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Insights from the 2008 ACI Magazine Survey: Trends and Audience Engagement

This report summarizes key findings from the 2008 ACI Magazine Survey conducted in Nashville, TN. The survey involved 38 respondents representing 37 states, focusing on various aspects of magazine publishing, including subscriber demographics, publication schedules, advertising practices, and audience engagement. Insights reveal that most publications are produced in-house, with various pricing strategies and advertising approaches impacting production costs. The survey highlights readers' interests in outdoor activities and conservation, reflecting a shift in content strategy among magazines.

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Insights from the 2008 ACI Magazine Survey: Trends and Audience Engagement

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  1. State Magazine Survey ACI 2008 Nashville, TN

  2. Respondents to Survey • 38 Respondents • 37 States Represented • West Virginia - 2 magazines • 33 Magazines mailed to a subscriber list

  3. Mailing List Database & Billing • 33 Publications • 16 Handle In House • 17 Contract Services Out

  4. Free or Paid? • 23Paid Subscribers • 3 Distributed Free • 7 Split Between Paid and Free

  5. 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

  6. Publication Schedule • 5 Quarterly • 2 Five Times a Year • 17 Six Times a Year • 9 Twelve Times a Year

  7. Multi Year Option? • 30 Yes • 3 No

  8. Price for 1 year • 3 Not Applicable/Free • 1 $5 or Less • 3 $6 to $7.99 • 8 $8 to $9.99 • 8 $10 to $11.99 • 8 $12 to $15 • 2 More than $15

  9. Contain Advertising? • 9 Yes • 24 No

  10. Advertising • Of the 9 publications that have ads • 5 Sell in house • 4 Contract with outside company to sell

  11. ABC Audited? • 2 Yes • 7 No • Audit Bureau of Circulations verifies and reports circulation data for print media • Sometimes required by advertisers

  12. Does Advertising Help? • 6 Keeps down production costs • 4 Keeps down cost to subscriber • 3 Does not help much to offset costs

  13. In-House Vs. Freelance • 17 Most articles/photos produced in-house with some paid freelance • 7 50-50 ratio • 4 Almost all articles/photos freelance • 2 All articles/photos in-house • 3 Freelance work used, but not paid

  14. Articles Readers Enjoy Most • 51% Freshwater Fishing • 49% Big Game Hunting • 37% Conservation Issues • 31% Photo Essays • 29% Nongame Wildlife • 26% Parks/Recreation Areas • 17% Small Game Hunting • 11% Birding

  15. Who Do We Considerto Be Our Audience? • 25 People who enjoy the outdoors • 5 Primarily hunters & anglers • 3 General Public

  16. Magazine Staffing • 19 Staff have other responsibilities • 10 Some staff full-time, some part-time • 4 All staff devoted full-time to magazine

  17. Magazine BudgetIncludes Printing, Mailing, Marketing and Fulfillment • 1 $50,000 or Less • 7 $51,000 -100,000 • 11 $100,000 – 299,000 • 7 $300,000 - $499,000 • 4 $500,000 - $750,000 • 1 $800,000 • 2 $2 Million

  18. Calendar • 12 Produced and distributed as part of subscription • 9 Produced and sold separately • 17 Do not produce calendar

  19. Comments • Iowa • Used focus groups to survey potential readers • Revamped accordingly • Changed name to Iowa Outdoors • Subscription numbers are increasing with very positive feedback

  20. Comments • Online Magazines • Alaska • Utah • Newspaper Insert • New Mexico

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