Starting Point                                                 Page 6


What You Think of Us


We take seriously our role as a membership magazine, so it’s only proper that we formally assess how we are meeting the needs and interests of superintendents. Many of you recently completed a 30-question online survey, which serves as the basis of a just-completed readership study handled by Readex Research, an independent firm in Stillwater, Minn.

The limited space of this column precludes me from giving you a full rundown (the study covers your assessment of School Administrator as well as AASA’s electronic newsletters, social media and website). I’ve written a more detailed overview of the findings on the magazine’s web page (www.aasa.org/SchoolAdministrator.aspx).

For me, the most gratifying findings emerged in the comparisons between School Administrator and the 29 other association magazines that Readex has studied during the past two years. Here are a few:

Readership frequency: 63 percent of our readers said they had read four of the last four issues compared to 55 percent of readers, on average, of the other publications.

Thoroughness of readership: 68 percent of our readers indicated they read half or more of a typical issue, compared with 42 percent of the other association magazines examined.

Time spent: 46 percent of School Administrator readers said they spent an hour or more reading the most recent issue compared to an average of 28 percent of readers of the other publications.

Pass-along readership: 55 percent of our readers indicated they share their copy with at least one other person compared to 50 percent of the other magazines studied.

An important measure of any published work by a professional association is its utility. More than three-fourths of those surveyed said they had discussed a School Administrator article with a colleague, and more than two-thirds said they saved an issue for future reference and clipped or copied articles of interest.

With so many mainstream publications moving from print to online in recent years, we naturally wondered about your current preferences and likely preferences down the line. The print format prevailed on all related questions, with 81 percent saying they would like to continue to read the magazine in print, a figure that did not vary much by age group.

I have more to say about these findings and others that Readex Research disaggregated by length of membership, age and size of school district in my online memo to readers.

Jay P. Goldman, Editor
Voice: 703-875-0745
E-mail: jgoldman@aasa.org


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