Perceptions of the concerned reader: An analysis of the subscribers of E/The Environmental Magazine

This evaluation assessed the extent to which E/The Environmental Magazine met subscribers’ needs for environmental information and whether the magazine has influenced subscribers’ environmentally responsible behaviors. Data collection methods consisted of a survey of randomly selected E/The Environmental Magazine subscribers. Survey questions addressed:

1. The extent to which subscribers perceive E/The Environmental Magazine to be effective in fulfilling its mission of promoting environmentally responsible behavior
2. Subscribers’ opinions about the magazine’s content
3. Subscribers’ opinions of how well the magazine fulfills their need for environmental information when compared with other media sources.

Based on the evaluation’s results, the authors recommended market specialization studies and more refined segmentation of E’s audience to determine how to expand readership beyond the niche that is being filled successfully.