Leader's Edge Readership Survey Return to Table of ContentsTell the Editor
Leader's Edge
  Our Readers - Survey conducted by Harvey Research, Fall 2006.
The average respondent is a 51-year-old male with a 2005 household income of $308,521 before taxes.
82% of all respondents describe their company to clients as a retail insurance agency or brokerage.
36.8% of all respondents say their company scope is regional, followed by national (21.8%) and global (19.5%).
63.9% of respondents work in a company with fewer than 500 employees.
64.6% of respondents have 10 or fewer offices.
More than half of all respondents indicated they have clients outside the U.S., representing an average of 5.8% of their business.
11.3% of respondents say they have less than $10 million in annual revenues, 15% have $10 million–$19.9 million, 21.1% have $20 million–$49.9 million and 18% have $50–$99.9 million in annual gross revenues.
The average respondent has estimated revenue of $188,890 per employee.
  Their Carrier Markets
85.7% of all respondents conduct business with surplus lines carriers.
78.2% of respondents conduct business with wholesalers. 59.4% use up to 24 wholesalers. 23.4% use more. The average respondent uses 24.0 wholesalers in a typical year.
The average respondent’s company uses 74.1 carriers, including excess and surplus lines carriers, in a typical year.
Almost one-third (33.1%) of all respondents say financial stability is the single most important factor in selecting a carrier for their clients, followed by rates (28.6%).
Half of respondents (49.7%) have 49 or fewer producers. (22.6% have fewer than 20 producers).
95.5% of all respondents handle commercial property/casualty insurance, followed by workers comp (91.0%), inland marine (89.5%), personal auto/homeowners (88.7%) and group benefits (82.7%).
  Their Commercial Clients
The average respondent’s typical client has 346 employees.
50.4% of respondents collect less than $25,000 in commissions/fees per client.
  Readers’ Opinions of Leader’s Edge
More than two-thirds (68.4%) of all respondents indicated they read Leader's Edge regularly (at least 3 out of 4 issues), followed by Business Insurance (62.4%) and National Underwriter (44.4%).
41.4% of all respondents say Leader’s Edge is the publication they enjoy the most, while 27.8% say it most stimulates them to think about ways to improve business operations.
The average respondent spends 28.3 minutes reading a typical issue of Leader’s Edge.
59.4% of all respondents share their copy of Leader’s Edge with their colleagues.
The average respondent who shares their copy of Leader’s Edge with their colleagues say 5.2 people, other than themselves, read or look through their copy.
About one-third (33.8%) of all respondents say they have discussed/passed on an ad to others as a result of seeing ads in Leader’s Edge, followed by 22.6% who have visited the advertiser’s Web site in the past 12 months.
When asked to rate Leader’s Edge in a number of areas using a scale of 1 to 7, with 1 being “poor” and 7 being “excellent”:

73.6% of all respondents rated the overall design and layout as excellent (5, 6, or 7), followed by the quality of writing (72.3%) and the credibility (70.6%).

69.1% of all respondents rated “It contains believable and trustworthy information” as “excellent” (5, 6 or 7), followed by “It is written for my professional needs” (64.7%) and “It stimulates and entertains me” (62.5%).
When asked to rate specific sections in Leader’s Edge using a scale of 1 to 7, with 1 being “not at all valuable” and 7 being “extremely valuable,” 64.7% of all respondents rated feature articles as valuable (5, 6 or 7), followed by “Shebang—Markets” (carrier news section) (61.6%).
When asked to rate their level of agreement with statements regarding Leader’s Edge using a scale of 1 to 7, with 1 being “strongly disagree” and 7 being “strongly agree,” 43.6% of all respondents agreed (5, 6 or 7) with “I expect to see my top markets advertising in Leader’s Edge,” followed by “I notice which companies advertise in Leader’s Edge” (42.1%).
More than two-thirds (68.4%) of all respondents indicated they are aware that Leader’s Edge is published by The Council of Insurance Agents & Brokers, and of those, 74.7% indicated this makes them feel more favorable about the magazine.

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