Sun Monthly Reader Survey Results

ost everyone paying attention over the age of, say, 36, has noted that most everything you can name will have lost some of its interest after one has done it daily for, say, a dozen straight years. During the nearly three decades in which I used running as regular exercise, the enthusiasm for my fitness regime of choice tended to flag at certain intervals. So I'd purchase a brand-new pair of Adidas or Nikes, which back then, before these more opportune days of Third World slave labor, might set me back a $100 or so. I'd get them home, put them on and, like magic, my original enthusiasm for the sport would return. I'm sure it was partly due to the literal renewed bounce in my step born from uncompacted, unworn, still-spongy rubber.

Another part in resuscitating my interest may have been my "reinvestment" once again in what I viewed as a salubrious yet, let's not kid ourselves, rather strenuous effort. Not coincidently, as the months and the miles piled up on my new treads and the uncompacted and spotless turned compressed and soiled, came also an unwinding of some internal clock spring powering whatever will I had to continue my jogging practice. So the cycle would begin again, and maybe I'd pick up a Runner's World magazine to read the latest reviews of the newest-model Saucony or New Balance.

Like a new pair of running shoes, Sun Monthly's recent readership survey has had a similar effect on my enthusiasm for publishing it. Given what such a thorough survey costs when hiring a credible outside source to conduct it, I certainly feel reinvested in the effort to produce this monthly. But what has really put a bigger bounce in this publisher's step is that some 15,000 to 17,000 Sun Monthly readers find the magazine to be of real value to them as individuals, caring community members, world citizens and (dare we say the word?) consumers.

I sincerely and gratefully thank the over 600 readers who not only took the time to rate our features, columns and layout, but also shared some rather personal information that, frankly, we had a lot of nerve asking, but that advertisers are forever curious about. I especially appreciate the hundreds of you who wrote sincere comments and suggestions, both lovingly affirming and constructively critical. All in all, your responses felt like a big fat community kiss from the growing tribe of Sun Monthly readers.

As you might imagine, weighing our own personal concerns, those of the greater community, and those of our sponsors, who want assurances that Sun Monthly "delivers" a demographic worthy of their advertising dollars, the magazine's look, feel and content derive from trying to strike an imaginary balance between these and a whole host of other influences, real or perceived. From my perspective, that elusive balance might best be summed up in the tagline from our radio spot on KUNM that has played for a decade on Democracy Now: "Sun Monthly — slightly subversive for a co-opted world." This is a kind of comic/ironic acknowledgment that although Sun Monthly attempts to offer an alternative voice to "The Broadcast" of corporate media in which the culture marinates 24/7, it recognizes its own compromises within the context of a commodified, bottom-line-oriented world.

Our reader's survey, conducted by Santa Fe–based Southwest Planning and Marketing, revealed that the average respondent has read Sun Monthly for 6.6 years. That would indicate a pretty good sense of loyalty. The overall quality of the magazine received an average rating of 4.1 out of 5, with four out of five respondents rating it a 4 or 5. One of the reasons for our name change a couple of years ago from Eldorado Sun to Sun Monthly was our perception that Santa Feans wouldn't value a free magazine published from the heart of Southwest suburbia. Ironically, however, respondents outside of Eldorado appreciate what's in the magazine as much, if not more, as do Eldoradoans.

The quality of the writing and attractiveness of the cover were each rated by our readers as 4.0. Slightly lower scores were given to value derived from the content (3.9) and the variety of the content and quality of the graphics (each at 3.8). So obviously we're doing some stuff right, and there's room for improvement. I can live with that.

Columns we're not running now that respondents showed considerable interest in were high desert gardening/landscaping, spirituality and outdoor adventure. There also is a moderate interest in seeing health/fitness, cooking and astrology columns. Please take note that your comments have already had an effect, as we are pleased to have Carol Tashel, master gardener and herbalist, back within our pages after a multi-years'-long absence (see In the Garden on page 38). And, if there are any health/fitness experts, good cooks or insightful astrologers out there who can write a zippy, informative, useful column, please contact us.

Current advertisers and future advertisers take note: one-third of our readers regularly use Sun Monthly ads for sources and information. Another 44% occasionally read ads that catch their eyes, while 18% use ads when specifically looking for something. Only 5% of respondents pay no attention to the ads. Median household income of respondents was $54,075. The distribution of that group was quite broad, as one in five respondents are making $30,000 and one in five are making over $90,000. Four in five own their own home, the median value of which is $534,722. In other words, Sun Monthly is considered a great resource guide by a dynamic demographic. Current advertisers can pat themselves on the back for taking advantage of Sun Monthly's good value. Future advertisers might want to call one of our ad reps, Robin or Marpa, for more information.

The most common positive comments garnered from the survey included: "Keep it up," "Thank you," "Great job," "Excellent magazine." The most common negative comments complained: "Too many ads" (they probably wouldn't say that if they saw our checkbook), "The articles are too long," "The cover art is not appealing enough."

In rating the magazine's content, readers rated features as their favorite, scoring them 4.0 on a zero to 5 scale. No small gratification for me then that the next highest ratings of our content went to our guest editorials at 3.7, with yours truly's irregularly occurring A Column as I See'm just behind at 3.6. My mother would be so proud.

Some of you out there, no doubt mostly Republicans along with a handful of Libertarians, are probably now thinking, "God, please don't encourage him." However, it's too late. I am in fact feeling encouraged. And so, in spite of some up and some not-so-up times of publishing the Sun, I'm once again feeling excited to journey into the foreseeable future to help extend the Sun's so far dozen-year-long publishing run. And speaking of running, given how affirmatively Sun Monthly readers responded to our survey, I feel little need to replace my well-worn Nikes anytime soon.





