How do we read our trade journal?
Kailow’s Insight recently studied “how we read our magazine” and the survey results provide a number of new, startling insights.
We examined the following:
- What is the respondents’ view of their trade journal?
- What influence does the trade journal’s visual elements have in relation to the respondents’ view of their trade journal?
- What motivates and retains the respondents’ interest in reading their trade journal?
Among other things, the study answers the following: How respondents read their trade journal – something, it turns out, which differs greatly. It says something about the type of content they prefer, the trade-specific vs. content that moves beyond the purely trade-specific, to the content that becomes downright entertainment. The study also provides information about the respondents’ feeling of identification with their profession, trade unions and trade journal and whether it makes sense to continue to publish trade journals. In addition, it tells us something about how to get the trade journal to play along with other media. We have examined how to motivate the reader in the decision-making that takes place when you receive a journal. “Should I read the trade journal or not?” and we have an answer as to how the visual must be used with regard to content and gateways to content. In addition to interviews, we have supplemented the analysis with eye-tracking studies, in order to get even more insight into how members read and not just how they say they read (because there is a big difference between the two).