AGAD 232 ESO Signature Survey.final Report

7/28/2019 AGAD 232 ESO Signature Survey.final Report

1/26

FINAL REPORT

Signature Magazine Reader Survey

March 3, 2013

Prepared For:

Edmonton Symphony Orchestra

&

Rosemary MalowanyAGAD 232 Advanced Audience & Resource Development

Prepared By:

Natalie ShykolukCatherine KuzikSue GoberdhanSarah Farnsworth


2/26

Final Report Shykoluk, Kuzik, Goberdhan, & FarnsworthESO Signature magazine survey AGAD 232 Advanced ARD

2

I. Executive Summary / Abstract

Signature magazine is the ESOs in-house concert program and is

published eight times per year. As part of its ongoing audience development

activities, the ESO retained a marketing research group to develop a survey

which would solicit feedback with respect to what readers think of Signature and

what, if anything could be done to improve the magazine.

A total of 1,000 individuals were selected from the ESOs Tessitura

database. This sample population included 300 people who have subscribed to

the ESO for three years or more, as well as 700 single ticket buyers. The survey

received 156 responses, translating into a 15.6% response rate. Although the

response rate was quite low, affecting the reliability of the data obtained, general

conclusions and recommendations can be made to the ESO regarding what

readers like and dislike about Signature magazine.

This report will focus in detail on the key themes discovered through

analysis of responses to the surveys qualitative and quantitative questions. It

was found that the majority of respondents had strong feelings about the look

and feel ofSignature, most notably with respect to their desire to streamline the

magazines layout to improve readability, reduce or eliminate the use of inserts,

and reconfigure advertisements so that articles are easier to follow. Surprisingly,

respondents were overwhelmingly positive in their opinion of the magazines

advertisements. It may be beneficial for the ESO to feature more advertisements

that tell a story or engage the reader, such as those by Sherbrooke Liquor Store.

More in-depth articles about the history of the ESO, instruments and individuals

in the orchestra, and local artists involved with the ESO were popular themes

among survey participants. Participants also want to know how the ESO is

involved in the community. This information would help readers to feel moreconnected to the ESO and give them another reason to support this wonderful

Edmonton organization. None of the survey participants were aware that

Signature is available in digital format on the ESOs website. By advertising the

online version of the magazine, the ESO could increase the magazines

readership and possibly future attendance as more people in the community


3/26


3

become informed about performances and the ESOs community engagement

strategies. Lastly, it would be beneficial for the ESO to include information about

how Signature is published. Alberta Venture publishes the magazine free of

charge through the substantial advertising revenue it receives. Many

respondents stated that, while they loved the expensive look and feel of

Signature, they were concerned about the cost borne by the ESO in publishing

such a beautiful magazine. Readers and ESO supporters may appreciate

knowing that publishing costs do not come out of the ESOs operating budget,

and therefore donation and grant revenue.

II. Synopsis

The Edmonton Symphony Orchestras mission is to bring the highest quality

of live orchestral performance to the broadest possible spectrum of audiences.

Over the past 60 years, the ESO has become one of Canada's foremost

orchestral ensembles and has a wide-ranging repertoire. The Edmonton

Symphony Society officially established the Edmonton Symphony Orchestra in

1952. However, the ESO has been in existence in various forms since the early

1900s when Edmonton was incorporated as a city. William Eddins has been the

ESOs Musical Director for eight years, or since the 2005 2006 season.

The ESO attracts talented musicians from all over the world and the

diversity of its orchestra complements the diversity of the ESOs performances.

For example, a season of ESO performances ranges from classical masterworks

to pops and childrens concerts. The Symphony Under the Sky festival held at

Hawrelak Park is one of the ESOs most popular performance series and is

eagerly anticipated and well-attended by Edmontonians each summer.

Generous donations from Edmontonians help the ESO realize its artistic

vision: to provide audiences with brilliant pieces of exquisite music in an

unforgettable atmosphere. In fact, donations provide approximately 25% of the

ESOs annual operating budget. There are many ways people can donate,

including monthly and planned giving, as well as donating securities and shares.