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		Sun Monthly Reader Survey Results ost everyone paying attention over the age of, say, 36, has noted that most everything you can name will have lost some of its interest after one has done it daily for, say, a dozen straight years. During the nearly three decades in which I used running as regular exercise, the enthusiasm for my fitness regime of choice tended to flag at certain intervals. So I'd purchase a brand-new pair of Adidas or Nikes, which back then, before these more opportune days of Third World slave labor, might set me back a $100 or so. I'd get them home, put them on and, like magic, my original enthusiasm for the sport would return. I'm sure it was partly due to the literal renewed bounce in my step born from uncompacted, unworn, still-spongy rubber. Another part in resuscitating my interest may have been my "reinvestment" once again in what I viewed as a salubrious yet, let's not kid ourselves, rather strenuous effort. Not coincidently, as the months and the miles piled up on my new treads and the uncompacted and spotless turned compressed and soiled, came also an unwinding of some internal clock spring powering whatever will I had to continue my jogging practice. So the cycle would begin again, and maybe I'd pick up a Runner's World magazine to read the latest reviews of the newest-model Saucony or New Balance. Like a new pair of running shoes, Sun Monthly's recent readership survey has had a similar effect on my enthusiasm for publishing it. Given what such a thorough survey costs when hiring a credible outside source to conduct it, I certainly feel reinvested in the effort to produce this monthly. But what has really put a bigger bounce in this publisher's step is that some 15,000 to 17,000 Sun Monthly readers find the magazine to be of real value to them as individuals, caring community members, world citizens and (dare we say the word?) consumers. I sincerely and gratefully thank the over 600 readers who not only took the time to rate our features, columns and layout, but also shared some rather personal information that, frankly, we had a lot of nerve asking, but that advertisers are forever curious about. I especially appreciate the hundreds of you who wrote sincere comments and suggestions, both lovingly affirming and constructively critical. All in all, your responses felt like a big fat community kiss from the growing tribe of Sun Monthly readers. As you might imagine, weighing our own personal concerns, those of the greater community, and those of our sponsors, who want assurances that Sun Monthly "delivers" a demographic worthy of their advertising dollars, the magazine's look, feel and content derive from trying to strike an imaginary balance between these and a whole host of other influences, real or perceived. From my perspective, that elusive balance might best be summed up in the tagline from our radio spot on KUNM that has played for a decade on Democracy Now: "Sun Monthly — slightly subversive for a co-opted world." This is a kind of comic/ironic acknowledgment that although Sun Monthly attempts to offer an alternative voice to "The Broadcast" of corporate media in which the culture marinates 24/7, it recognizes its own compromises within the context of a commodified, bottom-line-oriented world. Our reader's survey, conducted by Santa Fe–based Southwest Planning and Marketing, revealed that the average respondent has read Sun Monthly for 6.6 years. That would indicate a pretty good sense of loyalty. The overall quality of the magazine received an average rating of 4.1 out of 5, with four out of five respondents rating it a 4 or 5. One of the reasons for our name change a couple of years ago from Eldorado Sun to Sun Monthly was our perception that Santa Feans wouldn't value a free magazine published from the heart of Southwest suburbia. Ironically, however, respondents outside of Eldorado appreciate what's in the magazine as much, if not more, as do Eldoradoans. The quality of the writing and attractiveness of the cover were each rated by our readers as 4.0. Slightly lower scores were given to value derived from the content (3.9) and the variety of the content and quality of the graphics (each at 3.8). So obviously we're doing some stuff right, and there's room for improvement. I can live with that. Columns we're not running now that respondents showed considerable interest in were high desert gardening/landscaping, spirituality and outdoor adventure. There also is a moderate interest in seeing health/fitness, cooking and astrology columns. Please take note that your comments have already had an effect, as we are pleased to have Carol Tashel, master gardener and herbalist, back within our pages after a multi-years'-long absence (see In the Garden on page 38). And, if there are any health/fitness experts, good cooks or insightful astrologers out there who can write a zippy, informative, useful column, please contact us. Current advertisers and future advertisers take note: one-third of our readers regularly use Sun Monthly ads for sources and information. Another 44% occasionally read ads that catch their eyes, while 18% use ads when specifically looking for something. Only 5% of respondents pay no attention to the ads. Median household income of respondents was $54,075. The distribution of that group was quite broad, as one in five respondents are making $30,000 and one in five are making over $90,000. Four in five own their own home, the median value of which is $534,722. In other words, Sun Monthly is considered a great resource guide by a dynamic demographic. Current advertisers can pat themselves on the back for taking advantage of Sun Monthly's good value. Future advertisers might want to call one of our ad reps, Robin or Marpa, for more information. The most common positive comments garnered from the survey included: "Keep it up," "Thank you," "Great job," "Excellent magazine." The most common negative comments complained: "Too many ads" (they probably wouldn't say that if they saw our checkbook), "The articles are too long," "The cover art is not appealing enough." In rating the magazine's content, readers rated features as their favorite, scoring them 4.0 on a zero to 5 scale. No small gratification for me then that the next highest ratings of our content went to our guest editorials at 3.7, with yours truly's irregularly occurring A Column as I See'm just behind at 3.6. My mother would be so proud. Some of you out there, no doubt mostly Republicans along with a handful of Libertarians, are probably now thinking, "God, please don't encourage him." However, it's too late. I am in fact feeling encouraged. And so, in spite of some up and some not-so-up times of publishing the Sun, I'm once again feeling excited to journey into the foreseeable future to help extend the Sun's so far dozen-year-long publishing run. And speaking of running, given how affirmatively Sun Monthly readers responded to our survey, I feel little need to replace my well-worn Nikes anytime soon.