Arizona Highways Magazine: Tracking Shifts in Reader Habits

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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

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.
Date Created
2016-09

Impact of Arizona Highways Magazine's Facebook Page

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Description

Arizona Highways magazine is a powerful tool in highlighting, and presumably attracting tourists to, Arizona, and is particularly renowned for its photography. The publication currently has over one million readers and circulates in all 50 states and in two‐thirds of

Arizona Highways magazine is a powerful tool in highlighting, and presumably attracting tourists to, Arizona, and is particularly renowned for its photography. The publication currently has over one million readers and circulates in all 50 states and in two‐thirds of the world’s countries. In addition to the print publication, AHM utilizes electronic media, namely a website and Facebook Page, to reach customers and potential tourists. The Facebook Page enables users to engage in dialogue and interaction with each other—uploading photographs, sharing accounts of personal travel experiences, and reacting to specific AHM content—thereby personalizing their connection with the magazine and fellow users.

Date Created
2014-02
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