Prepared for the Iowa State University Alumni Association in July 2003 by Pirro Research, Des Moines, Iowa.
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Overall Positive Response (top)
The major finding from this research is that there is a strong positive response to VISIONS magazine from these participants.
- Respondents clearly like and enjoy VISIONS overall and compare it very favorably to other magazines.
- They perceive many specific aspects of VISIONS to be outstanding and attractive. Most notably:
- The photography
- The design, layout, artwork, typography
- The quality of the writing and choice of subjects
- The length of articles and amount of information presented
- They have very positive reading behaviors/habits toward VISIONS.
- Three-fourths always read it.
- Nearly half read most of each issue.
- Nearly half always read specific sections.
- Nearly one-fourth save it or portions of it.
- Over one-third have clipped an article or photo.
- They depend on and trust VISIONS as a source of information.
- Nearly all regard it as one of their "main" sources of information about ISU.
- Over half regard it as a "very important" source, compared to other sources.
- Nearly three-fourths regard its coverage as "fair and unbiased."
- They benefit from VISIONS emotionally.
- Roughly two-thirds say it makes them "proud" to be an ISU graduate.
- Roughly two-thirds say it keeps them "connected" to the university.
- Nearly half say that it "improves their opinion" of ISU.
- Over half say it is an important reason why they are members of the ISU Alumni Association.
- They are satisfied with VISIONS' current configuration and schedule.
- Nearly 90 percent rate the production schedule and size/number of pages as "just about right."
- Roughly three-fourths are not interested in an expanded advertising section.
Summary of Findings: Introduction (top)
Two groups of respondents were invited to participate in this survey. All members of both groups were recipients of the Iowa State University Alumni Association magazine, VISIONS. However, members of one group responded to an online survey while members of the other group responded to a mail-in survey.
The data from both samples was collected and tabulated separately to determine whether there were any significant differences between the two groups. After determining that there were virtually no significant differences, most of the data from both groups was merged for presentation in this report.
Summary of Findings: Reading Behavior (top)
- 75 percent say they ALWAYS read VISIONS magazine.
- Another 22 percent say they OCCASIONALLY read it.
- 44 percent say they read just the PORTIONS that interest them.
- 44 percent say that they read MOST of it.
- 10 percent say that they read ALL of it.
- 46 percent say that they are the only person in the household who reads VISIONS.
- 41 percent say they and ONE OTHER person read it.
- 70 percent say that they DISCARD/RECYCLE VISIONS when they are finished with it.
- 11 percent say they SAVE it; another 10 percent say that they CLIP AND SAVE PORTIONS.
- 8 percent PASS IT ON.
Respondents were asked to select from a list of things they might possibly do with VISIONS. Most of those possibilities did not prove to be very popular.
- Only two activities (discussing a VISIONS article and visiting the ISU Alumni Association Web site) had a frequency of slightly more than 50 percent.
- It is interesting to note that nearly twice as many online respondents (64 percent) say that they have visited the ISU Alumni Association Web site, compared to mail-in respondents (36 percent).
- Slightly more than one-third say that they have clipped an article or photo from VISIONS.
- Two activities (pursuing more information on a subject based on an article they read in VISIONS and purchasing anything advertised in VISIONS) had a frequency of 19 percent.
- 15 percent say they have gone to a Web link located within or at the end of a story in VISIONS.
- Three times as many online respondents (21 percent) say they have gone to a Web site, compared to mail-in respondents (7 percent).
- 5 percent or less say that they have ever renewed their membership because of VISIONS or something they read in VISIONS...or...read VISIONS online...or...sent a letter to the editor of VISIONS.
Summary of Findings: Sources of Information about Iowa State University (top)
- At 86 percent, VISIONS is by far the most frequently selected "main source" of news about Iowa State University.
- Newspapers (53%) and the ISU News Flash electronic newsletter (51%) were also significant main sources of information.
