Ned Browning
Print Media Leader
Office of Agricultural Communications, Mississippi State University

Background

Mississippi State University's 9,000 circulation quarterly research magazine MAFES Research Highlights has evolved from a tabloid newspaper to a four-color publication within the past three years. During the past seven years, the publication has moved from a monthly distribution to bimonthly to its current quarterly schedule. Administrators, editors, and designers were interested in audience perceptions of the change, and in reader interests for future editions.

Method

A magazine insert survey in the Fall æ97 issue drew 810 responses. Due to space limitations and in the interest of taking a minimum of readers' time, the questionnaire was designed to fit a postage-paid card. The instrument with instructions was wrapped around the publication so that readers saw it before perusing the magazine.
Seven questions were included along with space for name and address, and mailing list change options. Questions were as follows:

***************************************************************** *****
*Which term best describes you: Farmer Agribusinessman Educator Elected official Researcher Extension agent Other government employee Other ________________

*Articles are . . . too technical . . . just right . . . not technical enough

*I prefer articles about ______________________________________________

*I prefer Highlights as a 4-color magazine . . . yes no
(The format changed from a ta! ! bloid newspaper to four-color magazine in 1996.)

*I prefer to receive Highlights . . . monthly . . . bimonthly . . . quarterly

*I receive this type of publication from other states . . . yes no
... If yes, how does Highlights compare?
better about the same not as good
**********************************************************************
Open-ended questions were coded after survey returns were complete. Judgment was used to combine like responses when they were limited. About a quarter of the respondents took time to write comments.
Time and budget limitations negated any follow-up to improve response rate. This is viewed as a formative market study. Future surveys can be refined, building on these findings.

Results

Demographics
More than one-third of the respondents were agricultural producers (figure 1). Agribusinesses formed the second most numerous group. Educators and researchers each accounted for about ten percent of respondents. Extension agents, government employees and media representatives comprised another tenth of the group. Retirees were the fifth largest set of respondents, reflecting their probable ability to devote attention to both the magazine and the survey.

Mississippians accounted for 58 percent of questionnaires returned (figure 2). The response pattern radiated from the state with the four contiguous states having the next highest numbers of respondents (Alabama, 5.4 percent; Louisiana, 4.6 percent; Arkansas, 3.4 percent; Tennessee, 2.4 percent). Other southern states, Florida, Georgia, North Carolina, Texas, and Missouri, combined to provide 8.4 percent of responses. The remaining 18 percent of respondents came from 19 states, the District of Co! ! lumbia, and 3 other countries.


Findings
Analysis was based on two demographic factors: 1)Mississippi (non)residence; and, 2)profession. Four opinion measures were cross-tabulated with the demographics: 1)assessment of the technical level of articles; 2)publication format preferences; 3)the Mississippi magazine compared to others received by respondents; and, 4)desired frequency of publication. Since this was a self-selected, non-random survey, non-parametric statistics were employed.

Articles' technical levels. There was no significant difference (chi sq =2.636, p<.05) in assessment of the level of technical complexity between Mississippi readers and those from beyond the state (table 1). Response was overwhelmingly in favor of "just right" (575 versus 9 saying "too technical" and 16 saying "not technical enough"). By profession, there was a significant difference (chi sq =16.232, p<.05) among respondents (tabl! ! e 2). Agribusinesses, educators and researchers tended towards assessing the magazine as not being technical enough. The remainder of the respondents maintained an evenly balanced opinion of "just right" technical complexity.

Table 1. Opinion about technical level by place of residence
Residence Too technical Just right Not tech enough Total
Non-Mississippians 1 177 6 184
Mississippians 8 398 10 416
Total 9 575 16 600


Table 2. Opinion about technical level by profession
Profession Too technical Just right Not tech enough Total
Farmer 7 223 9 239
Agribusiness 0 87 7 94
Educator 0 83 3 86
Researcher 1 75 3 79
Extension Agent ! ! 1 32 1 34
Other Govt. 0 39 0 39
Media 0 12 0 12
Retired 1 50 0 51
Other 0 52 2 54
Total 10 653 25 688


Format preferences. No significant difference (chi sq =.662, p<.05) was found in format preferences between non-Mississippians and in-state readers (table 3). Although all professional classes of respondents favored the four-color magazine format over a tabloid newspaper (non-significant difference, chi sq =8.475, p<.05) farmers, agribusinesses, educators and extension agents expressed a less strong preference (table 4). An interesting note, reinforcing oft-heard comments, is that researchers tend to more strongly favor the four-color presentation of research re! ! sults.

