Readers' Survey Results

August-September 1999

This is an article from WaveLength Magazine, available in print in North America and globally on the web.

0ur Readers' Survey netted some interesting information regarding readership of the magazine. Over 90% of respondents keep Wavelength for at least two months, and 60%, collect each issue for their archives. 50% of respondents share their magazine with at least one other person at work or home. 20% share it with 3 or more.

We were surprised to find that most respondents read every article, but it was no surprise that our cooking column, Deb Leach's Paddle Meals, was the top item with 84% interest. 72% rate the ads as the object of their attention.

Respondents reported their greatest interest in articles on the environment and paddling gear (80% each), followed by instruction (73%), destinations (70%) and kayaks (70%).

75% of respondents own a sea kayak, 31% a canoe, 19% a whitewater boat, with 6% own other boats.

The greatest interest in paddling was in wilderness touring (83%), then day paddling (70%), wildlife (63%), then exercise and relaxation (56% each).

72% had taken courses and 41% said they intended to take a course or tour this year.

The region of greatest interest for paddling was BC (87%), followed by southern destinations (27%), then Alaska (24%) and Washington (18%).

Most reported plans to buy paddling gear this year, with 62% intending to buy outdoor clothing, 56% paddling gear, 46% safety gear, 43% navigational gear, 36% camping gear, and 30% a kayak.

84% said they prefer wilderness tenting when on trips. 27% prefer B&Bs. 87% own a computer. 56% visit the WWW 1-5 times a week, 26% connect 5-10 times a week.

51% have visited the Wavelength site (www.WaveLengthMagazine.com)

47% of our readers are aged 35-54, 35% are 55+, while 10% are 18-34.

The gender breakdown of our readership was precisely 50/50.

76% are university grads, and 38% have a post graduate degree.

30% are professional. 20% managerial. 10% academic.

The largest for annual household income group was the $45,000-$75,000 range, with 28% over $75,000.

47% live in 2-person households, 15%, have 3 or more in their household.

78% enjoy hiking, 51% cycling, 25% running, 19% rowing.

WHAT SOME OF YOU SAID:

"This last issue was really outstanding. Several of the articles did an excellent job of capturing the essence of sea kayaking. Keep up the great work! 1 enjoy it and find it useful."

"1 always look forward to Wavelength and love the new look of the cover."

"1 really enjoy the magazine and look forward to enjoying the same high quality in the future."

"1 like that it's west coast oriented."

"Getting better all the time!"

"Keep up the good work!"

"Good all around. Good varied articles."

"1 enjoy it a lot, especially what we can do."

"Your content is outstanding."

"I think what you're producing is just a gem of a magazine with superb articles, information, and philosophy."

"1 find WaveLength as excellent magazine. The articles are always of interest. 1 look forward to each issue."

Winner of our Readers' Survey contest for a weekend for two at Tsa.Kwa.Luten Lodge and use of kayaks from Coastal Spirit Adventures (bout on Quadra Island) was Emily Heyerdahl of North Vancouver, BC.

Thanks to all who filled out the survey.