4/26


4

The ESO also receives funding from various levels of government, other non-

profit organizations, and private foundations. Businesses and corporations in

Edmonton support the ESO through series and program sponsorships, as well as

through donations.

The Edmonton Symphony Orchestra publishes its in-house concert

program, Signature magazine, eight times per year. Currently, the magazine

features short to mid-length articles that are both informative and appeal to a

wide range of readers. Because the magazine is published free of charge by

Alberta Venture solely through advertising revenue, readers can only access

Signature at the Winspear and through the ESOs RSS feed on its website. The

ESO has recognized that its magazine readership may have valuable feedbackthat could improve Signature, which would in turn strengthen the relationship

between the ESO and its audience.

III. Problem Identification

The Edmonton Symphony Orchestra would like to better understand how

its single ticket buyers and subscribers feel about Signature magazine. In order

to accomplish this task, the ESO retained a market research group to develop an

online survey which could be distributed to single ticket buyers and subscribers

via email. This survey would be designed to elicit information from respondents

such as how they feel about the magazine in general, what they would change,

and content they would like to add. The ESO would then use this valuable

feedback to improve Signature so that its content reflected the needs of its

audience and readership.

This is an excellent, cost-effective opportunity to develop a better

relationship between organization and audience. In fact, the ESO is prepared to

double the length of the magazine if warranted based on the survey responses.

Although the ESO does not pay anything out of its operating budget to produce

Signature, it retains complete editorial control and the final say on each

publication.


5/26


5

IV. Methodology

Survey Question Development

Survey questions were carefully constructed to elicit the most constructivefeedback without guiding the answers of respondents. Data was gathered from a

combination of qualitative and quantitative questions. The survey was

constructed using the ESOs online service Survey Monkey account. Survey

Monkey allows for some degree of control and functionality in the development of

question logic, efficient retrieval of data by question, and the ability to track

responses by individual respondent. Question logic was employed to avoid a

high concentration of unusable data.

The interface that Survey Monkey employs does not allow for automated

cross-referencing or mass collection of respondent-identified tabulation of data.

Further analysis of the data could potentially include cross-referencing of the

data, and may require the development of a database of response information in

order to achieve usable data for cross-referencing purposes. Due to the inclusion

of open-ended questions and the large number of potential respondents, it may

be beneficial to the ESO to upgrade its Survey Monkey account to Gold Feature

status. The Gold Feature enables users to analyze qualitative responses with

built-in coding software in Survey Monkey. Should the ESO elect to resend this

survey to generate more responses, the ability to automatically code qualitative

data would save the ESO time and money with respect to manual versus

computerized data analysis.

Sample Population

Edmonton Symphony Orchestra staff drew the sample population from the

ESOs Tessitura Network database. The total database consists of approximately

9,000 individual subscribers and 14,000 single ticket buyers. Although there was

a large potential population from which to generate data, the scope this project,

time constraints, and limited human resources required that the sample

population be reduced to a more manageable figure.


6/26


6

Filters were employed to create the sample population from the larger

Tessitura database, while ensuring the highest probability of usable data.

Potential respondents had to meet the following criteria in order to be included in

the survey sample:

Must reside in Alberta

Must have an email address

Subscriber (> 3 years) OR single ticket buyer within the last 12

months

Any age

Any income level

These criteria generated a pool of 4,085 subscribers and 14,000 single ticketbuyers. From this pool, the ESO was able to randomly select 300 subscribers

and 700 single ticket buyers for a total sample population of 1,000 individuals

who met the respondent criteria using the randomization function in Tessitura.

The ESO distributed the survey link via email to the sample population of

300 subscribers on February 15th, while the 700 single ticket buyers received the

survey on February 19th. The survey was closed at midnight on February 23, by

which time 156 responses had been recorded. This resulted in a response rate of

15.6%, or 156/1,000.

