Reader surveys

Investment in stakeholder magazines is growing and so are the expectations associated with them. New generation reader surveys measure the effectiveness of the magazine as an opinion-former and its value to readers, as well as providing information on which direction the concept should be developed in. We take feedback seriously and use it.

Reader surveys can help to determine
- Whether the magazine is reaching its target audience,
- How people read the magazine (read value and number of readers),
- How the magazine affects the publisher’s reputation or brand,
- Whether the concept is working (role, appearance and readability of the magazine),
- How much significance do other means that the enterprise uses to contact its target audience have.

Usually, feedback received from readers in connection with reader surveys is mostly positive and even obsequious. The results are useless unless they can be interpreted shrewdly and attention drawn to challenges. To provide a point of comparison, we pool data from Finland’s most extensive database of reader surveys conducted on customer, stakeholder and personnel magazines. The most commonly used tools in reader surveys are questionnaires, telephone interviews and thematic interviews.