FINAL REPORT

Signature Magazine Reader Survey

March 3, 2013

Prepared For: Edmonton Symphony Orchestra & Rosemary Malowany AGAD 232 Advanced Audience & Resource Development

Prepared By: Natalie Shykoluk Catherine Kuzik Sue Goberdhan Sarah Farnsworth

Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

I. Executive Summary / Abstract Signature magazine is the ESOs in-house concert program and is published eight times per year. As part of its ongoing audience development activities, the ESO retained a marketing research group to develop a survey which would solicit feedback with respect to what readers think of Signature and what, if anything could be done to improve the magazine. A total of 1,000 individuals were selected from the ESOs Tessitura database. This sample population included 300 people who have subscribed to the ESO for three years or more, as well as 700 single ticket buyers. The survey received 156 responses, translating into a 15.6% response rate. Although the response rate was quite low, affecting the reliability of the data obtained, general conclusions and recommendations can be made to the ESO regarding what readers like and dislike about Signature magazine. This report will focus in detail on the key themes discovered through analysis of responses to the surveys qualitative and quantitative questions. It was found that the majority of respondents had strong feelings about the look and feel of Signature, most notably with respect to their desire to streamline the magazines layout to improve readability, reduce or eliminate the use of inserts, and reconfigure advertisements so that articles are easier to follow. Surprisingly, respondents were overwhelmingly positive in their opinion of the magazines advertisements. It may be beneficial for the ESO to feature more advertisements that tell a story or engage the reader, such as those by Sherbrooke Liquor Store. More in-depth articles about the history of the ESO, instruments and individuals in the orchestra, and local artists involved with the ESO were popular themes among survey participants. Participants also want to know how the ESO is involved in the community. This information would help readers to feel more connected to the ESO and give them another reason to support this wonderful Edmonton organization. None of the survey participants were aware that Signature is available in digital format on the ESOs website. By advertising the online version of the magazine, the ESO could increase the magazines readership and possibly future attendance as more people in the community
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become informed about performances and the ESOs community engagement strategies. Lastly, it would be beneficial for the ESO to include information about how Signature is published. Alberta Venture publishes the magazine free of charge through the substantial advertising revenue it receives. Many respondents stated that, while they loved the expensive look and feel of Signature, they were concerned about the cost borne by the ESO in publishing such a beautiful magazine. Readers and ESO supporters may appreciate knowing that publishing costs do not come out of the ESOs operating budget, and therefore donation and grant revenue. II. Synopsis The Edmonton Symphony Orchestras mission is to bring the highest quality of live orchestral performance to the broadest possible spectrum of audiences. Over the past 60 years, the ESO has become one of Canada's foremost orchestral ensembles and has a wide-ranging repertoire. The Edmonton Symphony Society officially established the Edmonton Symphony Orchestra in 1952. However, the ESO has been in existence in various forms since the early 1900s when Edmonton was incorporated as a city. William Eddins has been the ESOs Musical Director for eight years, or since the 2005 2006 season. The ESO attracts talented musicians from all over the world and the diversity of its orchestra complements the diversity of the ESOs performances. For example, a season of ESO performances ranges from classical masterworks to pops and childrens concerts. The Symphony Under the Sky festival held at Hawrelak Park is one of the ESOs most popular performance series and is eagerly anticipated and well-attended by Edmontonians each summer. Generous donations from Edmontonians help the ESO realize its artistic vision: to provide audiences with brilliant pieces of exquisite music in an unforgettable atmosphere. In fact, donations provide approximately 25% of the ESOs annual operating budget. There are many ways people can donate, including monthly and planned giving, as well as donating securities and shares.

Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

The ESO also receives funding from various levels of government, other nonprofit organizations, and private foundations. Businesses and corporations in Edmonton support the ESO through series and program sponsorships, as well as through donations. The Edmonton Symphony Orchestra publishes its in-house concert program, Signature magazine, eight times per year. Currently, the magazine features short to mid-length articles that are both informative and appeal to a wide range of readers. Because the magazine is published free of charge by Alberta Venture solely through advertising revenue, readers can only access Signature at the Winspear and through the ESOs RSS feed on its website. The ESO has recognized that its magazine readership may have valuable feedback that could improve Signature, which would in turn strengthen the relationship between the ESO and its audience. III. Problem Identification The Edmonton Symphony Orchestra would like to better understand how its single ticket buyers and subscribers feel about Signature magazine. In order to accomplish this task, the ESO retained a market research group to develop an online survey which could be distributed to single ticket buyers and subscribers via email. This survey would be designed to elicit information from respondents such as how they feel about the magazine in general, what they would change, and content they would like to add. The ESO would then use this valuable feedback to improve Signature so that its content reflected the needs of its audience and readership. This is an excellent, cost-effective opportunity to develop a better relationship between organization and audience. In fact, the ESO is prepared to double the length of the magazine if warranted based on the survey responses. Although the ESO does not pay anything out of its operating budget to produce Signature, it retains complete editorial control and the final say on each publication.

Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

IV. Methodology Survey Question Development Survey questions were carefully constructed to elicit the most constructive feedback without guiding the answers of respondents. Data was gathered from a combination of qualitative and quantitative questions. The survey was constructed using the ESOs online service Survey Monkey account. Survey Monkey allows for some degree of control and functionality in the development of question logic, efficient retrieval of data by question, and the ability to track responses by individual respondent. Question logic was employed to avoid a high concentration of unusable data. The interface that Survey Monkey employs does not allow for automated cross-referencing or mass collection of respondent-identified tabulation of data. Further analysis of the data could potentially include cross-referencing of the data, and may require the development of a database of response information in order to achieve usable data for cross-referencing purposes. Due to the inclusion of open-ended questions and the large number of potential respondents, it may be beneficial to the ESO to upgrade its Survey Monkey account to Gold Feature status. The Gold Feature enables users to analyze qualitative responses with built-in coding software in Survey Monkey. Should the ESO elect to resend this survey to generate more responses, the ability to automatically code qualitative data would save the ESO time and money with respect to manual versus computerized data analysis. Sample Population Edmonton Symphony Orchestra staff drew the sample population from the ESOs Tessitura Network database. The total database consists of approximately 9,000 individual subscribers and 14,000 single ticket buyers. Although there was a large potential population from which to generate data, the scope this project, time constraints, and limited human resources required that the sample population be reduced to a more manageable figure.

Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

Filters were employed to create the sample population from the larger Tessitura database, while ensuring the highest probability of usable data. Potential respondents had to meet the following criteria in order to be included in the survey sample: Must reside in Alberta Must have an email address Subscriber (> 3 years) OR single ticket buyer within the last 12 months Any age Any income level

These criteria generated a pool of 4,085 subscribers and 14,000 single ticket buyers. From this pool, the ESO was able to randomly select 300 subscribers and 700 single ticket buyers for a total sample population of 1,000 individuals who met the respondent criteria using the randomization function in Tessitura. The ESO distributed the survey link via email to the sample population of 300 subscribers on February 15th, while the 700 single ticket buyers received the survey on February 19th. The survey was closed at midnight on February 23, by which time 156 responses had been recorded. This resulted in a response rate of 15.6%, or 156/1,000. One important caveat must be stated with regard to the selection of survey respondents and administration of the survey. Due to the fact that only individuals who provided email addresses to the ESO could participate in this survey, the feedback from individuals who did not provide email addresses could not be solicited. A large number of individuals who attend the ESO and potentially read Signature magazine are over 65. This age group has been shown to be interested in digital communication, but slower to adopt new technologies and more selective in its online activities than adults under 65 (Olson et al., 2011:142). Therefore, this audience demographic may be underrepresented in the sample population and therefore in the subsequent survey analysis. Also, some individuals in other age categories may not have

Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

wanted to provide their email addresses when subscribing or purchasing single tickets. These individuals would also not be represented in the survey. Consequently, this survey did not reach all potential respondents and is biased towards respondents with email addresses in the ESOs Tessitura database. Possible solutions to this problem will be presented in the Recommendations section of this report. V. Analysis, Findings, & Recommendations Survey respondents relationship to the ESO Survey respondents were asked to indicate their relationship to the ESO with regard to what types of tickets they purchase and whether they donate to the ESO. Of the 156 respondents, 75% (n = 117) identified themselves as either subscribers or sample pass holders, while 31% (n = 49) purchased single tickets. It is important to note that, because respondents could check all that applied for this question, some sample pass holder respondents could also be single ticket buyers (i.e., there could be some overlap where the same person falls into two separate categories). Interestingly, 32% (n = 50) respondents indicated that they donate to the ESO. Although the ESO already collects demographic data on its donors, some donors who responded to this survey could be anonymous donors. Also, because almost a third of survey respondents are donors, the responses to survey Question 14 with respect to donor recognition should be considered carefully. Which ESO series do readers of Signature magazine attend? The ESOs Robbins Pops series was the most popular series among survey respondents, with over 42% having purchased tickets to that series in the last 12 months. It is important to note that respondents were able to make multiple selections if they purchased tickets to more than one ESO series in the past year. One third of respondents (n = 65) attended the Robbins Lighter Classics, while approximately 25% purchased tickets to the Friday and Saturday