Table 3. Magazine format preferred by place of residence
No Yes Total
Non-Mississippians 32 167 199
Mississippians 61 386 447
Total 93 553 646


Table 4. Magazine format preferred by profession
Profession No Yes Total
Farmer 42 218 260
Agribusiness 15 88 103
Educator 14 77 91
Researcher 8 76 84
Extension Agent 6 27 33
Other Govt. 4 39 43
Media 1 12 13
Retired 4 48 52
Other 4 54 58
Total 98 639 737


Highlights compared with like publications. Only 200 respondents were able to make comparisons of the Mississippi publication with other states' research periodicals. Two-thirds of those making assessments were non-Mississippians (table 5). Such a result makes intuitive sense since out-of-state readers likely have their own state's publications as their primary source of research! ! information. There was the barest significance of difference (chi sq =6.037, p<.05) between respondent groups' judgment of Highlights versus other publications. Mississippians tended to be more critical, but both groups nearly split 50-50 in labeling the magazine "better than" or "about the same as" comparable documents. There was no significant difference (chi sq =15.865, p<.05) among opinions of different professional categories (table 6). Researchers held the strongest opinions that the magazine rated "about the same." Farmers tended to see it as better than publications from other states.

Table 5. MAFES Research Highlights compared with like publications by place of residence
Residence Better Same Not as good Total
Non-Mississippians 69 69 1 139
Mississippians 30 27 4 61
Total 99 96 5 200


Table 6. MAFES Research Highlights compared with like ! ! publications by profession
Profession Better Same Not as good Total
Farmer 21 13 1 35
Agribusiness 15 12 2 29
Educator 22 23 1 46
Researcher 19 40 1 60
Extension Agent 11 7 0 18
Other Govt. 3 3 0 6
Media 2 3 0 5
Retired 7 6 0 13
Other 10 7 0 17
Total 110 114 5 229


Publication frequency. Opinion about publication frequency was bimodally distributed between "monthly" (36.7 percent) and "quarterly" (42.6 percent). Differences in opinion between Mississippians and out-of-state readers were significant (chi sq =14.279, p<.05) (table 7). In-state readers preferred more frequent publication than is currently scheduled. Others were satisfied with the quarterly schedule. Among the differe! ! nt professional groups the difference of opinions was barely significant (chi sq =26.618, p<.05) (table 8). Farmers and media preferred more frequent publication. Agribusinesses, extension agents and other government employees were almost evenly divided in opinion. Educators, researchers and retirees were more satisfied with the current schedule.


Table 7. Issue frequency preferences by place of residence
Residence Monthly Bimonthly Quarterly Total
Non-Mississippians 49 31 96 176
Mississippians 163 82 150 395
Total 212 113 246 571


Table 8. Issue frequency preferences by profession
Profession Monthly Bimonthly Quarterly Total
Farmer 106 44 83 233
Agribusiness 33 19 39 91
Educator 24 17 41 82
Researcher 16 26 36 ! ! 78
Extension Agent 10 15 11 26
Other Govt. 15 7 18 50
Media 6 1 3 10
Retired 15 10 25 50
Other 18 8 23 49
Total 243 137 279 659

Conclusions

Though it may seem a trite clich , a major result of this exercise is the need for further study. A self-selected, one-shot response card approach to data gathering does not provide valid information for strong administrative decisions. Our next study should be a random sample of subscribers with properly prescribed follow-up to ensure reliable response.
Despite the methodological drawbacks, some conclusions can be reached. The demographics of profession and place of residence of respondents intuits well to the expected characteristics of the magazine's intended audience. A more focused study can provide better audience data. Also, the strength of opinion of in-state readers as to the need for greater frequency of information indicates the need for a supplementary Mississippi-directed update publication.