The total market for fluid power components, systems, controls, materials, and all else included consists of two markets really. One is the OEM market and it is actually made up of many markets including construction machinery, processing machinery, automotive, agricultural machinery, and all machinery and equipment that requires the power, force, and control of fluid power technology.
The other market is actually made up of the same group of markets but it is the aftermarket or MRO, maintenance, repair, and overhaul portion of the same markets. Now, keep in mind that most fluid power component manufacturers sell through distribution. That makes the situation even more complicated because some distributors sell to OEM customers also.
So what is the differentiating factor? Well, Hydraulics & Pneumatics covers both functions, MRO and OEM. We are differentiated from the design magazines because their function is to report on the design function and deliver to OEM design engineers. Some of them are involved in fluid power.
We are differentiated from the mobile equipment magazines. They cover the entire machine including the engines and drivetrains as well as the cabs and all that goes with the machines. No mention here of fluid power OEM or MRO although it may be included.
So, Hydraulics & Pneumatics is the only monthy magazine that is 100% devoted to fluid power technology that is used for OEM and MRO applications. Since both sets of end users are important to fluid power manufactures, H&P is the logical choice for advertisers trying to sell the total market for fluid power.