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…
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.
DescriptionSelected article titles: Who the Hell Is Robrt?; Couples of AZ; Phoenix Celebrates Christmas '85 in Grand Fashion; P.R. Entertainment Review; Janus "As is";
DescriptionSelected article titles: "The Times of Harvey Milk" Wins Three Emmy Awards; Ticket Stubs; Trivia Twist with Trish; LGAU Denied Funding… Again; LGAU Workshops
Letter from Carl Hayden to H. F. Robinson with attached notes from W. W. Bass and C. H. Gensler. Hayden solitices advice concerning the Havasupai Tribe needs for grazing and access to natural resources.
Letter from Carl Hayden to L. S. Williams informing the Saginaw and Manistee Lumber Company that a bill extending the timber cutting rights in the Canyon did not pass in Congress.
Letter from L. S. Williams to Carl Hayden stating there should be no objection to Saginaw and Manistee Lumber Company having their timber contract extended as it is greatly favored.