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CS
Monitor publishes survey of church members
September
2008
Dear
Members and Friends,
The
Christian Science Monitor recently
hired an independent firm, Kadence Business Research, to conduct a
survey of members of The Mother Church to learn how they gather news
and how they view the Monitor.
We
know that our members care deeply about the Monitor,
and yet many don’t subscribe. We wanted to learn more. Readers’
lives are changing. The news industry and communications in general
are changing as well, and we need to understand how we can better
serve readers in this new environment.
We
conducted research via surveys and focus groups of members and
nonmembers. The Kadence survey was just for members. About 4,000
members responded to the request to take this survey via regular mail
and e-mail. They were both subscribers and nonsubscribers to the
Monitor. The survey
provided us with insights on what members think regarding a variety
of topics concerning the Monitor.
Surveys help guide and inform thought, but don’t necessarily
dictate decisions.
What
did we learn from the survey? Here are a few highlights of the
findings:
• How
did the respondents describe the Monitor?
The main descriptions were:
1.
Trustworthy source of news
2.
Unbiased
3.
Global
4.
In-depth analysis of important news and events.
• Why
do respondents subscribe to the Monitor?
The three key reasons are:
1.
They feel it provides diverse content and stories they may not find
elsewhere.
2.
They trust the information.
3.
They feel the content is better for global coverage than other news
sources.
When
asked their primary reason, 34% said they subscribe because they feel
it is their responsibility to do so as a member.
•
Why
don’t respondents subscribe to the Monitor?
The primary reasons are:
1.
The high cost (28%)
2.
Lack of time to read a daily news publication (25%)
3.
Reading it online or elsewhere (18%).
• How
frequently do respondents want to receive the print Monitor?
1.
Among current subscribers, a slight majority (54%) of these members
who responded prefers the print Monitor delivered
on a daily basis. 46% prefer less frequent delivery.
2.
Among nonsubscribers, a significant majority (77%) 0f respondents
prefers the print Monitor delivered
less frequently. 23% like the print Monitor delivered
on a daily basis.
•
There
is roughly an equal split between respondents who like in-depth
articles and those who like short summaries.
•
There
is roughly an equal split between respondents who want global news
and those who want US news.
•
69%
of those taking the survey have visited csmonitor.com.
•
68%
of the respondents use the Monitor as
a tool when they pray.
The
Monitor has evolved
over its first 100 years. It will continue to change during its next
century. We’re on a pathway to achieve the goal of publishing
increasingly timely Monitor journalism
to an enlarged audience through print, e-mail, and Web in a
financially sustainable way.
The
Monitor remains
committed to maintaining international bureaus and a global
perspective. It will strive to sharpen its focus on the impact of
global events on individual lives – and to explore possible
solutions. Its website, csmonitor.com,
is now including more frequent updates of important news and is
moving toward 24/7 coverage.
We’re
dedicated to strengthening the Monitor’s
role of bringing scientifically Christian thought to bear on global
issues, in a way that blesses all.
Thank
you for your devotion to The Christian Science Monitor.
Jonathan
Wells
Managing
Publisher
The
Christian Science Monitor
P.S.
Please look for more information on the Church website at
http://www.churchofchristscientist.org/csmonitor.
There will be two live chats about the Monitor
– October 2 and October
30. The website has more details.
9/28/08
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