2014 Readership Segmentation Survey Results

As promised from earlier in the month in a post that covered the sharp increase in Millennial readers, today’s installment will cover the reader survey results from all demographics. My apologies in advance for the relatively vanilla charts and graphs when compared with the Millennial article infographics, but the visual format is still a big step up from simple text based data.

Demographics & Occupation

Age Groups
We already know the Millennial demographic increased its share of the pie while Gen Xers increased a percentage point and Plurals plus Baby boomers both saw three percent dips.
Sex & Race
Female readers increased six percentage points while ethnicity remained mostly the same.
The ratio of readers identifying as patrons or professional musicians/artists remained exactly the same while administrators increased nearly ten percentage points. Professional journalists more than doubled and board members slipped five percentage points.
The ratio of readers identifying as patrons or professional musicians/artists remained exactly the same while administrators increased nearly ten percentage points. Professional journalists more than doubled and board members slipped five percentage points.
Among readers identifying as administrators; the bulk work in executive positions, development, artistic administration, ops, and marketing.
Among readers identifying as administrators; the bulk work in executive positions, development, artistic administration, ops, and marketing.

Value, Satisfaction, & Engagement

Culture blogs and online newspapers comprised the bulk of outlets readers placed the highest amount of value.
Culture blogs and online newspapers comprised the bulk of outlets readers placed the highest amount of value.
The only outlet to receive above average or higher ratings was culture blogs.
The only outlet to receive above average or higher ratings was culture blogs.
The vast majority of readers placed high or very high levels of importance on ethical practices of culture blog authors.
The vast majority of readers placed high or very high levels of importance on ethical practices of culture blog authors.
Three quarters of readers engage with friends and colleagues about culture news each week.
Three quarters of readers engage with friends and colleagues about culture news each week.

But Why?

Compared to the previous year, most readers maintained similar outlooks on why they read culture blogs although there was a noticeable increase among those selecting "Latest Trends."
Compared to the previous year, most readers maintained similar outlooks on why they read culture blogs although there was a noticeable increase among those selecting “Latest Trends.”

I want to thank the nearly 500 respondents for taking the time to help provide a broader understanding; your input helps determine the topics we examine.

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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