Ryan Dohrn interviews Sheila Beam and Eli Torres about NOLN's 2011 survey of nearly 5,000 quick-lube shops. Operators who add services like additives and tires boost revenue. NOLN reaches over 21,000 facilities monthly, with 55% of readers requesting more information after seeing ads.
Hi everybody and welcome to the program today. We're thrilled to have Sheila Beam and Eli Torres from National Oil and Lube News today. Thanks guys so much for being on the program today. We appreciate it.
Thanks, Ryan. We appreciate you.
So I'm really excited to take a look at your operator survey for 2011 and talk about it in a little bit of detail because I think it'll be meaningful to the folks that are listening and watching today. So if you could, nearly 5,000 quick lube facilities represented in the responses on your annual operator survey. And Eli, if you wouldn't mind, you know, what do these operators have to say really in that survey?
Sure, Ryan. You know, the operator survey is the most popular survey that we do here at National Oil and Lube News. It's requested by both newcomers to the fast lube industry and also seasoned operators who use it to evaluate the success of their own operations. It contains current and historical data for almost every operational metric they do. It's the only exclusive study we do for the quick oil change industry. The survey reveals the opportunities available to our industry and also talks about the challenges.
Sure.
The study clearly reveals that there are plenty of opportunities for operators to increase revenue by selling more additional services, you know, from additive sales. You know, that's the chemical part of it too.
Sure, sure.
up to, you know, tire sales. So a lot of opportunities for them to grow their business. And, you know, this information is only available to them through National Oil and Lubricants.
That's dynamite. This is really, really extensive. I'm showing folks that are watching here all these graphs and data points. This is outstanding. You know, in preparation for us getting together today, I read, Sheila, that ticket averages for the quick oil change industry remain steady Even in these economic times, and in some areas of the country, they've actually increased. What has this meant to the operators of quick lubes?
Yeah, it contains a lot of great information. The quick lube operators have been able to increase their sales year over year for more than a decade now, despite the challenges, of course, posed by the economy and different factors like the increased oil change intervals. According to our readership study, 34% of the readers read the entire magazine. And 43% read most of it. Operators are looking for different ways to increase their profits, and with our team of writers that constantly keep the pulse of the industry with different articles and surveys that we do, our information comes from the operators, and our magazine has the information that the operators need.
Sure.
No, that makes perfect sense. And you guys have been around for 25 years, which is great, all the way from starting in 1986, which is excellent. And Eli, you know, I know just like all of us, owner-operators only have so many I know you guys have a great website. You've obviously got a great magazine. So when these owner-operators, you know, go online or they go to read, what kind of information are they looking for?
Ryan, the owner-operators are, you know, in our industry are interested in really specific content. You know, they're looking for obviously the industry news, but technical information that they can pass along and share with their technicians. and also business ideas to help increase their profits. We reach— here at National Oil News, we reach over 21,000 quick oil change facilities monthly.
Wow.
On average, on our website, we have 16,000 visits and over 80,000 page views.
Excellent.
We recently did a readership study, and that study basically told us that 40% of Nolan readers save their issues for future reference. And as Sheila pointed out, 43% read most of the issue monthly. After reading an ad, 55% of operators requested additional information, and 45% of operators spend more than $200,000 annually on equipment and services.
Wow, great information, Eli. You know, Sheila, since the quick oil change industry won't be having its annual trade show in 2012, Where else can these vendors reach the preventive maintenance industry?
Yeah, Ryan, we've gone through a period of consolidation, but this means a typical operator owns more stores. Rather than in 2009 just owning 2, they own up to 2.6 stores now. We're the only publication that serves the quick oil change industry. And like Eli said, the industry has changed, and companies that want to reach the owners and the operators can reach them affordably and effectively through National Oil and Lube News.
That's dynamite. Thanks guys so much for being on the program. For those of you that are listening that would like more information, visit the website. It's noln.net. Thanks so much guys for being on the show. I sure appreciate it.
Thanks, Ryan.
We appreciate it.
