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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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Letter From W. W. Bass to Harry Welch, (Phoenix) Chamber of Commerce

ContributorsBass, W. W. (Author)
Created1918-04-09
Description

Letter from W. W. Bass to Harry Welch protesting the proposed national park bill.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1918-01-13
Description

Letter from W. W. Bass to Carl Hayden regarding the right to his property.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1918-04-07
Description

Letter from W. W. Bass to Carl Hayden arguing for a delay in the national park bill proceedings.

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Letter From Secretary to W. W. Bass

ContributorsBass, W. W. (Author)
Created1918-10-21
Description

Letter to W. W. Bass from Carl Hayden's secretary informing him of a vote on the national park bill will not be held until December.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1919-01-27
Description

Letter from W. W. Bass to Carl Hayden opposing the Grand Canyon National Park bill in its current form.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1915-10-09
Description

Letter from W. W. Bass to Carl Hayden requesting a meeting at his camp to discuss the proposed park boundaries when he is attending the Arizona Good Roads Association conference.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1917-02-12
Description

Letter from W. W. Bass to Carl Hayden stating his vehement opposition to the National Park bill. Bass's concerns include a monopoly by the Santa Fe Railway and a clash between the Native Americans and the Department of the Interior.

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Letter From W. W. Bass to Carl Hayden

ContributorsBass, W. W. (Author)
Created1917-04-30
Description

Letter from W. W. Bass to Carl Hayden concerning the mining of asbestos in the Grand Canyon.