A readership survey of

Abstract

The purpose of this study was to determine the effectiveness of the University of Arizona College of Agriculture magazine, Arizona Land & People, by evaluating it for reader satisfaction and interest, usefulness of information and reader demographics. The study used a mailed questionnaire, sent to a random sample of Arizona residents on the subscriber list. Findings indicate that the majority of the recipients are satisfied with the magazine in its present form, although they prefer that it be published more often. The readers represent a wide range of occupations, many related to agriculture. The magazine is valued for the quality of its technical information, which a majority of the readers use for work-related purposes. Findings also suggest that Arizona Land & People is a valuable reference tool in schools and libraries.