One important caveat must be stated with regard to the selection of survey

respondents and administration of the survey. Due to the fact that only

individuals who provided email addresses to the ESO could participate in this

survey, the feedback from individuals who did not provide email addresses could

not be solicited. A large number of individuals who attend the ESO and

potentially read Signature magazine are over 65. This age group has been

shown to be interested in digital communication, but slower to adopt new

technologies and more selective in its online activities than adults under 65

(Olson et al., 2011:142). Therefore, this audience demographic may be

underrepresented in the sample population and therefore in the subsequent

survey analysis. Also, some individuals in other age categories may not have


7/26


7

wanted to provide their email addresses when subscribing or purchasing single

tickets. These individuals would also not be represented in the survey.

Consequently, this survey did not reach all potential respondents and is biased

towards respondents with email addresses in the ESOs Tessitura database.

Possible solutions to this problem will be presented in the Recommendations

section of this report.

V. Analysis, Findings, & Recommendations

Survey respondents relationship to the ESO

Survey respondents were asked to indicate their relationship to the ESO

with regard to what types of tickets they purchase and whether they donate to the

ESO. Of the 156 respondents, 75% (n = 117) identified themselves as either

subscribers or sample pass holders, while 31% (n = 49) purchased single tickets.

It is important to note that, because respondents could check all that applied for

this question, some sample pass holder respondents could also be single ticket

buyers (i.e., there could be some overlap where the same person falls into two

separate categories). Interestingly, 32% (n = 50) respondents indicated that they

donate to the ESO. Although the ESO already collects demographic data on its

donors, some donors who responded to this survey could be anonymous donors.

Also, because almost a third of survey respondents are donors, the responses to

survey Question 14 with respect to donor recognition should be considered

carefully.

Which ESO series do readers of Signature magazine attend?

The ESOs Robbins Pops series was the most popular series among

survey respondents, with over 42% having purchased tickets to that series in the

last 12 months. It is important to note that respondents were able to make

multiple selections if they purchased tickets to more than one ESO series in the

past year. One third of respondents (n = 65) attended the Robbins Lighter

Classics, while approximately 25% purchased tickets to the Friday and Saturday


8/26


8

Masters series. The least attended series among respondents at 12% was the

Esso Symphony for Kids. A text field was available for respondents to fill in if they

chose Other in regard to ESO series they have attended in the last 12 months.

The most prevalent series attended was the annual Symphony Under the Sky

Festival.

It would be interesting to correlate the ages of respondents with the series

they attended and their feedback in regard to Signature magazine. This could

inform the types of advertising and articles that would of interest to certain

demographics for certain issues of the magazine during the year. A detailed

audience and resource development plan created in partnership with the ESO

could explore this issue.

Why dont people read Signature magazine?

Of the 156 survey respondents, 23 declared that they did not read

Signature magazine. Three themes emerged from the responses to Question 16

as to why people didnt read Signature magazine: 1) not aware of it, 2) not

interested in reading it, and 3) do not have time to read it. The majority of

respondents who were not aware of Signature either did not know the ESO

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

Friday

Masters

Saturday

Masters

Midweek

Classics

Robbins

Lighter

Classics

Robbins

Pops

Esso

Symphony

forKids

Sunday

Showcase

Notsure

/

Don't

remember

Which ESO series have you purchased tickets to in the last 12 months?Please check all that apply:

Figure 1 ESO series attended by survey participants in the past 12 months.


9/26


9

published this magazine or had never seen it at the Winspear when they

attended a performance. With regard to the second identified theme, these

respondents were not at all interested in reading Signature because they were

not sure there would be any interesting content in the magazine. In response to

these two themes, the ESO could undertake a more proactive approach to

marketing Signature magazine, or displaying it in in more prominent areas, such

as those with heavy traffic. The third most common response to Question 16 was

that respondents who didnt read Signature were too busy to read the magazine

at either the Winspear or at home. These time constraints were due to a variety

of reasons, such as busy with childcare and no time before or during the

performance. For those concertgoers with limited time and busy schedules, it

may be beneficial for the ESO to develop a smartphone application or QR code

that would download Signature directly to a mobile device. Then, people could

read the magazine at their leisure and on a device that they always carry with

them.

