2013 Readership Segmentation Survey Results

Thanks to the 648 readers who took the time to complete the 2013 Readership Segmentation Survey; the results have not only been useful, but fascinating; as such, let’s jump right in and take a look at some of the more intriguing results.

Readership Ratio

One big change from previous surveys is a shift in the ratio of readers who identified themselves as board members/managers, musicians/artists, or patrons/donors. In earlier results, those three groups have occupied a fairly even three way readership split but that changed in 2013 with the balance shifting a bit more toward board members/managers and fewer patrons/donors.

2013 Readership Segmentation Survey Results

Speaking of Managers…

And it turns out that the blog is still fashionable within executive circles as nearly half of respondents self-identifying as a manager indicated working as a CEO or Executive Director. Marketing and Development were a distant second and third with the remaining departments filling in the gaps.

2013 Readership Segmentation Survey Results

No Glass Ceiling Here

Although the male/female ratio for all readers was 5:3, that leveled off to 1:1 for those self identifying as an executive.

2013 Readership Segmentation Survey Results


It is always good to see such a broad distribution of reasons that attract and keep people reading culture blogs and keeping in line with previous survey results, the top reasons identified for reading culture blogs as compared to traditional media outlets focused on variety.

2013 Readership Segmentation Survey Results

Culture News Value

Another steadfast result was the amount of importance and level of satisfaction readers place on blogs as a source of cultural news. Blogs dominated as the go-to outlet for valuable cultural news info but one change worth noticing is the percentage of respondents that indicated radio is nearly as valuable as online newspapers as a source for cultural news; moreover, radio had a slightly higher satisfaction rate.

In the end, blogs came out on top with regard to primary news source and satisfaction rates with newspapers (both online and print) and radio occupying a solid second.

2013 Readership Segmentation Survey Results

Reader Satisfaction

It is always gratifying to learn that readers appreciate the blog; as such, the satisfaction levels for this survey are nothing short of humbling. THANK YOU!

2013 Readership Segmentation Survey Results

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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