TWA conducted a survey last December to measure the opinions of readers about various aspects of the publication. The survey was sent to 8,015 readers, of which 394 responded, for a response rate of just under 5%.
Seventy-four percent of those who responded to the survey read TWA, while 26% said they do not. The lowest readership by region was in Africa (61%) and the Middle East (64%), while the highest is in Australia/New Zealand (80%). By age group, 63% of those 18-24 read the publication compared to 71% of those age 25-34. Of those who read TWA, 93% find the content relevant. Most popular among the features in the magazine are TWA Interview, Soft Skills, followed by HR Advice. The least popular features are Student Link and International Activities.
Ninety-four percent of the respondents who read TWA rate its content “good” to “excellent,” with the most frequent response being “very good.” Representative responses for this include:
TWA Interview and the Soft Skills sections are the favored sections of the magazine. TWA Interview provides perspectives on the industry and key issues from accomplished and interesting people and role models within the profession. Soft Skills provides insight into areas that can help a person get ahead and improve his skills in the non-technical areas essential to advancement. The Student Link and International Activities were the sections of the magazine that readers liked the least. These sections are less popular either because they are simply not relevant (the reader is no longer in school), or the reader simply has no involvement or connection with the topic covered by the section.
Among the topics of interest that readers would like to see in TWA are:
Seventy-three percent of the readers responding to the survey said that TWA encourages them to become more active in SPE, and 80% said that it encourages them to make better use of their SPE membership.
Representative topics suggested for the Forum section of TWA include:
Representative topics suggested for the Soft Skills section of the magazine include:
Suggestions for improving TWA included the following:
If the survey did not cover points that you strongly feel are important for the improvement of the magazine, please drop us an email at firstname.lastname@example.org or start an online discussion on the Young Professional Network, which can be done through the SPE website.
Voice your opinion and be heard!
Tony Thomas, Deputy Editor-in-chief, TWA