Transcript State Magazine Survey

State Magazine Survey
ACI 2008
Nashville, TN
Respondents to Survey
►38
Respondents
►37
States Represented
 West Virginia - 2 magazines
►33
Magazines mailed to a
subscriber list
Mailing List Database & Billing
► 33
Publications
 16 Handle In House
 17 Contract Services Out
Free or Paid?
► 23
Paid Subscribers
►
3
Distributed Free
►
7
Split Between Paid and Free
Number of Subscribers
3 Less than 5,000
► 1 5,000 to Less than 10,000
► 3 10,000 to Less than 20,000
► 7 20,000 to Less than 30,000
► 10 30,000 to Less than 50,000
► 2 50,000 to Less than 75,000
► 4 75,000 to Less than 100,000
► 3 More than 100,000
►
Publication Schedule
►
5
Quarterly
►
2
Five Times a Year
► 17
►
9
Six Times a Year
Twelve Times a Year
Multi Year Option?
► 30
Yes
3
No
►
Price for 1 year
►
►
►
►
►
►
►
3
1
3
8
8
8
2
Not Applicable/Free
$5 or Less
$6 to $7.99
$8 to $9.99
$10 to $11.99
$12 to $15
More than $15
Contain Advertising?
►
9
► 24
Yes
No
Advertising
► Of
the 9 publications that have ads
 5 Sell in house
 4 Contract with outside company to sell
ABC Audited?
►2
Yes
►7
No
► Audit
Bureau of Circulations verifies and reports
circulation data for print media
► Sometimes
required by advertisers
Does Advertising Help?
►6
Keeps down production costs
►4
Keeps down cost to subscriber
►3
Does not help much to offset costs
In-House Vs. Freelance
► 17
►
►
►
►
7
4
2
3
Most articles/photos produced
in-house with some paid freelance
50-50 ratio
Almost all articles/photos
freelance
All articles/photos in-house
Freelance work used, but not paid
Articles Readers Enjoy Most
► 51%
► 49%
► 37%
► 31%
► 29%
► 26%
► 17%
► 11%
Freshwater Fishing
Big Game Hunting
Conservation Issues
Photo Essays
Nongame Wildlife
Parks/Recreation Areas
Small Game Hunting
Birding
Who Do We Consider
to Be Our Audience?
► 25
People who enjoy the outdoors
►
5
Primarily hunters & anglers
►
3
General Public
Magazine Staffing
► 19
Staff have other responsibilities
► 10
Some staff full-time,
some part-time
►
4 All staff devoted full-time
to magazine
Magazine Budget
1
► 7
► 11
► 7
► 4
► 1
► 2
►
Includes Printing, Mailing,
Marketing and Fulfillment
$50,000 or Less
$51,000 -100,000
$100,000 – 299,000
$300,000 - $499,000
$500,000 - $750,000
$800,000
$2 Million
Calendar
► 12
►
Produced and distributed as part
of subscription
9 Produced and sold separately
► 17
Do not produce calendar
Comments
► Iowa




Used focus groups to survey potential readers
Revamped accordingly
Changed name to Iowa Outdoors
Subscription numbers are increasing with very
positive feedback
Comments
► Online
Magazines
 Alaska
 Utah
► Newspaper
Insert
 New Mexico