Beta Research Study Shows |
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| 91% | of subscribers have read American Profile |
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| 87% | read 3 to 4 of the last 4 issues |
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| 83% | believe American Profile is a valuable part |
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| 72% | read their issue the day it arrived; |
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| 51% | clipped a coupon; 50% made a dish from |
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OBJECTIVE |
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| Community newspapers in sub-marketing regions that distribute American Profile submitted names and addresses of their subscribers to Beta Research. Beta then selected an “nth” sample of 2,000 names from the regions matched to American Profile’s most recent BPA circulation statement. | ||||
METHODOLOGY |
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| The Beta Research Corporation readership study was conducted to determine various demographics and incidence of reading to meet agency standards for prototyping purposes. | ||||
| REGION | CIRCULATION |
SAMPLE |
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| New England | 3.6 |
68 |
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| Mid Atlantic | 5.2 |
104 |
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| East N. Central | 19.3 |
386 |
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| West N. Central | 12.8 |
256 |
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| South Atlantic | 19.9 |
398 |
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| East S. Central | 9.1 |
182 |
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| West S. Central | 13.7 |
274 |
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| Mountain | 9.5 |
190 |
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| Pacific | 7.1 |
142 |
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| The reader survey, mailed on February 1, 2006, included a two-page questionnaire, a cover letter explaining research objectives, a monetary incentive and a postage-paid reply envelope. On February 27, 2006, a follow-up questionnaire was mailed to non-responders. No incentive was included. | ||||
| Completed questionnaires were mailed to, opened and tabulated by Beta Research in accordance with standard industry procedures. After post office returns were eliminated, a net effect of the mailing resulted in 1,868 respondents. The field closing date was March 20, 2006 with 959 usable responses for a total response rate of 51.3 percent. Percentages based off total are at the 95% confidence level +/- 3%. | ||||
Source: Beta Research Corporation Reader Study, March 2006 |
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