Audience — Athletic Business Media Kit

01 / Query the audience

Don't take our word for it

Every count below is computed in your browser from a state × market × title × show-attendance cross-tab of our audience database. Stack filters, tap states, and watch your audience take shape — then send the selection to sales and we'll build the schedule against it. Everything the numbers claim, the rest of this page shows section by section.

Facility market

Job title

Event

Count by

Geography — tap states to include

Fewer in current queryMore

Counts are computed from a state × market × title × show-attendance cross-tab of our audience database (Omeda audience export, August 2026). Records with no U.S. state, market, or title stay in the totals — markets and titles show them as "Other / unclassified"; a state selection includes only the chosen states. Print = qualified magazine subscription · Email = active email subscription · Reachable = print or email · AB Show attendees = attended AB Show in the last 5 years. Attendee classification coverage is thinner than the subscriber database, so show-filtered views carry larger "Other / unclassified" shares. Source: our own audience database, August 2026.

02 / The populations

The populations

Print, email, and event audiences are counted separately and never blended.

Audience	Count	What it is
Qualified print subscribers	35,833	Active, qualified print circulation
Active email subscribers	51,162	Deduplicated union of newsletter and custom-send lists
Print + email overlap	18,648	Subscribed in both channels
Total reachable audience	68,347	Unique professionals reachable in print or email
AB Show 2025 attendees who get the magazine
Unique organizations, print	19,756	Distinct companies and institutions among print subscribers

Source: our own audience database, August 2026 (AB Show row: September 2026, as noted in the row).

03 / Two channels, one audience

Print and email are not the same audience

The circles are drawn to scale from the populations table above. Hover or tap a zone — print-only advertisers and email-only advertisers each miss a different part of the audience.

Circle and overlap areas are drawn to scale from the counts above. Source: our own audience database, August 2026.

Total reach — print or email

68,347

unique professionals reachable in print or email

One schedule can work both channels of the same qualified audience — 35,833 in print, 51,162 on email, 18,648 subscribed to both.

04 / Twelve markets

Twelve markets in the print audience

A marketer buying niche titles would need four or five schedules to cover this ground. AB's print circulation covers it in one.

n = 35,833 print subscribers; 29 records (0.1%) unclassified. Our own audience database, August 2026.

05 / The map

Where the audience lives

Hover, tap, or arrow through the states — every figure comes from our audience database, state by state. Shading follows qualified print subscribers.

Fewer print subscribersMore

California

Hover or tap a state · largest print state shown

Qualified print subscribersState-mapped print records3,421

Active email subscribers3,298

Reachable, print or email4,948

Top marketLargest business category among print subscribersCollege/University

Map covers U.S. state-mapped records — 34,670 qualified print · 39,248 active email · 55,890 reachable. Records with blank or non-U.S. regions are excluded from the map; site-wide totals remain the full-database figures (35,833 print · 51,162 email · 68,347 reachable). Source: our own audience database, August 2026.

06 / Who they are

Who they are

The people who run, build and equip facilities — not the people who merely work in them.

96.7%

Buying or specifying authority

Program & Facilities Director/Manager/Coordinator13,83838.6%

Athletic Director9,05925.3%

Recreation/Wellness Director4,83113.5%

Owner/Executive Dir./CEO/Pres./V.P.3,89510.9%

Associate/Assistant Athletic Director2,1386.0%

Architect/Consultant/Facilities Planner8812.5%

Athletic Trainer1,1283.1%

96.7%

Hold buying or specifying authority

Director-level-and-above titles plus architects/consultants/facilities planners, who specify product for the facilities they design — 34,642 of 35,833 print subscribers. Our own audience database, August 2026.

The colored donut segments are the six title tiers counted in the 96.7%; the gray segment (Athletic Trainer) is outside it. Shares as published in the legend.

02 / The foundation

An audience you can check yourself

The claims on this page are only as good as the database behind them — so here is how the database is kept.

Qualified

Requalified on a three-year cycle

AB circulation is qualified, requalified on a three-year cycle, and maintained in Omeda. Figures are AB Media Group first-party data.

19,756

Unique organizations in print

Distinct companies and institutions among print subscribers — one subscriber list, thousands of separate buying centers. Our own audience database, August 2026.

Never blended

Populations counted separately

Print, email, and event audiences are counted separately and never blended. Every number on this site carries the population it describes.

From our pages

The kind of facilities our readers run

Photography from Athletic Business facility coverage.

03 / What they do

Everything above is who they are.
This is what they do.

Every section above comes from our own audience database. This one doesn't: Baxter Research Group independently surveyed AB's readers about what they did after reading — a different source and a different population, reported separately like everything on this site.

88%

Took one or more purchasing actions in the past year

From ads and/or editorial · of the readers Baxter surveyed

86%

Influenced by ads in one or more ways

Ad influence · of the readers Baxter surveyed

56%

Took or are likely to take one or more buying actions

Of the readers Baxter surveyed

Baxter Research Group, adViewPRO™ Print Ad Analytics, Athletic Business, May 2026 (n = 296). Figures describe survey respondents, not Athletic Business's circulation.

Read the full study results →

Baxter also collects what readers say in their own words — 2,220 verbatim reader comments across four independent adViewPRO studies, 2023–2026. Read them →

04 / Engagement

Engagement

48%

Average unique open rate, AB Today newsletter

Per AB 2026 media planner

Web page views per month

20,000+

Social media followers

Per AB 2026 media planner

05 / The event multiplier

That's the case for doing both. The booth puts you in the room with buyers. The magazine keeps you in front of those same buyers the rest of the year — before the show, when they're planning who to see, and after it, when they're deciding.

The explorer above can also filter by show attendance; that filter uses the five-year attendee file (2021–2025) and is labeled that way.

1,113

Subscribers flagged as renovating within 3 years

Self-reported at qualification — an addressable in-market segment for targeted programs. Ask about targeting options.

AB Show — Orlando, .

AB Show advertising & exhibiting →

Want the composition behind any number?

We'll walk you through our audience database for your category — which markets, which titles, which states.

Ask us