions."
  • "SDM Magazine. Has lots of information for Integrators."
  • "SDM, because that is the only one that I know."

Important factors for SDM's selection, in our view, include that they primarily do their own long-form reporting (while many magazines republish 'thought pieces' / advertorials from manufacturers) and their strength in the alarm / intrusion side of the business.

Honorable Mention - Australia

Australian members heavily cited Security Electronics and Networks (SEN). Given Australia's far smaller population that North America or Europe, that was a notable result.

Online Comparative Stats

Below is a comparison of 4 trade magazine websites vs IPVM in terms of monthly page views:

And the same below in terms of monthly visitors / users:

Sources for this were SSN media kit, SSI media kit, SDM BPA report, SIW / Cygnus Media kit and IPVM's own states.

Note: IPVM's traffic statistics were moderately deflated and all other companies were inflated to be conservative and to compensate that our statistics are more recent that what the magazine websites report.

In IPVM's favor for traffic, IPVM publishes far more original reporting than security trade magazines. However, IPVM is surely weaker, as a percentage of traffic from search engines, since most of our pages are paywalled.

1 report cite this report:

SSN Publisher Quits, Starts New Print Trade Magazine on May 11, 2018
After a decade as the publisher and face of Security System News (SSN), Tim Purpura has joined the UK's Hand Media where they are starting a new...
Comments (5) : PRO Members only. Login. or Join.

Related Reports

Biometrics Usage Statistics 2019 on Jun 17, 2019
While face and fingerprint recognition are used regularly for smartphones, it is not as common in physical security. In this note, we examine...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Favorite Wireless Manufacturers 2019 on Jun 12, 2019
Many wireless options exist for video surveillance but how are integrator's overall favorites? 170 integrators answered the question: What is...
Axis Will Not Block Resellers on Jun 10, 2019
While Axis generally has strong favorability amongst integrators, the biggest complaint is their channel model, which results in smaller integrator...
Dumber Techs, Bad Box Movers, Says Australian Distributor on Jun 10, 2019
Techs today are "dumber" than they used to be, despite better education and training and that makes a typical day "frustrating" for one...
"New" Arecont Fixes Failures "Without A Fight" on Jun 05, 2019
The "old" Arecont was infamous not only for its camera failures but for making their "partners" fight to get them fixed. IPVM drew the ire of...
Startup Rhombus Systems Says Twice the Features, Half the Price of Verkada on Jun 04, 2019
Closed cloud systems may be the fastest growing segment of video surveillance with Meraki and Verkada. Now another California company is joining...
China / US Trade War Impact Splits Industry on Jun 04, 2019
As the trade war continues to heat up, 170+ integrators told us "What impact will the US / PRC China conflict have on the industry?" Respondents...
Smart CODEC Usage Statistics 2019 on Jun 03, 2019
Smart codecs are now nearly a standard feature in IP cameras, but our statistics show integrator adoption has not increased at the same rate. In...
Vidsys New President Interviewed on May 31, 2019
A decade ago, PSIM was hot with projections then of a billion dollar market by now. This has not come close to happening. However, Vidsys, one of...

Most Recent Industry Reports

Security Dealer 'Social Media Contractor' Program on Jun 25, 2019
A $20,000 video surveillance system can be yours for free if you are willing to post on social media about the security dealer. Good deal, bad...
Axis Live Privacy Shield Analytics Tested on Jun 25, 2019
Privacy is becoming a bigger factor in video surveillance, driven both by increased public awareness and by GDPR. Now, Axis has released Live...
Directory of 55 Video Surveillance Startups on Jun 25, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
Hikvision Colorvu Camera Tested on Jun 24, 2019
Hikvision says their new ColorVu line captures "vivid chromatic images in darkness", with unconventional white light illuminations whereas most...
China Subway Facial Recognition System Examined on Jun 24, 2019
A China city of 6+ million people has installed facial recognition-enabled gates in subways, allowing commuters to enter stations by simply showing...
HID Mobile Tested on Jun 21, 2019
HID Global is one of the largest access brands, but their mobile access has had challenges. Indeed, the company has already restructured their...
Genetec Beats Milestone For IHS #1 on Jun 21, 2019
For years, Milestone has touted that they are the #1 VMS. Now, Genetec has beaten them in IHS rankings. But what is this? Even other manufacturers...
Risk of Amazon Alexa Guard: No Battery Or Cell Backup on Jun 20, 2019
Amazon positions its Alexa Guard Service as a "smart home security system" and says it can help you "keep your home safe". However, the...
Exacq Remote Cloud Access Tested on Jun 20, 2019
Remote cloud access has been missing from most VMSes (including Exacq and Milestone). Now, Exacq, after releasing Cloud Drive Storage earlier in...
Briefcam Buys Frost Award* on Jun 20, 2019
Frost 'awards' are well-known and widely disrespected. Now Briefcam is touting their win. The way it has worked for many years is that Frost...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact