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Arizona Highways Magazine: Tracking Shifts in Reader Habits

ContributorsGinn, 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)
Created2016-09
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…

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.
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The Impact of Arizona Highways Magazine's Facebook Page

ContributorsArizona. 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)
Created2014-02
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Five-Year Strategic Plan (Arizona Office of Tourism)

ContributorsArizona Office of Tourism (Author)
Created2014
Description

Arizona’s travel and tourism industry is operating in a new landscape driven by sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. Thus the creation and importance of its 5-Year Strategic Plan is to lay the foundation upon which our agency will take the lead and…

Arizona’s travel and tourism industry is operating in a new landscape driven by sustained economic challenges, evolving demographics, emerging technology and shifts in consumer travel patterns. Thus the creation and importance of its 5-Year Strategic Plan is to lay the foundation upon which our agency will take the lead and assist in the continued growth and prosperity of our industry over the next five years, further contributing to the overall economic development of the state.