Digging into the results of our recent reader survey

I love hearing what readers think of the magazine. One of the best things about this job is that I get frequent feedback from folks about, well, just about anything we do. We get plenty of letters to the editor, of course. But I also receive just as many notes, e-mails, phone calls, and impromptu conversations in places like the local coffee shop, in which people are eager to share their opinion about a story we published, a cover choice, an unfortunate typo (!). Often these comments are complimentary, but they can also be critical, and while I’ll never tire of hearing how much someone likes the magazine, I can honestly say that I welcome and encourage dissenting opinions. Constructive criticism not only makes us better at what we do, but it also reminds us that we have an engaged and passionate readership. (Nothing screams I READ AND I CARE more than an angry letter,
not even a gushing e-mail.)

For some time now, I’ve wanted to conduct a reader survey that would give analytical credence (or rebuttal) to information we have already been receiving anecdotally, so last fall we worked with both our national professional organization and a research firm to conduct a 25-question survey that would query constituents— selected randomly—on their reading habits and their opinions of Middlebury Magazine. Enough people filled out the survey to give us an error rate of plus or minus 3 percent, and while we’re still analyzing the data, we couldn’t be much happier with what we’ve learned so far.

Among our findings:
*Ninety-five percent of you read every, or nearly every, issue of the magazine.
*Of those, 64 percent read all or most of the magazine, cover to cover.
*You keep it around: 84 percent hold on to an issue for a month or longer.
*Ninety-four percent of you want to receive the magazine in printed form. We were somewhat surprised to learn that 78 percent will only read the magazine in print, while 16 percent want both print and digital forms. We hope this “both” figure ticks up as you become more familiar with the robust multimedia offerings of our new digital magazine (found at www.middmag.com).

Among the things you’re interested in: campus controversies (79 percent); issues facing higher education (73 percent); admissions policies (71 percent); student issues (70 percent); alumni profiles (69 percent); international issues (69 percent); the academic experience (68 percent); and, of course, class notes (85 percent!). What are you least interested in? Religion (34 percent) is one; donor stories (28 percent) are another.

And while I’m thrilled by the high marks you’ve given us for content (89 percent give a thumbs-up), cover choices (90 percent), writing (89 percent), and design (87 percent), what might be most heartening is the fact that 94 percent of you believe the magazine strengthens your connection to the College. You lead full and busy lives, most of you far from these hills, so it’s nice to know that when we arrive in your homes, your thoughts—be they happy or angry—turn to Middlebury and its place in the world. I look forward to when I hear from you again.