As promised, Michigan Today wishes to report to readers the results of the survey conducted this spring by the U-M Survey Research Center. But first we want to thank all who participated so generously and cooperatively. Your criticisms, comments and opinions will help us improve the publication and increase our percentage of regular and supportive readers.
A representative sample of our approximately 300,000 readers was polled in two groups-516 alumni and a second, non-alumni sample of 147 local, state and national elected and non-elected officials, certain individuals in the media, non-alumni donors to the University and individuals who have asked to receive our publication.
The survey's key results were as follows:
OVERALL READERSHIP
How Often Do You Read
Michigan Today?
Alumni
48% of alumni respondents reported that they read "some of the issues,"
26% read "most of the issues,"
14% "read all of the issues."
TOTAL: 88% of recipients read
Michigan Today.
Non-Alumni
27% reported that they read "some of the issues,"
34% read "most of the issues,"
33% "read all of the issues."
TOTAL: 94% reported that they read MT.
How Much of Each Issue Do You Read?
Alumni
62% read "some of each issue" and
23% read "most of each issue."
TOTAL: 85% read some or most of
each issue.
Non-Alumni
46% read "some of each issue" and
43% read "most of each issue."
TOTAL: 89% read some or most of
each issue.
Most alumni respondents (67%) were the only individuals in the household who read Michigan Today while 30% reported one other person who also read the publication. Almost one-half of non-alumni respondents (49%) were the only individuals in the household that read Michigan Today while 39% reported that one other person also read the publication.
SATISFACTION WITH CONTENT AND FORMAT
More than three-fourths of alumni respondents reported being very or somewhat interested in regular feature articles focusing on the arts, music, and humanities; health and medicine; and information science and technology. More than three-fourths of non-alumni respondents likewise reported being "very interested" or "somewhat interested" in these topics as well as social and behavioral sciences.
Alumni and non-alumni respondents were satisfied with graphic design. Most alumni respondents were very or somewhat satisfied with design and appearance (88%), quality of photography (86%), ease of finding stories (85%), and writing style (87%). Likewise, most non-alumni were very or somewhat satisfied with design and appearance (93%), quality of photography (92%), ease of finding stories (91%), and writing style (93%).
Most alumni respondents (82%) and non-alumni respondents (85%) found the length of feature stories “just about right.” Most alumni respondents (89%) and non-alumni respondents (88%) found the type size “just about right.”
Most alumni (74%) and non-alumni (77%) reported that “20 pages is about right” for publication length. Most alumni (74%) and most non-alumni (69%) reported that “four times [a year] is about right” for publication distribution. More than one-fourth (27%) of non-alumni felt that Michigan Today should be distributed more than four times per year.
Respondents were asked about their feelings concerning the format change of reduced page size but added pages. Sixteen percent of alumni and 24% of non-alumni found the change more appealing. Over one-half (53%) of alumni and 32% of non-alumni had not noticed the change.
READER’S INTERESTS
Readers were very or somewhat interested in the following types of stories:
Arts/music/humanities:
| Alumni 79%, Non-alumni 86% |
Business/economics:
| Alumni 71%, Non-alumni 85% |
Health/medicine:
| Alumni 81%,
Non-alumni 90% |
Information science/technology:
| Alumni 77%, Non-alumni 79% |
Law and public policy:
| Alumni 59%, Non-alumni 72% |
Science and engineering:
| Alumni 64%, Non-alumni 66% |
Social and behavioral sciences:
| Alumni 66%, Non-alumni 81% |
Interest in Online Availability:
We asked respondents which type of distribution-printed copy, Internet copy, or both-they would be most interested in if Michigan Today were available on-line (Michigan Today was put online after the survey was begun). Fifty-nine percent of alumni preferred hard copy only, 21.5% preferred availability online only, and 19% were interested in access to both versions. The respective figures for non-alumni were 73% print only, 8% online only, 19% both versions.
GENERAL SUPPORT FOR THE PUBLICATION
Most alumni (60%) and non-alumni (86%) reported a generally favorable overall impression of Michigan Today; 38% of alumni respondents and 14% of non-alumni reported feeling neutral about the publication.
Respondents were queried about their willingness to become annual voluntary subscriber/donors to help support the rising costs of distributing Michigan Today. More than one-fourth (27%) of alumni reported that they would be very likely to give $5; in turn, 34% of non-alumni respondents reported that they would be very likely to give $5. Fourteen percent of alumni and 20% of non-alumni said they would be somewhat likely to donate $5. More than a third of those willing to donate $5 also were willing to make higher donations.
. . . Fall 1996
