Most of you really like us. Some of you don’t. A very few of you (2 percent) ignore us, but hardly anyone outright hates us. That’s the gist of the reader survey many of you recently participated in. Either way, we’re listening. And the most striking point of the survey was that you do indeed read us.
We haven’t done a reader survey in quite a while, not because we’re not interested, but because they’re expensive. There comes a time, however, when an editor needs something a little more systematic, even more than your informal comments and letters, in gauging his readership. Fortunately, that time coincided with the offer of a free survey. Well, free in the sense that the Council for Advancement and Support of Education covered the costs, but we’re dues-paying members. They offered it to member magazines for comparative purposes. So readers of every participating magazine got the same questions.
The survey was conducted by Qualtrics, Inc., an industry leader in online surveys, using a random sample of 25 percent of our readership.
So, a brief synopsis:
Sixty-three percent of you read every issue, while another 24 percent read most issues.
Sixty-six percent read most or all of each issue, and 80 percent of you keep it around for a month or more.
As far as what you like to read about in the realm of academics and intellectual life, you are most interested in faculty research. You’re not particularly interested in stories about curriculum or individual classes, but you are interested in student research and academic experience.
Regarding alumni life and activities, you are much more interested in the professions of fellow alums than you are in their personal lives or in individual profiles.
You are very interested in institutional history and traditions, as well as campus facilities and growth.
Thirty-nine percent of you believe the magazine covers the institution accurately and objectively, while 37 percent believe we spin things a little but are generally accurate and objective. One percent of you do not find us an objective source.
When it comes to general interest topics, you are most interested in science, technology, and engineering. You’re quite interested in issues facing the local community, but even more interested in issues facing higher education.
But percentages aside, you were quite voluble with your written comments:
“Even though I live far away (in Tennessee) and rarely get to the state of Washington, it keeps me connected to the University and makes me glad to be a consistent donor.”
“It keeps me connected to the school.”
“Reminds me how I am connected to the University and the State …”
Get the drift? Of course I’m picking these comments out because of the theme, but that theme was constant, and that’s what excites us most about your response. Back to the numbers, 57 percent agree and 30 percent strongly agree that WSM “strengthens my personal connection to the institution.”
That’s what we aim at, and we’re glad it’s working.
Thank you.
Background
As Washington State Magazine finishes its tenth year of publication, the need to assess reader expectations and responses grows increasingly important for both the university and the magazine. The magazine had not conducted a reader survey since 2003. Budget concerns restricted the options for conducting a traditional survey, so the CASE survey allowed an assessment of readers through an online format.
Methodology
The survey was conducted by Qualtrics, Inc., an industry leader in online surveys, using a random sample of 25% of the magazine readership. The survey was free for the magazine and WSU, with costs covered by CASE for all member institutions’ alumni and research magazines. The survey consisted of a standard set of questions developed by CASE for the purposes of cross-comparison and benchmarking among the publications. This also allowed Washington State Magazine to compare its results to similar institutions and magazines. After enough surveys were completed and results tallied, the error rate was +/-3%.
Questions and Results
How do you generally acquire information about your school?
How often do you typically read Washington State Magazine?
How much of each magazine do you read?
How long do you typically keep an issue of the magazine?
How much total time do you typically spend with an issue of Washington State Magazine?
Would you prefer to read your Washington State Magazine…
What is your interest in topics of:
Academics and Intellectual Life
Campus Life
Alumni Life and Activities
Institutional Affairs
General-interest
Rate the quality of Washington State Magazine
Agreement with this statement: “Washington State Magazine strengthens my personal connection to the institution.”
Ways in which Washington State Magazine strengthens connection to the institution
Ways in which Washington State Magazine fails to strengthen connection to the institution
Actions taken as a result of reading Washington State Magazine
Degree you consider Washington State Magazine to be a credible source of information about the institution
Survey Results
How do you generally acquire information about your school?
| All information |
Most information |
Some information |
No information |
No opinion |
|
| Magazine | 5.67% | 32.71% | 57.73% | 3.40% | 0.49% |
| E-mails from the institution | 3.51% | 28.74% | 61.57% | 5.60% | 0.58% |
| Website | 1.68% | 18.11% | 59.66% | 16.25% | 4.30% |
| Other institutional publications | 0.42% | 3.68% | 38.32% | 44.95% | 12.63% |
| Local or national media | 1.54% | 10.84% | 61.80% | 21.21% | 4.61% |
| Word of mouth / other alumni | 1.42% | 12.84% | 59.40% | 21.53% | 4.82% |
| Other | 1.87% | 9.74% | 14.98% | 25.09% | 48.31% |
Comparison to similar publications [1]
| All information |
Most information |
Some information |
No information |
No opinion |
|
| Magazine | 5.77% | 33.25% | 56.97% | 3.47% | 0.54% |
| E-mails from the institution | 4.22% | 28.38% | 59.88% | 6.53% | 1.00% |
| Website | 3.14% | 20.13% | 57.06% | 15.94% | 3.72% |
| Other institutional publications | 0.68% | 5.06% | 41.66% | 41.13% | 11.46% |
| Local or national media | 1.46% | 12.82% | 62.15% | 18.81% | 4.77% |
| Word of mouth / other alumni | 1.35% | 12.31% | 59.53% | 22.03% | 4.79% |
| Other | 1.62% | 8.00% | 12.85% | 24.53% | 53.01% |
How often do you typically read Washington State Magazine?