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Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

Masters series. The least attended series among respondents at 12% was the Esso Symphony for Kids. A text field was available for respondents to fill in if they chose Other in regard to ESO series they have attended in the last 12 months. The most prevalent series attended was the annual Symphony Under the Sky Festival. It would be interesting to correlate the ages of respondents with the series they attended and their feedback in regard to Signature magazine. This could inform the types of advertising and articles that would of interest to certain demographics for certain issues of the magazine during the year. A detailed audience and resource development plan created in partnership with the ESO could explore this issue.
Which ESO series have you purchased tickets to in the last 12 months? Please check all that apply: 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Robbins Pops Esso Symphony for Kids Sunday Showcase Not sure / Don't remember
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Saturday Masters

Midweek Classics

Friday Masters

Figure 1 ESO series attended by survey participants in the past 12 months.

Why dont people read Signature magazine? Of the 156 survey respondents, 23 declared that they did not read Signature magazine. Three themes emerged from the responses to Question 16 as to why people didnt read Signature magazine: 1) not aware of it, 2) not interested in reading it, and 3) do not have time to read it. The majority of respondents who were not aware of Signature either did not know the ESO

Robbins Lighter Classics

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published this magazine or had never seen it at the Winspear when they attended a performance. With regard to the second identified theme, these respondents were not at all interested in reading Signature because they were not sure there would be any interesting content in the magazine. In response to these two themes, the ESO could undertake a more proactive approach to marketing Signature magazine, or displaying it in in more prominent areas, such as those with heavy traffic. The third most common response to Question 16 was that respondents who didnt read Signature were too busy to read the magazine at either the Winspear or at home. These time constraints were due to a variety of reasons, such as busy with childcare and no time before or during the performance. For those concertgoers with limited time and busy schedules, it may be beneficial for the ESO to develop a smartphone application or QR code that would download Signature directly to a mobile device. Then, people could read the magazine at their leisure and on a device that they always carry with them. Signature Magazine Content Feedback Participants were asked to rate their level of interest in Signature magazines current content with respect to articles and features. Over 70% of respondents were Very Interested in reading Feature Articles and about Upcoming Events, while more than half of respondents indicated that they were Very Interested in articles concerning Artistic and Leadership Team Profiles. These results indicate that the majority of respondents want to continue to see this type of content in future issues of Signature.

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Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

Figure 2 Signature readers' feedback regarding magazine content

Approximately 50% of respondents were Somewhat Interested in the Donor Listings and Patron Stories contained in the magazine. When survey participants were asked how often they would like to read the Donor Listing information, the majority thought that this information should be provided quarterly in the magazine. This correlates with how often respondents said they wanted to read about donor information. It was clear that readers know the importance of recognizing donors, however, they were not interested in reading about it in every issue. One respondent stated, I feel strongly that showing gratitude never goes out of style. When analyzing feedback from other qualitative questions in this survey, participants appear to want to read wellresearched, in-depth stories. By having the Donor Listing appear quarterly, the ESO could feature two or three articles which go into more detail about particular donors and their involvement with the ESO. Over 30% of survey respondents provided additional feedback about what they liked and did not like about Signature magazine, as well as what content
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they would like to see added. The feedback in general was overwhelmingly positive, with the majority of respondents being enthusiastic about the magazines content and overall appeal to ESO attendees. Six major themes and two subthemes were identified from the survey responses. 1. Relevance and distribution of advertisements 2. Quality of current written content 3. Magazine format: hardcopy versus digital 4. Content that should be added a. Information around ESO community involvement b. Detailed information about individual orchestra members 5. Look and feel of the magazine 6. Reuse and production costs The majority of respondents, somewhat surprisingly, responded positively to questions regarding advertisements in Signature. They felt the advertisements were attractive and appealed to their interests and needs. 81 of the 97 participants who responded that they were either Somewhat Interested or Very Interested, followed by 12.6% (n = 16) who were Not Very Interested. No respondents chose that they were not at all interested in the types of advertisements. One could say that these results contradict our belief that the majority of people cannot stand advertisements. It may be that ESO audiences and Signature magazine readers understand that advertisements support the ESOs operations and are a necessary method of raising revenue. One reader did comment that it is often difficult to read about the performance one is attending because the written content is spread over multiple pages due to advertisements. This reader goes on to suggest that the advertisements be grouped together; however, this would likely not be practical or strategic in terms of advertisement and marketing products to readers throughout the magazine. Advertisements for Sherbrook Liquor were of particular interest to readers and many remarked on the cross-marketing expertise of the ESO. However, a number of respondents mentioned that they would like to see ESO support local emerging artists through the provision of low-cost advertising opportunities. This
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Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

