Winter 05

Before Lining That Birdcage...

Physicians measure their performance by building healthy relationships with their patients and helping them live healthier lives. Publishers measure performance in three basic ways — the number of copies they sell, advertising income, and reader response. Since it is free to its readers and we don’t accept advertising, we turned to the last option — a readers’ survey

With help from our friends in the IU Alumni Relations Office at IUPUI, questionnaires were sent to 7,541 readers, more than half of the magazine’s total subscription list, and 578 (8.5 percent) responded. That’s a solid rate given that most similar surveys also generate only a five percent response. We offered no incentives or rewards for filling out the survey.

Here are a few highlights:

• 86 percent rated our main stories about IUSM medical education, student life, research, patient care and clinical issues as good to excellent; slightly more than 1 percent described the coverage as poor; and 13 percent rated it average.
• Of the magazine’s regular features, Alumni News and News & Notes are the most read, followed by Message from the Dean and Viewpoint.
• 74 percent reported being satisfied with the eighteen pages we devote to editorial content each issue; 24 percent said it was too much; 2 percent said it’s not enough.
• 77 percent toss each issue of the magazine after reading it; 14 percent share it with their colleagues or patients; and 9 percent keep it for their files.

Out of curiosity we also wanted to know how many readers would be willing to underwrite part of the costs of producing the magazine (the actual cost is slightly more than $8, but we suggested $5 per person annually). More than a third said they would be willing to pay Don’t worry — no invoices are rushing to your mailbox. One of the added benefits of being an IUSM graduate is that you get the magazine free, something that has not changed since the first issue rolled off the press in the summer of 1997.

The magazine has enjoyed support from its editorial board, which meets quarterly to discuss and determine the content for each issue. It has had steadfast backing from IUSM Dean D. Craig Brater, MD, and his immediate predecessor, Robe Holden, MD, the person who established the magazine because he believed it would be a valuable tool to keep the School and its graduates connected.

Although satisfied with the survey results, we’re always looking for ways to improve the magazine. That’s where readers come in; some of your suggestions are being considered for implementation. Whether IU Medicine magazine ends up in a file or the bottom of a birdcage, we appreciate your taking the time to read and share rour views.

Pamela Su Perry, publisher
Joe Stuteville, editor

For more information about the readers survey or to obtain a copy of it, call editor Joe Stuteville at (317) 274-7722 or email him at jstutevi@iiupui.edu.