Surveying readers is one of the most vital activities of any magazine publisher. Results of a well-conducted survey can tell you what editorial subjects will interest your readers and help convince advertisers that your magazine is the right choice for them.

Elements of an Effective Survey

1. A sample size large enough to be representative of all readers and allow for cross-tabulations of data

2. An easy-to-understand questionnaire, calling for multiple-choice responses

3. Survey timing planned to take advantage of the best response rates for your industry

What Survey Results Will Provide

1. An indication of readership interest, based on the percentage of replies received

2. General trends of your readership. For example, do your readers prefer financial articles to industry news? Do picture stories score better than straight text?

3. Answers to marketing questions, such as demographic data

4. Competitor analyses - how are you doing in comparison?

5. Who is reading your magazine? Classifying readers can help you to direct efforts to the right audience.

For more information about this topic, read our special report: Readership Survey.