| Answer | No. of Responses | % |
| Every issue | 806 | 63% |
| Most issues | 313 | 24% |
| Occasional issues | 142 | 11% |
| Never read an issue | 27 | 2% |
Comparison to similar publications [1]
| Answer | % |
| Every issue | 59.51% |
| Most issues | 25.93% |
| Occasional issues | 12.21% |
| Never read an issue | 2.35% |
How much of each magazine do you read?
| Answer | No. of Responses | % |
| None of it | 29 | 2% |
| Some of it | 413 | 32% |
| Most of it | 601 | 47% |
| All of it | 248 | 19% |
Comparison to similar publications [1]
| Answer | % |
| None of it | 8.69% |
| Some of it | 35.30% |
| Most of it | 42.56% |
| All of it | 13.45% |
How long do you typically keep an issue of the magazine?
| Answer | No. of Responses | % |
| More than one month | 564 | 44% |
| Up to one month | 459 | 36% |
| Up to one week | 190 | 15% |
| Discard immediately | 67 | 5% |
Comparison to similar publications [1]
| Answer | % |
| More than one month | 39.37% |
| Up to one month | 35.26% |
| Up to one week | 20.06% |
| Discard immediately | 5.31% |
How much total time do you typically spend with an issue of Washington State Magazine?
| Answer | No. of Responses | % |
| 60 minutes or more | 367 | 29% |
| 30 to 59 minutes | 519 | 40% |
| 10 to 29 minutes | 295 | 23% |
| 1 to 9 minutes | 80 | 6% |
| Do not read it | 23 | 2% |
Comparison to similar publications [1]
| Answer | % |
| 60 minutes or more | 18.53% |
| 30 to 59 minutes | 44.24% |
| 10 to 29 minutes | 29.42% |
| 1 to 9 minutes | 5.86% |
| Do not read it | 1.96% |
Would you prefer to read your Washington State Magazine…
| Answer | No. of Responses | % |
| In print | 980 | 77% |
| Online | 93 | 7% |
| Both | 199 | 16% |
Comparison to similar publications [1]
| Answer | % |
| In print | 71.19% |
| Online | 10.09% |
| Both | 18.72% |
The number of topics that Washington State Magazine can focus on is almost unlimited. Please rate your interest in knowing about the following subjects:
Academics and Intellectual Life
| Topic | Very Interested |
Interested | Somewhat Interested |
Not Interested |
No Opinion |
| Stories about individual courses |
8.30% | 30.65% | 44.37% | 15.58% | 1.10% |
| Curriculum | 7.92% | 27.94% | 45.23% | 17.72% | 1.19% |
| Faculty research | 21.27% | 44.81% | 27.85% | 5.15% | 0.93% |
| Student research/academic experiences |
17.14% | 45.90% | 30.60% | 5.52% | 0.84% |
| Faculty publications | 5.51% | 27.63% | 46.69% | 18.31% | 1.86% |
| Faculty awards and achievements |
7.23% | 28.93% | 45.58% | 16.57% | 1.68% |
| Faculty selection promotion retirements |
5.91% | 21.54% | 47.30% | 23.48% | 1.77% |
| Individual faculty profiles | 7.43% | 33.33% | 45.15% | 12.74% | 1.35% |
| Topic | Very Interested |
Interested | Somewhat Interested |
Not Interested |
No Opinion |
| Cultural events and performances |
16.05% | 42.23% | 31.50% | 9.88% | 0.34% |
| Athletics | 32.89% | 35.74% | 19.30% | 11.41% | 0.67% |
| Visiting speakers | 11.18% | 38.15% | 36.89% | 13.11% | 0.67% |
| Campus controversies | 18.18% | 40.66% | 31.65% | 8.59% | 0.93% |
| Student achievements | 15.24% | 44.30% | 33.84% | 6.03% | 0.59% |
| Student community service | 10.77% | 34.26% | 39.39% | 14.48% | 1.09% |
| Student issues and opinions | 11.24% | 37.62% | 37.87% | 12.34% | 0.93% |
| Extracurricular life and activities |
10.62% | 33.31% | 38.87% | 16.10% | 1.10% |
| Individual student profiles | 9.78% | 31.87% | 38.03% | 19.14% | 1.18% |
| Topic | Very Interested |
Interested | Somewhat Interested |
Not Interested |