also ties into the theme about readers wanting to read more about how the ESO is involved in and supports Edmontons arts and cultural community. Perhaps organizations and businesses who advertise in Signature could address how they contribute to or support the ESO, or the nature of their community involvement. Most respondents feel that the background information on performances, artists, and special guests is what really makes Signature magazine worth reading. Through these articles, the audience feels connected to the orchestra, special guests, and the ESO itself. As one respondent stated, I am someone who loves to learn the background behind what I will be listening tothat is what is most important to me. Many other respondents echoed this opinion and communicating the history and significance of the piece of music also appeared to be a shared interest among respondents. A number of participants commented that they enjoyed the program notes and guest performer biographies. Articles about the ESOs trip to Carnegie hall were also in the forefront of readers minds as being very memorable. The format of Signature magazine was a popular topic among respondents, with many wanting to know more about how they could access a digital version of the magazine. Interestingly, most respondents were not aware that Signature was available digitally and were excited about the prospect of putting it on their tablets. There exists an opportunity for the ESO to promote the digital Signature version to its audience through a mail-out or signage where the magazine it distributed at the Winspear. One individual firmly stated that both hardcopy and online versions of the magazine should be available and that they would be very disappointed if the hardcopy version was discontinued. Other respondents to the survey also agreed with this statement in responses to other survey questions. This may be related to the fact that many readers indicated they keep copies of Signature for many years, repeatedly referring back to them. Another respondent felt that the hardcopy version could be shortened, with a longer version of the magazine available online. One could hypothesize that this individual may be equating magazine length with cost to the ESO. The ESO may
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Final Report ESO Signature magazine survey

Shykoluk, Kuzik, Goberdhan, & Farnsworth AGAD 232 Advanced ARD

want to consider advertising that Alberta Venture publishes Signature magazine so that readers are aware that the ESO does not divert part of its operating budget to creating a costly magazine. Donors and granting bodies may also appreciate this information because they would then know their donations support ESO programming rather than marketing. Quite a number of respondents shared ideas for content they would like to see that is currently not included in Signature. This theme was broken down into two subthemes based on the types of content respondents want included in the magazine. The first relates to updates and detailed information about how the ESO is involved in the community. Readers want to read about why the ESO is integral to Edmonton and how it supports other similar organizations in the community through partnerships, financial support, and/or in-kind donations. One respondent described this as, link[ing] to other parts of the community which are related or relevant to the ESO so that readers come to feel greater ownership of the ESO. Perhaps community engagement could be a separate feature in each issue. Also, respondents want more information about other similar community organizations, perhaps through a community bulletin page as a one-stop shop. Respondents appeared to want to see linkages between the ESO and other organizations because of the similar work they do. This may not be possible because the ESO has a brand to preserve. However, it may be possible to showcase one or two like-minded organizations in each issue as a way to foster partnerships and a sense of community. The second subtheme around the inclusion of additional content is that many respondents want to read about individual members of the orchestra, such as their backgrounds and experiences with the ESO. One respondent provided the following idea: I know sometimes the musicians retire and are replaced with new faces. It would be of interest to hear of those stories. This subtheme could be correlated with the majority of respondents appearing to want to feel a sense of ownership and connectedness to multiple aspects of the ESO. If such content were to be added, it may strengthen audience engagement and retention. There was an expressed interest in having some more Question & Answer, trivia, and
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the return of a calendar that was previously in Signature. Below are two responses from survey participants which were particularly relevant to this topic:
I find articles about the musicians very interesting. As a newer patron it helps me relate to the musicians as I watch the performances. This makes ESO performance more intimate. I suppose for myself it creates a connection. Would be nice to feature musicians who actually play in the

symphony...[the magazine] only [has] the feature ones. Why not feature one regular musician who plays and one special feature. Been going for years and see the faces, but would like to know what they actually do. I know John Taylor works at MacEwan University, WOW, would like to know more about the others!

