Survey Says …

Heat Treat Today publishes twelve print magazines a year and included in each is a letter from the publisher, Doug Glenn. This letter first appeared in February 2025 Air & Atmosphere Heat Treating print edition.
Feel free to contact Doug at doug@heattreattoday.com if you have a question or comment.
In July of last year (2024), one of the industry’s leading consultants, Dan Herring, The Heat Treat Doctor®, conducted an amazing comprehensive survey. Here’s how it started:
As many of you know, I’ve surveyed the industry numerous times over the years to check on the latest technology trends and overall health of the heat treating and thermal processing industry. With the rapidly changing print and electronic media landscape, I am curious as to how these changes will impact our industry. As many of you are painfully aware, some magazines, websites, e-newsletters, and webinars/podcasts have gone away; while precious few others have come into being.
The consultant went on to ask the near 10,000 email recipients to complete an eight-question survey about that “rapidly changing print and electronic media landscape.”
#1 The Respondents
The respondents were a good mix of manufacturers with in-house heat treat departments, commercial heat treaters and industry suppliers. From what we know about our own magazine’s circulation, which is predominantly to manufacturers with in-house heat treat departments, the responses were a good sampling of the North American heat treat market.
#2 Awareness of Media Brands
We were very pleased to see that Heat Treat Today ranked highest in awareness. A whopping 93% of respondents were aware of our existence. The three other media brands all ranked significantly lower: The next highest came in more than 13 percentage points lower, and the lowest ranking media brand had a score of only 28% awareness.
#3 Most Helpful Media Brand
Heat Treat Today also scored exceptionally high when asked which media brand was “most helpful to your business.” Respondents were asked to rank the publications from 1 to 4 with 1 being most helpful and 4 being least helpful. 59% of the respondents ranked Heat Treat Today as #1, the most helpful media brand. The media brand ranked second as most helpful came in with only 23% of respondents.
#4 Voice of the Industry
When asked which media brand the respondents considered to be the “voice of the industry,” Heat Treat Today again ranked #1 with over 63% selecting us. The other three media brands pulled only 19%, 16% and 2%, respectively.
#5 Most Important Information
The consultant next asked this question: What is the most important information you get from heat treatment/thermal processing media? Technical content ranked #1 at 46.4%. Industry news came in at #2 with 45.5%, followed by helpful resources at #3 with 5%. Finally, supplier content and lead generation came in at 2% and 1%, respectively.
#6 Media Brands that Deliver the Most Important Information
Then respondents were asked which media brand best delivered technical content and industry news. Heat Treat Today again ranked extremely well with nearly 6 of 10 (58%) ranking us at #1. The next closest media brand came in with just a tad over 2 in every 10 respondents indicating that they delivered the important information desired.
#7 How You Consume Media
One of the more enlightening questions had to do with what types of media the respondents used to consume their information — meaning, do they read print or digital magazines, visit websites, receive e-newsletters, listen to podcasts or flip through social media posts? Remember, the survey was sent out by email, which could have skewed the results.
The surprising #1 response was print magazines! Print came in with 32% of respondents ranking it as their most preferred method of consuming content. If you were to combine those who ranked either of the magazine options (print or digital), the number increases to 56%, well ahead of the next closest option which was website. Websites came in at 23%. E-newsletters, social media, and podcasts/videos all ranked in single digits — 9%, 5% and 5% respectively.
#8 Type of Device
Answers to the final question will also be surprising to many: “On what type of device do you prefer to access your heat treatment digital media?” This question does not take into consideration that the #1 preferred method for consuming media is the print magazine, just if and when they consume digital media. “Phone” ranked nearly dead last (believe it or not), second only to “None of the above.” Readers are not accessing thermal processing information much on their phones. This is confirmed by the low social media and video numbers in #7 above. The big winners, both with roughly half of the responses (both at 47%) were desktop computers and laptop computers.
Lessons Learned
The data was encouraging, proving that providing helpful, timely content is what the thermal processing industry needs. Please continue to communicate with us and tell us what you’d like to know.

Publisher
Heat Treat Today
Contact Doug Glenn at doug@heattreattoday.com.