Here are the findings of the latest Readex reader preference study of rental industry magazines. Happily, Rental Management again emerges on the top of the heap. Readex, an independent research firm in Stillwater, Minn., asked rental people what publication they found "most useful in helping them succeed in the rental business," and found that 47 percent chose Rental Management over Rental Equipment Register (16 percent), Special Events (8 percent), Rental Product News (6 percent), Rental Center Products (1 percent) and Event Solutions (1 percent). Readex then asked what magazine they would pick if they could read only one. Rental Management was again No. 1, with 45 percent of the vote; RER followed with 19 percent, Special Events 11 percent, Rental Product News 7 percent, Rental Center Products 2 percent and Event Solutions 1 percent.

Next, Readex asked some questions to determine readership and use of the various industry publications; for example: What percentage of rental people read three out of every four issues of the magazine? Rental Management scored 83 percent, Rental Product News 50 percent, RER 46 percent, Special Events 25 percent, Event Solutions 18 percent and Rental Center Products 16 percent. By the way, 86 percent said they personally get at least one other industry publication.

Readex found that the typical Rental Management reader "has read or looked through all four of the last four issues," "spends 38 minutes" with a typical issue, "passes his/her copy along to two other people" and "saves his/her copy for future reference." Readex says 67 percent of Rental Management readers go through every issue thoroughly, 40 percent of them spend at least 45 minutes on it, 59 percent pass the magazine on to at least two other people and 66 percent save the magazine for reference.

Now, who are these people - and what did they do as a result of reading RM? Ninety-five percent are owners, partners, presidents, general managers, store managers or department heads of rental companies - i.e., the decision-makers; 65 percent authorize or approve purchases; 92 percent are involved in equipment purchasing in one way or another; and 88 percent took some form of action in the previous 12 months as a direct result of reading Rental Management.

And are all these managers and buyers still optimistic? Yes, indeed they are: 43 percent intend to increase purchasing over the next 12 months; another 46 percent intend to spend about the same as in 1999 - which was a year of robust sales for the industry; only 4 percent plan to spend less this year. The average Rental Management reader expects to spend $429,000 over the next 12 months; significantly, that is 22 percent higher than last year ($351,000).

Seventy-two percent of RM readers rent construction equipment; 59 percent homeowner/DIY general tools and equipment; and 53 percent event and party equipment. Despite the consolidations in the industry, 79 percent of those surveyed are independents, 10 percent chains, 7 percent franchises; 57 percent have just one location.