Alumni Magazines: By the Numbers
Insights from CASE's Alumni Magazine Readership Survey
Magazine editors at dozens of institutions have used CASE’s Alumni Magazine Readership Survey to explore their readers’ habits and interests, and make strategic editorial decisions.
The survey gives editors a chance to benchmark their publication against others similar in circulation size, institution type, and more—and it’s easy to navigate, says Sancho Sequeira, CASE’s senior research specialist.
“The best thing about it is that it was created for magazine editors to use,” says Sequeira. “It’s great for nonresearchers.”
Since its launch in 2015, more than 100 institutions have used the survey to collect insights from more than 100,000 readers (alumni, parents, donors, staff, and students). Here are a few takeaways from the survey data.
Of the 192 institutional subscribers to the survey:
- Most (87%) have an online version of the magazine as well as print.
- 60% are produced by one or two full-time staff members.
- Most send the magazine typically either two or three times per year.
- 50% rely on a mix of staff and freelance writers. Most of the rest are only staff-written.
- All but 30 institutions send the magazine to all of their alumni of record.
Magazines tied with email as the channel where readers say they get the most information about the institution. And after reading an issue, readers are most likely to say they:
- saved an issue or article (40%),
- discussed or forwarded an issue (36%),
- recommended the institution to a family member or potential student (32%), and/or
- made a donation (38%).
Publishing During COVID-19: Key Resources
Editors around the world are grappling with how to publish or refocus their magazines during the COVID-19 pandemic. Swap ideas and ask questions in the College and University Editors community.