On October 28, 2019, the editorial staff of Audiology Today (AT) sent Academy members a readership survey to gain insight into reader demographics, work settings, patient populations, and reader preferences. Members responded by providing general audiology demographic data, as well as specific answers to questions related to access and use of Audiology Today.
Respondents revealed a range of years of practice including new professionals (0–4 years of practice) and seasoned professionals (more than 20 years of practice). Years of practice closely matched years of Academy membership, indicating that most of the respondents value their membership and have had access to Audiology Today throughout their professional lives.
All demographic areas of the United States and Canada were represented by respondents to the survey. Practice settings of respondents included private practices, ENT offices, hospitals, clinics, military, primary and secondary educational settings, and educational and research university settings.
Approximately 10 percent of the respondents were students. Several survey questions revealed that respondents are busy patient-care providers, who are providing a variety of products and services.
WHAT READERS WANT:
- More business-related and
practice management articles
- Short and easy reads
- Synthesized research reviews
- Regular pushes to digital content
Thirty-three percent of respondents typically read the print version of AT, while 21 percent prefer the digital version. Fifty-seven percent of respondents read most of the publication each month. Seventy-five percent of respondents find Audiology Today to be informative or very informative and very readable.
AT is considered a “must read” for 50 percent of respondents. Survey results focused on what respondents value about AT and what respondents would like to see changed. Plans for implementing changes in AT are included below.
Respondents were asked “What are some of the topics that you enjoy in Audiology Today or would like to see more of?” The most common themes in rank order include practice management (billing, coding, and reimbursement), vestibular testing, rehabilitation, case studies, hearing aids and hearing-assistance technology, cochlear implants, pediatric and educational audiology, and tinnitus/hyperacusis testing and management. Many respondents also enjoy the student- or new-graduate-focused articles, as well as articles that support evidence-based practice with patients.
The question “What suggestions do you have to improve Audiology Today?” yielded a variety of responses including no changes recommended, more practice management articles, shorter articles, synthesized research reviews, and a digital link to AT sent to members via e-mail. Several respondents suggested a review of the formatting of AT, as well as the number of ads in the magazine.
When asked about the favorite aspects, the top responses were: articles and overall content, easy to read, appealing design/layout, and new and relevant information.
When asked about the least favorite parts (e.g., what needs to be improved), the most common comment involved the number and layout of advertisements. The next most common response related to the length of articles, encouraging shorter articles more suitable to people with busy schedules who want new information quickly.
The information gleaned from this survey will direct the editorial team regarding topics for invited articles for 2020, as well as the layout of the magazine.
As a result, in 2020, articles will have a more strict word limit, and the magazine formatting will be improved to enhance readability. In addition, the overall length of the magazine will be decreased by eliminating the organizational columns that appear in every issue. Information from these groups will be included as needed.
Simultaneously, we will increase the delivery and accessibility of web-based information, with the overall goal of enhancing our communication strategies with members.
We appreciate all the responses to the survey and welcome your feedback, as we continually work to make sure Audiology Today meets the needs of our membership. AT is your source for professional information and it is important that you are involved in its continued evolution.