Results of Business Today readership survey

In the February edition of Business Today, a comprehensive survey accompanied the nearly 8,000 copies of the business journal that is distributed throughout Southeast Missouri and Southern Illinois.

The results of the 42-question survey have been tabulated and provide a look into the demographics and buying power in the coverage area.

This was the second survey since the monthly business journal premiered 10 years ago. To reflect the growing relationship between the Internet and business, this survey contained questions relating to e-commerce.

Although non-scientific, the survey was based on sound information-gathering techniques. Numerous people were involved in the project.

Paul Walker, chief account executive and publication coordinator, said enough surveys were returned to adequately profile Business Today's readership.

"The survey was designed to give us information about our target audience, and to trigger feedback on our publication," said Walker. "There were some surprising answers and some not so surprising."

According to Walker, the survey indicated:

-- 51 percent of the people on the mailing list share the publication with two other people, and 8 percent share it with six others;

-- 46 percent spend at least 20 minutes reading it;

-- 81 percent have read the past four issues;

-- 36 percent keep their copy all month;

-- 70 percent read it at work.

Also, the survey showed that almost 80 percent of respondents employ up to 50 workers; 29 percent of respondents are in the service industry; 53 percent own stock; and 46 percent are golfers.

Seventy-nine percent of respondents said they read the publication to keep abreast of regional business news; 75 percent said they favor the business profiles; and 61 percent zero in on the people and business recognitions.

"We were able to verify that Business Today is being used as reference material, and upper- and mid-management people were circulating it among workplace employees," said Walker.

Donna Denson, director of Targeted Publications at Cape Girardeau-based Rust Communications, which owns Business Today, points out the business journal recently won a national business publication award.

"We are very proud to offer such a well-received, quality publication," said Denson. "This survey validates our product as a beneficial advertising vehicle for the region."

Anyone interested in learning more about the survey and the business journal can contact Paul Walker at 1-800-879-1210.