Arizona Highways magazine : tracking shifts in reader habits.
Advanced Search
Select up to three search categories and corresponding keywords using the fields to the right. Refer to the Help section for more detailed instructions.

Search our Collections & Repository

All these words:

For very narrow results

This exact word or phrase:

When looking for a specific result

Any of these words:

Best used for discovery & interchangable words

None of these words:

Recommended to be used in conjunction with other fields

Language:

Dates

Publication Date Range:

to

Document Data

Title:

Document Type:

Library

Collection:

Series:

People

Author:

Help
Clear All

Add terms to the query box

Query box

Help
Clear All
i

Arizona Highways magazine : tracking shifts in reader habits.

Filetype[PDF-5.97 MB]


Select the Download button to view the document
This document is over 5mb in size and cannot be previewed
  • English

  • Details:

    • Alternative Title:
      Arizona Highways : tracking shifts in reader habits.
    • Corporate Contributors:
    • Publication/ Report Number:
    • Resource Type:
    • Geographical Coverage:
    • Abstract:
      The primary mission of Arizona Highways magazine (AHM) is to promote travel and tourism in Arizona. The magazine has conducted a subscriber survey approximately every five years since the early 1990s, with the last survey conducted in 2009. However, no longitudinal analysis of survey data has ever been conducted to identify trends over time. This study has provided information regarding the reading habits of AHM subscribers, their interest in AHM editorial content, and their opinions regarding their subscriber experience. Findings from the study also provided insights into AHM customer loyalty, engagement, and purchasing behaviors; the perceived value of subscribership and trust in the AHM brand as a credible source for travel information; reader likelihood of recommending AHM to others; and the influence of AHM on tourism. Finally, this study also provided information obtained from former AHM subscribers, including their primary reasons for nonrenewal and suggestions regarding benefits or offers that would encourage them to reconsider subscribing. Recommendations were developed to assist AHM in adjusting its scope and focus to respond to changing reader expectations and preferences, particularly those in the 25–54 age group, and to support ongoing improvement in AHM’s marketing and promotion activities and customer service processes. The recommendations are presented within a suggested implementation plan consisting of short‐, mid‐, and long‐term actions. The research findings can be used by AHM to inform development of subscriber acquisition and retention strategies and to ensure that business planning, editorial, and marketing strategies align with reader expectations of AHM regarding the inherent trust and credibility of its brand.
    • Format:
    • Main Document Checksum:
    • File Type:

    Supporting Files

    • No Additional Files

    More +

    You May Also Like

    Checkout today's featured content at rosap.ntl.bts.gov

    Version 3.18