Back to the Basics - Conducting a Successful Readership Survey, by Lewis Copulsky, Lewis&Clark
A version of this article appeared in Signature magazine, March 2010

2. Speak to your reader. As a publishing professional, you know how to speak your readers' language, and this should hold true in your survey as well. Most likely, your reader is not a publishing expert, so avoid publishing industry terminology. For example, if you're seeking reader input on a possible change to your magazine's size, don't just offer as choices tabloid, standard, and digest — include the dimensions as well.

When asking for reader feedback, focus on the things they are likely to care about. You should already have some sense of who your readers are and what they care about. Don't waste time gathering information you already have. Use the survey as an opportunity to gain deeper insight into the issues at hand.

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