Surveying readers is one of the most vital activities of any magazine publisher. Results of a well-conducted survey can tell you what editorial subjects will interest your readers and help convince advertisers that your magazine is the right choice for them.
Elements of an Effective Survey
1. A sample size large enough to be representative of all readers and allow for cross-tabulations of data
2. An easy-to-understand questionnaire, calling for multiple-choice responses
3. Survey
timing planned to take advantage of the best response
rates for your industry
What Survey Results Will Provide
1. An
indication of readership interest, based on the percentage
of replies received
2. General
trends of your readership. For example, do your
readers prefer financial articles to industry news? Do
picture
stories score better than straight text?
3. Answers to marketing questions, such as demographic data
4. Competitor analyses - how are you doing in comparison?
5. Who is reading your magazine? Classifying readers can help you to direct efforts to the right audience.
