Tell The World About Your Business

Submit Two Articles About Your Business
by Gene Muchanski, Executive Director
Dive Industry Association, Inc.

Step 8 to unifying the diving industry is to submit two articles about your business, your products or your people to the major print media in the diving industry every year.  That may sound like a monumental task, and at this time it probably is.  There is no doubt that print media has lost some of it popularity in the digital age.  Yet, when we look a little closer we see there are a number of fine magazines that are of interest to the diving community.  There are a number of factors we looked at when we compared six diving magazines from our non-profit’s business library.  We compared readership and the number of copies printed per month.  We felt the overall look and feel of the magazine was important in regards to the quality of the paper, the layout, and the quality of the images.  The most important aspect for us is the quality and relevance of the articles and the diversity of topics.   All the magazines we looked at covered a diverse range of topics of interest to the diving public.  We read articles about diving equipment, dive travel, training, health and fitness, marine life and environmental concerns, local diving, photo techniques and current events.  We saw a number of encouraging similarities and we even saw a few topics of interest that are not currently being covered.

At the top of our list for a quality publication is Alert Diver, The Magazine of Divers Alert Network, published by DAN, Inc.  The magazine is a DAN Membership benefit and has an average monthly net press run of 143,949 copies.  DAN uses high quality paper, has interesting articles, covers a wide range of topics and has a good balance of advertisements vs articles.  I like the fact that Alert Diver had the most pages (112) of the six magazines we compared and the lowest percentage of advertising pages (17.4%) in its Winter 2018 issue.  The magazine has good industry support and attracts advertisers from the equipment, training, non-profit and travel sectors.  The magazine is laid out very well, doesn’t look cluttered and is easy to read.  Alert Diver is our role model and industry standard for future articles on dive industry media publications.  Keep up the good work.

During our research of different industry media, we did not look at Digital Magazines that did not have a print component to it.  This medium and business model needs a comprehensive study to determine its impact on our industry.  We did not include digital media in our twelve part series on Uniting the Diving Industry.  We also did not look at in-house publications of the certification agencies and have not included them in our white paper on Uniting the Diving Industry.  

The Dive Industry Association is planning to turn its monthly newsletter, The Dive Industry Professional into a magazine format, that will include both a digital and print component.  It will have topics of interest to both the consumer and trade components of our industry and most of all it will be as all-inclusive as we can afford to make it.  By all-inclusive we mean that we will advertise and promote media sources of information, in addition to our own.  We created a Magazine Page, under the topic, Stay Active on the DIVE LOCAL website, for print media.  This websites is being created as an all-inclusive resource guide of the diving industry for the general public.

The Dive Industry Professional is looking to profile and showcase companies and industry professionals that specialize in diving.  They could be from the Equipment Manufacturers, Retail Dive Centers, Dive Operators, Dive Clubs, Industry Media, Non-Profits, Training Agencies, Travel Businesses or the Sales Agents sector of the industry.  Our goal is to put our industry on a pedestal and promote it to the general public.  This way, we can fulfill Step 8 of our plan to provide an outlet for dive companies to submit two articles about their business, products or people to the major print media in the diving industry every year.   If there is no outlet for this step in the existing dive media sector then we just have to create one.

Our references were taken from magazines donated to the non-profit, Dive Industry Foundation’s business research library.  Magazines and magazine subscriptions are needed to help build the Foundation’s Business Library.  To Donate, please contact Dive Industry Foundation, 2294 Botanica Circle, West Melbourne, FL 32904.  e-mail:

About Gene Muchanski

Executive Director at Dive Industry Association. Board Member at Dive Industry Foundation. Marketing Consultant to the Diving Industry. I have been a certified Scuba Diver since I was 15 years old and have been a passionate waterman for as long as I can remember.
This entry was posted in Article Series - Uniting the Industry, Business Improvement, Series - Becoming a Dive Industry Professional. Bookmark the permalink.

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