No Opinion |
| Alumni chapter activities/ regional programming |
17.82% | 37.23% | 31.43% | 12.52% | 1.01% |
| Alumni volunteers for the institution |
9.77% | 32.71% | 39.34% | 16.65% | 1.53% |
| Alumni in their professions | 22.91% | 43.23% | 26.51% | 6.61% | 0.75% |
| Alumni in their personal lives | 13.32% | 34.57% | 33.81% | 16.86% | 1.43% |
| Individual alumni profiles | 15.26% | 37.05% | 35.29% | 11.57% | 0.84% |
| Class notes | 23.33% | 30.77% | 27.81% | 15.89% | 2.20% |
| Obituaries | 20.54% | 32.24% | 31.31% | 14.31% | 1.60% |
| Topic | Very Interested |
Interested | Somewhat Interested |
Not Interested |
No Opinion |
| Admissions policies and results | 8.70% | 30.57% | 41.55% | 17.65% | 1.52% |
| Campus facilities and growth | 20.07% | 46.85% | 27.20% | 5.04% | 0.84% |
| The institution’s financial status | 16.18% | 38.50% | 35.55% | 8.76% | 1.01% |
| Fund-raising efforts | 10.52% | 31.99% | 41.50% | 14.56% | 1.43% |
| Staff selection promotion or retirements |
5.84% | 22.93% | 48.82% | 20.81% | 1.61% |
| Commencement convocations or ceremonies |
4.47% | 20.93% | 48.52% | 24.05% | 2.03% |
| Institutional history and traditions |
28.80% | 46.85% | 19.48% | 4.28% | 0.59% |
| Strategic planning | 12.75% | 36.57% | 36.06% | 13.26% | 1.35% |
| Stories about donors | 9.60% | 30.58% | 40.02% | 18.79% | 1.01% |
| Message from the president | 16.27% | 38.28% | 33.56% | 10.88% | 1.01% |
| The institution’s financial status | 14.36% | 35.45% | 38.81% | 9.96% | 1.42% |
| Topic | Very Interested |
Interested | Somewhat Interested |
Not Interested |
No Opinion |
| Issues facing the local community |
14.13% | 39.78% | 34.06% | 11.02% | 1.01% |
| Issues facing higher education |
21.61% | 41.97% | 29.35% | 6.31% | 0.76% |
| Arts and culture | 16.95% | 35.42% | 33.98% | 12.54% | 1.10% |
| Health and health care | 14.48% | 37.12% | 35.27% | 12.12% | 1.01% |
| Business and industry | 15.11% | 44.81% | 31.22% | 7.93% | 0.93% |
| Science, technology and engineering |
26.26% | 44.97% | 22.32% | 5.54% | 0.92% |
| Environmental issues | 21.95% | 38.35% | 28.34% | 10.68% | 0.67% |
| Religion/faith-based issues | 7.50% | 20.99% | 34.82% | 34.74% | 1.94% |
| Letters to the editor | 10.02% | 30.98% | 42.76% | 15.40% | 0.84% |
| Global/international issues | 16.03% | 35.29% | 36.15% | 11.59% | 0.94% |
Please rate the quality of Washington State Magazine on the following:
| Area | Excellent | Good | Average | Poor | Very Poor | No Opinion |
| Content | 36.10% | 48.78% | 12.34% | 0.92% | 0.17% | 1.68% |
| Cover | 56.26% | 35.43% | 6.21% | 0.67% | 0.08% | 1.34% |
| Ease of reading | 40.15% | 45.18% | 11.48% | 1.17% | 0.34% | 1.68% |
| Layout and design | 41.23% | 44.58% | 11.08% | 1.01% | 0.25% | 1.85% |
| Photography | 60.25% | 32.52% | 5.13% | 0.59% | 0.08% | 1.43% |
| Writing | 38.22% | 46.46% | 12.46% | 0.76% | 0.08% | 2.02% |
Comparison to similar publications [1]
| Area | Excellent | Good | Average | Poor | Very Poor | No Opinion |
| Content | 26.48% | 55.56% | 14.18% | 0.64% | 0.27% | 2.87% |
| Cover | 43.58% | 43.87% | 8.84% | 0.66% | 0.12% | 2.94% |
| Ease of reading | 37.05% | 49.10% | 10.59% | 0.57% | 0.10% | 2.59% |
| Layout and design | 33.11% | 49.99% | 12.91% | 0.89% | 0.06% | 3.05% |
| Photography | 44.53% | 43.18% | 9.04% | 0.49% | 0.04% | 2.71% |
| Writing | 27.92% | 54.31% | 13.93% | 0.56% | 0.15% | 3.13% |
Please indicate your agreement with this statement: “Washington State Magazine strengthens my personal connection to the institution.”