In general, respondents appreciated the look and feel of Signature magazine in terms of page and overall layout, colour, texture, and size. Upon analyzing the responses, there is a sense that some readers felt the magazine was too elite for them, mainly because of the types of advertisements. There is a fine balance between making a magazine appealing to all possible audience demographics, and retaining lucrative advertising from businesses who already either support the ESO or who can draw potential customers from the ESO audience. One respondent noted, the content is good, but the layout of the magazine is not focused on the reader, but on the artistic achievements of the graphics editor. While another suggested that the ESO look at altering style at some point as you attract the younger patrons with still maintaining the balance of acknowledging the patrons that have continued to support the ESO for many years. The main concern with respect to the look and feel of Signature was that the magazine inserts were a distraction and nuisance. Respondents mentioned that these inserts often fall on the floor and create a mess that does not fit with the ambiance of the Winspear. Many would like inserts kept to a maximum so as to minimize waste and distraction.

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The last theme identified from respondents general comments about Signature magazine relates to magazine reuse and production costs. Patrons who read Signature often leave their copies at the Winspear after the performance for future readers. They do this because they want make a positive impact on the environment and cut down on what they perceive to be high production costs associated with publishing the magazine. For example, one Signature reader stated, In light of the cost that it must take to publish this, trying to promote [recycling] amongst the patrons would be valuable. A few respondents wanted to ensure that the copies they leave at the Winspear are actually reused. Production costs appears to be a common theme throughout responses to a number of open-ended questions in this survey. One respondent was prepared to have the ESO reduce the number of annual Signature issues from eight to six to save money. Again, it may be beneficial for the ESO to educate its patrons about the actual costs associated with publishing Signature so that patrons feel more comfortable asking for more content rather than be willing to accept less. Summary of Recommendations Look and Feel 1. Streamline the magazines layout, reduce distracting text, and focus on readability. 2. Discontinue or minimize the use of inserts in Signature. Content 1. Have advertisements that tell a story or engage the reader in unique ways (e.g., Sherbrooke Liquor Store advertisements). 2. Inform readers that the publication of Signature is fully financed through advertising. Readers were not aware that Alberta Venture publishes Signature without cost to the ESO. 3. Include more articles and/or information about: i. ESO performers, especially individual orchestra members;
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ii. iii. iv. v. vi. Exposure

history of ESO; instruments in ESO; community events, local artists, and ESO community engagement; trivia/Question & Answer; and, donor profiles from past and present.

1. Increase exposure online to the magazine. 2. Make access to the digital version of Signature more prominent on the Website. 3. Send an email to the entire ESO member database informing members of the digital Signature magazine, where they can access it, and how they can keep up to date with RSS feed. 4. Incorporate Signature into the ESOs social media; tweet when there is an interesting story. Improve Survey Validity (These suggestions would increase the response rate and pool of potential respondents if the survey were to be conducted again by a different marketing group.) 1. Include a tear-away survey in one issue of Signature magazine. Completed surveys could be mailed to the ESO or dropped off at the Winspear after the performance. This method would reach potential respondents who were not selected to participate in the original survey because they lacked an email address. 2. Include the survey link in the digital version of Signature magazine on the ESOs website. 3. Feature the survey link on the ESOs website, Facebook page, and Twitter feed.

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VI. Literature Cited Olson, K.E., OBrien, M.A., Rogers, W.A., & Charness, N. (2011). Diffusion of technology: frequency of use for younger and older adults. Ageing International 36(1): 123-145.

