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V O L . X X I I I N O. X I I I J U N E 1 2 , 2 0 1 7 32 S M A L L B U S I N E S S F O C U S low compared with what's happening with other print publications across the country and around the world. WoodenBoat's distribution is between 60,000 and 70,000. We're strong and healthy, but it would be great to get back to that high-water mark. MB: Who are your readers? AB: Forty years ago, a reader survey found the average age of WoodenBoat readers was 59. A reader survey a few years ago found the average age was 59. So, remarkably, the readership age didn't change. As an economist, I love to look at trends. It makes sense that, when someone's 59, they've had kids who are almost through college, and they're on the back half of their career and they fi nally have disposable income and can chase after a hobby. And in a lot of cases, that's, 'I've always wanted a wooden boat' or 'I always wanted to build a wooden boat. How can I get educated about that?' Subscribing to WoodenBoat magazine is about the best fi rst move they can make. MB: How can you reach younger generations? AB: Boating in general is pretty low on the millennial side. A lot of us lived through one of the greatest recessions of all times, so we tend to be a little careful with our money. Millennials tend to be all about sharing and mak- ing things cheaper and easier. Look at Airbnb and Uber. Having your own boat goes against that train of thought. e other thing about millennials is that life happens pretty fast. ink about all the technological advancements they've seen in their lives. Kids don't seem to be reading books underneath an apple tree any more. ey're instead glued to wireless devices, playing video games and used to information coming in bullet point format. So we have a lot to do in terms of collaboration. A lot of outdoorsy millennials wear Patagonia, for example. I'd like to partner with Patagonia and do some possible co- branding. We've seen a decline in news- stand, so why not sell our magazines through Patagonia, L.L.Bean, REI and other outdoor stores? Let's fi nd where the millennials are, and put the magazine in front of them there. at's something we've never done before. MB: What about tech strategies? AB: With the invention of the iPad, WoodenBoat started to gear up for the digital revolution. But today, only 3% of our readership is digital. So this digital revolution was all bark and no bite, at least for us. Does that mean our digital products aren't great and, if we improve them, more will subscribe digitally? Or does it suggest that, typically, people still want that paper product in their hands. We fi nd, with our readership, that people still want that paper product. We're getting on social media plat- forms to engage millennials. Five years ago, WoodenBoat started a Facebook page. Now we have over 155,000 follow- ers. Less than a year ago, we started on Instagram. We now have over 14,000 followers. e same with Twitter. It's just fi nding where the millennials are and meeting them there. It's social media, it's like-minded retail stores. MB: What are the indicators that the wooden boat world will remain vibrant into the future? AB: Technological advancements, for one. One thing that's been help- ing wooden boats stay vibrant is this movement of 'spirit of tradition' — blend the best of the past with the best of the present. Take a beautiful, proven wooden boat design and keep that aes- thetic above the waterline. But below the waterline, make it modern. And give it a modern rig. Most importantly, it's still made of wood. But it's not necessarily traditional plank-on-frame [construction]. Cold-molded tends to be where new wooden boat construc- tion is going, since wood epoxies have pretty much been perfected. MB: What's been most rewarding in your new position? AB: Meeting the people at the boat- yards and being in this tiny yet vibrant community together. It's almost l ike I found my family. L S , M a i n e b i z s t a f f writer, can be reached at @ . a n d @ M R E I » C O N T I N U E D F RO M P R E V I O U S PA G E AT MMG INSURANCE, WE PROVIDE COVERAGE FOR ALL THE BIG AND LIT TLE THINGS THAT COMPRISE YOUR PIECE OF THE WORLD. 1-800-343-0533 www.mmgins.com Business owners take risks. Your insurance coverage shouldn't be one of them. Let us work for you. KatahdinTrust.com | 1-800-221-2542 Ask us how we can help your business grow. SBA PREFERRED LENDER Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to Kids don't seem to be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books be reading books underneath an apple tree anymore. They're instead glued to wireless devices, playing video games and used to information coming in bullet point format. — Andrew Breece

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