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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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ContributorsWelch, Nancy (Author) / Taylor, Suzanne (Author) / Valdivia, Walter (Author) / Waltch, Dwight (Author) / Dallett, Nancy (Author)
Created2003-09
Description

Artist Wayne Rainey’s Shade magazine is a good sign for the Maricopa region. The bi-monthly publication covers contemporary art and culture, supports downtown redevelopment efforts, and works with many institutions to encourage the arts. However, as promising as Shade and other inventive ventures are, the fact remains that the Maricopa

Artist Wayne Rainey’s Shade magazine is a good sign for the Maricopa region. The bi-monthly publication covers contemporary art and culture, supports downtown redevelopment efforts, and works with many institutions to encourage the arts. However, as promising as Shade and other inventive ventures are, the fact remains that the Maricopa metropolitan region is just waking up to the need to recognize and support arts and culture as a critical contributor to a knowledge economy.

At one time, arts and culture have intrinsic value, economic value, and value as tools to further an all-important “sense of place” as well as to aid in such areas as workforce development, education, and community revitalization. As a result, arts and culture both enrich residents’ lives and give places meaning, identity, and economic opportunity.

This report provides statistics and information that give a sense of local arts and culture resources and challenges in the areas of 1) performing, literary, and visual arts; 2) history and preservation; 3) science and nature; 4) landmarks and events.