Geographic Distribution

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Geographic Distribution

February 21, 2011 - 15:12
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Since its inception in 2003 X-Ray Mag has picked up a loyal following across the planet.

While X-Ray Mag is probably not the primary media in any single territory, our publication is the second or third magazine—the preferred supplement to the national title, one might say—in so many territories worldwide that our combined circulation in all likelihood surpasses that of any other dive periodical on the planet.

Geographic distribution of our readership - September 2019

Lumped together in more meaningful regions the numbers roughly break down in the following distribution.

50% - North America (USA and Canada) 35% - Europe, predominantly Northern Europe; 10% - Asia-Pacific. Predominantly Australia, New Zealand, Singapore, Malaysia and Philippines; 5% - Various

Our combined circulation in all likelihood surpasses that of any other dive periodical on the planet.


The demographics can change quite dynamically in time and frequently exhibit patterns we cannot quite explain other than viral marketing often works in weird and wondrous ways.

For example, we have never actively marketed our media in the Philippines, Italy, Portugal, Greece or Brazil. Nor have we exhibited at expos or worked with partners in any of these territories. Yet, we have obviously picked up quite a huge and loyal following in these countries or areas.

Visitors by country

25 most frequent territories as measured over in the first quarter (Q3) 2016 - Updated 25. Sept 2019 (but not yet sorted in order)
United States 40.0 %
United Kingdom 11.3%
Canada 4.2%
Germany 2.5%
Australia 4.6%
France 1.6%
Denmark 0.7%
Italy 1.3%
Russia 0.8%
Sweden 1.1%
India 2.8%
Netherlands 1.4%
Spain 1.2%
Poland 0.7%
Singapore 1.2%
Philippines 1.2%
Portugal 0.9%
Indonesia 0.9%
Malaysia 1.0%
Switzerland 0.9%
Brazil 0.8%
Belgium 0.8%
Greece 0.7%
Austria 0.7%
Finland 0.7%
South Korea 0.6%
Hong Kong 0.6%