Signature Magazine Content Feedback

Participants were asked to rate their level of interest in Signature

magazines current content with respect to articles and features. Over 70% of

respondents were Very Interested in reading Feature Articles and about

Upcoming Events, while more than half of respondents indicated that they were

Very Interested in articles concerning Artistic and Leadership Team Profiles.

These results indicate that the majority of respondents want to continue to see

this type of content in future issues ofSignature.


10/26


10

Figure 2 Signature readers' feedback regarding magazine content

Approximately 50% of respondents were Somewhat Interested in the

Donor Listings and Patron Stories contained in the magazine. When survey

participants were asked how often they would like to read the Donor Listing

information, the majority thought that this information should be provided

quarterly in the magazine. This correlates with how often respondents said they

wanted to read about donor information. It was clear that readers know the

importance of recognizing donors, however, they were not interested in reading

about it in every issue. One respondent stated, I feel strongly that showing

gratitude never goes out of style. When analyzing feedback from other

qualitative questions in this survey, participants appear to want to read well-researched, in-depth stories. By having the Donor Listing appear quarterly, the

ESO could feature two or three articles which go into more detail about particular

donors and their involvement with the ESO.

Over 30% of survey respondents provided additional feedback about what

they liked and did not like about Signature magazine, as well as what content


11/26


11

they would like to see added. The feedback in general was overwhelmingly

positive, with the majority of respondents being enthusiastic about the

magazines content and overall appeal to ESO attendees. Six major themes and

two subthemes were identified from the survey responses.

1. Relevance and distribution of advertisements

2. Quality of current written content

3. Magazine format: hardcopy versus digital

4. Content that should be added

a. Information around ESO community involvement

b. Detailed information about individual orchestra members

5. Look and feel of the magazine

6. Reuse and production costs

The majority of respondents, somewhat surprisingly, responded positively

to questions regarding advertisements in Signature. They felt the advertisements

were attractive and appealed to their interests and needs. 81 of the 97

participants who responded that they were either Somewhat Interested or Very

Interested, followed by 12.6% (n = 16) who were Not Very Interested. No

respondents chose that they were not at all interested in the types of

advertisements. One could say that these results contradict our belief that the

majority of people cannot stand advertisements. It may be that ESO audiences

and Signature magazine readers understand that advertisements support the

ESOs operations and are a necessary method of raising revenue. One reader

did comment that it is often difficult to read about the performance one is

attending because the written content is spread over multiple pages due to

advertisements. This reader goes on to suggest that the advertisements be

grouped together; however, this would likely not be practical or strategic in termsof advertisement and marketing products to readers throughout the magazine.

Advertisements for Sherbrook Liquor were of particular interest to readers

and many remarked on the cross-marketing expertise of the ESO. However, a

number of respondents mentioned that they would like to see ESO support local

emerging artists through the provision of low-cost advertising opportunities. This


12/26


12

also ties into the theme about readers wanting to read more about how the ESO

is involved in and supports Edmontons arts and cultural community. Perhaps

organizations and businesses who advertise in Signature could address how

they contribute to or support the ESO, or the nature of their community

involvement.

Most respondents feel that the background information on performances,

artists, and special guests is what really makes Signature magazine worth

reading. Through these articles, the audience feels connected to the orchestra,

special guests, and the ESO itself. As one respondent stated, I am someone

who loves to learn the background behind what I will be listening tothat is what

is most important to me. Many other respondents echoed this opinion and

communicating the history and significance of the piece of music also appeared

to be a shared interest among respondents. A number of participants

commented that they enjoyed the program notes and guest performer

biographies. Articles about the ESOs trip to Carnegie hall were also in the

forefront of readers minds as being very memorable.

