Reason #975 No One Believes Readership Studies Any More

A friend forwarded this lovely golf/turf magazine online readership study (below) fielded by what appears to be an "independent" research concern. Curiously, the domain name for IECSC Research takes you to the home page for the International Esthetics, Cosmetics and Spa Conference group. Why, you ask, would a group devoted to facial creams, mud baths and eyeliners be interested in the magazines in our happy little industry? Because the IECSC is owned by Questex Media which owns Golfdom.

Seriously? As the Wizard of Oz said, "Pay no attention to that man behind the curtain!"

Look, I've seen all the real independent research on readership, editorial quality, editorial leadership, etc., among golf magazines. Here's the bottom line: GCM is still the "most useful" and "best read" magazine because superintendents view it as their official publication. But, GCI is clearly number two with a bullet and we beat GCM in "readability" and "best editorial mix" and several other categories every time. Beyond that, there's a large -- and growing -- chasm between the top two magazines in the industry and the rest. That, friends, is the plain truth.

So, while we're growing our ad base dramatically, producing a killer print product, investing in quality circulation, expanding our editorial staff, giving voice to amazing columnists, launching a world-class website, airing cool videos and providing social media coverage on Facebook and Twitter every day, they are fielding a faux readership study. Hope that works out for them... 


From: IECSC Research



To: XXXXXXXX

Sent: Tue, January 25, 2011 12:15:23 PM


Subject: We Need Your Help with a Golf and Turf Magazine Survey


Hello:


We'd like to learn what you think about the golf and turf magazines you receive. Which ones do you really like? What other types of information do you use to help you do your job? If you'll take a few minutes to click on the link below and give us your thoughts, we'll enter you into a drawing for the chance to win one of three $100 gift cards. You can use it for yourself or to buy lunch for your crew.






Click on the link below to begin. Thanks in advance for your participation.


Bobbi Ware


IECSC Research Department

http://www.zoomerang.com/Survey/U2HGL2E2JUDD