Collecting Feedback from Magazine Subscribers

Many state fish and wildlife agencies produce (or help produce) magazines and other publications that promote the state’s fish and wildlife species, outdoor recreation opportunities, and conservation stories of note. Often these publications help to increase awareness of and support for the agencies, particularly among non-hunters and non-anglers. Responsive Management has substantial experience surveying both subscribers and nonsubscribers of these publications to learn what they know about the publication, the topics in which they are most interested, and their likelihood of subscribing or supporting the publication in the future. Our recent experience in this area includes the following studies (please note that Responsive Management’s subscriber studies for state agencies contain confidential proprietary information and are available only to the client agency):

Current and Lapsed Subscribers’ Perceptions of and Opinions on Arizona Wildlife Views: This study was conducted for the Arizona Game and Fish Department to explore current and lapsed subscribers reasons for reading the magazine, specific topics of interest to readers, the extent to which readers connect the publication to the Department (i.e., whether they realize the magazine is produced by Arizona’s state fish and wildlife agency), and ways to generate more subscriptions to Arizona Wildlife Views. The study entailed a scientific telephone survey of current and lapsed subscribers of Arizona Wildlife Views.
Subscribers’ and Nonsubscribers’ Perceptions of and Opinions on Wyoming Wildlife Magazine: This study was conducted for the Wyoming Game and Fish Department to determine the opinions of subscribers and nonsubscribers to Wyoming Wildlife magazine, their overall familiarity with it, the features that they like and dislike, and their likelihood to subscribe to it. The study entailed two scientific quantitative telephone surveys, one of magazine subscribers and the second of the general population of Wyoming to obtain data from nonsubscribers. The nonsubscriber survey also included a supplemental sampling of licensed hunters and anglers who did not subscribe to the magazine. A third qualitative survey, essentially a comment forum, was also conducted to allow subscribers and the general public to comment on the magazine.
Pennsylvania Game News Subscriber and Licensed Hunter Non-Subscriber Survey: Responsive Management completed a telephone survey of Pennsylvania Game News subscribers and Pennsylvania licensed hunters who do not subscribe to the magazine to assess their opinions on the format, design, and content of the magazine.
Outdoor Times Publication on Freshwater Fishing: This project was completed for the Florida Fish and Wildlife Conservation Commission and included a telephone survey of Outdoor Times readers to assess their perceptions of the publication, their fishing participation, their license purchasing behavior, the publication’s impact on their freshwater fishing behavior, and their rating of the publication.

In other studies, Responsive Management has collected feedback on magazines and publications produced by nonprofit organizations (please note that Responsive Management’s studies for nonprofit organizations contain confidential proprietary information and are available only to the client organization):

Ducks Unlimited Conservation Marketing Initiative and Mailing Effectiveness Study: This study determined the feasibility of positioning Ducks Unlimited as a conservation organization and the implications of doing so. The study considered benefits and impacts in various target markets and evaluated the effectiveness of a DU Conservation Marketing Initiative campaign.
Public Awareness of, Attitudes Toward, and Propensity to Become a Member of Ducks Unlimited in the United States: Responsive Management conducted a nationwide telephone survey and focus groups to assist Ducks Unlimited in better understanding public awareness of, attitudes toward, and propensity to become a member of Ducks Unlimited in the United States.
Ducks Unlimited Ex-Member Survey: For this project, Responsive Management conducted a telephone survey of Ducks Unlimited ex-members to assess satisfaction and dissatisfaction with DU and reasons for not renewing their memberships.
Dallas Safari Club Members’ and Exhibitors’ Opinions on Club Activities: This study was conducted for the Dallas Safari Club to determine opinions of Club members and Convention exhibitors on various aspects of the DSC, its mission, and the Convention. The study entailed two multi-modal surveys: the first of Club members, and the second of Convention exhibitors.
SCI Member Survey: Opinions on Current Status and Future Direction of SCI: This study was determined international members’ opinions on and attitudes toward SCI, their membership in the organization, and various hunting issues. The study entailed a multi-modal survey of international members administered in multiple languages.
SCI Ex-Member Survey: Research to Assist in Retention/Recruitment Efforts: This study involved a telephone survey of ex-members to determine their prior reasons for joining, their awareness of SCI membership benefits, and their participation in SCI events; and explore their reasons for not renewing membership and likelihood of renewal in the future.
Awareness of, Attitudes Toward, and Propensity to Join SCI: This nationwide telephone survey and focus groups of SCI members, ex-members, and non-members was conducted to assess their awareness of, attitudes toward, and propensity to join SCI.
Awareness of, Attitudes Toward, and Propensity to Become a Member of the Rocky Mountain Elk Foundation: Research was conducted with RMEF volunteers, current members, ex-members, and sportsmen to better understand their likelihood to become or continue to be a member, reasons for desertion, and factors that would influence their decision to join or renew RMEF membership.
Rocky Mountain Elk Foundation Marketing Follow-up Study: This study updated the findings of the previous membership study to identify notable changes in behaviors and attitudes. The research involved RMEF members’, ex-members’, and non-member perceptions of the RMEF, their likelihood to become or continue to be members, and reasons for nonrenewal.
Public Awareness of, Attitudes Toward, and Propensity to Become a Member of the Izaak Walton League of America: This project entailed a nationwide telephone survey, focus groups, and personal interviews to assess awareness of, attitudes toward, and propensity to become a member of the Izaak Walton League of America.
Izaak Walton League Members’ Attitudes Toward League Activities and Other Forms of Engagement: This study was conducted for the Izaak Walton League of America to explore chapter members’ attitudes toward the IWLA and their engagement in the organization, namely through volunteerism and participation in IWLA activities and their use of IWLA properties.
Izaak Walton League Member-at-Large Direct Mail Marketing Study: This study was conducted for the Izaak Walton League to gauge awareness of and opinions on the League, attitudes toward conservation and environmental issues in general, and opinions on direct mail marketing material (envelope images, teaser text, and needs statements).