The format of Signature magazine was a popular topic among

respondents, with many wanting to know more about how they could access a

digital version of the magazine. Interestingly, most respondents were not aware

that Signature was available digitally and were excited about the prospect of

putting it on their tablets. There exists an opportunity for the ESO to promote the

digital Signature version to its audience through a mail-out or signage where the

magazine it distributed at the Winspear. One individual firmly stated that both

hardcopy and online versions of the magazine should be available and that they

would be very disappointed if the hardcopy version was discontinued. Other

respondents to the survey also agreed with this statement in responses to othersurvey questions. This may be related to the fact that many readers indicated

they keep copies ofSignature for many years, repeatedly referring back to them.

Another respondent felt that the hardcopy version could be shortened, with a

longer version of the magazine available online. One could hypothesize that this

individual may be equating magazine length with cost to the ESO. The ESO may


13/26


13

want to consider advertising that Alberta Venture publishes Signature magazine

so that readers are aware that the ESO does not divert part of its operating

budget to creating a costly magazine. Donors and granting bodies may also

appreciate this information because they would then know their donations

support ESO programming rather than marketing.

Quite a number of respondents shared ideas for content they would like to

see that is currently not included in Signature. This theme was broken down into

two subthemes based on the types of content respondents want included in the

magazine. The first relates to updates and detailed information about how the

ESO is involved in the community. Readers want to read about why the ESO is

integral to Edmonton and how it supports other similar organizations in the

community through partnerships, financial support, and/or in-kind donations.

One respondent described this as, link[ing] to other parts of the community

which are related or relevant to the ESO so that readers come to feel greater

ownership of the ESO. Perhaps community engagement could be a separate

feature in each issue. Also, respondents want more information about other

similar community organizations, perhaps through a community bulletin page as

a one-stop shop. Respondents appeared to want to see linkages between the

ESO and other organizations because of the similar work they do. This may not

be possible because the ESO has a brand to preserve. However, it may be

possible to showcase one or two like-minded organizations in each issue as a

way to foster partnerships and a sense of community.

The second subtheme around the inclusion of additional content is that

many respondents want to read about individual members of the orchestra, such

as their backgrounds and experiences with the ESO. One respondent provided

the following idea: I know sometimes the musicians retire and are replaced withnew faces. It would be of interest to hear of those stories. This subtheme could

be correlated with the majority of respondents appearing to want to feel a sense

of ownership and connectedness to multiple aspects of the ESO. If such content

were to be added, it may strengthen audience engagement and retention. There

was an expressed interest in having some more Question & Answer, trivia, and


14/26


14

the return of a calendar that was previously in Signature. Below are two

responses from survey participants which were particularly relevant to this topic:

I find articles about the musicians very interesting. As a newer patron it

helps me relate to the musicians as I watch the performances. This makes

ESO performance more intimate. I suppose for myself it creates a

connection.

Would be nice to feature musicians who actually play in the

symphony...[the magazine] only [has] the feature ones. Why not feature one

regular musician who plays and one special feature. Been going for years

and see the faces, but would like to know what they actually do. I know

John Taylor works at MacEwan University, WOW, would like to know more

about the others!

In general, respondents appreciated the look and feel of Signature

magazine in terms of page and overall layout, colour, texture, and size. Upon

analyzing the responses, there is a sense that some readers felt the magazine

was too elite for them, mainly because of the types of advertisements. There is a

fine balance between making a magazine appealing to all possible audience

demographics, and retaining lucrative advertising from businesses who already

either support the ESO or who can draw potential customers from the ESO

audience. One respondent noted, the content is good, but the layout of the

magazine is not focused on the reader, but on the artistic achievements of the

graphics editor. While another suggested that the ESO look at altering style at

some point as you attract the younger patrons with still maintaining the balance

of acknowledging the patrons that have continued to support the ESO for many

years. The main concern with respect to the look and feel ofSignature was thatthe magazine inserts were a distraction and nuisance. Respondents mentioned

that these inserts often fall on the floor and create a mess that does not fit with

the ambiance of the Winspear. Many would like inserts kept to a maximum so as

to minimize waste and distraction.


