Description
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.
Details
Title
- Arizona Highways Magazine: Tracking Shifts in Reader Habits
Contributors
- Ginn, Diane Hart (Author)
- Pryor, Debra (Author)
- Meyers, Deborah (Of Partners In Brainstorms, Inc.) (Author)
- Arizona. Department of Transportation. Research Center (Issuing body)
- Arizona. Department of Transportation (Issuing body)
- Partners in Brainstorms, Inc. (Publisher)
- United States. Department of Transportation (Contributor)
- United States. Federal Highway Administration (Contributor)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2016-09
Subjects
Resource Type
Collections this item is in
Identifier
- Identifier TypeArizona Documents Classification System (AZDOCS)Identifier ValueTRT 28.2:A 64/2
Note
- numberingSPR-732
- dateSeptember 2016
Citation and reuse
Statement of Responsibility
Prepared by:
Diane Hart Ginn, Debra C. Pryor, and Deborah Meyers
Partners In Brainstorms, Inc.
Published by:
Arizona Department of Transportation
In cooperation with
US Department of Transportation
Federal Highway Administration
Diane Hart Ginn, Debra C. Pryor, and Deborah Meyers
Partners In Brainstorms, Inc.
Published by:
Arizona Department of Transportation
In cooperation with
US Department of Transportation
Federal Highway Administration