Search Content

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.

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

Letter From Carl Hayden to H. F. Robinson

ContributorsHayden, Carl T. (Author)

Created1917-06-08

Description

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 T. Hayden to C. H. Gensler, Havasupai Reservation

ContributorsHayden, Carl T. (Author)

Created1918-07-19

Description

Letter from Carl T. Hayden to C. H. Gensler, Havasupai Indian Reservation, regarding Hualapai and Cataract Canyons geography.

Letter From Carl Hayden to W. W. Bass

ContributorsHayden, Carl T. (Author)

Created1917-06-28

Description

Letter from Carl Hayden to W. W. Bass concerning the passing of the national park bill. Hayden states that he will try to make the bill as advantageous to Arizona miners and farmers as possible, but the land will either remain as a national monument or become a national park.…

Letter from Carl Hayden to W. W. Bass concerning the passing of the national park bill. Hayden states that he will try to make the bill as advantageous to Arizona miners and farmers as possible, but the land will either remain as a national monument or become a national park. A postscript is added concerning the land allocated for the Havasupai Tribe.

Letter From Carl Hayden to Dwight Heard

ContributorsHayden, Carl T. (Author)

Created1924-03-25

Description

Letter of introduction for Dwight B. Heard on the arrival of National Park Service Director Stephen T. Mather to Phoenix. Mather's visit includes trips to Roosevelt Dam and Tumacácori.

Letter From Carl Hayden to Stephen Mather, U.S. National Park Service

ContributorsHayden, Carl T. (Author)

Created1918-07-03

Description

Letter from Carl Hayden to Stephen T. Mather regarding certain amendments to the national park bill. Rights regarding the Havasupai Tribe are mentioned.

Letter From Carl Hayden to C. H. Gensler

ContributorsHayden, Carl T. (Author)

Created1917-03-09

Description

Letter from Carl Hayden to C. H. Gensler informing him of a trip to the Grand Canyon to discuss the Havasupai Tribe grazing lands.

Letter From Carl Hayden to R. P. Gilliland Regarding President's Highway and Sale of Bright Angel Trail

ContributorsHayden, Carl T. (Author)

Created1923-10-13

Description

Letter from Carl Hayden to R.P Gilliland regarding the sale of Bright Angel Trail (Ariz.) and construction of the President's Highway from Maine, AZ to the Grand Canyon.

The Impact of Arizona Highways Magazine on Tourism

ContributorsAndereck, Kathleen L. (Author) / Arizona. Department of Transportation. Research Center (Publisher)

Created2012-03

Description

The purpose of this study was to: 1) examine the effect of Arizona Highways Magazine (AHM) on tourism, 2) determine trip characteristics of AHM subscribers traveling in Arizona, and 3) calculate a benefit/cost ratio for AHM based on the magazine’s cost and revenues as well as the value-added economic impact.

Filtering by