15/26


15

The last theme identified from respondents general comments about

Signature magazine relates to magazine reuse and production costs. Patrons

who read Signature often leave their copies at the Winspear after the

performance for future readers. They do this because they want make a positive

impact on the environment and cut down on what they perceive to be high

production costs associated with publishing the magazine. For example, one

Signature reader stated, In light of the cost that it must take to publish this,

trying to promote [recycling] amongst the patrons would be valuable. A few

respondents wanted to ensure that the copies they leave at the Winspear are

actually reused. Production costs appears to be a common theme throughout

responses to a number of open-ended questions in this survey. One respondent

was prepared to have the ESO reduce the number of annual Signature issues

from eight to six to save money. Again, it may be beneficial for the ESO to

educate its patrons about the actual costs associated with publishing Signature

so that patrons feel more comfortable asking for more content rather than be

willing to accept less.

Summary of Recommendations

Look and Feel

1. Streamline the magazines layout, reduce distracting text, and focus on

readability.

2. Discontinue or minimize the use of inserts in Signature.

Content

1. Have advertisements that tell a story or engage the reader in unique ways

(e.g., Sherbrooke Liquor Store advertisements).2. Inform readers that the publication ofSignature is fully financed through

advertising. Readers were not aware that Alberta Venture publishes

Signature without cost to the ESO.

3. Include more articles and/or information about:

i. ESO performers, especially individual orchestra members;


16/26


16

ii. history of ESO;

iii. instruments in ESO;

iv. community events, local artists, and ESO community engagement;

v. trivia/Question & Answer; and,

vi. donor profiles from past and present.

Exposure

1. Increase exposure online to the magazine.

2. Make access to the digital version ofSignature more prominent on the

Website.

3. Send an email to the entire ESO member database informing members of

the digital Signature magazine, where they can access it, and how they

can keep up to date with RSS feed.

4. Incorporate Signature into the ESOs social media; tweet when there is an

interesting story.

Improve Survey Validity

(These suggestions would increase the response rate and pool of potential

respondents if the survey were to be conducted again by a different marketing

group.)

1. Include a tear-away survey in one issue of Signature magazine.

Completed surveys could be mailed to the ESO or dropped off at the

Winspear after the performance. This method would reach potential

respondents who were not selected to participate in the original survey

because they lacked an email address.

2. Include the survey link in the digital version ofSignature magazine on the

ESOs website.

3. Feature the survey link on the ESOs website, Facebook page, and Twitter

feed.


17/26


17

VI. Literature Cited

Olson, K.E., OBrien, M.A., Rogers, W.A., & Charness, N. (2011).

Diffusion of technology: frequency of use for younger and older adults. Ageing

International36(1): 123-145.


18/26


18

VII. Appendix


19/261 of 8

ESO's Signature Magazine

1. Which age category best describes you?

Response

Percent

Response

Count

18 to 24 0.0% 0

25 to 34 11.0% 17

35 to 44 11.0% 17

45 to 54 16.9% 26

55 to 64 31.8% 49

65 and above 29.2% 45

Undisclosed 0.0% 0

answered question 154

skipped question 2

2. Please indicate your gender.

Response

Percent

Response

Count

Male 33.8% 52

Female 64.9% 100

Undisclosed 1.3% 2


skipped question 2


20/262 of 8

3. What is your postal code? This information will remain confidential and will be used to

better understand the demographics of our audience.

