A reader wrote in, sharing new Milwaukee Tool marketing imagery that clearly depicts the difference between a tape measure’s standout and its reach.
Tom wrote:
Advertisement
I recall discussion regarding tape measures and their “reach” versus “standout”. I saw this image on Home Depot’s website for a Milwaukee tape measure and thought it would be interesting.
Thank you Tom, this is indeed interesting!
For anyone who’s confused as to what this is all about, hopefully the following will get you up to speed.
Around two years ago, I noticed that Dewalt and Craftsman tape measures were advertising their “reach” instead of “standout.” This was an unusual split from typical tape measure marketing practices, and it wasn’t just for the holiday shopping season, the shift to reach was a permanent one.
Meanwhile, at the time, all other brands were advertising the “standout” of their tape measures.
Standout and reach both essentially describe the maximum extension of a tape measure blade before it buckles under its own weight.
Advertisement
This had the potential to be very confusing and even misleading. Let’s say you have two tape measures on the shelf next to each other. One advertises 12 feet of standout and the other advertises 14 feet of reach. Which one can be extended further before buckling?
Stanley Black & Decker tried to explain their marketing shift, saying that “what users care about is how far the tape extends from where they are working.” They said that their research shows “reach” was more relatable with end users.
A few months later, Milwaukee Tool announced that they were adopting “Reach” specs, and this was expected. “Reach” is essentially “Standout” plus 3 feet, and so it would not serve the brand well for their tape measures to advertise standout specs while Dewalt and Stanley tape measures advertised their reach specs.
It took some time for older stock to sell through, but all of Milwaukee Tool’s tape measures now advertise their reach.
Many if not most users are accustomed to standout, which is why Milwaukee created a graphic that shows the difference between standout and reach.
There’s the usual fine print.
Reach: Based on maximum extension of average professional user.
Standout: Based on maximum performance.
This is all very much like the difference – or lack thereof – between 18V and 20V Max, or 36V and 40V Max. It’s just a different way of describing the same thing.
Not all brands are advertising their tape measures in terms of reach, but it might only be a matter of time.
PB
“… average professional user.”
Makes me laugh. So many funny thoughts about who that would be.
Makes me wonder if I would fit under that criteria. Is there somewhere I can go to get certified as a professional tape measure user? I’d like that certificate.
Jared
I assume it’s anyone with very steady hands to ensure they can achieve the max number.
Ball_bearing
You can become a certified metrologist.
fred
Don’t laugh at that certification/re-certification process. Certification training at ASQ , CSMC etc. can be important in helping you maintain your ISO certification. We found it needed in our fabrication business and their was even spillover to our GC business (you don’t just buy a $9k total station, read an instruction manual and then become fully qualified to use it)
Ball_bearing
I was searching for information about metrology due to a video about how carburators work. The father of the host is a metrologist. Then I learned it was someone that specializes in precise measurements and that they usually work on Quality assurance, inspection, and calibration. When I saw the comment I just answered trying to sound smart. I guess it didn’t work. XD
Tom D
Just be glad they didn’t use Long Arm Louie from the stockyards – with his nearly eight feet arms outstretched.
Albert
I don’t need that much reach and prefer a flatter, narrower tape rather than a heavy, thick, wide, curved tape. I’ll look for one with the smallest reach.
Serendipity
https://www.amazon.com/dp/B00MGV71TE/ref=cm_sw_r_apan_glt_fabc_FHZB6RW90B33TZXZC9N1?_encoding=UTF8&psc=1
Jim Felt
I sometimes use the wet noodle equivalents for measuring while laying model railroad ties.
Otherwise, yes, the least Reach and/or Standout that’s not made in a fresh noodle machine.
Wait. Maybe inch marked string? ;-)~
fred
Surveyor’s tape measures are sort of the fiberglas equivalent of that wet noodle – or the sewing/tailor’s tapes:
https://www.zoro.com/keson-200-ft-surveyors-tape-measures-14-in-blade-sr-18-200/i/G4762396/
Keson also make a 50 foot one (DG5018) for measuring depth.
Flexible tapes also do come in handy for measuring the circumference of things
https://www.amazon.com/Perfect-Diameter-Circumference-Tape-DCT120-1/dp/B06XD5W4RY
Jim Felt
Serious question.
With the advent of accurate, cheap and perfectly serviceable lasers why is this even a marketing thing? And if you’re needing to hang the tape’s hook over the item to get an accurate reading neither the reach or the standout much matters.
Or am I missing something here?
IronWood
Lots and lots of times that a laser won’t work where a tape measure will. I don’t know anyone that carries a laser for general use, although I’m sure people do. To your second question: standout is pretty important for getting the hook out to that edge if it’s not right in front of you or there’s a gap in between (which is often.)
Serendipity
Lasers also don’t like to work in bright light
Danny
Lasers are awesome for working up estimates. Save a ton of time and very often having to bring in a clump ladders. The Bosch I have will do area and height math as well saving time and number transposition errors to calculators.
Danny
And climbing. Too fast on the phone keyboard 😃
Bobby
Ready for them to drop this marketing crap. I don’t care about reach, but stand out matters to me. It’s just a BS number so they can print 17 instead of 14 hoping to trick people.
IronWood
Agreed, “reach” just feels deceptive. The marketing folks are already trying to work out how to justify printing 20′ with 14′ of standout.
Marcin
I see ladder companies doing the same. Actual length vs some “reach” figure that makes some assumptions. Just give me the maximum extended length this ladder can be and I’ll math the rest out.
MFC
Seriously.
IronWood
Find a tape that you consider comfortable and seems to hold up under whatever use you give it. And stop worrying about what things company X’s marketing team wishes you thought were important.
I like Stanley Powerlock as a personal preference; they’re compact and comfortable and hold up fairly well. Their standout/reach is I-have-no-idea feet. But I’ve also used dozens of other tape measures, and usually the very best tape on a job site is the one you can find fastest.
Jim Felt
Completely agree. But, regardless, it’s always fun to follow these threads. There’s always something to learn. Or unlearn too.
Marc S
The funny part? Some marketing person took home $300K/year to think of that. And a whole bunch more are going to take home $300K/year just to copy the first person. Soon, another $300k/year person will come along and realise the population understands that standout is a ridiculous notion, play the honesty card, start calling it reach, again, and imply all of the other companies are lying to us and that we should not trust them. The truly funny part? We all just paid more for our tape measures because of it.