| Answer | No. of Responses | % |
| Strongly agree | 352 | 30% |
| Agree | 664 | 57% |
| Disagree | 66 | 6% |
| Strongly disagree | 17 | 1% |
| No opinion | 56 | 5% |
Comparison to similar publications [1]
| Answer | % |
| Strongly agree | 27.44% |
| Agree | 60.09% |
| Disagree | 5.01% |
| Strongly disagree | 1.27% |
| No opinion | 6.18% |
Please indicate all the ways in which Washington State Magazine strengthens your connection to the institution. (check all that apply)
| Answer | No. of Responses | % |
| Serves as a source of continuing education | 438 | 45% |
| Helps me to feel more in touch with my graduating class | 281 | 29% |
| Encourages me to volunteer my time to the institution | 128 | 13% |
| Provides useful career and networking information | 210 | 21% |
| Reminds me of my experience at the institution | 838 | 85% |
| Encourages me to support the institution financially | 501 | 51% |
| Other: | 86 | 9% |
Comparison to similar publications [1]
| Answer | % |
| Serves as a source of continuing education | 59.21% |
| Helps me to feel more in touch with my graduating class | 33.06% |
| Encourages me to volunteer my time to the institution | 10.01% |
| Provides useful career and networking information | 33.64% |
| Reminds me of my experience at the institution | 62.41% |
| Encourages me to support the institution financially | 34.05% |
| Other: | 7.80% |
Please indicate all of the ways in which Washington State Magazine fails to strengthen your connection to the institution: (check all that apply)
| Answer | No. of Responses | % |
| The magazine does not address topics of interest to me | 44 | 56% |
| The magazine does not reflect my experience of the institution | 39 | 49% |
| The magazine is not an objective source of information about the institution |
20 | 25% |
| The magazine is primarily a fund-raising tool | 37 | 47% |
| Other | 14 | 18% |
Comparison to similar publications [1]
| Answer | % |
| The magazine does not address topics of interest to me | 31.10% |
| The magazine does not reflect my experience of the institution | 41.43% |
| The magazine is not an objective source of information about the institution |
19.37% |
| The magazine is primarily a fund-raising tool | 32.96% |
| Other | 20.67% |
What actions have you taken as a result of reading Washington State Magazine? (check all that apply)
| Answer | No. of Responses | % |
| Attended an event | 378 | 32% |
| Contacted a classmate or friend | 226 | 19% |
| Submitted a class note | 77 | 7% |
| Discussed or forwarded an article or issue | 520 | 44% |
| Saved an article or issue | 551 | 47% |
| Visited the magazine’s or institution’s website | 365 | 31% |
| Written a letter or e-mail to the editor or institution | 40 | 3% |
| Made a donation to the institution | 424 | 36% |
| No action taken | 199 | 17% |
| Other | 43 | 4% |
| Volunteered for an activity | 62 | 5% |
| Recommended the institution to a potential student or family member |
445 | 38% |
Comparison to similar publications [1]
| Answer | % |
| Attended an event | 34.69% |
| Contacted a classmate or friend | 20.38% |
| Submitted a class note | 7.30% |
| Discussed or forwarded an article or issue | 40.99% |
| Saved an article or issue | 44.72% |
| Visited the magazine’s or institution’s website | 30.40% |
| Written a letter or e-mail to the editor or institution | 3.63% |
| Made a donation to the institution | 31.34% |
| No action taken | 17.07% |
| Other | 2.35% |
| Volunteered for an activity | 5.18% |
| Recommended the institution to a potential student or family member |
35.97% |
To what degree do you consider Washington State Magazine to be a credible source of information about the institution?
| Answer | No. of Responses | % |
| Consistently portrays the institution accurately and objectively | 458 | 39% |
| Contains some “spin” but is generally accurate and objective | 428 | 37% |
| Usually portrays the institution only in a positive light | 141 | 12% |
| Is not a good source of objective information | 16 | 1% |
| No opinion | 126 | 11% |
Comparison to similar publications [1]
| Answer | % |
| Consistently portrays the institution accurately and objectively | 29.55% |
| Contains some “spin” but is generally accurate and objective | 41.72% |
| Usually portrays the institution only in a positive light | 16.50% |
| Is not a good source of objective information | 2.49% |
| No opinion | 9.74% |
[1]Compared to seven publications with circulation of 100,000 or more at doctoral-level public institutions.