- 76 percent of online respondents select the ISU News Flash, compared to only 20 percent of mail-in respondents.
- Television, Iowa State University Web sites, and word of mouth each represent a main source of information to approximately one-third of the sample.
- 42 percent of online respondents selected the ISU Web sites, compared to only 19 percent of mail-in respondents.
- The Iowa Stater, ISU Foundation mailings, and radio each represent an important source of information to slightly less than one-fourth of the sample.
- 19 percent selected the ISU Alumni Association Web site as an important source.
- 11 percent listed other sources of information about Iowa State University. In rank order, they include:
- Department Newsletters
- Newspapers (Daily)
- Online Web sites
- Family
- Visits to Ames/Campus
- First-hand Experiences (worker or student)
- A strong 51 percent of all respondents said that VISIONS is a VERY IMPORTANT source of information about Iowa State University, compared to other sources.
- Another 42 percent said that it was a SOMEWHAT IMPORTANT source compared to others.
Summary of Findings: Attitudes and Feelings Toward VISIONS and its Contents (top)
Respondents were asked to rate a series of VISIONS attributes.
- Many of the physical attributes on the list received a strongly positive rating of VERY GOOD or EXCELLENT.
- The PHOTOGRAPHY is by far the most highly regarded attribute, with a rating of EXCELLENT from 56 percent of the sample.
- OVERALL DESIGN, ARTWORK, & ILLUSTRATIONS, and TYPOGRAPHY/READABILITY each received an EXCELLENT rating from roughly one-third of the sample.
- By contrast, 50 percent rate the USEFULNESS AND RELEVANCE as only AVERAGE.
- The EDUCATIONAL VALUE (39 percent), CHOICE OF SUBJECT (28 percent), TIMELINESS (26 percent), and EASE OF LOCATING FEATURES AND DEPARTMENTS (22 percent) also receive relatively strong AVERAGE ratings.
Respondents were also asked to express their level of agreement with various statements about VISIONS. Several statements evoke quite positive reactions.
- A strong 72 percent AGREE that VISIONS' coverage is FAIR AND BALANCED.
- 65 percent AGREE that VISIONS makes them PROUD to be an Iowa State graduate.
- 63 percent AGREE that VISIONS keeps them connected to Iowa State University.
- 60 percent DISAGREE that VISIONS is JUST ANOTHER MAGAZINE asking for money/dues.
However,
- 36 percent AGREE that VISIONS should cover MORE INFO FROM THEIR COLLEGE.
- 31 percent AGREE that VISIONS is JUST ONE IN A SERIES of publications that they do not have time to read.
- While 56 percent said that reading VISIONS does NOT CHANGE their opinion of Iowa State University, a strong 42 percent said that their opinion was IMPROVED.
- While 57 percent said that VISIONS is ONE OF MANY reasons why they are members of the Iowa State University Alumni Association, over one-third (39 percent) said that VISIONS has LITTLE TO DO WITH why they are a member.
And, finally, in an overall rating of VISIONS magazine compared to all other magazines read, 27 percent of the sample rated in EXCELLENT and 61 percent rated it GOOD.
Summary of Findings: Magazine Schedule and Configuration (top)
- Most (85 percent) feel that the production schedule is JUST ABOUT RIGHT.
- Most (90 percent) feel that the size of the magazine is JUST ABOUT RIGHT.
- Most respondents are not in favor of an expanded advertising section.
- Only 26 percent would like to see expanded national ads
- Only 23 percent would like to see classified ads
- Only 13 percent would like to see local ads
Summary of Findings: Sections Generally Read (top)
No single part of the magazine stands out as being "always read," but most of the sections are read at least sometimes.
- Every one of the 13 sections surveyed received a SOMETIMES READ frequency of at least 31 percent (annual report) and up to 57 percent (profiles of alumni).
- Several sections are significant for being ALWAYS read.
