The Results Are In!

By Beth Erickson, Wedding Planner Magazine Editor, La Crosse, Wis.The 2014 Wedding Planner Magazine Reader Survey distributed via Survey Monkey in early March received a 16 percent response rate within a week. Although the results are not scientific, they do give a good indication of our readers’ thoughts and feelings toward the publication—their preferences, likes, dislikes, and ideas for improvement.Overall, the comments were positive. Cites one reader: “I use 
the magazine as inspiration, a teaching tool, and for building and refining my business practices. It is enjoyable and I read it cover-to-cover, highlighting and bending corners of pages and articles I want to return to. It fires me up, rejuvenates me when I am feeling dry in my business, and keeps me going!” Here are the results:• In comparison to magazines with similar content, readers rated 
Wedding Planner Magazine as good or excellent (83%).• Most readers have been around as long as we have. 53% have 
subscribed to the magazine for more than three years; 33% for 1-2 years, and 12% for less than one year.• Most readers, 68%, spend 16-45 minutes with the magazine; 24% spend 46 minutes to more than one hour; and only 9% spend less than 15 minutes.• Of our readers, the majority of 53% read the publication cover-to-cover, with 45% skimming the magazine for relevant articles.• The pass along value of Wedding Planner Magazine is significant with 42% sharing the magazine with one to three people, 7% sharing with four to six people, and 4% sharing it with seven plus people.• While most products have an expiration date, most readers haven’t found it yet for Wedding Planner Magazine. Fully 45% of readers keep copies indefinitely; 16% keep copies for more than one year; 20% for four to 12 months; and 19% for one to three months.• Wedding Planner Magazine readers use the information within the magazine for business strategies/ideas (87%); creative ideas (78%);  and enjoyment (59%).• Readers feel the overall design of the magazine is good (51%) or 
excellent (38%).• Favorite departments that readers “very much enjoy; read every issue” include: Industry Best Practices (78%); Real Weddings (75%);  and ABC Meetings & News (55%).• Favorite columns that readers “very much enjoy; read every issue” include: Ask the Experts (69%); Business Basics (66%); and ABC Member Insight (50%). ••Reader Profile—statistics compiled based on the top responses.The average reader of Wedding Planner Magazine:Is a wedding planner (90%).Has been in the industry 11+ years (37%); 1-5 years (34%); 6-10 years (29%).Is 30-39 years old (30%); 40-49 (26%); 50-59 (25%).Resides in the United States (93%).Nays & YaysIn the survey, we asked readers to comment on what they liked most about Wedding Planner Magazine and what they liked least. Often, the two coincide. What one reader likes about the magazine, another might not. Still, a great deal of useful information and insight was gained from the feedback. Here are some of the positives and negatives that reflected reader survey comments as a whole.Nays•    Layout: Some felt there was too much white space, others too little. Other comments: “We have been driven to a culture of graphics and color, while the text is important to the article, not enough graphics support the text.” “Layout is not very sophisticated.” “The ads sometimes clash a bit design-wise.” “The font, color and size makes it difficult to read, and I have really good eyes.”•    Audience: Some readers felt the content was targeted too much to the novice planner and others felt it was angled to the seasoned veterans.•    Content: Some felt the international, catering, destination wedding, ABC News, and Master Bridal Consultant™ information was not relevant to their business.•    Frequency: “I wish it came more often.”•    Size: “Magazine is too small/low number of pages.”•    Contributors: “There seems to be the same contributors.”•    Focus: “Too wedding planner focused.”Yays•    Layout: “Attractive format.” “Full color, rich in content.” “Not a lot of advertising (yay!).” “Beautiful, full color photos.” “Slick paper and colored photos. Feels professional.”•    Audience: “It is for industry planners and pros.”•    Content: Readers liked that it was quick and easy to read and that articles feature new trends and ideas written by “ABC planners.” Favorite content included ABC News, creative ideas, Real Weddings, Ask the Experts, Industry Best Practices, Master Bridal Consultants™, destination weddings, color trends, design.•    Contributors: “I like how industry professionals have a vessel to give advice, receive advice, and showcase their talents among their peers.”•    Focus: “Gives me a feel for what is happening in other parts of the country.” “I like that it has relevance to the business side of things.”