agad 232 eso signature survey.final report
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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
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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
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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.
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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.
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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.
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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
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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
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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.
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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.
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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
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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
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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
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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
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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.
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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;
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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.
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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.
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VII. Appendix
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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
answered question 154
skipped question 2
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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
answered question 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
answered question 156
skipped question 0
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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
answered question 154
skipped question 2
6. Do you read Signature magazine?
Response
Percent
Response
Count
Yes 85.3% 133
No 14.7% 23
answered question 156
skipped question 0
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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
answered question 131
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
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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
Other (please specify)
14
answered question 133
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10. Is there any content you would like to see in Signature magazine that was not included
in Questions 9?
Response
Count
74
answered question 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
answered question 59
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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
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13. What do you think about the look and feel of Signature magazine?
Response
Count
115
answered question 115
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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
Other (please specify)
25
answered question 109
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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
Other (please specify)
5
answered question 145
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16. If you do not read Signature magazine, please tell us why.
Response
Count
25
answered question 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
answered question 49
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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
answered question 129
skipped question 27