- Around Campus (44 percent ALWAYS)
- Features (42 percent ALWAYS)
- Sports (40 percent ALWAYS)
- Letters to the Editor (33 percent ALWAYS)
- Calendar of Events (32 percent ALWAYS)
- Several segments also emerge as significant for being SELDOM or NEVER read.
- Board of Directors Update (42 percent SELDOM; 11 percent NEVER)
- Annual Report (39 percent SELDOM; 15 percent NEVER)Giving/ISU Foundation (37 percent SELDOM; 10 percent NEVER)
- Career Insights (28 percent SELDOM)
- ISUAA President's Letter (27 percent SELDOM)
Summary of Findings: Level of Interest in Topics for Future Coverage in VISIONS (top)
A wide range of tastes and levels of interest are reflected in the results of this part of the survey.
- Findings show that a significant portion of respondents are INTERESTED in a large number of these topics.
- 12 of the 16 topics achieved an INTERESTED frequency of 35 percent-56 percent.
- There are also quite a few topics that respondents are only SOMEWHAT INTERESTED in reading about.
- Nine of the 16 topics achieved a SOMEWHAT INTERESTED frequency of 31 percent-41 percent.
- Several topics do emerge as something that a significant portion of respondents would be VERY INTERESTED in reading in future issues of VISIONS.
- University history, traditions, and nostalgia (41 percent VERY)
- Class Notes (27 percent VERY)
- New buildings on campus (26 percent VERY)
- Science and Technology (26 percent VERY)
- Research (23 percent VERY)
- News and Activities of academic colleges (20 percent VERY)
- Four topics emerge as something that a significant portion of respondents would NOT be INTERESTED in reading.
- Poetry (48 percent NOT)
- Fiction (39 percent NOT)
- Politics (37 percent NOT)
- Review of books by faculty and alumni (27 percent NOT)
Summary of Findings: Additional Topics of Interest (top)
22 percent of the sample made additional comments about other topics that they would be interested in reading in VISIONS. In rank order, the topics include:
- Alumni news/profiles/accomplishments
- Student life/achievements/Greek system
- Faculty news
- Department news
- Inventions/patents/research
- ISU employees/business departments
- Historical Information/Traditions
- Campus/Buildings
- Sports
- The Arts/Culture
- Ames Community
- Travel
- Trends/the future
- Comparisons with other universities
- Current Events/News
- News from around the state
Summary of Findings: Most Enjoyed Aspects of VISIONS (top)
47 percent of the sample made comments regarding what they enjoy most about VISIONS. In rank order, they include:
- Photography
- Attractive/Beautiful format, layout & design
- High Quality
- Well-Written
- Easy to Read
- Good Presentation
- Upbeat/Positive
- History/Nostalgia
- Staying Connected
- Informed/Informative
- Updated
- In touch
- Interesting/enjoyable/warm
- Alumni news/profiles
- Accomplishments/successes
- Faculty
- ISU news and information
- Current events
- What's new
- Sports
- News of Specific Departments
- Research and technology news
- Variety
- Everything
- Additional Content
- Feature articles
- Letters to the editor
- Human interest
- Editor's column
Demographics of Sample (top)
This survey achieved a reasonable distribution for all demographic criteria collected.
- There were 399 total respondents in the study.
- 55 percent were online respondents; 45 percent were mail-in respondents.
- 55 percent were male; 39 percent were female. (6 percent declined to answer)
- 1 percent was under 25; 9 percent were 25-34; 25 percent were age 35-49; 36 percent were age 50-64; 28 percent were age 65+
- 84 percent confirm a bachelor's degree; 89 percent received it from ISU
- 34 percent confirm a master's degree; 67 percent received it from an institution other than ISU
- 13 percent confirm a doctoral degree; 55 percent received it from ISU
- A wide and diverse range of degree years and majors are represented.
- 39 states, the District of Columbia, and one foreign country are represented
- 37 percent were from Iowa
What do you think? (top)
E-mail your comments about this survey or about the magazine to the VISIONS editor.
