1 OHIO STATE ALUMNI MAGAZINE READER SURVEY

2 OSAM READER SURVEY Survey details Conducted through CASE (Council for Advancement and Support of Education) Three percent margin of error Audience: Random sampling of alumni magazine recipients (18,202 alumni) Respondents: 1,229 (Goal: 1,000)

3 OSAM READER SURVEY Respondent demographics 25-and-under: One percent 25-34: Seven percent 35-49: 17 percent 50-64: 42 percent 65+: 33 percent Male: 59 percent; Female: 41 percent

4 OSAM READER SURVEY Information about Ohio State 98 percent of readers say the publication delivers “some” information about OSU. 39 percent of readers say the publication delivers “most” of the information they receive about the institution Other mediums noted for providing “most” information: (27 percent); Local or national media (18 percent); Websites (13 percent)

5 OSAM READER SURVEY Readership trends 64 percent of respondents read every issue 18 percent read all of it; 51 read most of it; and 30 percent read some of it 82 percent of respondents said they prefer the print version; six percent prefer online; and 12 percent want both 43 percent of respondents said they would very likely or moderately likely read additional magazine content online

6 OSAM READER SURVEY Actions spurred by the mag 50 percent saved an article or issue 46 percent attended an event 46 percent forwarded an article to a friend or had a discussion about it 41 percent made a donation 34 percent recommended Ohio State to a potential student or family member

7 OSAM READER SURVEY Is the magazine credible? 44 percent said the magazine contains some “spin,” but is generally objective 33 percent say the magazine portrays Ohio State accurately and objectively 15 percent say the magazine portrays Ohio State only in a positive way 2 percent say the magazine is not a good source for objective information about Ohio State

8 OSAM READER SURVEY Content quality 84 percent said the overall content was good or excellent (28 percent excellent) 90 percent said the photography is good or excellent (46 percent excellent) 85 percent said the writing is good or excellent (29 percent excellent)

9 OSAM READER SURVEY Interest areas Athletics (590 respondents) Institutional history and traditions (439) Campus facilities and growth (288) Chapter activities and regional programs (277) Science, technology, engineering (275) Cultural events and performances (254) NOTE: Respondents who said they are very interested in reading this content.

10 OSAM READER SURVEY More interest areas Campus facilities and growth (1,173) Athletics (1,170) Institutional history and traditions (1,167) Cultural events and performances (1,145) Student achievements (1,145) Issues facing higher ed (1,141) NOTE: Respondents who said they are very or somewhat interested in reading this content.

11 OSAM READER SURVEY Questions?