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VII. Appendix

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ESO's Signature Magazine

1. Which age category best describes you?

Response Percent 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and above Undisclosed 0.0% 11.0% 11.0% 16.9% 31.8% 29.2% 0.0% answered question skipped question Response Count 0 17 17 26 49 45 0 154 2

2. Please indicate your gender.

Response Percent Male Female Undisclosed 33.8% 64.9% 1.3% answered question skipped question Response Count 52 100 2 154 2

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3. What is your postal code? This information will remain confidential and will be used to better understand the demographics of our audience.
Response Count 156 answered question skipped question 156 0

4. What is your relationship with the ESO? Please check all that apply.
Response Percent I am a subscriber or sampler pass holder I am a single ticket buyer I am a donor Response Count

75.0%

117

31.4% 32.1% answered question skipped question

49 50 156 0

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5. Which ESO series have you purchased tickets to in the last 12 months? Please check all that apply:
Response Percent Friday Masters Saturday Masters Midweek Classics Robbins Lighter Classics Robbins Pops Esso Symphony for Kids Sunday Showcase Not sure / Don't remember 22.7% 28.6% 14.9% 32.5% 42.2% 11.7% 13.6% 7.8% Other (please specify) Response Count 35 44 23 50 65 18 21 12

24

answered question skipped question

154 2

6. Do you read Signature magazine?

Response Percent Yes No 85.3% 14.7% answered question skipped question Response Count 133 23 156 0

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7. If you indicated that you read Signature magazine, how do you access the magazine?
Response Percent Hardcopy Online 100.0% 0.0% answered question skipped question Response Count 131 0 131 25

8. When do you spend the most amount of time reading Signature magazine?
Response Percent Before the performance At intermission After the performance At home 69.7% 8.3% 2.3% 19.7% answered question skipped question Response Count 92 11 3 26 132 24

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9. Please rate your level of interest in the following content featured in Signature magazine.
Very Interested Artistic and Leadership Team Profiles Feature Articles Upcoming Events/Other Concerts Patron Stories Donor Listings Somewhat Interested Not Very Interested Was Not Aware of Rating Average Rating Count

57.6% (76)

40.2% (53)

2.3% (3)

0.0% (0)

1.45

132

71.0% (93) 70.7% (94) 14.1% (18) 17.8% (23)

28.2% (37) 29.3% (39) 57.0% (73) 45.7% (59)

0.8% (1) 0.0% (0) 25.0% (32) 34.1% (44)

0.0% (0) 0.0% (0) 3.9% (5) 2.3% (3)

1.30 1.29 2.19 2.21

131 133 128 129

Other (please specify)

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answered question skipped question

133 23

10. Is there any content you would like to see in Signature magazine that was not included in Questions 9?
Response Count 74 answered question skipped question 74 82

11. Was there an article or segment that really captured your interest in this seasons issues of Signature magazine? Please describe it and why it appealed to you.
Response Count 59 answered question skipped question 59 97

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12. Signature advertisers provide revenue which helps keep Signature a high quality, free magazine for ESO patrons. How do you feel about the types of advertisements featured in Signature magazine relative to your interests?
Response Percent Very interested Somewhat interested Not very interested No interest at all 25.2% 62.2% 12.6% 0.0% answered question skipped question Response Count 32 79 16 0 127 29

13. What do you think about the look and feel of Signature magazine?
Response Count 115 answered question skipped question 115 41

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14. The ESO currently acknowledges all donors who give $100 or more to the ESO 3 times annually in Signature magazine. As a reader, how often would you like to see donor information in Signature magazine?
Response Percent Once per ESO season Quarterly (four times per season) Every issue 34.9% 45.0% 20.2% Other (please specify) Response Count 38 49 22

25

answered question skipped question

109 47

15. In what format do you prefer to read your other magazines/publications?

Response Percent Hardcopy Online Computer Online Mobile Device 80.7% 12.4% 6.9% Other (please specify) Response Count 117 18 10

answered question skipped question

145 11

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16. If you do not read Signature magazine, please tell us why.

Response Count 25 answered question skipped question 25 131

17. Please use this space to share any additional comments you may have in relation to Signature magazine. Your comments will be used to provide even better Signature magazine content for our audience!
Response Count 49 answered question skipped question 49 107

18. Enter to Win! (Optional) If you wish to be entered into the draw to win one of five (5) prizes, with each prize consisting of 2 complimentary tickets to any ESO concert in the 2012/13 season (subject to availability), please enter the following information: Full Name Phone Number Email address
Response Count 129 answered question skipped question 129 27

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