Response

Count

156


skipped question 0

4. What is your relationship with the ESO? Please check all that apply.

Response

Percent

Response

Count

I am a subscriber or sampler

pass holder75.0% 117

I am a single ticket buyer 31.4% 49

I am a donor 32.1% 50


skipped question 0


21/263 of 8

5. Which ESO series have you purchased tickets to in the last 12 months? Please check all

that apply:

Response

Percent

Response

Count

Friday Masters 22.7% 35

Saturday Masters 28.6% 44

Midweek Classics 14.9% 23

Robbins Lighter Classics 32.5% 50

Robbins Pops 42.2% 65

Esso Symphony for Kids 11.7% 18

Sunday Showcase 13.6% 21

Not sure / Don't remember 7.8% 12

Other (please specify)

24


skipped question 2

6. Do you read Signature magazine?

Response

Percent

Response

Count

Yes 85.3% 133

No 14.7% 23


skipped question 0


22/264 of 8

7. If you indicated that you read Signature magazine, how do you access the magazine?

Response

Percent

Response

Count

Hardcopy 100.0% 131

Online 0.0% 0


skipped question 25

8. When do you spend the most amount of time reading Signature magazine?

Response

Percent

Response

Count

Before the performance 69.7% 92

At intermission 8.3% 11

After the performance 2.3% 3

At home 19.7% 26


skipped question 24


23/265 of 8

9. Please rate your level of interest in the following content featured in Signature magazine.

Very

Interested

Somewhat

Interested

Not Very

Interested

Was Not

Aware of

Rating

Average

Rating

Count

Artistic and Leadership Team

Profiles57.6% (76) 40.2% (53) 2.3% (3) 0.0% (0) 1.45 132

Feature Articles 71.0% (93) 28.2% (37) 0.8% (1) 0.0% (0) 1.30 131

Upcoming Events/Other Concerts 70.7% (94) 29.3% (39) 0.0% (0) 0.0% (0) 1.29 133

Patron Stories 14.1% (18) 57.0% (73) 25.0% (32) 3.9% (5) 2.19 128

Donor Listings 17.8% (23) 45.7% (59) 34.1% (44) 2.3% (3) 2.21 129


14


skipped question 23

10. Is there any content you would like to see in Signature magazine that was not included

in Questions 9?

Response

Count

74


skipped question 82

11. Was there an article or segment that really captured your interest in this seasons

issues of Signature magazine? Please describe it and why it appealed to you.

Response

Count

59


skipped question 97


24/266 of 8

12. Signature advertisers provide revenue which helps keep Signature a high quality, free

magazine for ESO patrons. How do you feel about the types of advertisements featured in

Signature magazine relative to your interests?

Response

Percent

Response

Count

Very interested 25.2% 32

Somewhat interested 62.2% 79

Not very interested 12.6% 16

No interest at all 0.0% 0


skipped question 29

13. What do you think about the look and feel of Signature magazine?

Response

Count

115


skipped question 41


25/267 of 8

14. The ESO currently acknowledges all donors who give $100 or more to the ESO 3 times

annually in Signature magazine. As a reader, how often would you like to see donor

information in Signature magazine?

Response

Percent

Response

Count

Once per ESO season 34.9% 38

Quarterly (four times per season) 45.0% 49

Every issue 20.2% 22


25


skipped question 47

15. In what format do you prefer to read your other magazines/publications?

Response

Percent

Response

Count

Hardcopy 80.7% 117

Online Computer 12.4% 18

Online Mobile Device 6.9% 10


5


skipped question 11


26/26

16. If you do not read Signature magazine, please tell us why.

Response

Count

25


skipped question 131

17. Please use this space to share any additional comments you may have in relation to

Signature magazine. Your comments will be used to provide even better Signature

magazine content for our audience!

ResponseCount

49


skipped question 107

18. Enter to Win! (Optional) If you wish to be entered into the draw to win one of five (5)

prizes, with each prize consisting of 2 complimentary tickets to any ESO concert in the

2012/13 season (subject to availability), please enter the following information: Full Name

Phone Number Email address

Response

Count

129


skipped question 27

Documents

AGAD 232 ESO Signature Survey.final Report